Flagship Products

Flagship Products, Major Product Lines and Recent
Forays
Adidas
Adidas manufactures running shoes under its adiStar and Supernova brands, which include the
adistar Ride, the adiStar Control 5, the Supernova Sequence and the Supernova Glide. The
famous Copa Mundial football boot is Adidas’s premier football boot, which later developed
into the Predator range. For basketball, Adidas is most famous for its Superstar and Pro Model
shoes.
Beside these Adidas makes jerseys for national and domestic cricket, football, rugby, and tennis
and lacrosse players with a separate line for gymnasts.
Adidas has recently entered the sports lifestyle market, following on the heels of Puma and
Reebok and has launched watches, eyewear and most recently, deodorants, aftershaves,
perfumes and lotions.
COPA MUNDIAL
SOLE COLLECTOR
History of the Brands

Adidas
The company’s clothing and shoe logo bear the trademark three stripes, which is the company’s
corporate logo. Adidas also has a trefoil sign that it uses only on heritage products since 1972.
The three stripes logo represents performance and the future of the Adidas Branding identity. It
has become synonymous with Adidas and its dedication to producing high quality athletic
products to make athletes perform better.
When Adidas entered the marketplace some 50 years ago, its focus was to produce shoes
crafted specifically for soccer and running.
The new millennium has since brought about an Adidas renaissance; the brand has steadily
regained market share over the past five years to become the world's number two athletic shoe
company (behind Nike). How did it go about repositioning to once again be among the coolest
of kicks?
Adidas claims that, "the brand values of the company – authenticity, inspiration, honesty and
commitment – are derived from sport." Historically, this sensibility was demonstrated through
early and continued involvement with Olympic athletes, as well as active sponsorship of major
global sporting events – like the World Cup. Adidas’s rapid growth in Asia, where revenue rose
by 15 percent to US$ 878M last year, may be further propelled in Japan and Korea when those
two nations host the World Cup this year – an event which is expected to garner 2.5M
spectators and one billion TV viewers worldwide.
However, the key to revitalized success seems to lie in the considerable endorsement deals
Adidas has developed with world class athletes. Recent sports figures representing Adidas don’t
only score high marks in their game – they also score high in their celebrity quotient. British
football star David Beckham’s relationship with Adidas has no doubt lent itself well to the
brand’s visibility in the UK. Recently dubbed "Captain of England," Beckham led his team to
victory in the 2000 FIFA World Cup. With Europe as Adidas’s largest market, exposure like this
reflects in the numbers; sales grew seven percent to US$ 2.7 billion, last year.
Reinvention was the key, not only for the Adidas’s marketing strategy, but also for its product
line. Eclectic, individual, 'no-rules' sports such as snowboarding, inline skating and surfing have
grown into significant categories. Activities such as golf, hiking and mountain biking, which
were seen as lifestyle and leisure activities, are now part of mainstream sports. Increased
product offerings in these categories have undoubtedly contributed to a better score for the
brand.
To keep up with the competition, Adidas generates close to 60 new foot-friendly designs each
year. The Adidas credo is to regard shoes as feet, resulting in a product with superior fit and
performance capabilities. Tactics have been revised in getting these products out for
consumption. As a result, products have been repositioned in higher-end and sports specialty
stores.
In 2002 Adidas footwear innovation, ClimaCool TM, made its debut. The new technology added
breathable materials to the shoe. In July, the Group completed its three-divisional structure for
its sore brand, Adidas, and positioned its third division as “Adidas Sports Style”.
In 2004 “Impossible is nothing” became the central message of a global campaign that Adidas
launched. It refers to the shared attitude with the athletes, of always pushing yourself further,
to beat the limits. In September, Adidas & designer Stella McCartney announced their
partnership, introducing the Adidas by Stella McCartney collection.
On January 2006, Adidas announced the acquisition of Reebok LTD. By combining two of the
most respected and well-known brands in the worldwide sporting goods industry, the new
Group will benefit from a more competitive worldwide platform, well-defined and
complementary brand identities, a wider range of products, and a stronger presence across
teams, athletes, events and leagues.
Adidas continues to prove itself as a brand built to last through a game plan of reinvention.
With the recent acquisition of a lifetime partnership with Orlando Magic's Tracy McGrady
(basketball) and its heavy involvement with 2002 World Cup, it continues to strike savvy deals
that capitalize on the star power of young athletes and increase its visibility in the marketplace.
It appears that team Adidas has honed its strategy to become a revitalized contender in today’s
competitive sporting goods market and is now duly recognized as the sneaker of yesterday and
today.

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Flagship Products, Major Product Lines and Recent

History of the Brands

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