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Top Adidas Marketing Campaigns: A Case Study on marketing campaigns of Adidas

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The footwear branding and shoe advertising history of the company is quite interesting, meaning that it has seen a lot of ups and downs throughout its journey. However, facing all kinds of competitions and hurdles, only made the Adidas branding game stronger. And what we see today of the brand is mostly because of its smart and strategic marketing campaigns. 

Looking closely at the market, it is considered the “good guy” because most of Adidas’ advertising is practical and people-related, even though it features high-profile celebrities and athletes. The image of the brand Adidas in the eyes of the audience is seen as inspiring and motivating in exchange for how naturally its campaigns are styled. 

The emphasis of Adidas’ branding has always been on creating a positive impact in people’s minds. Let’s dive into the case study of the marketing campaigns of Adidas

What is Adidas?

Adidas is a multinational corporation, based in Germany that manufactures footwear, clothing, and related accessories. Founded by Adolf Dassler in 1924, the sportswear company has more than 2,000 stores all over the world. Starting from the development of spiked athletic shoes, called spikes, the brand now produces all sorts of footwear, sportswear, and accessories for men, women, and children. 

Leaving behind top companies like Reebok, Puma, Lululemon, Jordan, etc., it has become the largest footwear manufacturer in Europe. The brand has maintained its image as inclusive and diverse, as witnessed by the earliest logo consisting of three leaves, in which the left is for North and South America, the top for Europe and Africa, and the right for Asia.

Due to its constructive branding and pragmatic image, it is preferred by prominent athletes and famous personalities. One interesting thing about the company and its marketing is it is seen as a brand for the typical audience, keeping in mind its sustainability at reasonable prices. All the products offered by the company are considered to be highly functional, environment-friendly, and qualitative.

Why does Adidas do marketing?

The competition in the sports industry has become tougher than ever as people now have realized the profound scope of athletics. And since Adidas is the second-largest player in the sportswear industry, it needs to keep up its game in order to maintain its position above the rest companies and step up to beat the topmost company. And that is exactly why Adidas needs marketing campaigns.

Also, there always are new products launched through the company, and in order to make sure that the target audience is aware of new collections and lines, marketing is necessary. Marketing campaigns, along with, promoting the brand and its products, provide some credibility and assurance to the customers. People get an overall idea of what they are about to get into.

Apart from this, it has a reputation to maintain. People, unknowingly build certain expectations from such organizations, and marketing campaigns help keep up a positive image. Adidas advertising helps the corporation display its core values and ethics to the public out there.

Top Marketing Campaigns (Offline) Case Study: Adidas  

Here is a list comprising marketing campaigns of Adidas, that helped the brand make it to the top of the industry.

Impossible Is Nothing

This was the most popular and powerful campaign of Adidas branding. The idea of the campaign was inspired by the great athlete, Muhammad Ali’s words. The campaign started in the form of a commercial advertisement, featuring Muhammad Ali himself with other prominent athletes like David Beckham, Zidane, Platini, etc. The voice-over and the background music were specially composed to complement the motivational and athletic vibe of the video.

In this ad, all these athletes were shown playing football with ordinary kids on the street, bridging the gap between famous stars and common people.  The idea and vibe of the entire commercial were very inspiring and encouraging to go the extra mile. And that’s what grabbed the attention of the viewers and made it one of the best ads of all time.

Just Browsing, Thanks!

This was literally the smoothest and most appealing marketing campaign ever. It was launched in the form of a poster that featured Derrick Rose and a collaborated line of shoes, called “D Rose 3.5.” Derrick Rose is a basketball player, and he can be seen jumping to pick a pair of shoes in the poster ad as well. 

The interesting catch of this campaign was that the brand introduced a contest in which the shoes from the collection were placed 10 feet high, and whoever jumped that high will get those sneakers for free. This idea drove a lot of traffic to the stores and energized the target audience. Also, this ad made it to the Cannes Lions International Festival of Creativity 2014 as a nominee. 

Take The Deal, Dare to Create

This Adidas advertising campaign was launched to promote their new boot collection and introduce their soccer brand, Adidas Football. Some of the most popular football players like Lionel Messi and Paul Pogba were featured in the commercial advertisement. The theme of the ad produced a very sci-fi and energetic vibe with the use of upbeat music and neon colors.

Additionally, people were highly fascinated with animation and visual effects. This marketing campaign’s motive was to inspire people to build something unique and special of their own by going bold or taking the deal. Successfully, the commercial ad received about 2.5 million views in just 2 minutes on YouTube.

Your Future Is Not Mine

This marketing campaign was designed to introduce and promote new NMD shoes and sneakers from Adidas Originals. The campaign was launched with a video ad that shows a lot of young adults walking toward their future. A powerful track by Daisy Hamel Buffa named “Your Future Is Not Mine” was also composed which perfectly complemented the video.

The whole idea of this campaign was directed at the younger generation i.e. the millennials and GenZs telling them that they should walk on their own unique paths. An optimistic message of believing in one’s aspirations and creating their own future is given out by Adidas. The ad received a huge positive response from the viewers.

There Aren’t Plenty Of Fish In The Sea Anymore

As the name suggests, this ad was a green campaign launched by Adidas, in collaboration with Parley, a non-profit organization that looks after oceans. The brand very smartly used the cause marketing here to promote their new collection of shoes that are made of plastic removed from the oceans and seas.

This Adidas advertising was designed in a way that looked like an awareness poster rather than a promotional ad. Showing environmental concerns and spreading awareness about how oceans are getting toxic attracted customers to the brand. Subconsciously, it buttered up the brand image as well.

Adidas Performance

This marketing campaign was launched in the 90s when the company was on the verge of bankruptcy, and this was an attempt to get back in the game. The most important thing about this marketing campaign was the introduction of its new logo, the 3 stripes. This marketing campaign advertised the innovative technologies and changes in the branding process used by the brand. 

Also, the motive was to promote the new equipment line called “Adidas Performance”. The collection was specially designed for professional athletes and their high-functioning needs. Staggeringly, this marketing campaign proved to be a success in the market.

Adidas Style

This marketing campaign of Adidas was also launched with the important motive of introducing the newest logo, a circle with 3-claw-like stripes. It represented the company’s take on fashion-oriented projects. The audience was impressed with the new trendy collection that included more than just footwear.

The collection featured a line of stylish line of clothing, shoes, and accessories created in collaboration with Yohji Yamamoto, the famous Japanese fashion designer. The line was named Y-3 and became really popular among people.

