ADIDAS

Adidas



Abstract

Adidas has launched unique and dynamic initiatives for marketing in traditional and new media. In a similar way, have the courage innovation, campaigning nontraditional and took was not their products but extends beyond its products to a complete philosophy, thinking, and lifestyle. Adidas allow customers to modify the shoes which suit them. For over 80 years, "Adidas" is a symbol of success in the sports world. The economic activities of the firm "Adidas" is the activity of producing goods and sports around the sports orientation, ensuring the reproduction of the goods and the consumer needs them, the development of distribution channels of products to meet those needs, with a view to profit.

Adidas

PART 1: Research Background

Introduction

Since 1970, Adidas is the sponsor, supplier and official title of the World Cup. In this event, it is responsible for providing Adidas soccer balls and clothing of the referees, assistant referees and ball persons. On January 19th of 2005, Adidas Group announced an extension of the partnership between the Textile Company and FIFA, winning the rights for the event's 2010 and 2014.

Evolving over time

The company originally called "Gebrüder Dassler Schuhfabrik" was founded by Adolf (Adi) Dassler, in early 1920 with the help of his brother Rudolf Dassler. They made shoes, unmarked slippers, and spiked shoes for athletes. Both managed to place their products on the German team athletics. During the war, the factory became, like many others, the supplier of the Wehrmacht. Apart from military boots, it produced the famous Panzerschreck, which is the German bazooka. During the U.S. occupation, business began to flourish again, thanks to the devotion of these for the sport. Rudi Dassler founded his own factory, PUMA AG in 1948. As a result, Adi Dassler took control of the company and decided to rename the company as Adidas, which was legally registered on August 18 of 1949 under the name of Adidas AG. The company name comes from the name of its founder; "Adi" is short for Adolf, and "das" the first syllable of the name.

Since that time, Adolf Dassler was a priority to take the leading signature through a close relationship with the sports world in its various disciplines in order to develop better products, at the same time pioneered in using the maximum sports stars to advertise their products. With this event, the firm went through its most critical period, mainly marked by intense competition, especially from the U.S. firm Nike and the administration of Bernard Tapie, marked by financial scandals.

The company was purchased in 1990 by Bernard Tapie, for 1600 million francs, which Tapie borrowed. Tapie was then a famous specialist of rescuing bankrupt companies, a business that formed his personal fortune. However, in 1992, Tapie was declared bankrupt; the bank was in charge of selling the company. In the same decade of the 90's, Adidas caused admiration in Jersey to make for the football team of Germany, since it had main detail about diamonds in bright colors. This same design was used for Club America ...