Adidas remains a force in the sportswear industry by consistently releasing innovative new products and working with talented designers to craft one-of-a-kind pieces. Furthermore, the company embraces digitalization while expanding into lower tier cities.
Consumers in its consumer grid include sports enthusiasts who are constantly in search of something new. Their goal is to increase both own-retail and e-commerce sales until 2025.
Founded by Adi Dassler in 1924
Adidas is one of the world’s premier sportswear brands. Their success can be attributed to a combination of ingenuity, passion and dedication; with decades of innovation but also facing numerous challenges along the way. Here is a glimpse into its rich history – beginning from humble origins in a laundry room!
Adolf Dassler established his shoemaking business after finishing school and serving conscription in World War I in his mother’s scullery (or laundry room) in Herzogenaurach, Germany. Rudolf joined him shortly afterwards, forming Gebruder Dassler Schuhfabrik to manufacture some of the first spiked athletic shoes which helped 800m runner Lina Radke win gold at Amsterdam Olympic Games 1928.
Dassler worked closely with athletes and took their feedback into consideration to design new shoes. He even attended major sporting events to see how athletes were using his creations – something which eventually paid off when American sprinter Jesse Owens donned them at the 1936 Olympics and made them legendary.
After World War II ended, Dassler introduced some changes to his company. He registered Adidas as a trademark combining his first and last names; additionally he updated its logo by including three stripes that remain today.
He succeeded in building his business into Europe’s top sports shoe manufacturer despite some controversy: Dassler was a member of Nazi party and provided shoes for Hitler Youth participants and German athletes at Olympic Games, while employing Russian prisoners of war during WWII to work his factories.
As Adidas expanded, they expanded beyond sneakers into sportswear market. Over time they established strong ties to World Cup tournaments since 1986 – even being recognized in pop culture when Run DMC used Adidas apparel and shoes in performances.
Embracing the Digital Age
Digitalization has allowed this brand to adapt quickly to an ever-evolving marketplace, and their strategic marketing campaigns and e-commerce platforms demonstrate this beautifully. They understand the significance of building brand loyalty by offering programs like the Creators Club which foster customer participation while building community around their brand.
Through various social media and e-commerce platforms, they’re able to reach a global audience while remaining top of mind with customers. Furthermore, they employ effective advertising strategies which use storytelling to create emotional ties with consumers – this keeps them relevant in an era when consumer attention spans are short lived.
Environmental responsibility has also been prioritized at this company by using recycled materials and working towards carbon neutrality. Furthermore, they’ve invested in more eco-friendly manufacturing facilities. Their commitment has earned the trust of their consumers while solidifying them as leaders within their industry.
To reach younger audiences, they have implemented various digital marketing and e-commerce platforms, including mobile apps, virtual try-ons, interactive advertising and personalized customer experiences. Furthermore, they’ve partnered with celebrities and athletes in an engaging way in order to promote their products effectively.
Adidas plans to increase online sales and grow its direct-to-consumer business to help boost profits and achieve sustainability, investing billions into digitalization initiatives by 2025.
On the design side, they plan to utilize data analytics in order to decrease design time and increase accuracy. They have already taken steps toward this end with their acquisition of Runtastic which has given them access to 70 million user-generated fitness data points. They’re also testing “speedfactories”, designed specifically to produce shoes more rapidly – currently most production is outsourced to Asia; by moving production closer to their end consumers they could become more responsive to fast fashion trends while decreasing dependency on third-party suppliers.
Focusing on Key Cities
Adidas has implemented an expansive marketing strategy designed to foster customer loyalty, boost brand awareness, and drive sales. They employ various tactics such as partnerships, influencer collaborations, product design innovation and digital marketing in their approach – resulting in world-renowned sportswear and fashion brand. Furthermore, Adidas’ investment in high-quality products as well as customer satisfaction has contributed significantly towards reaching record-breaking revenues.
As they recognize its necessity in today’s market, the company has put considerable resources into digitization. Social media campaigns and other digital marketing initiatives are invested in to reach out to target audience. Furthermore, their designs take a “no compromise” approach to ensure they always offer products of highest quality on the market.
Focusing on key cities is another cornerstone of their marketing strategy, as this enables them to better understand their customers and craft tailored experiences tailored specifically for them. By doing this, they are able to generate excitement and enthusiasm around sports at a personal level while engaging consumers via mobile, retail, social media channels – this goal being reached by using digital analysis and Big Data technologies wherever their audiences may be found.
British American Tobacco (BAT) has strategically focused their attention on London, Paris, Los Angeles, Shanghai and Tokyo as they are cultural capitals that often set trends that ripple throughout the globe. By targeting these markets they can identify new trends before they become widely popular and create products to reflect those trends – something which allows them to stand out against their stronger competitor Nike who tends to come late to market with its product offerings.
Adidas has managed to stay one step ahead of its competition by teaming up with artists and creative individuals passionate about sports. They have worked with talented designers like Gigi Hadid and Ariana Grande to produce exclusive sneaker collections targeted specifically to millennial generation users, and collaborated with female athletes working towards changing the world to make their products more appealing for young women – helping keep up with demands of new generation while remaining relevant in an evolving marketplace.
Building Customer Loyalty
Adidas understands the needs of athletes and sports enthusiasts for apparel to enhance performance while reflecting personal style, so they collaborate with designers and artists to produce limited-edition products that seamlessly combine sports with fashion – this strategy has made Adidas one of the leading companies in sportswear worldwide.
Adidas places great emphasis on digital marketing and e-commerce to form meaningful customer relationships. Their own e-commerce platform and collaborations with retailers to make products accessible are two ways they achieve this. They also utilize social media as an effective platform for building community and promoting new offerings.
The company’s global branding strategy revolves around three primary goals: increasing brand recognition, strengthening customer relationships, and driving sales. They accomplish this using various strategic approaches such as influencer partnerships, innovative product designs, and engaging advertising campaigns – such as their slogan “Impossible Is Nothing”. Their slogan also plays an integral part of motivating their target audience to look toward the stars while exceeding all expectations.
Adidas embraces digital technology and invests heavily in key cities around the world, but also relies on their own research and development team to produce cutting-edge technology that sets them apart from their rivals. Their Boost technology, for instance, has revolutionized running by increasing energy return with each stride – praised by athletes everywhere for improving competitive edge and improving energy return with every stride.
Established by Adi Dassler in 1924, German sportswear and footwear company Adidas is now one of the biggest global sportswear and footwear brands. Renowned for their innovative designs and collaborations with athletes and celebrities, Adidas is now an icon of fashion industry; their slogan “Impossible Is Nothing” serves as global motivation to athletes everywhere.
Adidas CEO Kasper Rorsted took over after the death of founder Herbert Hainer in 2016, with the intention of quickly transitioning the company into a global lifestyle brand. Since his appointment, Rorsted has implemented various changes including divesting their hockey and golf brands CCM and TaylorMade as well as Adams Golf. Furthermore, Rorsted created a new corporate culture while continuing the company’s existing strategy “Creating the New”.
