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Leo Tong
Marketing 305
Professor Ryan
May 31, 2015
Adidas SWOT Analysis
A multinational sportswear company, Adidas has been one of the top companies in athletic
gear for the past half a century. Founded in Germany in 1949, Adidas was the child of a
split between brothers, Adolf and Rudolf Dassler. Following an argument, Adolf created
Adidas to rival Rudolf’s brand Puma. Adidas apparel and designs typically feature its
prominent three stripes logo. The logo is recognized worldwide in part due to the brand’s
presence throughout the globe.
Strengths in Adidas personify in many different ways. With a strong legacy, the only
companies that can rival Adidas in the athletic realm are Nike and Puma. Having
purchased Reebok in recent years, Adidas has placed a vice grip on the athletic sportswear
industry and it seems the company will not be letting go anytime soon. The company’s
portfolio is very diverse and focuses on many different areas to appeal to various lifestyles.
Of these segments of the company, a few that are notable include: Adidas Originals,
Adidas Running, Y-3, and Adidas Consortium. Adidas Originals focuses on casualwear
such as the iconic Stan Smith silhouette and various lifestyle-based shoes. Adidas Running
has recently entered into the luxury-running segment of the market with its UltraBoost
Shoe. The shoe is being advertised as “The Greatest Running Shoe Ever." And with many
endorsements from celebrities such as Kanye West and superheroes from the Marvel
Universe in Avengers 2: Age of Ultron, the shoe is selling well and some color ways are