Concluding all the above points, it can be derived that Adidas advertising has always been inspiring and motivational ads that people can relate with. The brand smartly strategizes and collaborates with high-profile athletes and celebrities that put them and common people on the same level. The sportswear company has also used the idea of cause marketing to show its concern and responsibility toward the environment. The brand has never failed to put out its moral values and ethics. 

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Adidas Marketing Strategy: A case study in branding and marketing excellence

Introduction

Few brands in sportswear and athletic apparel are as iconic and influential as Adidas. Established in 1949 by Adolf Dassler in Herzogenaurach, Germany, Adidas has become one of the world's leading sportswear manufacturers. This case study explores the journey of Adidas from its humble beginnings to its present-day status as a global powerhouse in the sports and fashion industry.

1. The Early Years

Adidas' story begins with its founder, Adolf "Adi" Dassler. Adi and his brother Rudolf Dassler started a small shoe company called Gebrüder Dassler Schuhfabrik in the 1920s. However, due to personal and business conflicts, the brothers split in 1947. Adi renamed his company "Adidas" in 1949, a portmanteau of his first and last name, "Adi Dassler."

A focus on innovation and performance marked the brand's early years. Adidas introduced the first screw-in stud football boot in 1954, revolutionizing the sport. This commitment to product quality and innovation laid the foundation for Adidas' future success.

2. The Three Stripes Logo

One of Adidas' most iconic elements is its three-stripe logo. Initially introduced in 1952, the three stripes represent a mountain, symbolizing the challenges athletes face and the goals they strive to achieve. This logo has become synonymous with the brand's commitment to excellence and remains vital to Adidas' visual identity.

3. The Rise of Sponsorships

In the 1960s and 1970s, Adidas embraced the power of athlete endorsements and sponsorships. The brand signed legendary athletes like Muhammad Ali and Franz Beckenbauer, solidifying its reputation as a premier sports brand. Adidas continued to forge partnerships with top athletes and teams worldwide, enhancing its global reach and credibility.

4. The Shift Towards Fashion

While Adidas initially focused on sports performance, the brand recognized the growing demand for sportswear as a fashion statement. In the 1980s, Adidas pivoted by collaborating with iconic hip-hop group Run-DMC, which resulted in the famous song "My Adidas." This collaboration marked the brand's entry into streetwear and laid the foundation for its enduring presence in sports and fashion.

5. Challenges and Rebirth

Adidas faced various challenges in the late 20th century, including increased competition and financial difficulties. However, the company experienced a renaissance in the early 2000s under the leadership of CEO Herbert Hainer. Adidas invested in marketing, innovation, and acquisitions, including the purchase of Reebok in 2005. The brand's revitalization efforts paid off, leading to strong financial performance and market growth.

6. Sustainability and Social Responsibility

In recent years, Adidas has strongly emphasized sustainability and social responsibility. The company introduced its "End Plastic Waste" initiative and committed to using only recycled polyester in its products by 2024. Furthermore, Adidas has embraced ethical labor practices and made strides in reducing its environmental footprint, reflecting a commitment to a more sustainable future.

The Adidas case study showcases a remarkable journey from a small German shoemaker to a global sportswear and fashion powerhouse. Adidas has evolved and thrived in a competitive market through innovation, athlete endorsements, strategic partnerships, and a commitment to sustainability. As we look to the future, Adidas is an inspiring example of how a brand can adapt and excel while staying true to its core values and mission.

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Analysis and examples of adidas’ identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

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Case study: Adidas uses Google data insights to create targeted storytelling and more relevant product messages

Apr 27, 2020 | Ad tech , Content marketing , E-commerce and E-retailing , FMCG digital marketing , Marketing Case Studies , Online advertising , Online video , Paid search , Programmatic , USA

Case study summary

• Adidas wanted to better understand how its online messages impacted sales
• Shared marketing platform in-house to get data insights to inform creative
• Data now used as starting point for marketing meetings – driving conversation and creative with clearer goals

In a media saturated world, the consumer journey is less predictable. People are drowning in communication and for brands there are so many more points of contact, it’s hard to know which will have the impact they need. Within digital media potential customers could see your message in a million places, from online news sites to Facebook or private shared videos on WhatsApp – and alongside these you have a proliferation of traditional and outdoor channels. This all makes it harder track and attribute ad success for a large company like Adidas.

The brand wanted to get more of the relevant people to see the brand’s message, with the right message at the right point in the funnel to improve marketing effectiveness: this meant the top-of-funnel for the aspirational brand lifestyle messages, but lower in the funnel for specific products, like shoe ranges.

Adidas also wanted to boost the relevancy by incredibly fast campaign delivery.

Adidas switched their digital marketing budget into programmatic display ads. They looked for a new approach that was both real-time and relevant to the step in the customer’s journey.

Using the Google Marketing platform, the brand was able to target based on each step in the funnel of the consumer journey, from watching sports news to researching an activity. They also mapped product interest so could pair the shopper with the specific products they wanted.

The data-driven ads were delivered in real time, when a big sporting event was happening. This meant they were able to use the hero moment of a sport star to push relevant products. The Google platform had segmented audiences built in, so Adidas knew who should receive which message, at which time.

The result for the consumer was hyper-relevance – when an NBA star scored a winning point while wearing Adidas shoes, they saw the ad. The result for Adidas was a game-changer in the relevancy of their message, which in turn overcame the challenge of getting cut through in today’s world of media saturation. The use of big data on a shared platform transformed the relevancy of the message Adidas sent. By targeting based on where people were in the funnel, it boosted the ROI of campaigns.

Not only did it transform cut-through and engagement, it also amplified the connection Adidas has to key sporting events. It improved awareness of Adidas sponsored athletes, letting the brand change the way it raised awareness of its sponsorships, and by association the effectiveness of those sponsorships.

Why it matters

Data drives a new approach to campaign planning. This “test & learn” helped change the direction of all Adidas’ campaigns. Using a single ad platform let their marketing team share insights on whether people interacting with the brand online should be receiving a branding message or a ‘buy this product’ message. Knowing which point they are in the funnel is crucial.

A shared platform for data, and using that as your start point for informing the creative, can boost efficiencies within a marketing team. The Adidas marketing team started every meeting with data insights, together with clear goals. Collectively all this led to improved conversion rates.

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How to create a product story that unfolds over time — and drives results

You wouldn’t expect someone to hire you before you told them about yourself and why you’d be right for the job. The same principle applies when marketing a new product. If you skip straight to your call to action without taking the time to build awareness or educate potential customers, you’re unlikely to succeed.

