Adidas Company Goals and Objectives
Market Analysis - BCG Matrix
The Marketing Mix – 4P Strategy
Adidas was created by Adolf Dassler who took his nickname, Adi, and combined it with the first syllable of his last name to create the Adidas brand. Adidas first started using atheletes to promote their line of products. In the 1936 Olympic Games, Jessie Owens sponsored Adidas by wearing Adidas shoes for his races. A lot of star atheletes were sponsored and today star soccer players such as Kaka, Zinedine Zidane, David Beckham are sponsored by Adidas.
At the end of the 1970s Adidas dominated the world market in sportswear. But in 1978, a small Oregon company named Nike founded in 1972 offered more distinctive colors and styles while also patenting the technical innovations underneath and inside them. As a result Adidas was overtaken by Nike in the 1980s, with large financial misfortunes. They were able to come back in the market by creating the credo that “Teens will usually shun whatever their parents wear” and their parents wore Nike. In 1997 Adidas sales had climbed over 50% from the previous year, jumping back as the driving force in the sportswear market.
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