Student name: Zol Ganbat

• Brief History

• Adidas Today

• Adidas Core strategy

• 2015 Strategic Direction

• Recommendation

1920 Adi Dassler made his first shoes in Herzogenaurach near Nuremberg in Germany at the age of 20.

In 1924, Adi and Rudolf Dassler started a shoe company - “DASSLER BROTHERS FACTORY”

1925 Developed the first special shoes for soccer and track and field. – Studs and spikes where introduced for the first time.

1947 After World War

– Adi Dassler started with 47 workers – Made post war shoes using canvas and rubber from American

fuel tank.

1948 The two brothers Adi and Rudi Dassler split up due to dispute.

(Rudi, on the advice of an advertising agency changed his company

to Puma.)

1948 Adidas registered as a company named after its founder “Adi”

and “Das” Dassler. (“All Day I Dream About Sports” )

1954 Germany won the Soccer World Cup wearing boots with screw

in studs by Adidas in Hungary.

1960 Adidas apparel for competition and training was produced.

In 1989 invited two ex-Nike managers, Peter Moore and Rob

Strasser

Adidas acquired Reebok in 2005

Adidas Today

BRAND ATTITUDE Adidas is All in

Adidas Today

Adidas Today

What make Adidas soo sustainable in

the market for many years?

Its Core Strategy

Adidas Core Strategy • Dazzler’s philosophy of industrialized craftsmanship - working with

professionals (athletes) to create innovative product to enhance athletic

performance.

• Diversified product range

• Sponsorship of different sports events and sports teams (Olympic Games,

FIFA world and different European Games.)

• Adidas acquired Reebok in 2005 to increase its market share. (allocation in

both sports and normal life usage apparels.)

• Celebrities working as brand ambassadors (Lionel Messi, Katy Perry, David

Beckham, Stella McCartney, Justin Bieber)

• Adidas signed a contract with Samsung to produce a shoe + phone

promotional campaign.

• Adding different innovative technology to different product line (First smart

shoe adding microchip inside the shoes)

1. DIVERSE BRAND PORTFOLIO – multi-brand strategy

– both a mass and a niche player

Adidas is All In (Street – Style –Sport)

INVESTMENTS FOCUSED ON HIGHEST-POTENTIAL

MARKETS AND CHANNELS expanding activities in the emerging markets (China and Russia)

• increasing the number of stores

in China (7,600 stores in China)

building market share in

underpenetrated markets

(United States)

CREATING A FLEXIBLE SUPPLY CHAIN

shorten creation and production lead times by continuously improving our infrastructure, processes and systems.

LEADING THROUGH INNOVATION

Cutting-edge design

Each and every employee of the Adidas Group is responsible for driving innovation

At least one innovative improvement per year

FUTURECRAFT 3

Smart Shoes

DEVELOP A TEAM GROUNDED IN THEIR HERITAGE

Continue spreading founder’s commitment to

the athlete, quality and love of sport.

BECOMING A SUSTAINABLE COMPANY, CONTINUOUS SUSTAINABLE GROWTH

establishing Reebok as the leading fitness

and training brand;

leading the industry in the fields of customization and interactivity

Recommendation Improve the shoe customization aspect

(pronation control, smart shoes)

Enhance Mi Adidas

Expend activities in emerging market thru partnership (Li, Latin America, USA)

Enhance the activity in different sports field (cricket, hockey, fence, etc.)

Try to reduce the short-term uncertainty from currency fluctuations through hedging activities

Stick with the original philosophy, maintain heritage!