Brand Audit3.9.16

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T A B L E O F C O N T E N T S

Executive Summary ...............................................................................................................2 Brand Identity .........................................................................................................................3

Brand Portfolio.............................................................................................................4

Brand Hierarchy ..........................................................................................................7

Competitive Positioning Matrix .................................................................................8

Visual Identity .............................................................................................................9

Brand Exploratory ................................................................................................................11 Brand Descriptive ................................................................................................................15 Strategic Recommendations...............................................................................................18 Conclusion ...........................................................................................................................21 Appendix...............................................................................................................................22

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E X E C U T I V E S U M M A R Y

Adidas is the large component of The adidas Group, a German multinational

corporation that designs and manufactures athletic clothes and equipment for a variety

of sports. It was founded in 1920 by Adolf “Adi” Dassler, and its headquarters is found in

Herzogenaurach, Bavaria. Adidas is the second largest sportswear corporation in the

United States and the largest in Europe. Their mission is “to be the leading sports brand

in the world,” and they wish to accomplish this goal through two distinct market

segments: Sport performance and Sport style. Adidas is committed to being authentic,

passionate, innovative, inspirational, committed, and honest. 1

To learn more about customer’s associations and perceptions with the Adidas

brand, we conducted focus groups as primary research. During our meeting time with

the group, we were able to gather many helpful insights into customer perception. In

addition to our focus groups, we conducted a Qualtrics survey to gather quantitative

information about Adidas. From our two facets of primary research, we were able to

clearly understand that Adidas is believed to create and carry an array of quality

products, be closely associated with soccer, and have incredibly similar market

positioning to Nike.

In order to better differentiate its brand, we suggest that Adidas focuses on

expanding its current “creative” campaign. In this brand audit, we will expand on how

Adidas can best utilize their current marketing resources as well as their potential

resources to successfully differentiate themselves in the sporting goods market and

achieve their goal of being the leading sports brand of the world.

 

1 “Our Mission and Values.” (n.d.) Retrieved 8 March 2016, from    http://careers.adidas­group.com/adidas/mission­and­values.aspx 

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B R A N D I D E N T I T Y PORTFOLIO

Adidas currently offers a multitude of products in the sportswear industry. However, this audit focuses primarily on the sports shoes that the brand provides. Currently, the Adidas website features four categories in regards to sport shoes: basketball, football, soccer and running.

For each individual sport, the brand caters to both professional basketball players as well as those who purchase the shoes for more casual purposes, making unique offerings for men, women, and children. Most of the individual shoe lines can be customized in regards to color and functionality, with more customized shoes having a direct impact on price. The brand utilizes mostly competitive pricing strategies with their products, remaining comparable to other sportswear lines in the industry. This includes a wide range of prices, from below $100 for run of the mill lines to over several hundred dollars for elite, customized options. Distribution occurs through retail locations and website sales primarily. The brand has expanded internationally, with headquarters in the United States, Central America, Europe and Asia.

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Basketball Football Soccer Running

Product 55 unique sneaker offerings

Unique offerings for men,

women, and children

Made with lightweight, quality materials to encourage speed,

stability, propulsion, and efficiency

Customizable options in regards to color, design,

and functionality

Made in varying sizes from 6.5-15 (men)

Different shoe lines

endorsed by professional basketball players

28 uniquely designed football cleats

Unique offerings for

men and women

Bold printed design

Unique technologies trademarked by

Adidas for highest quality and function

that encourage durability, stability,

and speed

Customizable options in regards to color,

design, and functionality

Made in varying sizes

from 9-15

Various lines including CrazyQuick, Cleathead, adizero 5

star

Over 90 unique soccer cleat offerings

Unique offerings for men, women, kids

Made in varying sizes from 6.5-13.5

Designed for maximum

speed and traction

Technologies and functionalities

trademarked by Adidas

Customizable options in regards to color, design,

and functionality

Partnered with professional athletes for design of certain

cleats

Various lines including Ace, X, Gloro, Samba,

PrimeKnit

150+ uniquely designed running and walking

shoes

Unique offerings for men, women, kids

Made in varying sizes

from 6.5-13.5

Patented Adidas technologies for speed,

stability, weight,durability, etc.