That’s why, until recently, Adidas had always used a “phased block planning” approach to product launches — one campaign split into multiple, time-separated phases, all targeted at the same audience. The phases typically focused on awareness, education, and driving action.

But as Joshua Reidy, Adidas' global media manager, points out, there were two problems with this strategy. “We could never be sure the same people were seeing our ads across all phases of our campaign, or how many times they saw a particular creative. So we had no good way of knowing whether our story was unfolding in the way we envisioned. And because each phase had to run separately, the campaigns ended up being several weeks long.”

In need of a better way to launch its Nemeziz soccer shoe in the summer of 2017, the Adidas marketing team turned to YouTube’s video ad sequencing tool to move its target audience along a planned sequence of ads in a shorter amount of time — just a few days, for some people.

The results? A 317% lift in product interest 1 for users exposed to the ad sequence. For other brands looking to try a similar approach, here are three lessons the Adidas marketing team learned.

Unveil the product to an interested audience, then go short for big exposure

Adidas wanted to introduce Nemeziz in an authentic way, by featuring the shoe in context, on the feet of leading soccer players. So they created a long-form video to do just that. The video campaign ran as a TrueView ad, giving interested users the ability to watch and uninterested users the option to skip.

But the team recognized that a longer video required more commitment from users who might be unfamiliar with Adidas or its products. “We realized that by starting with a long video, maybe 50% of people would stop watching before they’d even seen our product. Our video strategy needed to solve for that,” Reidy explained. “So we also built a six-second, unskippable bumper into the plan to reach users who had been exposed to the initial long-form film. The creative showed off the soccer boot and delivered a very simple message right away.”

“Then we followed up with another long-form hero film — which was only served to viewers who had already been exposed to the bumper ad — that told more of a story and featured the soccer players who wear the shoe,” Reidy said.

Tailor according to engagement

One of the most powerful aspects of building a dynamic video ad sequence is that it allows you to tailor follow-up videos based on a viewer’s previous engagement.

We saw the average view-through rate increase 20 percentage points from the hero video to the product video, confirming that it made sense to tailor our sequence according to viewer engagement.

“Viewers who most engaged with our message — those who watched both the initial bumper and our longer hero video — were then served an ad that took a deeper look at the product itself. We saw the average view-through rate increase 20 percentage points from the hero video to the product video, 2 confirming that it made sense to tailor our sequence according to viewer engagement,” Reidy points out. “We then wrapped up the sequence the same way for both those who had skipped the hero video and those who had watched the product video: by once again showing them the bumper ad we had used at the start of the campaign.”

Don’t be afraid to feature your product throughout the sequence

Sometimes brands shy away from featuring their product too prominently in an ad, for fear of appearing pushy. But in this case, the Adidas marketing team decided to go all in — and it paid off.

“By introducing our product upfront and using tightly framed, product-focused creative across our entire sequence, we were able to achieve far greater awareness, recall, and most importantly, purchase intent,” said Reidy. “Following the campaign, we saw a 33% lift in awareness, a 20% lift in ad recall, and a 317% lift in product interest, 3 which we were really happy with.”

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1-3 Adidas Campaign Data, U.K., Aug. 2017.

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adidas brings teams together around insights with Google Marketing Platform

• Analytics 360
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In a world where the consumer journey is no longer linear, it can be difficult to know when to deliver a brand message or a product message. adidas turned to Google Marketing Platform  to use audience insights to inform the art of storytelling and help teams, from brand marketing to retail to e-commerce, deliver relevant messages across channels.

Video Transcription

Chris Murphy, Head of Digital Experience:

At adidas, collaboration is one of the things that we focus on as a company overall, to make sure that we’re all working more closely with each other. We talk a lot about the consumer journey no longer being linear. It’s very difficult to know when the consumer is going to come in contact with your message. And because of that it makes it much harder to deliver the right message at the right time.

One thing we do a lot more now is we use data to help us. In a singular environment like Google Marketing Platform, when you’re able to see audience insights and information, you can share across all those departments from a brand perspective, from an ecommerce perspective, from a retail perspective.

What we found is if we’re sharing insights, we know when someone should be receiving a brand message versus a product message — when they’re thinking about buying or when they’re actually ready to purchase.

Kelly Olmstead, VP, Brand Activation for North America:

Being in brand marketing for so long, there was this initial pushback on data and the science behind it, because it was an art. But what we’re seeing now is the ability for data and insights to really inform the art of storytelling. It allows us to understand the impact that we’re having in real time.

Real time is incredibly important to us. We want to let people know that the shoe that was on our basketball player who just had a triple-double, is our shoe. And so it’s important for us to push media out there very quickly. Google Marketing Platform helps us do that. You have a very easy to use platform where you already have audiences built in. To see both the usual brand lift and brand affinity lift go up, and to see traffic and sales both increase across the board was great for us.

Starting every meeting with data and insights, that’s something that we want to take outside of just the marketing organization, and really infuse it across our culture here at adidas.

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Adidas Marketing Strategy The Case Study (Impossible is Nothing)

The new year 2023 has come, and 2022 has been a successful and profitable year for German sportswear firm Adidas so far. The brand’s net profit for the second quarter increased by 20% and exceeded analysts’ expectations. Adidas’ simple digital marketing strategy is the power behind this success.

With this strategy well implemented, the company wants to overthrow its main competitor, Nike , according to what our friends at Digital Agency Network tell us. The brand’s e-commerce channel is the fastest-growing revenue channel and all production processes are as digitized as possible. Changing consumer behaviors with digital transformation also means changing the way Adidas works. Technology helps the company to build more direct relationships with its customers. But let’s see point by point what you should know.

Table of Contents

Adidas Brief History

Adidas is a world leader in the sporting goods industry, offering a wide range of clothing, footwear, and equipment. Today sportswear has gone from the gym to all facets of life. With a focus on comfort and performance, their styles support the more casual lifestyle of today’s consumers. Athletic-influenced styles are clearly not just for athletes anymore, they are for everyday people at work, play, and play. Adidas has managed to capitalize on this phenomenon in a big way, with brand recognition built on innovation with styles and athletic trends.

Since being established in Germany in 1949 by founder Adolf Dassler, Adidas has become synonymous with the sports industry. Today, Adidas is a global public company and is one of the largest sports brands in the world. It is a family brand with its three-stripe logo recognized in markets around the world. The company’s product portfolio is vast, ranging from state-of-the-art sports footwear and apparel to accessories such as bags, watches, eyewear, and other sports-related items and equipment. With more than 46,000 employees worldwide, the Adidas Group consists of around 170 subsidiaries, including Reebok, TaylorMade-Adidas Golf, Rockport, and CCM-Hockey.

