...Adidas “Is All In” Since both Nike’s and Adidas’s entry into the sports apparel and shoe market, Nike has been and still remains the number one seller. Adidas has set out to change their reputation with their newly revamped marketing campaign. One such Adidas commercial designed to attract new consumers first aired about a year ago targeting teens and young adults. Initially when viewing the commercial, I had a sense of inspiration because of its presentation. The commercial gave the impression that with Adidas gear, one could compete at their highest level. The video showed different views of star athletes, popular entertainers, and teenagers; each in their most stereotypical environment, doing what viewers know them best for (i.g athletes playing sports, entertainers performing, and teenagers hanging out). Adidas went “All in (Brettman)” with their new marketing ad, showing viewers the great diversity the company has. “"This is a campaign that will show the breadth and depth of the Adidas brand," said Patrik Nilsson, president of Adidas America. (Brettman)” Their ad gave consumers a sense of inspiration and happiness, believing that with these new Adidas products they could achieve their goals. The commercial begins with a rear view of a teenager jogging alone wearing a jacket the reads “Adidas” with the company’s logo across his back. Then the video transitions flashing short glimpses of the company’s sponsored athletes and musical artists such as Derrick Rose, Lionel Messi...
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...Ease of website: Natalia Closing of Sale: Nathan Retail site preference: Worked together as a group First Run through Editing: Jennifer Second Run Through Editing: Natalia References: Jennifer, Jim and Jeffrey Retailers for Running Shoes Why Footwear Retailing? The athletic footwear market is an ample industry that continues to grow. In 2011, the athletic footwear market was valued at $74.7 billion and is projected to reach $84.4 billion by 2018 (Team, 2013). Yet more than ever before, it seems the functionality of athletic shoes is not enough to sell the product. Today, consumers also want to make fashion statements with their footwear. This trend is present among professional athletes. The four online retail websites Nike, Adidas, Under Armour and Puma commands a strong foothold in the market. These retailers were chosen because they have a significant influence in the athletic footwear market, resulting from their names being synonymous with sports. Nike has contracts with many of the top athletes in the world, such as, Lebron James, Kobe Bryant, and Tiger Woods. These athletes help promote and use Nike’s products exclusively....
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...of Olympic Games in Athens, Adidas, world famous brand in the field of sport clothing has made one of the most inspiring campaigns I have ever seen. With claim “Impossible is nothing” they have placed focus on the values they wanted their products to transmit and represent. This international company adapted itself to a trend that, in an occasion such as Olympic Games are, inevitably, sees in competition not only the athletes but also the brand they wear; it is a battle led through campaigns in various mass media. Focus of my analysis is placed on three TV commercials, videos each of which lasts 30 seconds. I find it necessary to describe them before proceeding with my analysis in order to provide a better insight in the material I will discuss and to present the way I saw and understood this campaign. Each of the videos has famous athletes as its protagonists and they are all made in the way that with digital trickery present day athletes are matched with champions from the past. First of them is Olympic champion Haile Geberlassie. In the video we find this Ethiopian athlete preparing himself for a surreal, 10 000 meters long race. He is surrounded with his clones, all dressed slightly different but all in Adidas. In the background we hear his voice talking in first person saying that despite all medals won and the records broken it is necessary and possible to always improve yourself and beat yourself one more time. The video closes with Adidas logo and the suffix “com” added...
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...Nike is most marketable for their motto “Just Do It”, a slogan that continues to successfully sell sports clothes and attract young, potential athletes. With an intemperate amount of athletes and those heavily involved in fitness, Nike remains successful and thriving. Young soccer athletes and vibrant pastels constitute their descriptive advertisements that entice soccer players into purchasing one of their posh cleats. The Neymar advertisement, for example, features the accomplished and talented player in a neon orange with a black contrast uniform running with flames igniting from his Footy Boots Nike cleats. The Nike symbol, a swoosh, is printed in black on the flaming, orange cleats. The name of the cleats, Footy Boots, is depicted on a...