20+ lines/varieties

Partnerships with

professional trainers and celebrities

Customizable options

in regards to color, design, and functionality

Price Competitive pricing strategies for run of the mill and lower-priced shoe lines Skimming pricing strategy for newly introduced or uniquely designed shoes

Price rises when additional design features or functionality are applied

Prices range from $50-$160+/pair

Prices range from $95-$150+/pair

Prices range from $55-$300+/pair

Prices range from $65-$180+/pair

Distribution Three primary distribution channels including: Manufacturing --> Adidas Outlets --> End Customer

Manufacturing --> Distributor --> Multibrand Showrooms Manufacturing --> Online fashion websites/Adidas website --> End Customer

International Distribution including Headquarters in United States

Central America Europe

Asia

Promotion Celebrity endorsements and partnerships with:

Derrick Rose Damian Lillard

John Wall

Promoted together with soccer cleats

Twitter, YouTube,

Facebook accounts

Promoted together with football cleats

Twitter, YouTube,

Facebook accounts

Twitter, YouTube, Facebook accounts

dedicated specifically to Adidas running

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Official on-court apparel

provider for the NBA

Sponsorship of international sports

teams including Columbia, Turkey, Great

Britain, etc.

Creative, energetic television advertisements

Twitter, YouTube,

Facebook accounts dedicated specifically to

Adidas "Hoops"

Seasonal sales online and in stores

dedicated specifically to Adidas Football

Celebrity

endorsements and partnerships with

various pro-football players, including:

Tyler Lockett Aaron Rodgers Jimmy Graham

Seasonal sales online

and in stores

Sponsorship of various Olympic Teams, including

United States China Brazil

dedicated specifically to Adidas Soccer

Celebrity

endorsements/partnerships with various

pro-soccer players, including: Leo Messi

Thomas Muller David Beckham

Sponsorship of FIFA

Franchise in its entirety

Pro soccer team apparel provider for

various teams, including Seattle Sounders

Seasonal sales online

and in stores

Celebrity endorsements/partners

hips with various professionals,

including: Ally Love

Karly Kloss Robin Arzon

Sponsorship of Boston

Marathon

Seasonal sales online and in stores

Basketball

Adidas offers over 55 different versions of their basketball shoes, with a focus on the use of lightweight, quality material to emphasize speed and propulsion on the court. They are the official on-court apparel for provider for the National Basketball Association. They also sponsor several professional players, with whom they also work to design uniquely branded lines. Football

Because both sports require cleats, Adidas’ promotes their football cleats very closely with their soccer cleats. The brand currently offers over 25 unique lines, with trademarked quality elements that encourage speed and durability. This includes several categories within the football cleat line, including CrazyQuick, Cleathead, and adizero. Adidas also promotes these shoes with celebrity endorsements with well-known players such as Jimmy Graham and Aaron Rodgers, as well as with up and coming athletes like Tyler Lockett.

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Soccer

Adidas’ soccer cleats are the shoe category that the firm places the most emphasis on currently. The Adidas brand has infiltrated the FIFA organization completely through sponsorships of players, events, and the organization itself. The brand also sponsors individual pro soccer teams, providing all on-field apparel for teams such as the Seattle Sounders. Celebrity endorsements are also prevalent, with sponsorship of big name players such as Leo Messi, Thomas Muller and David Beckham. Running

In the running shoe category, Adidas focuses more on the everyday consumer, providing a large variety of shoe lines from casual to professional. Patented technologies increase durability and speed, and customizable color and fit options allow for personal expression. The brand also sponsors the Boston Marathon, an internationally recognized marathon each year. Endorsements for the running category come from such professionals as Ally Love and Karly Kloss.

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The primary target market for most of Adidas’ shoe lines are middle-tier athletes who are playing on school teams, community teams, or recreational teams. The brand also caters to workout enthusiasts and those who are utilizing the products mainly in the sense of fashion. To reach these consumers, Adidas promotes heavily through their secondary target market of professional athletes. While many professional athletes, teams, and organizations are currently sponsored by Adidas, this is primarily for aspirational and motivational purposes, to encourage lower-level athletes to purchase the shoes that their favorite athletes do. These lower-level athletes use the products during practices, games and for recreational purposes. HIERARCHY

The corporate brand of Adidas is “Adidas Group” and has 3 other sister brands

that include Rockport, Reebok and TaylorMade. All brands that sell sportswear and equipment that would appeal to similar demographics as Adidas. Adidas is broken down into three individual brands by the names of “Originals”, “Adidas Neo”, and Stella McCartney. The Originals brand consists of shoes, clothing and accessories that are more classic to the brand. Adidas Neo offers shoes and clothing that are made in bright colors and bold, modern designs. Lastly Stella McCartney features a more fashion forward line of clothing, shoes and accessories for just women filled with unique floral designs and textures.

