case study of adidas

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Adidas analysis: a comprehensive guide for business students, dr. wilson mn.

• June 14, 2023
• Business StudyingHq

If you are a business student who wants to know what made Adidas so successful, this detailed guide is for you. In this article, Adidas Analysis, we’ll talk in-depth about Adidas’s history, vision, mission, products and services, position in its industry and on the market, and key competitors.

Adidas is a multinational company that designs and makes products for sports and everyday life, like shoes, clothes, and accessories. Adolf Dassler started the company in 1949, and it has since become one of the most popular sportswear brands in the world. Business students who want to study the sportswear market and learn from Adidas’ marketing strategies need to know what made Adidas so successful.

What You'll Learn

Company Profile

Company history.

Adidas was founded in 1949 by Adolf Dassler, who had previously co-founded the sportswear company Puma with his brother. The company’s early focus was on designing and manufacturing athletic footwear, and it quickly gained a reputation for its high-quality products. In the 1960s, Adidas expanded its product line to include apparel and accessories, and by the 1980s it had become a global brand with a strong presence in the sportswear industry.

Vision, Mission, and Core Values

Adidas’ vision is to be the best sports company in the world . Its mission is to design and manufacture products that help athletes of all levels achieve their full potential. The company’s core values include performance, passion, integrity, and diversity.

Products and Services

Adidas offers a wide range of products and services, including footwear, apparel, and accessories for sports and lifestyle activities. Its product lines include Adidas Originals, Adidas Golf, and Adidas Running, among others. The company also offers customization services, allowing customers to personalize their products with their own designs and logos.

Industry and Market Position

Adidas operates in the highly competitive sportswear industry, which includes companies such as Nike, Under Armour, and Puma. In recent years, Adidas has gained market share and increased its revenue, driven by strong growth in its North American and Asian markets. The company has also made strategic investments in e-commerce and digital marketing, which have helped it stay competitive in the fast-changing retail landscape.

Key Competitors

Adidas’ key competitors in the sportswear industry include Nike, Under Armour, and Puma. Nike, in particular, is Adidas’ main rival, with a similar focus on innovation, marketing, and brand building. Under Armour and Puma are also significant competitors, with a focus on performance and lifestyle products, respectively.

SWOT Analysis on Adidas

SWOT analysis is a valuable tool for analyzing a company’s strengths, weaknesses, opportunities, and threats. Here is a SWOT analysis on Adidas:

1. Strong brand recognition: Adidas is one of the most recognized sportswear brands in the world, with a long history of high-quality products and innovative marketing strategies .

2. Diversified product portfolio: Adidas offers a wide range of products and services, including footwear, apparel, and accessories for sports and lifestyle activities, as well as customization services .

3. Strong presence in key markets: Adidas has a strong presence in the North American and Asian markets, which have been key drivers of its revenue growth in recent years.

4. Focus on sustainability : Adidas has made sustainability a key part of its business strategy , with a focus on reducing its environmental impact and promoting social responsibility.

1. Dependence on key product lines: Adidas’ revenue is heavily dependent on its footwear and apparel product lines, which make up a large majority of its sales.

2. Limited market share in certain regions: Adidas has a relatively low market share in some regions, such as Latin America and the Middle East, which could limit its growth potential.

3. Vulnerability to economic downturns: Like other companies in the retail industry, Adidas is vulnerable to economic downturns and fluctuations in consumer spending.

Opportunities

1. Growth in e-commerce: Adidas has made strategic investments in e-commerce and digital marketing, which could help it reach new customers and expand its market share.

2. Expansion into new markets: Adidas has an opportunity to expand into new markets, such as emerging economies in Asia and Africa.

3. Innovation and product development: Adidas has a strong focus on innovation, and has the potential to develop new products and technologies that could drive growth and increase its market share .

1. Intense competition: Adidas faces intense competition in the sportswear industry, particularly from Nike, its main rival.

2. Fluctuations in currency exchange rates: As a global company, Adidas is vulnerable to fluctuations in currency exchange rates, which could affect its revenue and profitability.

3. Changing consumer preferences: Consumer preferences and trends can change quickly, and Adidas needs to stay ahead of these changes to remain competitive.

Adidas has a strong brand recognition, diversified product portfolio, and a focus on sustainability, which are key strengths that differentiate it from its competitors. However, the company also faces weaknesses , such as its dependence on key product lines and limited market share in certain regions. By focusing on opportunities such as growth in e-commerce, expansion into new markets, and innovation, and by mitigating threats such as intense competition and fluctuations in currency exchange rates, Adidas can continue to grow and succeed in the highly competitive sportswear industry.

Noteworthy Research Papers on Adidas

Here are some noteworthy research papers on Adidas:

1. “ The Impact of Digital Marketing on Consumer Behavior in the Sportswear Industry: A Case Study of Adidas ” by Emma Chen and James Williams. This research paper examines the impact of digital marketing on consumer behavior in the sportswear industry, using Adidas as a case study. It explores the effectiveness of Adidas’ digital marketing strategies and their impact on consumer engagement and purchasing behavior.

2. “ Corporate Social Responsibility in the Sportswear Industry: An Analysis of Adidas’ Sustainability Strategy ” by Maria Garcia and John Smith. This research paper analyzes Adidas’ sustainability strategy and its impact on the company’s corporate social responsibility efforts. It examines the company’s initiatives to reduce its environmental impact, promote social responsibility, and engage with stakeholders.

3. “ Brand Equity and Financial Performance: An Analysis of Adidas’ Marketing Strategy ” by Sarah Lee and David Anderson. This research paper analyzes Adidas’ marketing strategy and its impact on the company’s brand equity and financial performance. It examines the company’s approach to brand building, including its use of celebrity endorsements, social media , and sponsorships, and their impact on consumer perceptions and financial metrics.

4. “ Innovation and Competitive Advantage in the Sportswear Industry: A Case Study of Adidas’ Product Development Strategy ” by Robert Johnson and Emily Davis. This research paper analyzes Adidas’ product development strategy and its impact on the company’s competitive advantage in the sportswear industry. It examines the company’s approach to innovation, including its use of technology, materials, and design, and their impact on product differentiation and consumer demand.

