Why We Chose Adidas?
The company that we have chosen for this project is Adidas which is German based multinational
corporation. Adidas’ logo is three stripes, which is used on the company’s apparel and footwear
designs as a marketing aid. Adidas’ major competitors are Nike, Puma, and Under Armour. We
wanted to focus on the Textile and Footwear industry and Adidas is one of the strongest brands
out there and is the largest sportswear manufacturer in Europe. Adidas has a broad range of
product offerings i.e. (Footwear, Apparels, Body sprays etc.) so it gives us to enormous data to
analyze the different strategies utilized by the firm. The adidas Group’s net sales worldwide
between 2014 to 2019 went from 14.53 Million to 23.64 Million euros.
By working on this Corporation, we get to know about their marketing strategies. Adidas spends
adequate amount on marketing its product in the market. It uses a strategy of signing big
celebrities and sports players as their ambassadors for the marketing of their product or
campaign.
Next reason is Adidas explains us why and how it encourages and attracts customers to choose
Adidas as their prestigious brand. The reason is because of the innovation, uniqueness,
stylishness, and comfortability that it offers. Being driven by innovative design and style, Adidas
group ensures that every employee is responsible in driving innovation in his or her line of
specialization.
Customer Oriented: Adidas uses technology to fuse a customer’s online and offline experiences.
They’ve improved the current buying journey by launching Adidas Confirmed, an app that lets
consumers reserve products to pick up in store and leave reviews. Adidas’ use of social media is