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...Athletic Footwear and Apparel Industry GROUP 7: Kirsten Ross April Rust Wenjun Zhao Elizabeth Poe Xaio Li Juexin Feng Friday, February 24, 2012 *link for photo: Deviantart nike 1 NAICS/SIC Codes NAICS code SIC Code 316211 316211 316219 316219 316219 316219 316219 316219 316219 316219 3021 3021 3149 3149 3149 3149 3149 3149 3149 3149 Description Athletic shoes, plastics or plastics soled fabric upper (except cleated), manufacturing. Athletic shoes, rubber or rubber soled fabric upper (except cleated), manufacturing. Athletic shoes (except rubber or plastics soled with fabric upper) manufacturing. Cleated athletic shoes manufacturing. Footwear, athletic (except rubber or plastics soled with fabric upper), manufacturing. Golf shoes, men’s cleated, manufacturing. Golf shoes, women’s cleated, manufacturing. Leather upper athletic footwear manufacturing. Shoes, athletic (except rubber or plastics soled with fabric upper), manufacturing. Vinyl upper athletic footwear manufacturing. Friday, February 24, 2012 2 Major Economic Characteristics of the Industry • Billion dollar industry • This market is beginning to decline somewhat, however experts expect there could still be some small bursts of growth occasionally. • Characterized by having a small number of large players. Friday, February 24, 2012 3 Industry Driving Forces • Fashion trends (+) • Change in society (healthy lifestyle) (+) • Changes in consumer sports preferences (sport popularity)...
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...COHESION CASE: ADIDAS GROUP - 2011 Evaluation of Vision/Mission Statement 1. The Adidas Group strives to be global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. * Market * This mission component clarify that AG compete with other competitors such as Nike, Under Armour (UA), Callaway Golf (ELY), and the Armani Group. 2. We are committed to continuously strengthening our brands and products to improve our competitive position. * Products or services * In this component of mission statement, Adidas Group has sold three main product groupings to their customers which are footwear, apparel and hardwear. * For example, Adidas even become the major supplier of team kits for international football teams to remain international competitive. 3. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. * Technology * Regarding to the component in this statement, it can be seen that the new Adidas product is the Adizero Feather, the lightest everyday running shoe weighing only 160g which enables the athletes to run faster and improve performance. 4. We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. * Customers * Adidas Group has...
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...markets. To this end, Adidas Company is critically reviewed. Adidas manufactures sportswear and equipment. This report uses a survey design where a questionnaire or an opinion survey is the data collection instrument. Ethical consumerism is influenced by several factors some of which are, the quality of the products, advertisements, brand image and the moral value that users attach to different products. Corporate social responsibility and appropriate advertising are some of the activities that improve ethical consumerism. The data collected in this study is analyzed and presented in tables and figures. Contents Executive Summary 2 List of Tables 4 List of Figures 5 1.0 Background of the Study 6 1.1 Introduction 6 2.0 Literature Review 6 2.1 Overview of Ethical consumerism 6 2.2 Review of Adidas Company 9 2.2.1 Adidas Mission, Vision and Values 10 3.0 Methodology 12 4.0 Results of Survey 12 4.1 Response rate 12 4.2 Price of Adidas products 13 4.3 Quality of Adidas products 15 4.4 Brand Image of Adidas 16 4.5 Convenience for purchasing Adidas products 17 4.6 Attractiveness of Adidas products 18 4.7 Usefulness of Adidas Products 19 4.8 Advertisement for Adidas products 20 4.9 Ethical Values attached to Adidas products 21 5.0 Conclusion 22 6.0 Recommedations 22 Reference List 24 Questionnaire 25 List of Tables Table 4.1 Response Rate……………………………………………………………………13 Table 4.2 Price of Adidas...