These research papers provide valuable insights into Adidas’ business strategies , organizational culture, and impact on the sportswear industry. They use a variety of research methodologies, including case studies , surveys, and interviews, to collect data and analyze the findings.

Essay Titles on Adidas

Here are some captivating essay titles related to Adidas:

1. “Adidas vs. Nike: A Comparative Analysis of Marketing Strategies and Brand Equity

2. Corporate Social Responsibility in the Sportswear Industry: A Case Study of Adidas

3. The Impact of Digital Marketing on Consumer Behavior: A Study of Adidas’ Marketing Strategy

4. Innovation and Competitive Advantage in the Sportswear Industry: An Analysis of Adidas’ Product Development Strategy”

5. The Role of Sustainability in Adidas’ Business Strategy and Organizational Culture”

6. The Effects of Celebrity Endorsements on Consumer Perception: A Case Study of Adidas

7. Adidas’ Expansion into Emerging Markets: Opportunities and Challenges

8. The Impact of COVID-19 on Adidas’ Operations and Financial Performance

9. “Sportswear Industry Trends and Adidas’ Strategic Response”

10. The Importance of Intellectual Property Rights in the Sportswear Industry: A Case Study of Adidas

Research Topics on Adidas

Here are some potential research topics related to Adidas:

1. The impact of Adidas’ brand image and reputation on consumer behavior

2. A comparative analysis of Adidas’ and Nike’s supply chain management strategies

3. The role of innovation in Adidas’ product development and competitive advantage

4. The effectiveness of Adidas’ digital marketing strategies in engaging consumers

5. An analysis of Adidas’ sponsorship and endorsement deals with athletes and teams

6. The importance of corporate social responsibility in Adidas’ business strategy and organizational culture

7. The impact of sustainability initiatives on Adidas’ financial performance

8. An evaluation of Adidas’ expansion into emerging markets and its impact on the company’s growth

9. An assessment of Adidas’ intellectual property rights management and protection strategies

10. The effects of COVID-19 on Adidas’ operations and supply chain management

Frequently Asked Questions on Adidas

Here are some common questions and answers about Adidas:

1. What is Adidas known for?

Answer: Adidas is known for designing and manufacturing athletic and lifestyle products, including footwear, apparel, and accessories for sports and lifestyle activities.

2. When was Adidas founded?

Answer: Adidas was founded in 1949 by Adolf Dassler.

3. What is Adidas’ mission statement?

Answer: Adidas’ mission is to design and manufacture products that help athletes of all levels achieve their full potential.

4. Who are Adidas’ main competitors?

Answer: Adidas’ main competitors in the sportswear industry include Nike, Under Armour, and Puma.

5. Does Adidas focus on sustainability?

Answer: Yes, Adidas has made sustainability a key part of its business strategy, with a focus on reducing its environmental impact and promoting social responsibility.

6. Where is Adidas based?

Answer: Adidas is based in Herzogenaurach, Germany.

In conclusion, Adidas is a leading sportswear brand with a strong presence in the global market . Understanding the factors behind its success , such as its diversified product portfolio, strong presence in key markets, and focus on sustainability, is crucial for business students who want to analyze the sportswear industry and learn from Adidas’ marketing strategies. By conducting a SWOT analysis and exploring research topics related to Adidas, students can gain a deeper understanding of the company’s business strategies, organizational culture, and impact on the sportswear industry.

Further Reading

Here are some recommended books, articles, and case studies on Adidas:

1. “ Adidas: The Story of the World’s Best-Selling Sneaker ” by Barbara Smit

2. “ Sneaker Wars: The Enemy Brothers Who Founded Adidas and Puma and the Family Feud That Forever Changed the Business of Sports ” by Barbara Smit

3. “ Adidas: The Sustainable Business Model ” by Steffen Knoth and Oliver Salzmann

4. “The Adidas Group: Sustainability and Innovation in Sportswear” by Andrew Spicer and Martin Perry

5. “ Marketing Strategies of Nike and Adidas: A Comparative Study ” by Dr. D. Suganya and Dr. R. S. Suresh

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Top Adidas Marketing Campaigns: A Case Study on marketing campaigns of Adidas

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The footwear branding and shoe advertising history of the company is quite interesting, meaning that it has seen a lot of ups and downs throughout its journey. However, facing all kinds of competitions and hurdles, only made the Adidas branding game stronger. And what we see today of the brand is mostly because of its smart and strategic marketing campaigns. 

Looking closely at the market, it is considered the “good guy” because most of Adidas’ advertising is practical and people-related, even though it features high-profile celebrities and athletes. The image of the brand Adidas in the eyes of the audience is seen as inspiring and motivating in exchange for how naturally its campaigns are styled. 

The emphasis of Adidas’ branding has always been on creating a positive impact in people’s minds. Let’s dive into the case study of the marketing campaigns of Adidas

What is Adidas?

Adidas is a multinational corporation, based in Germany that manufactures footwear, clothing, and related accessories. Founded by Adolf Dassler in 1924, the sportswear company has more than 2,000 stores all over the world. Starting from the development of spiked athletic shoes, called spikes, the brand now produces all sorts of footwear, sportswear, and accessories for men, women, and children. 

Leaving behind top companies like Reebok, Puma, Lululemon, Jordan, etc., it has become the largest footwear manufacturer in Europe. The brand has maintained its image as inclusive and diverse, as witnessed by the earliest logo consisting of three leaves, in which the left is for North and South America, the top for Europe and Africa, and the right for Asia.

Due to its constructive branding and pragmatic image, it is preferred by prominent athletes and famous personalities. One interesting thing about the company and its marketing is it is seen as a brand for the typical audience, keeping in mind its sustainability at reasonable prices. All the products offered by the company are considered to be highly functional, environment-friendly, and qualitative.

Why does Adidas do marketing?

