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19 April 2011
Kevin Quinet

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Kevin Quinet
Professor Lenaz
Adidas has quite a history and hard to consolidate all of it. Adolf ‘Adi’ Dasslar, a
veteran of World War I founded the ADIDAS group. Produced shoes out of the limited
materials available that were available in Germany after the war. “Provide athletes with
the best suited pair of shoes for their respective sport. He followed this vision of
providing the best shoes with 3 principles: produce the best shoe for the requirements of
the sport, protect the athlete from injury, and make the product durable and able to
withstand the extreme conditions of the sport.
The strength of Adidas has always been its product innovation. After 1968, Adidas
sold their shoes to America and quickly dominated the American market. The most
important marketing breakthrough was the active promotion of global sporting events,
especially the Olympics. The takeoff all started with the studded cleats that withstood the
soggy mess of a field post during the World Cup Finals. In 1954, Dasslar was said to
have helped the West German soccer team defeat the favored Hungarian national team. In
1997, Adidas merged with Salomon. In 2001, Herbert Hainer became the head of the
ADIDAS group. They picked up Reebok in 2006.
Adidas has a well-stated mission statement; “The Adidas Group strives to be the
global leader in the sporting goods industry with sports brands built on a passion for
sports and a sporting lifestyle.” I made up a mission statement that is very basic, “Our
customers have one thing in common; love of the sport. We aim to make you love more
than sports.” Nike has the following mission statement given to the company by its
founder, Bill Bowerman: To bring inspiration and innovation to every athlete* in the
world. *"If you have a body, you are an athlete."

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The focus of the company is based on the principles of being consumer focused,
the belief they are the leaders in innovation and design, that they are a global
organization, that they are committed, and above all dedicated. They always aim to
improve quality, brand image, exceed expectations of consumers/customers, and provide
exceptional value. As, well the goal to help athletes at all levels reach their goals. Adidas
believes it is socially, environmentally responsible, consistently rewarding employees
and shareholders. Committed to never letting up on the brand, the products, and
maintaining of their position globally. Adidas position in the fight for supremacy is
nipping at the heels of Nike.
Adidas has really only one real competitor, Nike. Nike Inc. includes Cole Haan,
Converse, Inc., Hurley International, LLC, NIKE Golf, and Umbro, Ltd. At the end of the
fiscal year of 2010, Nike, Inc.’s affiliate businesses contributed approximately $2.5
billion of the company’s $19.0 billion in revenue. Part of their biggest growth strategy.
They state, “We continue to invest in opportunities that will generate the highest possible
long-term returns.” For the fiscal year ending May 31, 2010, Nike reported revenues of
$19.0 billion.
Basis Of Marketing
More Investment
Stockholder Satisfaction
Growth and Profits
Repeat Business
Higher Quality
Employee Satisfaction-----------------------------
Greater Effort
Adidas holds true to what customer values should entail. Adidas
Offers products that perform. Adidas earns trust with the consumer/customer, their
shareholders, employees, distributers, subsidiaries, retailers, wholesalers, in-shop help,
etc. They provide products of the highest quality, innovation, and prices that are fairly
reasonable for a product that is top-of-the-line, innovative, and unique. Adidas avoids
unrealistic pricing and has equal or less expensive prices than their main competitor, Nike
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