Adidas MM Assignment

By
Abhinabh
Lokesh
Vishal
➢ Adidas AG is a sports clothing manufacturer.
➢ Adidas was founded in 1948 by Adolf Dassler.
➢ Adolf "Adi" Dassler started to produce his own sports shoes

in his mother's wash kitchen in Herzogenaurach, Bavaria after
his return from World War I. In July 1924, his brother Rudolf
returned to Herzogenaurach to join his younger brother's
business, which became Dassler Brothers Shoe Factory and
prospered.
➢ Adidas Group :
1. Reebok sportswear company,

2. Taylor Made-Adidas golf company (including Ashworth),
3. Rockport.
Adidas has global corporate headquarters in Germany.
➢ Has business locations around the world such as Portland

OR, Hong Kong, Toronto, Taiwan, England, Japan, Australia, and
Spain.
➢ Mainly sold in the U.S., Adidas makes lots of assets from

these countries and is expanding to more oversea countries.
➢ Three stripes is a registered trademark of Adidas since 1949.
➢ Adidas's current official logo. The " Three Stripes " were bought
from the Finnish sport company ’Karhu Sports’ in 1951.
➢ Karhu Sports sold the three stripe trademark to Adidas for (the
equivalent of) € 1,600 euros and two bottles of Whiskey.
➢ By the 1936 Summer Olympics , Adi Dassler drove from Bavaria on
one of the world's first motorways to the Olympic village with a
suitcase full of spikes and persuaded U.S. sprinter Jesse Owens to use
them, the first sponsorship for an African American.
➢ Following Owens's haul of four gold medals , his success cemented

the good reputation of Dassler shoes among the world's most
famous sportsmen.
➢ Letters from around the world landed on the brothers' desks, and
the trainers of other national teams were all interested in their
shoes.
➢ Business boomed and the Dasslers were selling 200,000 pairs of

shoes each year before World War II.
➢ "Impossible is Nothing" was the previous mainstream
marketing slogan for Adidas.
➢ This campaign was developed by 180/TBWA based in

Amsterdam.
➢ "Adidas is all in" is the current global marketing strategy for
Adidas.
➢ The slogan aims to tie all brands and labels together,

presenting a unified image to consumers interested in sports,
fashion, street, music and pop culture.
In 2005, Adidas introduced the Adidas 1 , the first ever production
shoe to utilize a microprocessor. Dubbed by the company "The
World’s First Intelligent Shoe"…
➢ The 3-stripes mark is an epic symbol created by the
company founder, Adi Dassler, and first used on footwear in
1949.
➢ This symbol has become an easy recognition when his

footwear was used in athletic competition with the slogan "The
Brand with the 3 Stripes. “
➢ Inspired by the 3-stripes, the Trefoil was born in August
1971.
➢ For the first time this logo was used on product in 1972, and
become the company corporate symbol later on.
➢ After the merge of Adidas and Salomon in August 1988, they
introduced a new corporate logo. The two colors of the previous
group, blue for adidas, red for Salomon was combined to form the
logo.
➢ The space between the shapes form a shape of a person raising

the hand for victories. This logo only apply on all Adidas-Salomon
corporate document only.
➢ In July 2002, adidas-Salomon introduced a new business strategy
for adidas brand, introducing the new three approach, "Sport
Performance," "Sport Heritage" and "Sport Style.“
➢ The responsibility for adidas Sport Performance division is

concentrating on sports performance market, and also design for
apparel, encouraging consumers to wear the product on or off field.
➢ Adidas Sport Heritage is responsible to merge the unique and

authentic heritage to today market lifestyle. Adidas Sport Heritage
logo would be only use on heritage products including, Stan smith,
Rod Laver,A-15 Warm up, Classic T-Shirt and so on.
➢ Adidas Sport Style is more specific on the design of the product

combining with the vision and mission of the brand.
In 2009, Adidas runs “mobile campaign” to promote sportswear :
➢ Adidas tapped mobile ad network AdMob and ad agency Isobar for

a mobile advertising campaign to promote its Originals collection of
vintage clothing, retro shoes and urban wear that blend '70s and '80s
designs with sports styles
➢ AdMob ran graphical banner ads and text link ads targeted toward
college students and consumers in its Downloads and Communities
Channels across select sites in its network, including
MovieTickets.com and CBS Sports Mobile .
➢ AdMob's graphical banner ads and text link ads drove traffic to the
Adidas Originals mobile Web site.
➢ "Adidas' overall goal for the campaign was to build brand awareness
and develop the brand associations of originality and self expression
with the Adidas Superstar brand,"said Nicole Leverich, director of
corporate communications for AdMob, San Mateo, CA
➢.

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➢ Adidas was founded in 1948 by Adolf Dassler.

➢ Adolf "Adi" Dassler started to produce his own sports shoes

1. Reebok sportswear company,

➢ Has business locations around the world such as Portland

➢ Mainly sold in the U.S., Adidas makes lots of assets from

➢ Following Owens's haul of four gold medals , his success cemented

➢ Business boomed and the Dasslers were selling 200,000 pairs of

➢ This campaign was developed by 180/TBWA based in

➢ The slogan aims to tie all brands and labels together,

➢ This symbol has become an easy recognition when his

➢ The space between the shapes form a shape of a person raising

➢ The responsibility for adidas Sport Performance division is

➢ Adidas Sport Heritage is responsible to merge the unique and

➢ Adidas Sport Style is more specific on the design of the product

➢ Adidas tapped mobile ad network AdMob and ad agency Isobar for

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