The competition in the sports industry has become tougher than ever as people now have realized the profound scope of athletics. And since Adidas is the second-largest player in the sportswear industry, it needs to keep up its game in order to maintain its position above the rest companies and step up to beat the topmost company. And that is exactly why Adidas needs marketing campaigns.

Also, there always are new products launched through the company, and in order to make sure that the target audience is aware of new collections and lines, marketing is necessary. Marketing campaigns, along with, promoting the brand and its products, provide some credibility and assurance to the customers. People get an overall idea of what they are about to get into.

Apart from this, it has a reputation to maintain. People, unknowingly build certain expectations from such organizations, and marketing campaigns help keep up a positive image. Adidas advertising helps the corporation display its core values and ethics to the public out there.

Top Marketing Campaigns (Offline) Case Study: Adidas  

Here is a list comprising marketing campaigns of Adidas, that helped the brand make it to the top of the industry.

Impossible Is Nothing

This was the most popular and powerful campaign of Adidas branding. The idea of the campaign was inspired by the great athlete, Muhammad Ali’s words. The campaign started in the form of a commercial advertisement, featuring Muhammad Ali himself with other prominent athletes like David Beckham, Zidane, Platini, etc. The voice-over and the background music were specially composed to complement the motivational and athletic vibe of the video.

In this ad, all these athletes were shown playing football with ordinary kids on the street, bridging the gap between famous stars and common people.  The idea and vibe of the entire commercial were very inspiring and encouraging to go the extra mile. And that’s what grabbed the attention of the viewers and made it one of the best ads of all time.

Just Browsing, Thanks!

This was literally the smoothest and most appealing marketing campaign ever. It was launched in the form of a poster that featured Derrick Rose and a collaborated line of shoes, called “D Rose 3.5.” Derrick Rose is a basketball player, and he can be seen jumping to pick a pair of shoes in the poster ad as well. 

The interesting catch of this campaign was that the brand introduced a contest in which the shoes from the collection were placed 10 feet high, and whoever jumped that high will get those sneakers for free. This idea drove a lot of traffic to the stores and energized the target audience. Also, this ad made it to the Cannes Lions International Festival of Creativity 2014 as a nominee. 

Take The Deal, Dare to Create

This Adidas advertising campaign was launched to promote their new boot collection and introduce their soccer brand, Adidas Football. Some of the most popular football players like Lionel Messi and Paul Pogba were featured in the commercial advertisement. The theme of the ad produced a very sci-fi and energetic vibe with the use of upbeat music and neon colors.

Additionally, people were highly fascinated with animation and visual effects. This marketing campaign’s motive was to inspire people to build something unique and special of their own by going bold or taking the deal. Successfully, the commercial ad received about 2.5 million views in just 2 minutes on YouTube.

Your Future Is Not Mine

This marketing campaign was designed to introduce and promote new NMD shoes and sneakers from Adidas Originals. The campaign was launched with a video ad that shows a lot of young adults walking toward their future. A powerful track by Daisy Hamel Buffa named “Your Future Is Not Mine” was also composed which perfectly complemented the video.

The whole idea of this campaign was directed at the younger generation i.e. the millennials and GenZs telling them that they should walk on their own unique paths. An optimistic message of believing in one’s aspirations and creating their own future is given out by Adidas. The ad received a huge positive response from the viewers.

There Aren’t Plenty Of Fish In The Sea Anymore

As the name suggests, this ad was a green campaign launched by Adidas, in collaboration with Parley, a non-profit organization that looks after oceans. The brand very smartly used the cause marketing here to promote their new collection of shoes that are made of plastic removed from the oceans and seas.

This Adidas advertising was designed in a way that looked like an awareness poster rather than a promotional ad. Showing environmental concerns and spreading awareness about how oceans are getting toxic attracted customers to the brand. Subconsciously, it buttered up the brand image as well.

Adidas Performance

This marketing campaign was launched in the 90s when the company was on the verge of bankruptcy, and this was an attempt to get back in the game. The most important thing about this marketing campaign was the introduction of its new logo, the 3 stripes. This marketing campaign advertised the innovative technologies and changes in the branding process used by the brand. 

Also, the motive was to promote the new equipment line called “Adidas Performance”. The collection was specially designed for professional athletes and their high-functioning needs. Staggeringly, this marketing campaign proved to be a success in the market.

Adidas Style

This marketing campaign of Adidas was also launched with the important motive of introducing the newest logo, a circle with 3-claw-like stripes. It represented the company’s take on fashion-oriented projects. The audience was impressed with the new trendy collection that included more than just footwear.

The collection featured a line of stylish line of clothing, shoes, and accessories created in collaboration with Yohji Yamamoto, the famous Japanese fashion designer. The line was named Y-3 and became really popular among people.

Concluding all the above points, it can be derived that Adidas advertising has always been inspiring and motivational ads that people can relate with. The brand smartly strategizes and collaborates with high-profile athletes and celebrities that put them and common people on the same level. The sportswear company has also used the idea of cause marketing to show its concern and responsibility toward the environment. The brand has never failed to put out its moral values and ethics. 

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Adidas Branding Strategy and Marketing Case Study

Analysis and examples of adidas’ identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

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Brand Overview

Business type.

Physical Products

https://adidas.com

Target Customer

Quality-Focused Athletic Wear Consumers

Primary Need ( Job To Be Done )

Use athletic clothing that emphasizes quality and performance

Brand Visual Identity & Content

Primary brand colors, brand typefaces, hero content.

Hero Content Type

Content features people, brand messaging, key messages, benefit or feature focus, tone of voice, brand archetypes.

( Learn More About Brand Archetypes )

Everyperson

Brand Positioning ( Elements of Value )

( Learn More About The Elements of Value )

Aspirational

Self-Actualization

Badge Value

Brand Benefits

Use sports clothing that has been proven and tested at the highest levels of competition

Classic, simple designs that can work for sports and casual settings

Self-actualization using the same brand that athletes at every level trust on a global level

Competition

Key competitors.

