How the Sportswear Giant Achieved Success
For more than 100 years, Adidas has been producing some of the most stylish athletic clothing and footwear available in the world today. The brand began when two brothers, Adolf and Rudolf Dassler, founded Dassler Brothers Shoe Factory in 1924 in Herzogenaurach, Germany. The brothers split apart their business in 1948; the footwear business continued to operate under the Adidas brand name and remains one of the company’s core products today.
The History of Adidas
The company was founded by Adolf Adi Dassler, who made shoes and boots for a local shoemaker in Herzogenaurach, Germany. In 1948, after he had taken over his family’s business following his brother’s death, Dassler began building sports shoes with a partner named Rudolf Rudi Dassler. The partners split in 1948 when they couldn’t agree on shoe designs and Rudolf went to work with another local cobbler to make footwear that would come to be known as Puma. When Adi took over sole ownership of the company following Rudolf’s departure, he renamed it Adidas and focused on making products for sports clubs and athletes.
Key Moments in Adidas’ History
In 1924, Adolf and Rudolf Dassler established their own shoe company in the German town of Herzogenaurach. They divided their work: Adolf focused on making shoes while Rudolf sold them. The brothers had very different personalities and became rivals, each trying to outsell one another. The brothers’ rivalry was so intense that they eventually split up and founded two separate shoe companies which still exist today. After World War II, Adidas grew rapidly and began producing sporting goods such as basketballs, tracksuits, footballs, rugby balls and other similar products. In 1970 Adidas went public on the Frankfurt Stock Exchange and traded as a fashion company for some years before returning to sports in 1979 with endorsement deals for superstars such as David Beckham or Michael Jordan.
The Business Model of Adidas
The Adidas Group is a multinational corporation that designs and produces sports shoes, sports clothing, and other sport-related products. The company operates in three segments: Global Brands, which houses its nine global brands; Originals & Club, which manufactures products for Adidas’ retail partners and owns many of its heritage brands; and Reebok, which was acquired by Adidas in 2005. Today, adidas employs more than 70 thousand people around the world who are dedicated to delivering top quality products to athletes on every continent.
The marketing strategy of Adidas
Their marketing strategy was to have a clear understanding of their target audience and then pinpoint the products that would be of interest to them. Adidas did this by first identifying their core market, which is teenagers and young adults who are interested in sports. They then researched what these people wanted from their clothes and shoes. This led to Adidas producing shoes that were specifically designed for different sports, such as basketball, running or soccer.
The Future of Adidas
When Adidas was founded in 1949, it was born out of a growing global interest in sports. More and more people were playing organized sports, and they needed comfortable, quality clothing to wear. However, it’s not just about what people need – it’s also about what they want. This is why Adidas is so successful because they take into account every aspect of their customer’s wants as well as their needs.
Today, Adidas has grown to become one of the most recognizable brands in the world with over 74 facilities around the globe and an annual revenue of over €14 billion (over $17 billion). As a result of these achievements, there are more than 6 million customers who purchase from Adidas each year. But success doesn’t happen overnight; it takes years of hard work and dedication.
The Financial Performance of Adidas
The Adidas Group is a German multinational corporation that designs and manufactures shoes, clothing and sports equipment. The company has been in business for more than half a century, and it has a long history of success. It’s one of the top five companies in terms of international market share. Adidas is currently developing its own technologies to make its shoes lighter weight, more comfortable, and to extend their durability. For example, an area that needs improvement is the soles because they can’t withstand high wear-and-tear like Nike’s are able to. Another example of an innovation Adidas has made is Bounce technology which uses thermoplastic polyurethane (TPU) instead of rubber or plastic which makes the shoe lighter and stronger but softer. These innovations are giving them a competitive advantage over Nike because they don’t have as many limitations on what they can do with materials and design.