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...The Adidas - Reebok Merger ------------------------------------------------- Introduction On August 03, 2005, Adidas-Salomon AG (Adidas), Germany's largest sporting goods maker announced acquisition of the US-based Reebok International Limited (Reebok) for $3.8 billion. The share prices of both the companies recorded an increase on the day of the announcement of the deal. The share price of Adidas increased by 7.4% from €147.52 on August 02, 2005 to €158.45 on August 03, 2005 on the Frankfurt stock exchange, while Reebok's share price at the New York Stock Exchange rose to $57.14 on August 03, 2005, an increase of 30% over the August 02, 2005 share price of $43.95. The deal would result in the union of two cutthroat competitors through a "friendly takeover". Adidas and Reebok claimed that the merger was decided upon because of the realization that their individual (company) goals would be best accomplished by joining instead of competing. Nike International Inc. (Nike) was the common competitor for both Reebok and Adidas. | | Analysts said that the merging companies were alike in many ways. Both the companies had a reputation of using cutting-edge technologies to produce innovative products and both had eminent brand ambassadors from the sports and entertainment worlds. | Thus, the merger would help spreading the global appeal of the brands in places where they had not made a mark as individual brands. However, some analysts had doubts about the success of the merger...
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...Marketing” 5 Pros and Cons 7 Financial Calculations/Evaluation and Control 8 Contingency Plan 9 Appendices 11 Executive Summary In late 2004, adidas has launched the Respect M.E. line of sports apparel with hip-hop star Missy Elliot in Europe, and is preparing to introduce it in the United States. The line has been promoted via mobile advertising, online, and with an upcoming face-to-face event in Miami. The focus of the campaign is the mobile effort, which is seen as an inexpensive and yet potentially wide-reaching marketing strategy. This is especially important for adidas, as their advertising budget is only about 2/3rds the size of their greatest competitor in this segment, Nike. The determination about how to proceed with the launch in the U.S. revolves around the benefits and limitations of mobile media, including the technological limitations and social considerations. The suggested strategy for adidas is to maintain its strong mobile presence, supported by online content and tie-ins, but to supplement this approach with a limited infusion of “traditional” advertising. The goal of this hybrid strategy is to advertise via a widespread and tested mainstream medium the existence and benefits of the mobile marketing campaign, thus increasing awareness of the more modern and “hip” promotion. This is especially significant with respect to adidas core target audience, those aged 12-24 years. The expected outcome of this strategy is to engage a fan base of hundreds of thousands joining...
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...Management Case study: Global Strategic Analysis Adidas and Reebok Merger Acquisition ABSTRACT 3 INTRODUCTION 4 LITERATURE REVIEW 5 ANALYSIS AND FINDINGS 8 VMOST 7 VISION 7 MISSION 7 OBJECTIVES 7 STRATEGIES 7 TACTICS 7 ACQUISITION 8 SWOT ANALYSIS 9 BEFORE ACQUISITION WITH REEBOK 9 STRENGTHS 9 WEAKNESSES 10 OPPURTUNITIES 10 THREATS 11 AFTER ACQUISITION WITH REEBOK 11 STRENGHTS 11 WEAKNESSES 11 OPPURTUNITIES 12 THREATS 12 CONCLUSION 13 REFERANCES 14-15 ABSTRACT The purpose of this report is to evaluate the impact of adidas pending acquisition of Reebok on the sporting goods industry in relationship to Nike position. Evaluation of background information and corporate culture combined with VMOST and SWOT analyses to helped form the arguments presented in this report and have assisted in answering the question, Will adidas forthcoming takeover of Reebok help the new company achieve sustainable competitive advantage over industry leader Nike?. This research was based on the subject that is illustrating an evaluation of the impact of Adidas from acquisition reebok. Furthermore, an investigation of the strengths, weaknesses, opportunities and threats (SWOT) related to companies in the sports industry was conducted. On the one hand it was found that Adidas historically grown passion for sports in order to...
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...strategies of two companies from the same industry. The strategies of Nike and Adidas have been compared from the textile industry. Nike and Adidas both specialize in footwear, apparel and accessories and their competition is intense as Nike is the market leader and Adidas is the market challenger. The topics in this assignment cover critical incidents of both Nike and Adidas that occurred in the past and the comparison between both their strategies as well their future plans. This assignment shows us the influence the strategy has on the success or failure of companies and how companies craft sustainable strategies that help them to retain their position in the market. Table of Contents Page 1.0 Introduction 1 2.0 Literature review 1 3.0 Backgrounds of Nike and Adidas 2 3.1 Company overview of Nike 2 3.2 Company overview of Adidas 2 4.0 Critical Incidents that occurred in the past 3 4.1 Critical incidents that affected Nike 3 4.2 Critical incidents that affected Adidas 5 5.0 Comparison of the strategies of the companies 8 5.1 Strategies of Nike 8 5.2 Strategies of Adidas 9 5.3 Comparison of the strategies of Nike and Adidas 11 6.0 Future plans of Nike and Adidas 13 7.0 Conclusion 14 8.0 List of...