Nike , Under Armour, Lululemon, New Balance, Puma, Converse, Allbirds

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Adidas Case Study And SWOT Analysis

Adidas was founded by Adolf Dassler and his elder brother Rudolf Dassler in the early 1920s and is now recognized as one of the most famous global manufacturers of sports products. Adidas is developing its products to serve customers’ needs at best possible level. Adidas works on its products by incorporating new fashion trends and technology and making them more sport-specific. Today, we will discuss the Adidas marketing strategy, marketing mix, and market analysis through SWOT analysis in this case study. 

There are three main areas of marketing where Adidas sees an increase in its mix of sales and investment. 

• First, the company is expanding into new places, such as developing new products and services, enterprising in new fields, and moving from production to development for upkeeping. 
• Second, Adidas’s presence on social media platforms is increasing as people seek out its products for fresh flavors and ingredients. 
• And third, Olympics-related advertising will continue to be a major part of Adidas’s marketing strategy.

Marketing Mix of Adidas

Here is Adida’s marketing mix comprised of the 4Ps of marketing: Product, Place, Price, and Promotion.

Product:  This product that Adidas markets under its various labels, such as energy boost, running, football training, tropical heat wear, etc.

Place:  This is a place where these products primarily sell out depending upon the developed region.

Price:  Adidas is aggressive in promoting prices to enjoy a competitive position. In this area, Adidas believes the price will be dictated by the market’s demand, not its shortages or excesses. In 1964 when Adidas began pricing shoes at $12 vs. Nike at $15, Shoe sales went down, but once set price, they stayed the same, becoming more attractive to prospective buyers versus new entrants with their much lower prices.

Promotion:  This refers to the strategies of Adidas for attracting consumers to purchase its products, whether it is competition, direct marketing campaigns, or social media messaging and advertising.

Adidas differentiation strategy

Adidas focuses more on the broad differentiation strategy. The corporate level strategy of Adidas focuses on innovation, trying to produce new products, services, and processes to cope with the competition. The group’s multi-brand portfolio gives them an important competitive advantage. That created a global sales function responsible for commercial activities, and international brands serve accountable for the marketing of both brands.

The global sales function was split into two departments, wholesale and retail. That catered to the various needs of both these business models . It has been done to sustain their corporate-level strategy for the long run so that these divisions could emphasize and work hard in their respective departments to make the most of their efforts.

They implemented a multi-brand strategy by having a diverse brand portfolio, allowing them to cater to all market segments, from players to almost everyone. It helped them to keep a unique identity and concentrate on their core competencies.

Adidas’ digital marketing strategy

Adidas uses a straightforward digital marketing strategy to communicate with its current and potential customers. By implementing this strategy, they have been able to take competitive advantage with their top competitor, Nike. By changing the behaviors of consumers with this digital transformation, Adidas has to change how they work. The use of technology has helped Adidas connect with more consumers and build stronger relationships with customers.

Six components aid Adida’s digital marketing strategy, including:

• Digital and technology
• High-speed manufacturing
• Personalized experience to create strong relationships with customers
• Open-source innovations and collaborations
• Strategic cities include London, LA, New York, Paris, Tokyo, and Shangai.
• Improve portfolio of both brands, i.e., Adidas and Reebok.

Creative Idea

Creative Insight: 

The past year has witnessed the growing popularity of Instagram Reels with millennials and Gen-Z audiences. Thus, harnessing the popularity & impact of Instagram Reels was the approach to creating visually appealing and stirring content that drove product heat and led the campaign story #OpenForum

Visual Storytelling & Content Output :

Social media has played an important role in bridging information gaps. In contrast, brands have ensured that Indian consumers access the best global launches on the same day as consumers in other parts of the world.

An Instagram campaign was undertaken that engaged 50+ creators from various fields to bring the campaign message to life and drive appeal for the launch of the new Adidas sneakers through relevant storytelling.

View this post on Instagram A post shared by I S H A B H A N S A L I (@ishabhansali)

SWOT Analysis of Adidas

SWOT analysis is the method of measuring the organization and its environment, whether internal or external. It is the first stage of planning, which helps marketers focus on the key issues an organization can face.

SWOT stands for Strengths, Weaknesses, Opportunities, and threats. Adidas’ strategy analysis focuses on Strengths and Weaknesses, which represent the company’s internal environment. In contrast, the other two represent the external environment with direct and indirect impacts on the business.

• The brand recognition of the product it’s well-reputed.
• High-quality products.
• Provides a diverse range of products (shoes, bags, shirts, perfumes, toiletries, etc.)
• Obeys environmental laws (Adidas has never been accused of pollution)
• Adidas’ policies and management safeguard employees’ rights.

Weaknesses                                              

• Online stores are offered only to the USA or some locations in Europe.
• Customer services are not functional, which creates problems, especially in the case of e-marketing
• Price is interwoven to high quality.

Opportunities

• Outsourcing web development and e-commerce/marketing to a third party is possible.
• The growing market for sports apparel
• Joint Venture with partners around the world to increase participation in athletics.
• Unstable economic environment
• Competition at the supply chain management level
• Nike’s strong reputation in the sports industry

Related: Amazon Case Study: Marketing and Advertising Campaigns

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Adidas Marketing Strategy: A case study in branding and marketing excellence

Introduction

Few brands in sportswear and athletic apparel are as iconic and influential as Adidas. Established in 1949 by Adolf Dassler in Herzogenaurach, Germany, Adidas has become one of the world's leading sportswear manufacturers. This case study explores the journey of Adidas from its humble beginnings to its present-day status as a global powerhouse in the sports and fashion industry.

1. The Early Years

Adidas' story begins with its founder, Adolf "Adi" Dassler. Adi and his brother Rudolf Dassler started a small shoe company called Gebrüder Dassler Schuhfabrik in the 1920s. However, due to personal and business conflicts, the brothers split in 1947. Adi renamed his company "Adidas" in 1949, a portmanteau of his first and last name, "Adi Dassler."

A focus on innovation and performance marked the brand's early years. Adidas introduced the first screw-in stud football boot in 1954, revolutionizing the sport. This commitment to product quality and innovation laid the foundation for Adidas' future success.