Adidas Marketing Strategy the Case Study (Impossible is Nothing)

A leader in the sportswear industry since its inception more than 90 years ago, Adidas has always been associated with performance – performance on the field, in the gym, and on the courts. Adidas’ performance also shines in a little-known area: its incredible data-driven culture. Adidas uses the power of data to inform its business decisions and drive verifiable results.

Adidas (impossible is nothing), as the leader in apparel, footwear, and sportswear, is revolutionizing manufacturing and retail with a variety of custom designs and a digital approach as a marketing strategy that puts consumers at the center of strategy as a fundamental part of everything the company does. company. performs in its value-generation processes.

digital and technology

Adidas’ five-year strategy that aired in 2015 is called “Creating the New,” as noted on Digital Agency Network. Describing itself as a digital company, Adidas wants to be the best sportswear brand in the world. To achieve this goal, what tools do you use? Digitization stands out as a key point in Adidas’ current marketing strategy.

The term “the best” is the process he carries out to design, build and sell the best sporting goods in the world. In direct competition, yes, with a rival as strong as Nike. In this, it is highlighted in the original article, Adidas spends 90% of its marketing budget on digital campaigns and on social networks.

Secondly, it is necessary to emphasize the purpose of Adidas in manufacturing at high speed. Because this is one of the essential parts of Adida’s digital marketing strategy. How have you managed to manufacture faster than in the past? As noted in the article on which we based this article, the company digitized the production process with 3D printing technology and robotics at the Speedfactory in Ansbach. An example of Adidas shoes made with 3D printing is the Futurecraft 4D shoes, Made with Light and Oxygen is a successful example of the advanced technology of the sports brand founded by Adolf Dassler.

“The objective of the manufacturing process is to offer the most innovative and personalized sports shoes for each athlete. Sporting goods brand always tries to meet the high demand. Created with innovation and collaboration, fresh and desirable products are always ready for customers wherever and whenever they want them to shop,” explains the Digital Agency Network article.

Relationship with consumers

What would a company be without its relationship with consumers? Really, and more in these times with increasingly active and demanding consumers, nothing. In this sense, Adidas they try to interact with its customers and create “premium, connected, and personalized experiences”. Or put another way, as the original source points out, “create enthusiasm for the sport on a personal level.”

As it does? Adidas’ digital strategy encompasses taking on all touchpoints (mobile, social or retail devices) with which consumers interact. And from them, it provides “a consistent experience.” In addition, regarding the use of digital analysis and big data or Big Data, the article explains that Adidas “tries to be in all the places where its consumers are. Adidas promises to deliver multi-channel, unified, and also unique experiences.

He also recalls Engine Digital’s collaboration with the Adidas Digital Future Team “to serve the needs of Run Genie’s other audience, which is Adidas’ sales associate. What was there to do? Define an “end-to-end customer experience for the sales team to guide the purchase decision “through data visualization and connected hardware”.

Open Source Innovations and Collaborations

We continue with the digital marketing strategy of Adidas, in this section with news and open source collaborations. What does Digital Agency Network tell us about it? Well, as the great sports brand that it is, Adidas reaches out to collaborators of all kinds, including creatives, athletes, consumers, and partners. For what purpose? That of “learning, creating, sharing and shaping the sports and sports culture of the future”, as well as “trying to bring great products to the market”. At this point, he recalls the cooperation with Parley for de Ocean, which was based on the production of three new UltraBoost models designed with plastic waste from the sea.

As for sports marketing, Adidas, as everyone knows, maintains collaborations with soccer players and athletes. Also, on the other hand, with singers, one example was the campaign ‘Calling all creators, the work of 72AndSunny.

Strategic cities

In the section on location and its importance in Adidas marketing, as Digital Agency Network points out, there are six cities (London, Los Angeles, New York, Paris, Shanghai, and Tokyo) that shape the perception, trends and purchasing decisions of consumers are strategic. importance for Adidas and its digital marketing. «In Europe, they focus on selling soccer products above all, but the United States is a key country for other subsidiaries such as basketball and baseball. North America is the largest market in the sporting goods industry and its total share is 40%”, he explains.

Value proposal

Adidas offers three main value propositions: innovation, personalization, and brand/status. The company places a high priority on innovation.

The Adidas trefoil logo was incorporated as a corporate image in 1972, and this represents the heritage and history of the brand since 1996, this is how the trefoil is used only in classic products of the brand. In the year of 1996, the three bars of Adidas will become the corporate logo of Adidas worldwide, this trademark has become synonymous with this great Adidas brand and its dedication to producing high-quality products for athletes, currently, This logo is used throughout the company’s public image throughout the world.

With sports playing an increasingly important role in the lives of more and more people, both on and off the pitch, they operate in a highly attractive industry. Drawing on a deep understanding of consumers and the authenticity of the Adidas brand, pushing the boundaries of products, experiences, and services.

The axes of the strategy are:

• Deep customer knowledge
• Brand differentiation and authenticity
• Permanent innovation, pushing products to the limit
• Generation of brand experiences
• Quality in the service
• Technology and digital transformation

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In 2023, the German sportswear maker Adidas AG celebrates its 74rd anniversary. After all these years into the game, the brand is as popular as ever. Adidas constantly improves its designs, collaborating with celebrities like Beyonce, Kylie Jenner, and Pharrell Williams. A student can learn many helpful business lessons from the Adidas case study!

• 🤔 Adidas Facts
• 💡 Adidas Case Study Ideas
• 📈 Marketing Plan
• ☎️ Supply Chain
• 🦖 Sustainability Strategy
• 🤓 Crisis Management
• 📱 Social Media
• 👟 Adidas Vs. Nike
• 🎾 Adidas Vs. Reebok
• 🔥 35 Adidas Case Study Examples

🔗 References

🤔5 facts about adidas people don’t know.

• The company was founded in 1924 by Adolf Dassler, a shoemaker’s son. However, the most recognized trademark with the three stripes was not Dassler’s original idea. He purchased it from the Finnish shoe brand for two whiskey bottles and €1600.
• Adidas’s iconic sneakers “Stan Smith,” were initially named after Robert Haillet , the French tennis star. However, Stanely Smith was considered a better candidate to represent the tennis shoe model.
• There was a park in Boston called “Adidas Park,” where nobody but people with Adidas Adidas brand clothes were allowed.
• Adidas was the first to make a microchip for their sneakers to check the amount of calories athletes burn.
• Michael Jordan, the world-famous basketball player, almost signed a deal with Adidas before going for the Nike shoe brand.

