AdidasAdidas is a multinational sporting goods is a multinational sporting goods company, headquartered in Herzogenaurach, company, headquartered in Herzogenaurach, Germany. It is located within the textile industry.Germany. It is located within the textile industry.

His original name Gebrüder His original name Gebrüder Dassler Adidas Schuhfabrik was Dassler Adidas Schuhfabrik was created by Adolf Dassler (Adi) created by Adolf Dassler (Adi) along with his brother Rudolf along with his brother Rudolf Dassler in the early 1920'sDassler in the early 1920's. .

Both managed to place their Both managed to place their products on the German team products on the German team athletics in 1936.athletics in 1936.

During the war, produced the During the war, produced the famous Panzerschreckfamous Panzerschreck (German bazooka). Rudi was mobilized, Rudi was mobilized, while Adi stayed in Germany.while Adi stayed in Germany.Soon we had problems.Soon we had problems.

(Adi Dassler)

Rudi Dassler founded his own factory, PUMA AG in 1948. As Rudi Dassler founded his own factory, PUMA AG in 1948. As a result, Adi Dassler took control of the company and a result, Adi Dassler took control of the company and decided to rename the company as "adidas”.decided to rename the company as "adidas”.

In 1950. Adidas was already a household name in Germany In 1950. Adidas was already a household name in Germany but worldwide would know the brand, when in the World but worldwide would know the brand, when in the World Cup in 1954 the German team played the final with Adidas Cup in 1954 the German team played the final with Adidas boots.boots.

During the next years, Adolf During the next years, Adolf Dussler was a pioneer in using the Dussler was a pioneer in using the highest sports stars to advertise highest sports stars to advertise their products as: Muhammed Ali, their products as: Muhammed Ali, Jesse Owens and Pelé.Jesse Owens and Pelé.

Next to his son, Horst, Next to his son, Horst, managed to create an managed to create an empire that reached its empire that reached its peak until the late 80's.peak until the late 80's.

After the death of Adi Dassler in 1978, his son was the After the death of Adi Dassler in 1978, his son was the head of Adidas. head of Adidas. Horst was only president until 1987, when Horst was only president until 1987, when he died at age 51. After this event, the company began to he died at age 51. After this event, the company began to go through a serious crisis, mainly due to the thrust of go through a serious crisis, mainly due to the thrust of Nike.Nike.

In 1990. Adidas was bought by Bernard Tapie for €In 1990. Adidas was bought by Bernard Tapie for € 244 244 millions. However, he went bankrupt in 1992 and the millions. However, he went bankrupt in 1992 and the Credit Lyonnais Banks sold Adidas to Robert Louis Credit Lyonnais Banks sold Adidas to Robert Louis Dreyfus.Dreyfus.

As CEO of the company, he  manages to restructure the As CEO of the company, he  manages to restructure the company and be among one of the big four: company and be among one of the big four: Nike, Nike, Reebok, Puma and Adidas.Reebok, Puma and Adidas.

In 1997. Adidas buys French manufacturer Salomon ski In 1997. Adidas buys French manufacturer Salomon ski equipment and create Adidas-Salomon AGequipment and create Adidas-Salomon AG.

In 2001. Herbert Hainer takes over as CEO of the company.In 2001. Herbert Hainer takes over as CEO of the company.

In 2002. Adidas-Salomon is the first sports brand to launch the In 2002. Adidas-Salomon is the first sports brand to launch the Customization Experience. Customers of Adidas products create Customization Experience. Customers of Adidas products create and devise their ideal products.and devise their ideal products.

In 2004. Adidas launched the first microprocessor running In 2004. Adidas launched the first microprocessor running shoe, “the adidas 1”, the result of over 20 years of shoe, “the adidas 1”, the result of over 20 years of development.development.

In 2005. Adidas announced the sale of the In 2005. Adidas announced the sale of the company Salomon Group for € 485 million to the company Amer company Salomon Group for € 485 million to the company Amer Sports of Finland. Sports of Finland. That same year, Adidas bought Reebok for 3.8 That same year, Adidas bought Reebok for 3.8 billion dollars, competing with Nike in USA.billion dollars, competing with Nike in USA.

In 2006. In 2006. Adidas announced an agreement for Adidas announced an agreement for eleven years, to be the official apparel supplier eleven years, to be the official apparel supplier of the NBA. And with famous players as: Kevin Garnett, of the NBA. And with famous players as: Kevin Garnett, Tim Duncan, Tracy Mcgrady, Derrick Rose and Emanuel Tim Duncan, Tracy Mcgrady, Derrick Rose and Emanuel Ginobili.Ginobili.

Actually, Adidas captures more attention than his main competitor, Nike.

The culture that contains the basic principles of this The culture that contains the basic principles of this organization is presented through three types:organization is presented through three types:

VisionVision:: "Our passion for sport can contribute to a better "Our passion for sport can contribute to a better world“.world“.

MissionMission: "Being the world's leading brand sporting products" : "Being the world's leading brand sporting products" ValuesValues: Performance, Passion, Integrity and : Performance, Passion, Integrity and

Diversity. Diversity.

Analysis of Adidas's corporate identity will be assumed byAnalysis of Adidas's corporate identity will be assumed by his his

behaviourbehaviour, , procedureprocedure

commercials and marketing tactics.commercials and marketing tactics.

MarketingMarketing: : Market strategies, sales, market Market strategies, sales, market research, market positioning and the use of a set of research, market positioning and the use of a set of tools aimed at customer satisfaction.tools aimed at customer satisfaction.

This aspect of marketing is presented with four tools also This aspect of marketing is presented with four tools also known as the Four P Grundy: product, price, known as the Four P Grundy: product, price, distribution and advertising or promotion square.distribution and advertising or promotion square.

