WCRCINT Most Valuable Brand: Adidas, ALL IN OR NOTHING
Breaking trends, setting records and creating history, Adidas Group has uniquely been instrumental in helping athletes to perform better, play better and feel better. Shaping the sporting goods industry for over five decades, at Adidas sustainability is more than a job.
BLAZE TO BRILLIANCE
Being the largest sportswear manufacturer in Europe and the second biggest in the world, Adidas is not only about faster shoes or fashion statements – there is more to this brand than just the product. Based in Herzogenaurach, Germany, Adidas AG was founded in 1949 by Adolf Dassler. A German multinational corporation, Adidas AG is the holding company for Adidas which also includes brands like Reebok, Rockport, TaylorMade-Adidas Golf.
Adidas, like other sports brands, is believed to engender high consumer brand loyalty. During the mid to late 1990s, Adidas as a brand was divided into three main groups with each having a separate focus: Adidas Performance – designed to maintain the brand’s devotion to the athletes, Adidas Originals – designed to focus on the brand’s earlier designs which remained a popular lifestyle icon, and Style Essentials – which dealt with the fashion market.
ENGAGEMENT THAT ENTHRALLS
Everything done at Adidas abides to one single motto: “Your success is our ambition. Your defeat spurs us on to be better”. The company’s clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas’s current official logo.
Moving on from its campaign ‘Impossible is Nothing’, Adidas’s current global marketing strategy ‘All in or nothing’ is said to be aimed at tying all brands and labels together and presenting a unified image to consumers interested in sports, fashion, street music and pop culture.
Adidas believes that consumers’ love for the brand comes from its employees’ passion for a sporting lifestyle. With dedication, commitment and team spirit, Adidas continues to innovate and establish new benchmarks in everything they do. Striving to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle, Adidas products complement each other like the skills of an exceptionally gifted athlete.
1. Adidas is the largest sportswear manufacturer in Europe and the second biggest in the world
2. The company’s clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas’s current official logo