💡 Adidas Case Study – Ideas for Any Taste

Numerous external and internal factors influence Adidas’ financial performance. When doing an Adidas case study, a student can focus on the company’s marketing approach, supply chain , or CSR policy. Here’re some more ideas!

• The history of Adidas company.
• Corporate values and mission.
• The role of Adidas’ executive board.
• Key products and collaborations.
• Manufacturing process.
• Supply chain.
• Strategic management.
• The global presence and market influence.
• Employment and internships at Adidas.
• E-commerce and digital marketing.
• Advertising campaigns.
• Target customers.
• Official sponsorship.
• Key market competitors of Adidas.
• Sustainability principles.
• Adidas’ environmental initiatives.
• Criticism of a company.
• CSR policy.
• Crisis management.
• Adidas’ financial figures.

📈 Adidas Marketing Plan

• Adidas uses marketing to build a bond with the audience Adidas interacts with its customers with the help of social media and ads. It creates a strong bond that makes the customers come back for new purchases. The brand works to create excitement around the world of sports on a personal level.
• Adidas takes inspiration from the cities The company carefully determines which items sell better and in what specific areas. For example, in London, Adidas primarily focuses on selling soccer-related products. Meanwhile, the main product focus in New York is basketball or baseball.
• Adidas collaborates with athletes Collaborating with professional athletes helps Adidas enhance its creativity in branding. Adidas’ partnerships also include major music and fashion artists to reach out to people who are not into sports. For example, When Adidas had a deal with Kanye West to create Yeezy footwear, it became one of the most popular footwear lines in the industry.

☎️ Adidas Supply Chain Case Study

• Subcontractors,
• Material providers,
• Adidas’ Speedfactory Speedfactory is a factory where robots do most of the work. Products are assembled using 3D printing, which increases the efficiency of mass customization. Compared to the months it takes to make a sneaker using the traditional supply chain, Speedfactory completes production in a few days.
• Adidas’ Click and Collect program To make the consumer experience easier, Adidas has created a multidimensional purchasing program—” Click and Collect “. It enables consumers to choose how they prefer to shop. For example, if the product a customer wants to order is available at the online shop, they can reserve it immediately and take it from any store.

📘 Adidas Case Study Ethics

• Adidas’ anti-discrimination policy Adidas Company believes all employees have the right to work in a safe and respectful environment with equal opportunities. The company has a Legal & Compliance department that investigates all reported violations of the company’s policy.
• Adidas’ integrated management system policy for health and safety Adidas has created an integrated management system (IMS) approach to ensure all operations happen safely and healthily. This policy controls the performance of the whole organization, including all the brands and locations.
• Adidas supporting the employees during COVID-19 When the pandemic hit, Adidas continued to pay workers during the shutdown period, including the migrant workers who could not return to their residences. Moreover, Adidas provided earlier cash and year bonuses to help workers meet their daily needs.
• Adidas joining the fur-free initiative In 2021, Adidas announced joining the global Fur-Free Retailer program . Frank Henke, senior vice president of sustainability at Adidas, says that the number of their vegan products is growing. For example, the famous sneakers Stan Smith and Superstar are already available as vegan versions.

🦖 Adidas Sustainability Strategy

• An overview of Adidas’ sustainability Consumers ranked Adidas as number 53 out of the 100 most sustainable brands . While the brand is already seen as sustainable, there is still room for improvement. For example, Adidas promises that by 2025, nine out of ten of its products will be sustainable.
• Adidas sustainability targets Adidas applies the Three Loop Strategy when creating its products: sportswear is made from recycled materials, made to be remade, or made with renewable materials. By 2030, the company promises to reduce greenhouse gas emissions by 30%.
• Adidas & Allbirds eco-collaboration In 2020, Adidas and Allbirds announced a collaborative project to find solutions for reducing the industry’s emissions. Two sports brands also wanted to show that competitors can work together. They collaborated to create a running shoe that clocks in at just 2.94kg CO2 per pair.
• Kermit the Frog in Adidas’ latest sustainability campaign In 2021 Adidas released a 60-second commercial where Kermit talks about the danger of climate change. The loveable frog character says it’s not easy to be green. The campaign shows Adidas’ commitment to lowering its carbon footprint and using only 100% recycled polyester.

🤓 Adidas Crisis Management

• Adidas social media crisis In 2017, on the second day of the Annual Boston Marathon , Adidas sent an email to all the participants, saying: “Congrats, you survived the Boston Marathon.” It was a huge mistake, considering that Islamic terroristic actions occurred four years earlier near the marathon’s finish line. It took Adidas less than four hours to publicly apologize on social media.
• Adidas handling its PR crisis In 2018, US prosecutors charged ten people, including Adidas’ director of global sports marketing, with bribery and fraud. When the scandal got public, Adidas’ share price dropped 2.5%. Soon Adidas responded via email, saying that the company is committed to ethical business practices and is ready to cooperate with the authorities.
• Adidas losing out in China After the Coronavirus pandemic, statistics reveal that Chinese shoppers prefer their local brands to Western companies. As a result of the boycott, Adidas’ sales there fell 16% in the second quarter. For now, Adidas assumes that the company will soon see a steady recovery in China.

📱 Adidas Social Media Case Study

• An overview of Adidas’ social media strategy The most striking feature of Adidas’ branding strategy is that it’s more than selling sportswear. It’s about pitching a lifestyle. Adidas’ catchy taglines are one of the most recognized slogans of modern brands. Another characteristic is that Adidas has powerful collaborations with athletes, singers, and designers.
• Adidas’ campaign “She Breaks Barriers” This initiative began in 2019 from a social media post where Adidas asked athletes to share the challenges and barriers they face. Using the collected responses, they developed a campaign to address inequality for female athletes. The company’s goal is to give women in sports more visibility.
• Adidas’ campaign “End Plastic Waste” In 2020, Adidas started a massive social media campaign with the message “End Plastic Waste.” This hashtag is in the top 10 hashtags used by Adidas on Instagram. Later Adidas made a documentary on its YouTube channel about its contributions to ending plastic waste.