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COMPETITIVE POSITIONING MATRIX

 

Adidas has four main competitors within the athletic clothing and equipment industry. The first and most prominent of these is Nike. Adidas and Nike have a lot in common regarding high quality products, worldwide presence, sponsorships, and diversity in product lines. The two are often considered to be direct competitors. Under Armour is another high quality sports brand, but is known for other specialty athletic product categories such as hunting. It also does not have as much of a worldwide presence. New Balance and Skechers are built for performance, but are more focused on function over fashion than both Adidas and Nike. All brands target Men, Women, and Children who are active in sports and overall athletic lifestyles.

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exploring the mark

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As we know it, the adidas logo is a strong and simple icon found throughout the sports sphere around the world. The initial 1949 logo was a rather literal symbol of the company’s product, replaced in 1971 by a trefoil illustration just in time for the 1972 Munich Olympic Games. The 1971 logo is still used today for the adidas Originals collection. The 1990 mark was said to represent the obstacles and achievments reached by athletes while alluding to the three stripes found on the classic shoe design.

Over the past 25 years, adidas has gained strong resonance with the 1990 logo. Seen on the sportswear of thousands of professional athletes in virtually every major sport.

More abstractly, adidas has become synonymous with the “three stripes” graphic element and even the phrase, utilizing this motif initially on shoes, but expanding to jerseys, other apparel, and visual advertising.

In 2005, adidas gained a new mark, taking advantage of the well known visual identity. Despite this, the 1990 logo is still widely used primarily in athletics.

custom font “adineue” was created in 2011 by design firm Sid Lee for the “adidas - all in” campaign

although subtle, the

official use of the lowercase “a” has been

extended throughout

many brand materials

geometric symmetry and low stroke contrast make anineue easily useable in a variety of languages

History. (n.d.). Retrieved January 29, 2016, from http://www.adidas-group.com/en/group/history/How the Adidas logo earned its stripes. (n.d.). Retrieved January 29, 2016, from http://www.cre-ativebloq.com/logo-design/how-adidas-logo-earned-its-stripes-11135390

slogans

visual identity

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Impossible is Nothing

In 2004, adidas launched the “Impossible is Nothing” campaign inspired by a quote from Muhammed Ali, who also appeared throughout the campaign. Mostly targeting their athletic audience, adidas encouraged it’s buyers to “desire to push yourself further, to surpass limits, to break new ground.”

Adidas primarily uses black and white (as their iconic shoes have been in past years) for a lot of their brand identifiers. However, among their recent product design and correlat-ing promotion visuals, adidas uses a large variety of (often loud) colors.

Common visual styles include high contrast in graphics, colors, and imagery, well defined type heirarchy, and stark, integrated graphic elements in photography. Images from sporting events of sponsored athletes are often used, but with minimalistic design.

Although adidas has been around for about 65 years, two slogans stand as most prevelent, at least in the digital age.

adidas is all in

Proclaimed as “the biggest marketing campaign in the brand’s history”, in 2011 adidas launched “all in”. Their hope was to diversify and encompass all of the aspects of the sub-brands (adidas Sport Performance, adidas Originals, and adidas Sport Style) on a global scale.

Sid Lee - Adidas - All In. (n.d.). Retrieved January 29, 2016, from http://sidlee.com/en/work/Adidas/All InAdidas is all in - Launching the biggest marketing campaign in the brand's history. (n.d.). Retrieved January 29, 2016, from http://ww-w.adidas-group.com/en/media/news-archive/press-releases/2011/adidas-all-launching-biggest-marketing-campaign-brands-history/

B R A N D E X P L O R A T O R Y

Focus Group To gain a deeper understanding of how the Adidas brand is viewed in the minds of consumers, a focus group was conducted to foster conversation and gain insights. (Appendix 1) Participant Profiles Observation Techniques Recorded observations by taking notes and filming the focus group Facilitated discussion about the athletic clothing industry, aided by a list of predetermined questions Asked follow-up questions when appropriate to better understand attendees’ answers Kept discussion on track if conversation started to stray away from Adidas and/or the athletic clothing industry Conducted a brand association exercise with projection questions & inquired about attendees’ knowledge regarding Adidas logos

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Insights Gathered

While participants were familiar with the Adidas brand, they associated Adidas

products very closely with Nike in all aspects.

