By: Lindsey Deile, Michelle Mooer and Sacha Binde

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By Lindsey Deile, Michelle Mooer and Sacha
Binde Dickinson State University
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Overview

• History
• Industry Analysis
• Company Analysis
• Competitors
• Recommendations

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History

• Founder Adolf (Adi) Dassler
• Originally Dassler Brothers Shoe Factory
• 1948Separate into 2 companies
• adidas
• RUDAcurrently PUMA

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History

• Official Logo three stripes
• Incorporation Date 1989
• Joined the Dow Jones Sustainability Indexes
  October 2000
• ExpansionBerlin, Tokyo, Paris, and Amsterdam
• Headquarters Worldwide

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HeadquarterLocation
Adidas Annual Report, 2005
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Industry Analysis

• Advertising
• Sponsoring sporting events and athletes
• Television commercials--400,000 for a 30-second
  ad
• Magazines/Catalogues

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Industry Analysis

• Advertising Continued
• Mailings
• Internet
• Suggestive Advertising
• Billboards--700 to 2,500 a month per billboard

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Sponsorship

• Three Sections
• General Termslength and definition
• Sponsor Needsutilization of the athlete
• Athlete Compensation--benefits

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Expansion

• Industry
• Origins Footwear
• Apparel
• Accessories
• Globally
• Country
• Continental

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Footwear Market Segmentation
Datamonitor, 2006
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Distribution

• Catalogs
• Outlet Stores
• College Campuses
• Sporting Good Retailers
• Major Retailers
• Internet

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Regulations

• Codes of Conduct
• Labor Rights
• Human Rights
• Child Labor Issues

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Company Analysis

• Subsidiaries
• TaylorMade-adidas Golf
• Rockport
• Reebok

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SWOT

• Strengths
• Size
• Innovation
• Reputation
• Product Divisions

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SWOT

• Weaknesses
• Profit Margin
• Returns
• Cash Flow

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SWOT

• Opportunities
• Partnerships
• Health Trends
• Sporting Industry Growth
• Free Marketing

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SWOT

• Threats
• Competition
• Lawsuits
• Raw Materials and Shipping Cost
• Regulations

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Competitors

• Nike
• PUMA
• New Balance

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Percentage of Total Sales
Brandweek, 2006
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Nike

• Industry Leader
• Nikemeans Greek goddess of victory
• Other brands
• Air Jordan
• Team Starter
• Converse
• Hurley International

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Nike cont.

• Endorsers
• Michael Jordan
• Steve Prefontaine
• Lance Armstrong
• LeBron James
• John McEnroe

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Puma

• Original RUDA
• German-based
• Endorsers
• Serena Williams
• Kasey Kahne
• Michael Schumacher
• Christy Turlington

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New Balance

• Founded in 1906
• Specialized in arch support
• Licensed Product Lines
• Fitness Quest
• Eyewear Designs
• Moretz Sports
• Packworks

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Recommendation

• Short-term
• Re-innovation of existing productstechnology,
  trends and styles
• Reeboklower-end sales brand
• Partnershipsfitness equipment and videos

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Recommendation

• Long-term
• Expansion
• New target marketgay/lesbian consumers