👟 Adidas Vs. Nike Case Study

• Ultraboost,Gazelle,Supernova.
• Adidas vs. Nike: the business model Adidas’ business focuses on creating innovative products to fulfill customers’ specific needs. For example, the company has unique speed models in its supply chain, which helps Adidas to respond quickly to consumers’ needs. On the other hand, the main focus of Nike has been building solid and promising networks and partnerships with celebrity athletes like Michael Jordan.
• Adidas vs. Nike: marketing strategies Adidas opens its doors to all athletes and other consumers worldwide on its social media websites. The company has a “Calling All Creators” campaign to collect customers’ opinions and build new partnerships. In the case of Nike, the company heavily relies on its storytelling abilities. Their marketing campaigns are often built around telling real stories.

🎾 Adidas Vs. Reebok Case Study

• Adidas vs. Reebok: brands’ history The story of Adidas begins in the 1900s in Bavaria, Germany when the founder Adolf Dassler started making running shoes for athletes. When Robert Louis Dreyfus became the new CEO, he bought the Reebok company in 2005. Reebok was founded in Bolton, United Kingdom, by Joseph William Foster in 1958. The company aimed at making innovative footwear but only became wide-known after Adidas AG finally bought it.
• Adidas vs. Reebok: materials and manufacturing Adidas uses natural and synthetic materials for production. One of Adidas’s sustainable initiatives, “Made to be remade,” makes it possible to return worn-out shoes. Reebok has product lines made from plant-based materials, recycled plastic waste, and organic cotton. The company’s unique footwear technologies, like Reebok Pump, provide athletes with better traction.
• Adidas vs. Reebok: pricing strategies Price is an essential element of the marketing mix of Adidas. The brand charges premium prices for its high-quality products. Adidas’ sportswear is aimed at high-end customers. On the opposite, Reebok has a very flexible pricing policy. When the company introduces any new product, they keep a low pricing strategy until customers’ demand rises.

🔥 Adidas Case Study – 35 Best Examples

• Adidas Group’s financial statement analysis. This paper analyzes Adidas Group’s financial performance over the years and how it can be improved.
• Adidas: new service development . The essay describes the five features of Adidas’ services and determines their impact on the company’s performance.
• Adidas shoes: a situation analysis . This paper provides Adidas’ SWOT analysis and compares the company with its key competitors in the market.
• Adidas company’s position and performance. This paper analyses Adidas’ products and the company’s value chain to reveal what changes should be made to increase the profit.
• Marketing strategy of Adidas in the UAE . This essay is dedicated to Adidas’ marketing position in the United Arabic Emirates and how the company has won the citizens’ trust.
• Adidas company’s vision, mission, and competition. This paper reflects on Adidas’ business vision and mission and how they have evolved.
• The case of the Adidas and Nike sneakers market . This essay focuses on the strengths and weaknesses of the two top sneakers brands.
• Sustainability in the Dutch sneakers industry: Adidas and Nike . This essay sample identifies consumer perception of the two competing brands and their effects on the companies’ CSR practices.
• Nike and Adidas products: price and income elasticity . This paper reviews the income elasticity of Nike Company and Adidas Company.
• Adidas: digital marketing analysis . This paper focuses on Adidas’ social media marketing and mobile marketing strategies.
• The Nike Inc.: opportunities and challenges . The author of this essay explores the existing challenges in the sportswear industry with the example of Nike.
• Nike: strategic operations management . This paper considers Nike’s operation strategies to satisfy customers’ demands in the market.
• Nike Inc.’s financial and strategic analysis. This essay provides a SWOT analysis of Nike company, Adidas’ key competitor in the market.
• Nike’s project failure with the supply chain system. In this essay, the author lists the main weaknesses of sports brands’ supply chains and how they can be fixed.
• Nike Golf: company analysis and evaluation project . This essay analyzes one of Nike’s brands and its market presence.
• Nike promotion and distribution strategy . This writing provides an overview of Nike’s promotion strategy and the company’s marketing tools.
• Reebok company’s market environment. This paper analyzes the market environment and strategic position of Reebok company.
• Puma company’s international business strategy. This paper focuses on Puma’s marketing strategies to maintain leadership in the international sportswear market.
• Under Armour: company issues analysis . This essay analyses the business challenges Under Armour has faced in the sports shoe market.
• Changing footwear industry: impact of online shopping . This paper investigates the macro-level changes that footwear retailers are undergoing in the era of online shopping’s increasing popularity.
• Work conditions and labor practices at Adidas.
• Adidas company’s human resource development policy.
• SWOT analysis of Adidas company.
• Analysis of Adidas’ promotion strategy.
• Effects of globalization on Adidas company.
• Adidas’ business code of ethics.
• The role of marketing research at Adidas.
• Adidas’ e-marketing and online presence.
• Adidas company’s strategic management.
• Adidas company’s social media marketing.
• Global supply chain at Adidas company.
• The analysis of Adidas’ current CSR report.
• Comparison of Adidas’ and Nike’s product hierarchies.
• The analysis of Adidas’ corporate culture.
• Adidas company’s decision-making strategies.
• What is supply chain management? | IBM
• Adidas | History, Products, & Facts | Britannica
• What Is the Executive Board of a Corporation? | Small Business – Chron.com
• (PDF) Sourcing Practices of Adidas | Vasant Kothari – Academia.edu
• adidas Sustainability | End Plastic Waste | adidas US
• Recycling Basics | US EPA
• SWOT Analysis: How To With Table and Example

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Adidas Case Analysis

Adidas AG is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade golf company (including Ashworth), Runtastic, an Austrian fitness technology company and 8.33% of German football club Bayern Munich. Adidas’ revenue for 2016 was listed at €19.29 billion.

The company was started by Adolf Dassler in his mother’s house; he was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic events. To enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to utilising canvas and rubber. Dassler persuaded U.S. sprinter Jesse Owens to use his handmade spikes at the 1936 Summer Olympics. In 1949, following a breakdown in the relationship between the brothers, Adolf created Adidas, and Rudolf established Puma, which became Adidas’ business rival.

Adidas’ logo is three stripes, which is used on the company’s clothing and shoe designs as a marketing aid. The branding, which Adidas bought in 1952 from Finnish sports company Karhu Sports, became so successful that Dassler described Adidas as “The three stripes company”. The brand name is uncapitalized and is stylized with a lower case “a”.

Adidas Case Study Examples

Case study on adidas.

