ATHLETIC SHOE BRANDS IN THE UK

Athletic Shoe Brands in the UK

Table of Contents

INTRODUCTION3

Research problem3

LITERATURE REVIEW4

RESEARCH METHODS5

ANALYSIS & DISCUSSION5

A Comparative analysis trough Kapferer's Prism model6

A comparative analysis trough the equity model7

Review of the equity model7

CONCLUSION10

RECOMMENDATIONS11

REFERENCES13

Athletic Shoe Brands-Nike V Addidas

Introduction

The company Adidas was founded in the early 1920s as Gebruder Dassler Schuhfabrik, in Herzogenaurach in Germany. Adolf Dassler designed a pair of sport shoes in 1925 and few years later he and his brother Rudolph were selling special shoes for tennis players and began design specific shoes for different sports.

The strength of Adidas was its product innovation. Adi Dassler registered more than seven hundred patents. Adidas began selling its shoes in the United States after 1968 and in few years the company dominated the American market. The most important marketing breakthrough was the active promotion of global sporting events, especially the Olympics. The connection of Adidas to the Olympics has a rich heritage. At the 1972 Olympic game in Munich, every official wore Adidas.

Research problem

How have Adidas used the instrument branding, and which roll did it play in the competition between Adidas and Nike?

The strategies of Adidas were based on advertising, sponsorship programs for team end events and subbrands. Among the similarities between the campaigns for Adidas and Nike we can see their strategies to advertise in a huge scale. One difference is that Adidas Endorsement program is focusing on major global events, sports associations, and teams, and Nike, in contrast, focuses on individual athletes and their success. Both Nike and Adidas began their turnarounds by developing a brand identity. In each case, this exercise led to a focusing of the brand and initiatives that built the brand in new directions.

Literature Review

Activities: manufacture and distribution of textiles, shoes and appliances for sport and related products. Adidas has 107 subsidiaries in 20 countries, and exports to 160 countries. Exploitation of the registered trademark “Adidas” is made where ever it is an opportunity. Activities of the company and its subsidiaries are directed from Adidas-Salomon AG's headquarters in Herzogenaurach, Germany.

Products: Adidas - Footwear, apparel, and hardware such as bags and balls. Salomon - Winter sports incl. skis, snowboards, snowblades, ski boots and bindings, inline skates, hiking, apparel. Mavic -Cycle components, Bonfire - Snowboard apparel. Arc'Teryx - Outdoor apparel, climbing equipment, Cliché - Skateboard equipment, footwear and apparel, Taylor Made-Adidas Golf - Golf equipment, golf apparel, golf shoes and finally, Maxfli - Golf balls, irons and accessories

In the early 1980s Adidas has sales of $1 billion, and their brand-building model began to lose power. In America, the largest sports market, Nike had built a successful business in part of riding the explosive growth of running and jogging among casual users. Adidas focused mainly on athletes in team sports so they did not participate in the boom of the 1980s. Mostly therefore Adidas was overtaken by Nike at that time.

In 1990, Adidas was holding on to just a two to three percent share of the U.S. market. Between 2008 and 1992 Adidas total sales dropped ...