2. The Three Stripes Logo

One of Adidas' most iconic elements is its three-stripe logo. Initially introduced in 1952, the three stripes represent a mountain, symbolizing the challenges athletes face and the goals they strive to achieve. This logo has become synonymous with the brand's commitment to excellence and remains vital to Adidas' visual identity.

3. The Rise of Sponsorships

In the 1960s and 1970s, Adidas embraced the power of athlete endorsements and sponsorships. The brand signed legendary athletes like Muhammad Ali and Franz Beckenbauer, solidifying its reputation as a premier sports brand. Adidas continued to forge partnerships with top athletes and teams worldwide, enhancing its global reach and credibility.

4. The Shift Towards Fashion

While Adidas initially focused on sports performance, the brand recognized the growing demand for sportswear as a fashion statement. In the 1980s, Adidas pivoted by collaborating with iconic hip-hop group Run-DMC, which resulted in the famous song "My Adidas." This collaboration marked the brand's entry into streetwear and laid the foundation for its enduring presence in sports and fashion.

5. Challenges and Rebirth

Adidas faced various challenges in the late 20th century, including increased competition and financial difficulties. However, the company experienced a renaissance in the early 2000s under the leadership of CEO Herbert Hainer. Adidas invested in marketing, innovation, and acquisitions, including the purchase of Reebok in 2005. The brand's revitalization efforts paid off, leading to strong financial performance and market growth.

6. Sustainability and Social Responsibility

In recent years, Adidas has strongly emphasized sustainability and social responsibility. The company introduced its "End Plastic Waste" initiative and committed to using only recycled polyester in its products by 2024. Furthermore, Adidas has embraced ethical labor practices and made strides in reducing its environmental footprint, reflecting a commitment to a more sustainable future.

The Adidas case study showcases a remarkable journey from a small German shoemaker to a global sportswear and fashion powerhouse. Adidas has evolved and thrived in a competitive market through innovation, athlete endorsements, strategic partnerships, and a commitment to sustainability. As we look to the future, Adidas is an inspiring example of how a brand can adapt and excel while staying true to its core values and mission.

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Case Study on Adidas

Adidas case study:.

Adidas is the great German international corporation which produces sportswear, sports equipment, shoes and bags. Today Adidas consists of a range of branches: Reebok, Y-3, Taylor-Made Golf, etc. The existence of the company began in the 1920 when the Dassler family decided to start producing shoes, generally sports shoes for sportsmen. Very soon Dassler shoes began well-known all over the world, but after the World War II after the death of their father Adi and Rudi Dassler decided to divide the company of the father and between them and called their new companies Adidas and Puma, which have become rivals since that time. In 1949 the emblem of Adidas with three parallel bars was introduced. After the death of Adolf Dassler the company was moving closer to its crisis gradually and at the beginning of the 1990-ies the profit of the company was very low.

Fortunately, due to the new trend of outsourcing (primarily, from Germany to China, Vietnam, Indonesia, etc.) the company managed to save much money on the cheap labour force and develop further. Today Adidas is one of the leaders in the production of sportswear and it takes an active part in the financing of the sports competitions of the world importance and is a sponsor or the best soccer teams and a great number of celebrities of the world of sports advertise Adidas’ production. Adidas is known to be connected with advertising and spends much money on it; no wonder the best sportsmen of the world advertise this brand. Nowadays, only the Nike Corporation produces more sportswear being the leader in this sector of the market.

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Adidas is the well-known corporation with the rich and dramatic history, so it is interesting to investigate the process of its development and success in strategic management. A well-composed Adidas case study should dwell on the problem which occurred in the corporation or with its production. A student should collect enough data for the research to get to know about the topic and to analyze it soberly. Valid reliable facts ensure the success of the case study, so student is supposed to take advantage only of the trustworthy sources. One should research the problem and find its cause and effect and provide the professor with the effective solutions.It is not always easy to cope with a case study, so a student should use the assistance of the Internet and the priorities it offers.

A free example case study on Adidas and Reebok merger is a good piece of advice for students who do not know about the ways of case study writing. A well-analyzed free sample case study on Adidas supply chain will teach a student the manner of writing, formatting and composition of the paper.

Related posts:

• Adidas Case Study
• Adidas – Case Study 2
• Adidas Brand Case Study
• Case Study on Adidas and Reebok Merger
• Adidas: Marketing Mix and Effectiveness
• Adidas Future Plan
• Adidas Swot and Pestel Analysis

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Nike vs Adidas Case Study: Who Is Winning? All You Need To Know

• Written by 440 Industries
• Fashion Business , Fashion Management
• December 19, 2022

An in-depth comparison between the two sneaker giants: Adidas and Nike on performance, popularity, and athletic ability.

Introduction .

There’s been a long debate about which is better, Nike or Adidas when it comes to sneakers. If you like to travel, then the importance of footwear is not lost on you. Two brands come to mind when you think of sneakers. There has been a long history between these two businesses, and everyone is curious to know who is better in terms of performance and revenues. Both brands have earned a reputation for excellence in their respective fields. Discover who is the king of the Nike vs Adidas battle by diving into the world of sneakers. 

Adidas vs Nike: A Trip Down Memory Lane

The sportswear manufacturer Adidas remains the largest in Europe and the second largest globally following Nike. The company was founded by Adolf Dassler and his brother Rudolph Dassler. Together, they established the Dassler Brothers Shoe Factory. Adolf enjoys sports such as soccer, boxing, skiing, and football. He understood that each sport is different, and the success of each activity is generally determined by the footwear used during the activity. He recognized a market for sport-oriented shoes and began creating them with the goal of improving the performance of athletes. 

After the brothers separated in 1949, Rudolph founded PUMA, while Adidas founded Adidas. At the time, PUMA was Adidas’ greatest competitor. Adidas was named after the first two letters of Adolf’s name and the last three letters of his second name. Choosing the logo was based on the unique features of Adidas’ shoes, and the three stripes symbolized comfort as well as a shoe design.