Regardless of the question asked, the conversation almost always migrated back towards Nike, Nike’s branding strategies, and Nike’s products. Even when the question was specific to the Adidas brand (e.g. “What comes to mind when I say Adidas?”), participants would attempt to answer about Adidas, but often lacked adequate information to form a fluent answer about the brand specifically. Many would then revert back to Nike and use it as a comparison point, due to the fact that they were much more knowledgeable about and familiar with the Nike brand.

Adidas is viewed as more of a specialty brand as opposed to a general athletic lifestyle

brand.

Participants almost exclusively related Adidas products to a specific sport and function. The predominant sport mentioned was soccer, with some mention of CrossFit as well. The brand is positioned specifically in our participants minds as soccer gear, therefore barring Adidas products from our participant’s consideration set in regards to casual athletic wear.

Price is a very important consideration, and often a deciding factor, when purchasing

athletic wear.

Many of our participants claimed that they did not purchase Adidas products because they thought that they were too expensive. In fact, even when specific brand names were not mentioned, participants said that they would choose one product over another based on price when making in-store purchase decisions.

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People in in the surrounding environment play a significant role in purchasing

decision.

It was found that our participants relied on word of mouth in their research of products that they like or now wear. Some also stated that what people were wearing at the gym for example had a big influence on what brand they bought because if many people are wearing it, it must be a good product. Commercials and printed advertising are a factor when making a purchase for athletic products but aren’t as crucial to the decision as the people their surrounding environment.

Sports vs. Apparel.

Participants immediately chose specific sports like Soccer, Tennis and Crossfit as the first things that come to mind when hearing the brand Adidas. When talking about Nike, things like shoes, ads and taglines were popular topics. It seems as though when a company gets into people’s minds visually and sonically, the brand tends to stick with the consumer more than sports sponsorships according to this focus group. Many participants were also not aware that Adidas even sold attire for football or basketball.

Innovation

Unique soccer cleats and accessories like the Nike Fuel Band are aspects of Nike that are keeping customers loyal and away from the Adidas brand. Innovation is important in the mind of the consumer. They keep a brand exciting and keep people wanting to see what the brand does next. Adidas has innovative products like the MiCoach which is a data collecting soccer ball but because their advertising is not as abundant as Nike and the product is not widely applicable, it is hard for people to recall the brand.

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Uncommitted, Unknown

Focus group participants seemed to exhibit very mild personal relationships with Adidas. In response to the projection question “If Adidas was your friend, what kind of friend would they be?” Adidas was described as “the friend who you say you will hang out with but never do” or “that person you meet all the time that you can’t really remember the name of.” While seemingly minor reactions, these responses reflected a broader feeling of unfamiliarity or foreign quality to Adidas. Despite most participants recalling a time in their life during which they had owned Adidas products (some even making repeated purchases over a span of 2-4 years), the young adults of the focus group conveyed never reaching a level of intimacy or personal association with Adidas

Lack of Loyalty

While the participants seemed to be very associated with Nike because of its large presence in the U.S., they did not seem to be loyal to any specific athletic brand. Sales were very important when making a purchase decision, and after that was quality. Most participants agreed that brand was the least important aspect of choosing which athletic clothing to buy.

Conclusions Drawn

Once these preliminary insights were gathered, we had a fairly clear understanding that the Adidas brand does not have a clear, differentiated market position when it comes to sports shoes. While most people we spoke to were aware of the brand, they did had very little loyalty or preference for Adidas. To gain further insight as to why, further research was conducted, as outlined in the following section.

