Adidas Case Study

Adidas in 2009 Case Study

HistoryIn 1920, its founder Adi Dassler made his first shoes using the few materials available after first world war.In 1949 adidas is registered as a company, named after its founder: 'Adi' from Adolf and 'Das' from Dassler.In 80s The transition After Adi Dassler's death, Adi's wife Kthe, his son Horst, and his daughters carry on the business.In 90s With a new management Under the CEO Robert Louis-Dreyfus, adidas is moving from being a manufacturing and sales based company to a marketing company.

In 1995 Adidas goes public on the Frankfurt and Paris Stock Exchange.in 1997 adidas AG acquires the Salomon Group with the brands Salomon, TaylorMade, The new company is named Adidas-Salomon AG.In 2005 The Salomon Group is being sold in October 2005. The new Adidas Group is focusing even more on its core strength In 2006 Adidas AG acquires Reebok

Adidas Group

Marketing Inovation

Product innovation enabled marketing innovation.

External Environment: PEST

Porters 5 Forces

Nike vs Adidas

Adidas Stock Price

Stock price fell soon after acquisition in 1998, Salomon divested except for Taylor-Made Golf line. adidas overpaid for acquisition.

Adidas Product line after solomon divested

Reebok Swot analysis for Acquisition

Chart124141621181928423750

Adidas Stock PriceYearStock Price (in euros)

Sheet11999200020012002200320042005200620072008Adidas Stock Price24141621181928423750