Adidas Case Study: Adidas is the great German international corporation which produces sportswear, sports equipment, shoes and bags. Today Adidas consists of a range of branches: Reebok, Y-3, Taylor-Made Golf, etc. The existence of the company began in the 1920 when the Dassler family decided to start producing shoes, generally sports shoes for sportsmen. Very […]

Case Study on Adidas and Reebok Merger

Adidas and Reebok Merger Case Study: Adidas and Reebok are the world leading multinational companies producing sportswear and sports equipment. Reebok is considered to be the oldest company of this type, because it produces sportswear since the end of the 19th century. Adidas on its turn is a quite younger company and it appeared in […]

Adidas – Case Study 2

1. What is Adidas‘ corporate strategy? Has the corporate strategy changed with restructuring? – Lead the sporting goods industry. – Provide athletes with the best possible equipment to optimize their performance. – Market penetration, gain access to all markets in which they can compete. – Develop and expand into new markets and express interest in […]

Adidas Swot and Pestel Analysis

This report is representing and discussing the SWOT and PESTEL analysis of Adidas sports’ wear company. Adidas, a German company with roots in Herzogenaurach near Nuremberg, tells a quintessential success story. The work of brothers Adi and Rudi Dassler, Dassler Brothers Shoe Factory focused on creating the best shoe for each sport and was one […]

Adidas Future Plan

Group is the world’s second-largest sporting goods company and had net sales of IJS$ 7. 74 billion in 2004. Adidas‘ product range includes shoes, apparel and accessories for basketball, golf, soccer, fitness and training. The company has over 14,000 employees, 110 subsidiaries and sources from 840 factories across the world. 0 per cent of the […]

Adidas: SWOT analysis and Michael Porter’s Five

These sports have been replaced in market share by sports such s baseball, basketball, football, and fitness activities like aerobics. Ideas has not developed the marketing mix to compete in these sports and fitness activities. The participation by women in these sports is growing, yet Ideas has neglected this market by remaining a preferred supplier […]

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Nike vs. Adidas Case Study

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Introduction

Market segmentation, conclusion and recommendations, reference list.

Market segmentation is an important marketing strategy that many organizations have tried to implement. Organizations have grouped their markets based on a number of variables such as demographics, operating variables, purchasing approaches, personal characteristics, and situational factors among others.

The two companies discussed in this case study are Nike and Adidas. They operate mainly in the sports footwear industry, with Nike having the upper edge in competition. They both utilize the market segmentation concept to delineate their markets. Some of their ways of applying this concept are discussed in this case study.

Nike and Adidas are organizations in the sports footwear industry. They have engaged in fierce competition. An important concept in marketing is market segmentation, which refers to the grouping of markets into unique segments that organizations can devise a specific marketing strategy that targets the segments (Choi, Jungwoo, & Jongsu, 2013).

Companies are able to segment the market based on demographics, operating variables, purchasing approaches, personal characteristics, and situational factors among others (Quinn, & Dibb, 2010; Quinn, 2009, p. 254). One of the marketing concepts that the two organizations have used is market segmentation. This case study looks at the historical background and marketing environment in the two organizations. The case compares the use of market segmentation in the companies’ marketing strategies.

Brief background and History

Phil Knight and Bill Bowerman founded Nike, Inc. in 1962 with the aim of importing Japanese-made shoes to America, with the two partners working under the name Blue Ribbon Sports (Carbasho, 2010). The company has grown to a global market share of over 30%, which is the biggest market share for any company in the footwear industry, with over 22,000 retail outlets in the US alone. Its products are sold in over 165 countries in the world (Larson, 2011).

It also ranks the top shoemaker in the world, with the main market products being the athletic footwear, equipment, and other wears (Carbasho, 2010). In 2008, the distribution of revenue in the segments above was 52% for footwear, 28% for apparel, 6% for equipment, and 14% for the other products (Carbasho, 2010).

The company uses its name as the main brand name, with some of the other names used being Nike Pro, Nike+, Nike Golf, Air Jordan, and Nike Skateboarding (Nunez, 2012). The company has a trademark titled “Just do it” that has been a favorite element for many people. This trademark is one of the marketing strategies that it applies. It also uses a recognized logo that has evolved over the last few years to the level of being recognized by many people (Levin, & Behrens, 2003).

Demographics

The aspect of demographics refers to the segmentation of the market based on the industry, company size, and location. Nike serves small and medium-sized companies as a strategy in its demographic market segmentation. For example, the company serves small outlet shops with its products.

It has a series of stores that it owns such as the ‘NIKE Sydney City’ that is located in Westfield Sydney along Pitt Street. In the location aspect of the demographic segmentation, Nike serves markets mainly in the US since most of the industries are in this region, with other markets around the world only taking secondary priority such as in Dubai.

It also collaborates with many companies in the United States and around the world as a means of ensuring a strong presence in this economically important area. Examples of these companies include FC Barcelona and Chelsea Football Club. The company’s contract with these organizations is renewed yearly, with the football companies making billions of dollars out of the sponsorship.

Personal Characteristics

As part of the market segmentation, the personal characteristics include the consideration of buyer-seller similarities, attitude towards risk, and the loyalty of companies that the organization engages in. Nike only sells to companies whose values are similar to its principles such as companies whose customers take risks and/or those who exhibit loyalty to their suppliers. In the use of technology, the company has developed smart shoes that are about to be marketed as an example of the commitment that it places on technology.

The company is also developing special gadgets such as training watches to complement the sports shoes (Nunez, 2013). Nike is among the global American companies that are recognized for the use of technology in their supply chains. The company is in the process of developing technologically advanced design methods at its factories and in the delivery and sale of its products online. For this purpose, the company has collaborated with Amazon and Microsoft companies.

Situational Factors

Situational factors refer to the elements that organizations apply when they wish to take advantage of situations to market their products. The use of situational factors as a market segmentation strategy includes consideration of urgency, specific application of the provided products, and the size of orders. Nike mainly does business with organizations that have no urgency in demand. However, in situations where these organizations require services urgently, the company is able to provide at the same rate.

The company has also focused on specific use of its products by engaging mainly in the production of sports shoes and appliances. It also focuses on large orders as opposed to small ones since it has the capacity to provide such orders. Some of the examples of companies that Nike supplies large orders include outlets such as Wal-Mart.

Operating Variable

This form of market segmentation involves the application of technology, customer capabilities, and the use or non-use of the products being provided by the company. The company serves medium and heavy users of its products, with sporting teams such as those in the NBA being large users of its products.

In terms of customer capability, Nike provides services to organizations and individuals who need only the services that it provides. Clients who need many services including different brands of shoes are also served although they are fewer. In the use of technology, the major companies that Nike has collaborated with include the Apple Computer Company and Fuel band.