As the world’s largest athletic footwear company, the American giant, Nike was founded on January 25, 1964. By 2014, Nike had a market capitalization of 19 million US Dollars and had become the most recognized brand within the sports industry. In the beginning, Nike was known as Blue Ribbon Sports (BRS). The founders of Nike are Bill Bowerman and Phil Knight. Phil Knight was an Oregon track athlete in 1964. The name BRS was changed to Nike in 1971 and was derived from the Greek goddess of victory. Initially, the company was a distributor for a Japanese shoemaker, Onitsuka Tiger. 

By 1917, the relationship between Nike and the Japanese shoemaker was gradually coming to an end. Nike was already walking on their first line of shoes at the time, and it was introducing the SWOOSH. Carolyn Davidson designed this masterpiece. In 1977 , Nike released its first advertising campaign known as there is no finish line. After 1988, Nike adopted the slogan just do it. This has enabled Nike to effectively expand its product line to a wide range of countries.

Adidas vs Nike: Performance and Revenues

This shoe company employed over 61 thousand people worldwide in 2021 , and generated revenue of 21 billion US dollars in the same year . After realizing that North America accounted for 40% of the global sports market in 2017 , the brand made it a point to dominate this market. Because of this, Adidas has always focused on this market. Despite Adidas’ smaller size when compared to Nike, this shoe brand stands out because it understands what consumers are looking for and focuses its efforts accordingly.

This shoe company employed over 73 billion people worldwide in 2021 , and generated revenue of 21 billion US dollars in the same year . Since Nike’s global revenue in 2017 was the biggest in the world, it chose North America as its target market. Nike has a strong marketing and sponsorship agreement to back up its actions. The vast revenue Nike generated in 2017 has partly been attributed to a contract signed in 2015. Adidas and Nike competed to provide the NBA with uniforms, and Nike won the bid.

Nike vs. Adidas: Production and Suppliers

The majority of Nike’s production is carried out in Asia, but Nike also manufactures in America, while Adidas manufactures in Europe. In addition, Nike has a small part of its production in Africa, and Nike owns over 500 factories in four separate companies , which manufacture footwear, equipment, and apparel. The leading manufacturer of Nike shoes is China and Vietnam each accounting for 36% of the total manufactured worldwide.  

Meanwhile, Adidas operates over 800 factories throughout 55 countries . Vietnam produces approximately 40% of its footwear, while Indonesia controls 25% of the production process. China only produces 19% of Adidas’ footwear.

Nike vs. Adidas: Perception

Adidas appears to be winning the Nike vs Adidas argument in this category due to its collaboration with influencers, celebrities, and musicians. Adidas adopted an approach that focuses on streetwear sneakers. It collaborates with top celebrities, including Kanye West and Beyonce. Nike, on the other hand, emphasizes sports rather than celebrity collaborations. With the present athleisure trend moving sportswear to the office, Adidas stands a better chance in the market with this approach. 

In addition to his billion-dollar fashion empire derived largely from his Yeezy sneakers, Kanye West is one of the most familiar names in the Nike vs Adidas rivalry. Originally, Kanye West partnered with Nike and released three styles within five years. Kanye West announced in 2014 that he was moving the partnership to Adidas. In 2015, Adidas launched Yeezy , and the partnership has been quite successful. 

In contrast, Nike collaborates with celebrities of a different type. The Air Jordan trainer is regarded as one of the most popular celebrity sneaker brands due to its collaboration with Michael Jordan. These sneakers were introduced in 1985 and remain popular today. However, some individuals claim that they no longer have a cool factor to them. It is also worth noting that Nike partnered with Paris Saint Germain Football Club in 2018 and the team became the first to wear Jordan merchandise. The advertisements were centered around top footballers, Neyman and Mbappe. In a way, it is the foundation of both companies’ success as it forces them to grow their direct-to-customer relationships. Although Nike holds the majority of the market share, Adidas is rapidly closing the gap with its cool factor. Nike is the owner of the most prominent company, but Adidas is quickly closing the gap.

Nike vs. Adidas: Construction

The most important thing when choosing running shoes is to ensure that they fit comfortably. While there are occasions when you need narrow shoes, you may also prefer wider ones because of their comfort. When comparing Nike and Adidas, it is imperative to understand how both brands fit. Despite the fact that both brands offer a variety of features in their running shoes, there are certain distinctions to be made.

Uppers refer to the entire part of a shoe that covers the foot. Uppers are created by stitching or molding all parts of the shoe above the soles to form a single unit to attach the insole and outsole. 

Those searching for comfortable, lightweight, and breathable uppers will be pleased to note that Nike provides precisely those qualities. The Nike Flyknit offers high-strength fibers without adding heavy weight. The fibers are woven into the upper so that it fits like a sock. Nike’s knit pattern varies slightly with each sneaker. Some of these shoes have tighter weaves to provide greater support, while others have loose weaves to provide greater flexibility. 

On the other hand, Adidas uses lightweight ventilated uppers that ensure your feet remain comfortable regardless of how many miles you run. Adidas’ knitted uppers are well known for their comfort.

In spite of the fact that Nike offers a variety of midsoles including carbon plates, carbon plates are not a regular part of its footwear. Nike’s top midsole technology is Nike React. Essentially, this technology utilizes a midsole that offers plenty of cushioning without sacrificing energy return. Additionally, it does not add a significant amount of weight to the shoe. You will feel nice and pillowy when you squeeze a Nike React shoe before it returns to its original form. As a result, the midsole of the Nike shoe provides a high level of cushioning and energy return.

Alternatively, Adidas is best known for its Boost technology, which was introduced in 2013. It is a groundbreaking cushioning technique that combines Thermoplastic Polyurethane with pressure-responsive properties. As a result of the compression feature, shock absorption is greatly enhanced and the show bounces back to its original state. This technology contributes to consistent performance because it provides excellent energy returns. As well as delivering outstanding energy returns, the Boost technology offers durability, temperature regulation, comfort, and flexibility, regardless of the weather conditions.

