Strengths: * They focus on innovation trying to produce new products, services, and processes to cope with competition. This is very important because they are constantly trying to figure out how they can make their company and products better and more advance than their competitors, which would help them succeed beyond them and be the top brand. (Theadidas-group.com) * The company sponsors major sporting events including Olympics and major sports men and teams. This is important because this gives Adidas a global brand and it allows them to have a worldwide presence. * Adidas have a youthful appeal which can be seen through their commercials. Their commercials jump for a scene with sports and then jump to a scene where a person is out or in the club, which tell the viewers that Adidas are suitable for everywhere. (http://youtu.be/DCRihtIZZdM)
Weakness:
* Adidas outsources 97% of its global production to 3rd Party manufactures based largely in Asia. This is important because it makes us question the quality of gear because it is made in countries that are way much poorer than us. This is also bad because some buyers that believe in Ethnocentrism, which rather buy the products made in their own country because they believe they are superior to others. (http://www.waronwant.org/attachments/Adidas%20briefing.pdf) * Adidas does not have as many commercials as their competitor Nike. This is not good because if you do not market as much as you can for your new product then your possible customers would not know if the new products that you have available. They should make their products more readily available for the public to see and know information about.

Opportunities: * When new athletes emerge and their popularity grows, Adidas can add them into their marketing mix. This would help them market certain products to a whole new element of