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B R A N D D E S C R I P T I V E To gain further insights into consumer’s perceptions and associations of the Adidas brand, a Qualtrics survey was conducted. (Appendix 2)

ADIDAS SURVEY RESULTS - INITIAL OBSERVATIONS

● Most respondents were aware of Adidas, but only as Nike’s competitor ● Brand preference and brand loyalty to Adidas was very low ● Most respondents had interacted with Adidas products in some way

Strongest Associations:

● Quality products ● Comfortable products ● A variety of products ● Nike ● Soccer ● Shoes ● Workout clothes - T-shirts, sweatpants ● 3 Stripes

Medium-Strength Associations:

● Affordable products ● Uniqueness in style/fashion ● Positive experience with Adidas products ● Tennis ● Running ● Europe ● White and black

Associated Brands:

● Nike ● Brooks ● Northface ● Under Armour

 

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From the online Qualtrics survey, we were able to clearly understand that the Adidas brand is most closely associated with Nike and Soccer. Respondents also believed that Adidas produced quality products and had a wide variety of offerings. Weaker associations including other sports such as tennis and running were also mentioned. However, the prevailing theme was that the Adidas brand has been positioned almost identically to Nike. Because Nike has such a strong market position, it was understood that this lack of differentiated positioning posed a significant problem for Adidas.   Adidas Knowledge Structure

Using Qualtrics Survey Software, respondents were asked a series of questions regarding Adidas athletic products. The questions were created in attempt to determine associations one may have with the Adidas brand and how strong those associations are. The results show that some of the most strong associations users have with the Adidas brand are quality, comfort, and variety. All of these are positive aspects and provide encouraging feedback for the brand. Another one of the most prominent ties to Adidas was its link to athletics, specifically soccer. Respondents often recalled both the three-stripes that run across most, if not all, adidas clothing products. That image has clearly left an imprint in consumers’ minds.

The second tier of associations for respondents includes affordability, uniqueness in style & fashion, positive experience with product interaction, and other sports such as tennis and running. There also seemed to be a recognition of Adidas’ roots in Europe. In regards to the brand’s image, the colors black and white were a relatively strong association to the brand.

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Perhaps the most prominent and recurring association from respondents was their constant referral back to the Nike brand. Many described Adidas as the runner up to Nike, and while other brands like Under Armour and NorthFace were discussed in the survey, Nike proved to be the one most associated with Adidas in all aspects. This data points towards Adidas’ potential need to differentiate themselves from the Nike brand and create a prominence in the minds of the consumer.

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S T R A T E G I C R E C O M M E N D A T I O N S Through our research on the perceptions and associations of the Adidas brand,

we discovered that most respondents were aware of Adidas, but only as Nike’s competitor. Regardless of the question asked, the conversation almost always migrated back towards Nike and its branding strategies and products. This raised a red flag, and we realized Adidas would greatly benefit from implementing marketing strategies that would differentiate them from Nike, and set them apart as a brand entirely.

The strategic recommendation that we would like to put in place for Adidas is a repositioning of their current Ad Campaign, “HereToCreate”. Currently Adidas is using professional athletes to make videos of how they create on the field or court. To take it further we are going to make an app that allows people to share original creations whether that be workouts, recipes, style, art, written pieces, and music. To help get this app going we are not only going to continue to get athletes to use it, but musicians and singers to be involved with the project as well. Adidas already partners with big names such as Selena Gomez and Pharrell and we believe that they can help launch this into something big. We want to position ourselves as the company where the consumer is in the driver's seat of possibilities. We want them “HereToCreate.”

Elements of HereToCreate Application The app will feature six categories that app users can upload their “creations” into, including:

○ Workout Workouts that people have created and have found to be effective

○ Nutrition Meals that people have found/created to taste good and healthy

○ Style Outfits and fashion trends

○ Art Paintings, Drawings, DIY, and Crafts, etc.

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○ Write Poems, Inspirational quotes, Essays, Lyrics, etc.

○ Sound Songs and Playlists

● Each user will have their own profile that will create a personal board of all of their “favorited” content that they have found through the app.

● Athletes and music artists will have “verified” accounts where users can easily find content that those celebrities have posted.

The HereToCreate mobile application is a user friendly platform catered to

anyone and everyone. It is not just for the elite fitness gurus of the world, but for anyone interested in expanding their creativity. Athletes, food fanatics, artists, fashionistas, writers, and musicians can all exercise their creative passions within this application. The diverse capabilities of the HereToCreate app make room for expansion of the Adidas market. It will play a huge role in attracting new customers who are interested in more than just sports--those that want to be part of something greater. Adidas’ tagline “all in” will now encompass so much more than just athletics. The idea of “all in” is also reflective of being inclusive and expandable. Working towards an inviting and welcoming aura should be Adidas’ number one priority.

