Adidas is a multinational firm which was founded in 1948. The company is based in
Herzogenaurach, Bavaria, Germany. The company was founded by Adolf Dassler who used his
nickname Adi and the first initials of his last name. It was one of the first companies that
specialized in designing and manufacturing of sports wear and accessories. 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. The company also
produces bags, shirts, watches, eyewear, and other sports- and clothing-related goods. It is
considered Number one manufacturer of sportswear in both Germany and Europe and the 2nd
biggest in the World.
- It was in 2008 that Adidas spend €70 million for sponsoring Summer Olympics in Beijing,
China.
- Known for its 3 stripe logo (tritripe)
https://www.innovationinpractice.com/innovation_in_practice/2015/10/a-journey-of-
rediscovery-how-adidas-uses-the-past-to-innovate.html
Change
Adidas branched into different sports wear as they gained the publics trust
- 1986 Adidas merge art and sport with the help of Run DMC to form the beginning of streetwear and
Adidas as a fashion brand
In looking to Adidas’s past, Moore and Strasser recognized two unique capabilities. First, they
saw that the core of the company had been Adi Dassler’s hands-on approach to innovation.
Dassler’s closeness to athletes and his intimate understanding of their needs had created a
stream of innovative products that enhanced athletic performance. When the company lost its
connection to athletes, quality suffered.
Moore and Strasser recommended renewing Dassler’s approach, and developed a new product
line called Adidas Equipment. Moore and Strasser created branding rules that emphasized
product quality. For example, they placed restrictions on the color, sizing, and placement of
the logo. They wanted consumers to focus on the quality of the shoe, and not be distracted by
other features.
Second, Moore and Strasser understood that Adi Dassler’s approach to design, which
emphasized functionality over style, had created a portfolio of timeless, authentic shoe designs.
Enter BOOST technology.Resting on the foundation of its innovative cushioning material,
adidas along with BASF, the world’s leading chemical company, designed an ambitious
midsole system that would carry the Three Stripes brand back to sneaker supremacy.
& innovation:
Environmental Impact: Good
Adidas is a step ahead of many other big sportswear brands when it comes to
sustainability. They have committed to setting context-based targets, a recent thought
process in sustainability that recognises that water impacts are local and prioritises
focusing efforts in water-stressed basins.
They recently partnered with ocean conservation group Parley for the Oceans to
produce a range of products made from recycled waste from the sea. Each pair of
these Ultraboost trainers is made from 100% recycled material, including 11 plastic
bottles, Adidas has established a number of goals aimed at reducing their carbon
footprint. They have made a public commitment to reduce their waste production,
energy consumption and water use by at least 20% at all their facilities by 2020.
Adidas are actively engaging with manufacturing suppliers to find emissions reduction
savings, although have not yet set a formal target around this.
Adidas have also committed to steadily increasing the use of more sustainable
materials, and aim to have 100% of their cotton meet the Better Cotton Initiative‘s
standards. Adidas is actually a founding member of the Better Cotton Initiative and the
Sustainable Apparel Coalition. They are also partially certified by Bluesign, which
advocates the elimination of hazardous chemicals from the textile industry, the safety
of textile workers and the responsible use of resources.
Globalisation, Change
Labour Conditions: Good
Adidas’ labour rating is based on the 2018 Australian Fashion Report, which looks at
criteria including payment of a living wage, transparency and worker empowerment
initiatives. The brand received an ‘A-’ grade in the report, improving on their 2016
grades in most areas, and getting the top score for their Supplier Code of Conduct.
Adidas traces and audits most of their supply chain, and publicly lists most of their
suppliers. However, despite these positive steps, the brand still has few worker
empowerment initiatives. .
CULTURE
Mission: The adidas group strives to be the global leader in the sporting goods industry with
brands built on a passion for sports and a sporting lifestyle. We are committed to continuously
strengthening our brands and products to improve competitive positions.
Vission: We are innovation and design leaders who seek to help athletes of all skill
levels achieve peak performance with every product we bring to market.
Values Adidas has a solid set of core values that sets them apart from the rest of their
competition nowadays. 1) Innovation and design leaders 2) Consumer focused 3) Global
organization 4) Dedicated 5) Performance heavy 6) Passion 7) Integrity 8) Diversity
Culture, Ethics and Globalization
Diversity is one of the adidas group’s values and an essential part of the people strategy.