Purchasing Approaches

This refers to the categorization of markets to be approached by an organization based on the power structure of client organizations, their purchasing policies, and the purchasing function. In the purchasing function organization, Nike serves organizations with a centralized purchasing structure such as Barcelona FC, Liverpool FC, and a number of retail stores such as Wal-Mart. In power structure, Nike serves organizations that are mainly financially dominated as opposed to being engineering dominated.

Examples of the organizations that are financially dominated in the relationship with Nike include Chelsea FC. In the nature of existing relationships, Nike has established relationships with a number of organizations with which it does business including those mentioned above such as Barcelona FC. However, the company also goes for the most desirable organizations to engage with without mostly having to consider the existing relationship.

An example is its engagement in e-marketing in collaboration with Google and Microsoft organizations. These two organizations also prefer working with Nike under service contracts instead of leasing. This link is a good example of the general purchasing policies that Nike applies. In terms of purchasing criteria, Nike markets itself as a company that is dedicated to quality. Hence, it approaches companies seeking quality including basketball teams such as The Lakers of Florida.

Brief Background and History

The German Adolf Dassler founded Adidas after the end of World War I. He used scarce materials at the time to achieve his dream of equipping sportsmen with the right shoes for their respective ports.

The company grew to employ over 100 people by 1930. It was able to withstand the effects of the Second World War with the reputation of making the best sports shoes. Dassler later renamed the company as Adidas after the war. He proceeded to make shoes that made his country win the World Cup in 1954. Currently, the corporation has beyond 30,000 employees throughout the globe, with approximately 2500 of them being stationed at its main offices in Herzogenaurach, Germany.

Just like Nike, Adidas serves customers in the sports footwear industry, with limited services to other industries. It also serves companies in these industries, with the main companies served being the sporting organizations. One of the strategies that Adidas uses in market segmentation is geographic marketing where it is able to market specific products to some prioritized geographical areas. For instance, the company marketed the soccer shoes in Europe because the sports industry is popular there as compared to North America.

Operating Variables

In terms of technology, user-non user status, and customer capability, Adidas has managed to put in place several measures. Some of these measures include the introduction of technology that is related to sportswear. An example on the use of technology is the smart watch that the company is in the process of developing to match the sports footwear it makes. Adidas also serves heavy and medium users of its products.

Unlike Nike, Adidas serves customers who require many services although they are related to the sporting industry. An example of psychographic segmentation as an operating variable is the brand marketed by Adidas under the brand name ‘Rebook Original’ that is meant for enthusiastic Rebook fans.

Adidas has applied a number of personal characteristics of its customers to develop market segments (Adidas Industries, 2011). Adidas only serves organizations that have similar services and products together with customers who have the risk-taker element such that even if they are new to Adidas, they are not afraid of purchasing from it since they are assured of quality products at the end of the day. The companies that Adidas focuses on are those that show loyalty to suppliers.

These companies can be found in the sporting arena, and hence the reason why most of the clients are sports enthusiasts as evidenced in the interests that Adidas shows in sports teams. It also supports several soccer clubs in the various football confederations around the world including “Chelsea FC, FC Bayern Muenchen, and Liverpool FC” (Quinn & Dibb, 2010, p. 1245).

The situational factors in the market segmentation including the manufacture of products for specific applications are practiced in Adidas. For example, the company embarks on the production of technologically advanced products such as the proposed ‘smart shoe’, which is developed based on the response that the development of similar products by Nike has had on its markets.

The organizations that Adidas serves are highly centralized and financially dominated. The organizations include outlets and large holding companies. The companies served are those that have strong relationships with Adidas, with all the purchasing policies such as leasing, contracting, and systems purchase being applied.

Adidas markets itself as a quality company whose policies include service to companies that seek the provision of quality products. The promotion of performance gear brands has been established as a way of reaching the youthful cohort that is more energetic compared to the grown-up folks.

Similarities

The use of demographic segmentation is the most evident strategy in both Nike and Adidas. These companies have applied age as one of the demographics in their marketing (Quinn, & Dibb, 2010). Both companies market their products to the young generation, with a significant proportion of their sales taking place. Both companies have the American market as the prime target in many commercials.

These two companies have similar strategies in the use of personal characteristics and situational factors in their market segmentation strategy. In the use of personal characteristics as a factor in marketing segmentation, the companies have targeted the young by adopting technology as an important component in their products. The companies sell to other companies and individuals with similar values such as risk taking and/or one who show significant loyalty to suppliers.

The companies are also recognized as sponsors of the major sporting events in the world, with an example being the FIFA World Cup and the Olympics. They have several teams and sporting personalities under their sponsorship such as Ronaldo to ensure that they are able to compete with each other as they try to remain on top of the competition. Both companies have targeted the sports industry as their main market.

Both have applied market segmentation in this sector especially in soccer and basketball sports. For example, they have embarked on producing BB II High-Performance basketball footwear, which is a contemporary design for the modern sportsman, combining lightweight materials with more durable ones to ensure the best guarantee for their customers.

Differences

The two companies have a difference in their market segmentation in that when Nike applies the geographic segmentation to enter the developing markets in other parts of the world, Adidas focuses on the United States’ markets to improve its sales in the sports shoes sector.

Some of the markets that Nike has targeted include South America and the developing nations of Africa. On the other hand, Adidas has only started to approach and consolidate these markets. Nike is also known to apply contracts in the sales and purchase of its products, as opposed to Adidas that mostly applies leasing.

Market segmentation allows companies to group their markets into appropriate segments so that they are able to target them with specific measures that are aimed at improving their competitiveness and profit returns. Nike and Adidas have applied a number of strategies in their market segmentation.

However, Adidas has been slower in the implementation of measures to attract the specific targets, as evidenced in its market share, which is second to Nike. Some of the recommendations for these companies include that they should segment their markets more by targeting submarkets such as distance runners. They should also ensure that they put more measures to keep up with the latest trends in the fashion industry by providing products that match the trend.

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IvyPanda. (2019, June 14). Nike vs. Adidas. https://ivypanda.com/essays/nike-vs-adidas/

"Nike vs. Adidas." IvyPanda , 14 June 2019, ivypanda.com/essays/nike-vs-adidas/.

IvyPanda . (2019) 'Nike vs. Adidas'. 14 June.

IvyPanda . 2019. "Nike vs. Adidas." June 14, 2019. https://ivypanda.com/essays/nike-vs-adidas/.

1. IvyPanda . "Nike vs. Adidas." June 14, 2019. https://ivypanda.com/essays/nike-vs-adidas/.

Bibliography

IvyPanda . "Nike vs. Adidas." June 14, 2019. https://ivypanda.com/essays/nike-vs-adidas/.

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