Its also important to point out how their sub-brands, “Adidas Neo” and “Stella

McCartney” show Adidas current strides to move away from a strictly athletic brand to one that provides its customers with products that are brighter and bolder. These styles and designs bring a creative edge to a workout and even everyday wear, pulling them

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away from Nike. HereToCreate pushes this idea even further and ideally away from its largest competitor all together. Differentiation From Nike

The primary goal of the HereToCreate campaign is to set the Adidas brand apart from that of Nike. Both brands are currently associated almost entirely with sports, sportswear, activewear, and athletics. The HereToCreate campaign allows the Adidas brand to breakaway from this stigma and reposition themselves as a lifestyle brand, reaching an entirely different segment than Nike is able to.

Nike’s most memorable campaign was the “Just Do It” campaign, focusing on greatness achieved through sports and athletics. The campaign strives to inspire individuals to push and motivate themselves to achieve their athletic goals. In the past, Adidas has run similar campaigns, such as the “All In” campaign. This was exceptionally similar to the “Just Do It” campaign, featuring dramatic images of athletes in action, and meant to inspire individuals to give their athletic endeavors their “all”.

The repositioning of the HereToCreate campaign will take Adidas in a different

direction, and will aim to associate the Adidas brand with all forms of creation - essentially inspiring the app user to “Create Themselves”. To give the user some level of familiarity and comfortability with the app, a workout element will be integrated. This will be expanded upon with the nutrition, art, style, writing, and sound portions of the app. Celebrities who have been innovative and creative in their fields (Kanye West, Pharrell, Selena Gomez) and are well-known outside of the athletic sphere will be brought into encourage the user to become all that they can be. This will allow the Adidas brand to grow into a fashion statement, an inspiration, and a functional company. An entire lifestyle experience will be created that it is entirely differentiated from Nike.

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C O N C L U S I O N

Adidas offers high-quality, fashionable products to their consumers. They are

seen as comfortable, affordable, and unique. Most consumers that have had any experience whatsoever with the Adidas brand remember having a positive experience.

Currently, the first thing that really comes to mind when a consumer is asked about Adidas is specialty products. They understand that professional athletes, specifically soccer players, use Adidas products. The brand is not normally in the average consumer’s consideration set when contemplating the purchase of casual or even functional athletic wear, although Adidas offers a variety of products - the majority of which are suitable to the everyday consumer. The brand is also very closely associated with their competitors, specifically Nike. Often, when an individual was asked specifically about Adidas, they were only able to answer with information about Nike. This indicates that the most available information to the consumer was information about Nike, further indicating that Nike’s marketing communications have been more effective than Adidas.

Based on our preliminary research, it is evident that Adidas needs to reposition itself away from Nike. This will be achieved through the creation of an interactive app, entitled HereToCreate, that inspires Adidas’ customers to “Create Themselves” through a multitude of methods. In doing so, Adidas will stay true to its core competency of athletics while also expanding itself into much more. The app will inspire new communities, personal growth, and exciting experiences.

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A P P E N D I X

Appendix 1 - Focus Group

Focus Group Details Time February 5, 2016 1:00pm-2:00pm Attendees Mileah Smith, Caleb Andonian, Sarah Burley, Jake Tull, Jasper Mamaril Questions Asked

What comes to mind when I mention athletic brands?

Which of these brands do you actually use and why?

Is there a particular athletic brand that you feel loyal to?

What do you value in athletic brand products?

What influencers are present when you are making a purchase decision regarding

athletic products?

What comes to mind when I say “Adidas”?

What kind of person uses Adidas? When and where do they use Adidas?

What sets Adidas apart from other athletics companies?

What is your personal relationship or experience with Adidas?

If Adidas was your friend, what kind of friend would they be?

Do you think of Adidas as fashionable? Why, in what way?

In what scenario would you purchase Adidas products?