Adidas is convinced the workforce is made up of individuals with different ideas, strengths,
interests and cultural backgrounds is a prerequisite to success Diversity and integration
management are important characteristics of an employer choice and hold the key to
corporate success.
⁃ Continuously shaped by the past and present, as well as aspirations for the future.
Fostering a corporate culture of performance, passion, integrity, and diversity by creating a
work environment that stimulates innovation, team spirit, and achievement based on strong
leadership and employee engagement. reached our global target of 32% of women in
leadership eighteen months prior to our goal date. We will not stop here but will
continue pushing the envelope. We also support employees of all ages and life stages
& Innovation
⁃ BELIEVES CANT HAVE INNOVATION WITHOUT CULTURE
Globalisation
Adidas operates 2,401 stores world wide, Roughly 3000 of 42000 employees work in the
Adidas headquarters.
& Strategy
The company has adopted an ambitious global plan to distribute its products to
the consumer with a strong focus on controlled space, including: Own-retail
business, e-commerce, Shop-in-Shop, Joint ventures with retail partners, mono-
branded franchise stores, co-branded stores with sports organisations and other
brands. Hence, a high level of brand control is provided. In addition, an
“integrated distribution roadmap” has been set up to ensure further growth and
to increase brand presence in under-penetrated, affluent cities, without
cannibalising their own brands and distribution mix.
Consumer buying and brand perception in the sporting goods sector are linked to market-
leading, high-profile technologies and cutting-edge design that capture consumer
imagination. Therefore, Adidas are committed to keeping its product pipeline full with new,
exciting designs and technologies. Developing leading positions in all major markets In
order to develop leading positions, Adidas was aimed to the regional market to select
consumers groups, set up the target for each area, and implement different promoting
activities. Read how a survey of hobbies and purchases can help a producer
For example, in Europe, Adidas extend its leading position by concentrating on key
categories such as football and running.
Has partnerships with major sports associations which allow the brand to be seen all over the
world, (FIFA, UEFA, NBA, NFL, NHL)
https://wearedevelopment.net/2012/01/11/adidas-a-global-sports-strategy/
Main celebrity endorsers around the world : Messi, Pogba, Bella Hadid, Kanye West
INNOVATION
The guiding principle of Adi Dassler, the founder of adidas, is simple: to make athletes
better. That is why, at adidas, innovation is at the core of all our products. The choice of
materials and how they are manufactured are the two main ways by which our
innovation teams can influence the environmental footprint of our products. Adidas
showed off the depth of its commitment to cutting out petroleum and fossil fuels from
its manufacturing process. While the Parleys literally turned ocean garbage into stylish
footwear, Adidas' next forward-thinking shoe skips the plastic altogether in favor of a
biodegradable, super-strong form of synthetic spider silk called Biosteel. Avoiding oil-
based plastic helps reduce carbon emissions. Thinner or lighter materials mean less
waste and less embedded carbon. Dry-dyeing clothes saves water, chemicals and
energy. Approaching the innovation challenge from an environmental perspective helps
us make products that are better for consumers and better for the planet, too.
STRATEGY
Their plan with "Creating the New" is to get closer to the consumer that is based on their
3 strategic choices
- Speed - To become the first truly fast sports company. Fast in satisfying the consumer,
fast in internal decision making.
- Cities - Adidas have identified 6 key cities in which they want to grow share of mind,
share of market and share of trend
Open Source – How we create: This is all about collaboration and innovation.
About learning and sharing. We are opening the doors of our brands inviting
athletes, consumers and partners to co-create the future of sport and sports
culture with us.
Advantages
https://www.scribd.com/document/300804923/Communication-Strategy-of-Adidas-Ks
IMP https://phdessay.com/adidas-growth-strategies/
CUEGIS STRUCTURE
INVEST
Intro, Notion (Point), Validation (Explanation), Evaluate, Stakeholders, Tidy Up (Conclusion)
Intro
• Definition of the CUEGIS Concept
• Definition of the strategy (if stated; e.g. Marketing)
• Introduction to the organisation
Body (3 paragraphs)
• #1 Point that supports your CUEGIS Concept
• Advantages (around 2)
• Disadvantages (around 2)