Collection
CCMP
M1884(GB)
adidas, the running
shoes market
Auteurs :
Sylvie HERTRICH, Ulrike MAYRHOFER
Etablissements créateurs :
Ecole de Management Strasbourg, Université
de Strasbourg, UNIVERSITE JEAN MOULIN
– L’établissement acquéreur est autorisé à diffuser le produit pédagogique à l’ensemble de son corps professoral dans le cadre de ses enseignements.
L’établissement acquéreur s’engage à :
– ne pas communiquer ou céder tout ou partie du produit à un tiers n’enseignant pas dans l’établissement acquéreur
– conserver le(s) logo(s) ou marque(s) cité(e)(s) dans le produit
L’ensemble des droits liés à la licence d’exploitation sont détaillés dans les Conditions Générales de Ventes.
Licence d’utilisation accordée à : TBS TOULOUSE BUSINESS SCHOOL
adidas, the running shoes market
This case study has been written in close collaboration with the marketing team
of the French subsidiary of the adidas group.
© CCMP 2015 – M1884(GB)
Authors: Sylvie HERTRICH, Ulrike MAYRHOFER
Initiating institutions: EM Strasbourg Business School, University of Strasbourg;
IAE Lyon, Jean Moulin Lyon 3 University
TBS TOULOUSE BUSINESS SCHOOL
Licence d’utilisation accordée à : TBS TOULOUSE BUSINESS SCHOOL
© CCMP2015 – M1884(GB) adidas, the running shoes market – Sylvie HERTRICH, Ulrike MAYRHOFER –
EM Strasbourg Business School, University of Strasbourg; IAE Lyon, Jean Moulin Lyon 3 University
2
Sommaire
I. The adidas group ……………………………………………………………………………… 4
A. Presentation of the company …………………………………………………………………. 4
B. adidas France ………………………………………………………………………………………. 5
II. The sports market ……………………………………………………………………………. 6
A. The sporting goods market ……………………………………………………………………. 6
B. The athletic shoes market ……………………………………………………………………… 6
C. The running footwear market ………………………………………………………………… 7
III. Competitors …………………………………………………………………………………….. 9
A. Sporting goods manufacturers ……………………………………………………………….. 9
B. Athletic shoes manufacturers ………………………………………………………………. 10
C. Running shoes manufacturers ……………………………………………………………… 11
TBS TOULOUSE BUSINESS SCHOOL
Licence d’utilisation accordée à : TBS TOULOUSE BUSINESS SCHOOL
adidas, the running shoes market
In January 2015, the adidas brand launches the new running shoes model “Ultra Boost” in New
York. The event organized for this global launch brings together journalists, bloggers, people who
practice sports and fashion icons. Equipped with the “Boost” sole, the new product offers a unique
comfort and lightness, thus responding to the expectations of running adepts. According to the
company, the new model is the “most accomplished running shoe ever developed”. It is sold at 180
euros.
With this launch, adidas intends to reinforce its presence on the highly profitable running shoes
market, which enjoys a period of strong growth. This trend also concerns the French market.
In fact, the French running shoes market registers a new record, with more than 9 million pairs of
shoes sold in 2014. This market, representing a total value of 405 million euros, is a high–end
market, with more importance given to fashion trends and brands. Asics, Nike and adidas are the
three market leaders, notably on the “performance” segment, characterized by products with high
added value. They are multiplying the launch of new models to attract consumers in search of the
newest products.