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Appendix 2 - Qualtrics Survey Details CONSENT TO PARTICIPATE IN RESEARCH The current research is being conducted by undergraduate marketing students, from Western Washington University. The purpose of this research is to understand consumer perception of certain athletic brands. Attitudes will be assessed through a series of questions. The results of this research will be used for an undergraduate marketing project. At the end of the survey, you will be asked to provide basic demographic information. Although no personally identifiable information will be gathered, a breach of confidentiality is always a risk of participation in research. By clicking through to the next page, you are indicating your consent to participate in this research study. The study will take approximately 15 minutes. Participation in the study is voluntary and you must be 18 years of age or older. You have the right to withdraw your consent at any time by closing the window. Your answers will remain confidential and will be considered only in aggregate with no reference to specific individuals. If you have any questions regarding this research, contact Nick Danielson at 206-293-4597 or nick.danielson@wwu.edu.

A D I D A S Q U A L T R I C S S U R V E Y

1. Have you interacted with Adidas sportswear products before?

❏ Yes

❏ No

Those who chose “Yes” above will answer the following questions 2. What descriptions and associations come to mind when you think of Adidas? 3. Please indicate, using the scale, how much you agree with the following statements:

Adidas is the pinnacle of athletic sportswear.

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Adidas is unique in terms of sports.

Adidas is unique in terms of fashion.

Adidas is is unique in terms of style.

Adidas provides quality products.

Adidas products are comfortable.

Adidas offers a variety of products.

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Adidas products are affordable.

Adidas offers sportswear for all types of athletes.

4. Which of the following are you most likely to purchase?

❏ Adidas ❏ Nike ❏ Under Armour ❏ Other

5. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider quality to be when shopping for sportswear? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 6. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider price to be when shopping for sportswear? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮

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7. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider style to be when shopping for sportswear? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 8. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider comfort to be when shopping for sportswear? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 9. On a scale of 1-7, 1 being very low and 7 being very high, how would you rate your overall experience with Adidas products? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 10. On a scale of 1-7, 1 being very low and 7 being very high, how likely are you to use Adidas products over other products? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 11. On a scale of 1-7, 1 being very low and 7 being very high, how loyal to the Adidas brand do you consider yourself to be? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 12. On a scale of 1-7, 1 being very low and 7 being very high, how likely are you to recommend Adidas to a friend? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 13. On a scale of 1-7, 1 being very low and 7 being very high, how closely do you associate the following sports/activities with Adidas products? Soccer 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ Tennis 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ Basketball 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮

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Football 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ CrossFit 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ Running 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ Demographic Questions: 1. What is your gender Male Female Transgender Prefer not to disclose 2. What is your age? Under 18 18-24 25-34 35-54 55+ 3. What is your ethnicity? White Hispanic or Latino Black or African American Native American or American Indian Asian/Pacific Islander Other 4. What is your employment status? Employed Unemployed Student Retired Other

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5. On a scale of 1-5, 1 being very unathletic and 5 being very athletic, how much of an athlete do you consider yourself to be? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6. If you currently play any sports, to any degree, please list them below:

QUESTIONS FOR NEVER INTERACTING WITH ADIDAS Choosing “No” to the very first question

(Redirect in Qualtrics to secondary survey) 1. On a scale of 1-7, 1 being very low and 7 being very high, how familiar are you with the brand Adidas? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 2. What descriptions and associations come to mind when you think of Adidas? 3. In terms of sportswear and athletics, what brands do you tend to use? 4. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider quality to be when shopping for sportswear? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 5. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider price to be when shopping for sportswear? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 6. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider style to be when shopping for sportswear? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮ 7. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider comfort to be when shopping for sportswear? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6 ￮ 7 ￮

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8. In your eyes, who are the biggest name brands in the athletic/sportswear industry? Demographic Questions: 1. What is your gender Male Female Transgender Prefer not to disclose 2. What is your age? Under 18 18-24 25-34 35-54 55+ 3. What is your ethnicity? White Hispanic or Latino Black or African American Native American or American Indian Asian/Pacific Islander Other 4. What is your employment status? Employed Unemployed Student Retired Other 5. On a scale of 1-5, 1 being very unathletic and 5 being very athletic, how much of an athlete do you consider yourself to be? 1 ￮ 2 ￮ 3 ￮ 4 ￮ 5 ￮ 6. If you currently play any sports, to any degree, please list them below:

FINAL SURVEY LINK: https://wwu.az1.qualtrics.com/SE/?SID=SV_25iQNY7kQibvOSh

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