Adidas

1. Adidas’ position in the athletic shoe market?

The direct supplier of athletic shoe market

1.1 How does the brand seem to be doing in this market?

Europe

a) After the Second World War

- an authorised supplier of footwear to German soccer squads

-Expanded footwear path to high jumping, weight lifting and bobsledding, all of which featured prominently in the Olympics

b) In 1974: achieved international importance when the adidas-sponsored German national team won the World Cup soccer championship.

c) in 1995: the atomic number 82 supplier of soccer footwear worldwide

d) in 2004: adidas is the largest supplier of athletic wear in Europe

e) In 2004: ”Road to Lisbon” (R2L) campaign

❖ sponsor European Cup 2004 in Lisbon.

In 1998, adidas began to focus on the U.S. basketball game market

a) In 1986：sponsored Run DMC

❖ the start-off music group to disclose a line of footwear with its 1986 hit song “My adidas”.

b) In 1998：sponsored Kobe Bryant

❖ more than doubled its U.S. market share within a year.





c) In 2004：launch the T-MAC 4 - the world’s first laceless basketball shoe

d) In 2004：”Impossible is Nothing” campaign

❖ featuring sports legends, such as Mohammed Ali and David Beckham, etc.”Impossible is Nothing” aimed to associate the adidas brand with the qualification of individuals to go beyond conventional limits for athletic performance.

e) In 2005： ” complaisance M.E.: The Missy Elliott” campaign

❖ to market a new line of footwear and clothing by missy Elliott, hip-hop’s in the lead female artist.

The “Brand in the Hand” efforts

Partnered with MTV for mobile applications

❖ to shuffle adidas into MTV programming and offer interactive functions that consumers can react and reward action.

”Colours” campaign in Sweden in 2002...If you want to yield a full essay, order it on our website: Orderessay



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