Products. It is currently the European leader in sporting products (footwear, apparel and accessories). These products are found throughout the world, his distinctive "three stripes" appear in both high-level sports competitions, streets and shops.

PricesPrices. Acording to users the. Acording to users the prices are appropriated to the prices are appropriated to the quality, comfort, durability and design.quality, comfort, durability and design.

Distribution.Distribution. Means that the product is accessible. Means that the product is accessible.  Adidas seeks differentiation, each product in the right place.  Adidas seeks differentiation, each product in the right place.  The outlets are essential where customers take 50% of  The outlets are essential where customers take 50% of purchasing decisions. Adidas is the first brand to launch purchasing decisions. Adidas is the first brand to launch the Customization Experience.the Customization Experience.

Advertising or promotion.Advertising or promotion. Adidas has partnerships Adidas has partnerships with football federations of countries (Spain, Korea, with football federations of countries (Spain, Korea, Germany, Argentina, etc.) with clubs (Real Madrid, AC Milan, Germany, Argentina, etc.) with clubs (Real Madrid, AC Milan, Liverpool, Chelsea, etc.). Also sponsors sporting events as Liverpool, Chelsea, etc.). Also sponsors sporting events as FIFA World Cup, UEFA ChampionsFIFA World Cup, UEFA Champions

League, Tour France and Olimpic Games.League, Tour France and Olimpic Games.

Publicity and Communication.Publicity and Communication. In this section the most In this section the most important elements are their slogans: “Adidas is all in” important elements are their slogans: “Adidas is all in” and “Impossible is Nothing”. Their advertising and “Impossible is Nothing”. Their advertising campaigns are in high demand and get attract a campaigns are in high demand and get attract a large number of clients.large number of clients.

The brand is carried around the world thanks to The brand is carried around the world thanks to celebrities as: David Beckham, Zinedine Zidane, Lionel celebrities as: David Beckham, Zinedine Zidane, Lionel Messi, Derrick Rose, Katy Perry, Maria Sharapova, etc.Messi, Derrick Rose, Katy Perry, Maria Sharapova, etc.

The brand is divided into three styles of clothing:The brand is divided into three styles of clothing:

Adidas Originals. Adidas Originals. Adidas Perfomance.Adidas Perfomance. Adidas Style. Adidas Style.

Dedicated to clothing (jeans, sweaters, Dedicated to clothing (jeans, sweaters, shirts, etc.). This category began to be shirts, etc.). This category began to be

marketed in 1977marketed in 1977. . The logo is formed by The logo is formed by a species of maple leaf.a species of maple leaf.

Dedicated to all kinds of sportswear (shirts, socks, boots, Dedicated to all kinds of sportswear (shirts, socks, boots, balls, etc.). The logo consists of three vertical stripes. Here balls, etc.). The logo consists of three vertical stripes. Here Adidas works with different sports:Adidas works with different sports:

BasketBasket.. Equip a lot of NBA players. Its most famous product Equip a lot of NBA players. Its most famous product

isis Adizero CrazyLight D.Rose 2.Adizero CrazyLight D.Rose 2.

FootballFootball. The most important products in this section . The most important products in this section are the F50, Predator and Adipure. We can also find the are the F50, Predator and Adipure. We can also find the brand in football clubs and nations.brand in football clubs and nations.

Tennis & Golf.Tennis & Golf. Adidas takes over some of its previous Adidas takes over some of its previous products and redesigned to provide the highest quality to products and redesigned to provide the highest quality to customers in these two sports.customers in these two sports.

RunningRunning. Adidas offers customized training for . Adidas offers customized training for consumes. It focuses their products on the cotidian sport. consumes. It focuses their products on the cotidian sport.

Training.Training. In this section, Adidas has a wide range of In this section, Adidas has a wide range of products for sports training and improvement. Their most products for sports training and improvement. Their most

popular products are:popular products are: TechFit, Clima, Clima Pace, Adiscape, TechFit, Clima, Clima Pace, Adiscape, Perfoamnce Essentials and Adizero trainer.Perfoamnce Essentials and Adizero trainer.

WomenWomen. Adidas has a range exclusively for women, as VRV, . Adidas has a range exclusively for women, as VRV, Adilibria, Clima365 and Adizero.Adilibria, Clima365 and Adizero.

It is the combination of Adidas Originals and It is the combination of Adidas Originals and Perfomance. It offers more exclusivity among their Perfomance. It offers more exclusivity among their products. They are divided into:products. They are divided into:

Adidas NEO LabelAdidas NEO Label. Designed for young audiences.. Designed for young audiences.

Adidas Y-3Adidas Y-3. The brand seeks the latest fashion trends. Their . The brand seeks the latest fashion trends. Their main customers are women.main customers are women.

ModelModel 1. 1. ModelModel 2. 2.

Adidas Porsche Design Sport.Adidas Porsche Design Sport. Engineered luxury sportswear. Engineered luxury sportswear. Focused on the male audience. It is divided into five categories:Focused on the male audience. It is divided into five categories:

Driving.Driving.

WaterWater / / SnowSnow..

Golf.Golf.

Running/Fitness and Tennis.Running/Fitness and Tennis.

o AdidasAdidas  is the brand leader in sporting goods in   is the brand leader in sporting goods in Europe and second in the world. Continues to Europe and second in the world. Continues to grow as this year is estimated to grow as this year is estimated to increase profits despite the global increase profits despite the global crisis stronger. So Adidas will continue to crisis stronger. So Adidas will continue to offer quality, comfort and design in all  products. offer quality, comfort and design in all  products.

Ivan Castro Rodera.Ivan Castro Rodera.