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...Exercise 1: a) Identify any product and explain the 4P’s in the SAVE perspective b) For the product chosen take any two competing brands and compare the net customer delivered value for both of them from your perspective. c) Find a colleague at work, or a friend or family member, and for the same product or any other product that the person is comfortable with (maybe something they want to purchase), help evaluate two competing brands from a net customer delivered value perspective. Response: Background: My son wants a pair of sneakers (sports shoes) and I am using this exercise to make a choice. I have also used this opportunity to ask my son’s friend about his opinion – incidentally my son’s friend is a big fan of MS Dhoni and the products he campaigns for. After short listing readily available shoes like Power, Nike, Puma & Adidas; me and my son were left to choose between Adidas and Nike a. Nike sneaker is the desired product we are pursuing. 1. Product (solution) Nike offers a wide range of products such sports shoes, apparel, sports equipment and accessories. With addition of ‘wearable electronics’ and ‘apps’ that can track complete fitness activity under ‘NikeFuel’, Nike offers a complete range for fitness freaks and athletes. They also market head, wrist gear under the same brand name. For almost any athletic or sporting activity, Nike offers a complete solution for men, women and kids - right from head to toe. 2. Place (Access) Nike shoes...
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...Nike Question 1 In my word, the secret of Nike's success in marketing strategy is that producing the best shoes for these superstars and let them at the forefront of fashion, and then the masses would follow their idol. According to this case, we know Nike believed in a "pyramid of influence". In the 80's, athletes were regard as hero. Nike began to sign famous sport star as its spokesperson for its products. Nike thought the preference of a percentage of top athletes influenced the product and brand choice of others. Nike's marketing department focus on the influence and spirit of individual's image. The first pro of type marketing strategy is the distinct personality, which is able to spread the enterprise concept of positioning strategy so that its products are very attractive to objective group, especially the young generation because young generation's emotion is easier to be encouraged by these superstars. On the other side, when these famous sport stars who win in some important events and races wear Nike's shoes, most normal customers would thought their equipments must be the best and the brand of the equipment is also the best professional. It is very useful to promote Nike's professional image. Another pro of its marketing strategy is to put an end to the stiff lectures in advertising, let these sports stars to show organization culture. At the same time, it enhanced the emotion connection between customers and brand. In my opinion, the only con of Nike's...
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...Background Nike is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is one of the world's largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more than 44,000 people worldwide. In 2010 the brand alone was valued at $10.7 billion, making it the most valuable brand among sports businesses. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, Nike Dunk, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and previously owned Cole Haan and Umbro. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do It" and...
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...A Comparative Analysis of Nike and Adidas Commercials * A Multimodal Approach to Building Brand Strategies Mads Nørgaard Hansen Dennis Gade Pedersen BA Marketing and Management Communication Supervisor: Carmen Daniela Maier Department of Language and Business Communication Aarhus School of Business Aarhus University 2010 A Comparative Analysis of Nike and Adidas Commercials * A Multimodal Approach to Building Brand Strategies Mads Nørgaard Hansen and Dennis Gade Pedersen Abstract Heavy competition in the sports industry has caused organisations like Nike and Adidas to focus on more than just selling sportswear- and equipment. Organisations need to differentiate themselves and focus on both product attributes and brand values when creating brand strategies. Therefore, we have found it interesting to see how Nike and Adidas communicate their branding strategy differently and have set up the following hypothesis and questions: In Nike and Adidas commercials the organisations make use of complex multimodal choices in order to communicate their branding strategies. 1. Which multimodal choices do Nike and Adidas employ in order to communicate their branding strategies? 2. Which personality traits are similar and different in Nike and Adidas product and value commercials? Due to the complexity of our hypothesis, we will employ three frameworks: social semiotics, film theory, and branding. These frameworks will help us to analyse and...
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