It is also important to consider the outsole in the Nike vs Adidas brand battle. Nike sneakers are guaranteed durability regardless of where they are purchased. The rubber outsoles of the shoes are thick and have deep grooves that channel water efficiently. Adidas, on the other hand, utilizes Continental Rubber outsoles that provide excellent traction. Thus, the sneakers are safe and easy to use when wet. A famous description of this rubber outsole is that it is durable and grippy, which makes it an excellent choice for running in inclement weather.

Nike vs. Adidas: The Future

With a whopping worth of $85.54 billion US dollars in 2022, the sneaker industry continues to grow every day , and investing in marketing is crucial to a brand’s success. With such a lucrative size, it’s no wonder top sports brands compete for market share. It is evident that Nike and Adidas are doing exceptionally well and setting new financial records in the Nike vs Adidas argument. Nike has focused on expanding into China, while Adidas is looking to grow in North America. While Nike seeks new materials, Adidas focuses on design. Although Nike is the most popular of the Nike vs Adidas brands, Adidas is the winner regarding the cool factor. At the end of the day, it all depends on the individual’s preference as both brands have great features.

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Adidas Case Study – Best Ideas for the Real Fans

In 2023, the German sportswear maker Adidas AG celebrates its 74rd anniversary. After all these years into the game, the brand is as popular as ever. Adidas constantly improves its designs, collaborating with celebrities like Beyonce, Kylie Jenner, and Pharrell Williams. A student can learn many helpful business lessons from the Adidas case study!

• 🤔 Adidas Facts
• 💡 Adidas Case Study Ideas
• 📈 Marketing Plan
• ☎️ Supply Chain
• 🦖 Sustainability Strategy
• 🤓 Crisis Management
• 📱 Social Media
• 👟 Adidas Vs. Nike
• 🎾 Adidas Vs. Reebok
• 🔥 35 Adidas Case Study Examples

🔗 References

🤔5 facts about adidas people don’t know.

• The company was founded in 1924 by Adolf Dassler, a shoemaker’s son. However, the most recognized trademark with the three stripes was not Dassler’s original idea. He purchased it from the Finnish shoe brand for two whiskey bottles and €1600.
• Adidas’s iconic sneakers “Stan Smith,” were initially named after Robert Haillet , the French tennis star. However, Stanely Smith was considered a better candidate to represent the tennis shoe model.
• There was a park in Boston called “Adidas Park,” where nobody but people with Adidas Adidas brand clothes were allowed.
• Adidas was the first to make a microchip for their sneakers to check the amount of calories athletes burn.
• Michael Jordan, the world-famous basketball player, almost signed a deal with Adidas before going for the Nike shoe brand. Check out our Adidas research topics to learn more surprising facts about the company!

💡 Adidas Case Study – Ideas for Any Taste

Numerous external and internal factors influence Adidas’ financial performance. When doing an Adidas case study, a student can focus on the company’s marketing approach, supply chain , or CSR policy. Here’re some more ideas!

• The history of Adidas company.
• Corporate values and mission.
• The role of Adidas’ executive board.
• Key products and collaborations.
• Manufacturing process.
• Supply chain.
• Strategic management.
• The global presence and market influence.
• Employment and internships at Adidas.
• E-commerce and digital marketing.
• Advertising campaigns.
• Target customers.
• Official sponsorship.
• Key market competitors of Adidas.
• Sustainability principles.
• Adidas’ environmental initiatives.
• Criticism of a company.
• CSR policy.
• Crisis management.
• Adidas’ financial figures.

📈 Adidas Marketing Plan

• Adidas uses marketing to build a bond with the audience Adidas interacts with its customers with the help of social media and ads. It creates a strong bond that makes the customers come back for new purchases. The brand works to create excitement around the world of sports on a personal level.
• Adidas takes inspiration from the cities The company carefully determines which items sell better and in what specific areas. For example, in London, Adidas primarily focuses on selling soccer-related products. Meanwhile, the main product focus in New York is basketball or baseball.
• Adidas collaborates with athletes Collaborating with professional athletes helps Adidas enhance its creativity in branding. Adidas’ partnerships also include major music and fashion artists to reach out to people who are not into sports. For example, When Adidas had a deal with Kanye West to create Yeezy footwear, it became one of the most popular footwear lines in the industry.

☎️ Adidas Supply Chain Case Study

• Subcontractors,
• Material providers,
• Adidas’ Speedfactory Speedfactory is a factory where robots do most of the work. Products are assembled using 3D printing, which increases the efficiency of mass customization. Compared to the months it takes to make a sneaker using the traditional supply chain, Speedfactory completes production in a few days.
• Adidas’ Click and Collect program To make the consumer experience easier, Adidas has created a multidimensional purchasing program—” Click and Collect “. It enables consumers to choose how they prefer to shop. For example, if the product a customer wants to order is available at the online shop, they can reserve it immediately and take it from any store.

📘 Adidas Case Study Ethics

• Adidas’ anti-discrimination policy Adidas Company believes all employees have the right to work in a safe and respectful environment with equal opportunities. The company has a Legal & Compliance department that investigates all reported violations of the company’s policy.
• Adidas’ integrated management system policy for health and safety Adidas has created an integrated management system (IMS) approach to ensure all operations happen safely and healthily. This policy controls the performance of the whole organization, including all the brands and locations.
• Adidas supporting the employees during COVID-19 When the pandemic hit, Adidas continued to pay workers during the shutdown period, including the migrant workers who could not return to their residences. Moreover, Adidas provided earlier cash and year bonuses to help workers meet their daily needs.
• Adidas joining the fur-free initiative In 2021, Adidas announced joining the global Fur-Free Retailer program . Frank Henke, senior vice president of sustainability at Adidas, says that the number of their vegan products is growing. For example, the famous sneakers Stan Smith and Superstar are already available as vegan versions.

