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ADIDAS
NUR SABRINA BINTI ZAIMI (2021888186)
MKT539 - BRAND MANAGEMENT

COMPANY BACKGROUND
Adidas, full name Adidas AG, is a German producer of sports shoes, clothing,
and sporting accessories. In the early twenty-first century, it was Europe's
largest sportswear producer and the world's second largest (after Nike).
Adidas goods have traditionally been identified by a three-stripe trademark,
which is still used in the company's modern "trefoil" and "mountain" logos.
Herzogenaurach, Germany, is the company's headquarters.

NATURE OF BUSINESS
VISION AND MISSION Adidas AG (adidas) creates,
To become the top sport brand manufactures, and offers athletic and
in the world. Adidas strive to sports-related items. Sneakers,
impact more lives through clothes, and accessories just like
sports. They'd like to mirror purses, eyewear, workout equipment,
their idea OF "Imposible Is and balls are part of the company's
Nothing". product line.

HISTORY

Adidas began in a little village in

the German state of Bavaria. Adi GOALS
Dassler founded the 'Gebrüder It strives to increase customer
Dassler Schuhfabrik' in 1924, after satisfaction by modifying its
establishing in his mother's wash product line to meet evolving
kitchen, with the goal of providing consumer requirements. This
sportsmen with the best equipment customer-centric approach,
available. along with product and
marketing innovation, is
critical to adidas' success.

BRAND RESONANCE
BRAND HIERARCHY PYRAMID

RESONANCE

PERFORMANCE
ORIGINAL
Focuses on Sports Focuses on Heritage,
Fashion and Street
JUDGEMENT FEELINGS
Equipments Culture
FOOTWEAR FOOTWEAR
CLOTHINGS
ACCESORIES
CLOTHINGS
ACCESORIES
PERFORMANCE IMAGERY

FOOTWEAR FOOTWEAR
CLOTHINGS CLOTHINGS
ACCESORIES ACCESORIES
SALIENCE

SALIENCE: Adidas evaluates brand recognition and remembrance. Because of their different methods of
communication. Covert advertising in public locations and sponsoring sports events with many athletes are
examples.
PERFORMANCE: By meeting the requirements of athletes, Adidas has established a reputation for producing
products of a high quality (reliable, sustainable, and resilient).
IMAGERY: Adidas promotes itself by linking itself to famous athletes and significant sport events like the World
Cup. This is why soccer has been more closely associated with Adidas than any other sport.
JUDGEMENT: Customers place a significant amount of trust in Adidas as a result of the brand's quality and
performance.
FEELINGS: Adidas evokes feelings of exhilaration, enjoyment, and self-respect. And Adidas' strategy is more
aggressive. They are obsessed with superiority, velocity, power, enthusiasm, toughness, and control. They strive to
rouse the warrior.
RESONANCE: Through Adidas, customers can have conversations with sport stars. Consumers join as members of
the online community for discussion.

PROBLEM SOLUTIONS CONCLUSION

IDENTIFICATION WORLDWIDE SUPPLY
Adidas is well-known and well-
NETWORK
Building more connections liked by its customers due to the
Adidas is having a major problem
and supply chain in other benefits that they bring. It
relating to their supply chain. The countries to lessen the risks requires a great deal of time and
amount of demand garnered by the of supply shortage by effort from many individuals to
company exceeds the capability of depending on only one
get from his mother's kitchen into
their supplier to satisfy. This cause distribution.
RISK MANAGEMENT IN SUPPLY being known internationally.
them to fall back a tad bit behind
CHAIN Adidas is now recognised as the
from the other competitors. Building a special department world's greatest sportswear
that will investigate risks distributor and producer. They
within the supply chain from
time to time.
have proved that 'Impossible Is
Nothing', indeed.

REFERENCES
1. Adidas. (2022a, March 13). Adidas - History. Adidas-Group.com; ADI DASSLER. https://www.adidas-group.com/en/about/history/
2. Adidas. “Adidas - Profile.” Adidas-Group.com, ADIDAS GROUP, www.adidas-group.com/en/about/profile/. Accessed 25 Nov.
2022.
3. Lewis, Robert. “Adidas AG | History, Products, & Facts.” Encyclopædia Britannica, 21 Aug. 2017,
www.britannica.com/topic/Adidas-AG.