Project introduction

1. Brand profile

Brand name: adidas

Company full name: adidas ag (adidas group)

Date of establishment: 1949 (germany)

Founder: adolf dassler

Headquarters location: herzogenaurach, germany

Brand positioning: top global sports brand, covering professional sports, leisure-tide markets

Slogan: "impossible is nothing"

2. Brand development experience

In the 1920s, the founder adolphe dasler started producing sneakers。

1949: official registration of the “adidas” brand (named from the founder's nickname “adi”+name “das”)。

1954: to help win the world cup by providing german football teams with removable nails。

1967: introduction of the classic “triple-leaf” sign (a symbol of the olympic spirit)。

1980-90s: signed michael jordan (post-to-nike), launched the “equipment” series。

2005: reebok acquisition, increasing market share。

2015 to date: focusing on sustainable development by launching environmental protection series (e. G. Parley marine plastic shoes) and strengthening current connections (e. G., kanye west yezy series)。

3. Main products line

Adidas products cover professional sports, recreational shoes and currents. The core series includes:

Professional campaigns:

Football: predator, copa mundial

Basketball: harden series, dame series (harden, lilade signing shoes)

Run: ultraboost, adizero (technology slow-earthquake)

Classic leisure:

Originals: superstar, stan smith, gazelle

Neo: young people's price reduction series

High tide:

Yeezy: limited shoe money in collaboration with kanye west (e. G. Yeezy boost 350)

Joint series: cross-border cooperation with gucci, prada, pharmall williams

Brands and subbrands

Signs/subbrand meanings/positioning of the three stairwells (performance) professional movement line, representing the retrofit of the velocity and strength of the originals, symbolizing the rejuvenation of the multicultural logo (neo) and the acquisition in 2005 of the reebok series, focusing on fitness and retronomy

5. Market position and competitors

Global share: the world's second largest sports brand (after nike) received over 22. 5 billion euros in 2023。

Main competitors: nike (technology & marketing), puma (brother brand), under armour (professional movement)。

The chinese market, which accounts for about 20 per cent of the global revenue, competes with anda and li ning for a localized market。

6. Branding technology and innovation

Middle bottom of boost: slow-earthquake technology developed in collaboration with basif, representing the shoe money ultraboost。

Primeknit shoes: a seamless knitting technique to improve air penetration and adhesion。

Environmental action:

Target 2024: 60% of products use sustainable materials (e. G., recycled polyesters, natural fibres)。

Parley series: running shoes made of marine plastic garbage。