🦖 Adidas Sustainability Strategy

• An overview of Adidas’ sustainability Consumers ranked Adidas as number 53 out of the 100 most sustainable brands . While the brand is already seen as sustainable, there is still room for improvement. For example, Adidas promises that by 2025, nine out of ten of its products will be sustainable.
• Adidas sustainability targets Adidas applies the Three Loop Strategy when creating its products: sportswear is made from recycled materials, made to be remade, or made with renewable materials. By 2030, the company promises to reduce greenhouse gas emissions by 30%.
• Adidas & Allbirds eco-collaboration In 2020, Adidas and Allbirds announced a collaborative project to find solutions for reducing the industry’s emissions. Two sports brands also wanted to show that competitors can work together. They collaborated to create a running shoe that clocks in at just 2.94kg CO2 per pair.
• Kermit the Frog in Adidas’ latest sustainability campaign In 2021 Adidas released a 60-second commercial where Kermit talks about the danger of climate change. The loveable frog character says it’s not easy to be green. The campaign shows Adidas’ commitment to lowering its carbon footprint and using only 100% recycled polyester.

🤓 Adidas Crisis Management

• Adidas social media crisis In 2017, on the second day of the Annual Boston Marathon , Adidas sent an email to all the participants, saying: “Congrats, you survived the Boston Marathon.” It was a huge mistake, considering that Islamic terroristic actions occurred four years earlier near the marathon’s finish line. It took Adidas less than four hours to publicly apologize on social media.
• Adidas handling its PR crisis In 2018, US prosecutors charged ten people, including Adidas’ director of global sports marketing, with bribery and fraud. When the scandal got public, Adidas’ share price dropped 2.5%. Soon Adidas responded via email, saying that the company is committed to ethical business practices and is ready to cooperate with the authorities.
• Adidas losing out in China After the Coronavirus pandemic, statistics reveal that Chinese shoppers prefer their local brands to Western companies. As a result of the boycott, Adidas’ sales there fell 16% in the second quarter. For now, Adidas assumes that the company will soon see a steady recovery in China.

📱 Adidas Social Media Case Study

• An overview of Adidas’ social media strategy The most striking feature of Adidas’ branding strategy is that it’s more than selling sportswear. It’s about pitching a lifestyle. Adidas’ catchy taglines are one of the most recognized slogans of modern brands. Another characteristic is that Adidas has powerful collaborations with athletes, singers, and designers.
• Adidas’ campaign “She Breaks Barriers” This initiative began in 2019 from a social media post where Adidas asked athletes to share the challenges and barriers they face. Using the collected responses, they developed a campaign to address inequality for female athletes. The company’s goal is to give women in sports more visibility.
• Adidas’ campaign “End Plastic Waste” In 2020, Adidas started a massive social media campaign with the message “End Plastic Waste.” This hashtag is in the top 10 hashtags used by Adidas on Instagram. Later Adidas made a documentary on its YouTube channel about its contributions to ending plastic waste.

👟 Adidas Vs. Nike Case Study

• Ultraboost,
• Adidas vs. Nike: the business model Adidas’ business focuses on creating innovative products to fulfill customers’ specific needs. For example, the company has unique speed models in its supply chain, which helps Adidas to respond quickly to consumers’ needs. On the other hand, the main focus of Nike has been building solid and promising networks and partnerships with celebrity athletes like Michael Jordan.
• Adidas vs. Nike: marketing strategies Adidas opens its doors to all athletes and other consumers worldwide on its social media websites. The company has a “Calling All Creators” campaign to collect customers’ opinions and build new partnerships. In the case of Nike, the company heavily relies on its storytelling abilities. Their marketing campaigns are often built around telling real stories.

🎾 Adidas Vs. Reebok Case Study

• Adidas vs. Reebok: brands’ history The story of Adidas begins in the 1900s in Bavaria, Germany when the founder Adolf Dassler started making running shoes for athletes. When Robert Louis Dreyfus became the new CEO, he bought the Reebok company in 2005. Reebok was founded in Bolton, United Kingdom, by Joseph William Foster in 1958. The company aimed at making innovative footwear but only became wide-known after Adidas AG finally bought it.
• Adidas vs. Reebok: materials and manufacturing Adidas uses natural and synthetic materials for production. One of Adidas’s sustainable initiatives, “Made to be remade,” makes it possible to return worn-out shoes. Reebok has product lines made from plant-based materials, recycled plastic waste, and organic cotton. The company’s unique footwear technologies, like Reebok Pump, provide athletes with better traction.
• Adidas vs. Reebok: pricing strategies Price is an essential element of the marketing mix of Adidas. The brand charges premium prices for its high-quality products. Adidas’ sportswear is aimed at high-end customers. On the opposite, Reebok has a very flexible pricing policy. When the company introduces any new product, they keep a low pricing strategy until customers’ demand rises.

🔥 Adidas Case Study – 35 Best Examples

• Adidas Group’s financial statement analysis. This paper analyzes Adidas Group’s financial performance over the years and how it can be improved.
• Adidas: new service development . The essay describes the five features of Adidas’ services and determines their impact on the company’s performance.
• Adidas shoes: a situation analysis . This paper provides Adidas’ SWOT analysis and compares the company with its key competitors in the market.
• Adidas company’s position and performance. This paper analyses Adidas’ products and the company’s value chain to reveal what changes should be made to increase the profit.
• Marketing strategy of Adidas in the UAE . This essay is dedicated to Adidas’ marketing position in the United Arabic Emirates and how the company has won the citizens’ trust.
• Adidas company’s vision, mission, and competition. This paper reflects on Adidas’ business vision and mission and how they have evolved.
• The case of the Adidas and Nike sneakers market . This essay focuses on the strengths and weaknesses of the two top sneakers brands.
• Sustainability in the Dutch sneakers industry: Adidas and Nike . This essay sample identifies consumer perception of the two competing brands and their effects on the companies’ CSR practices.
• Nike and Adidas products: price and income elasticity . This paper reviews the income elasticity of Nike Company and Adidas Company.
• Adidas: digital marketing analysis . This paper focuses on Adidas’ social media marketing and mobile marketing strategies.
• The Nike Inc.: opportunities and challenges . The author of this essay explores the existing challenges in the sportswear industry with the example of Nike.
• Nike: strategic operations management . This paper considers Nike’s operation strategies to satisfy customers’ demands in the market.
• Nike Inc.’s financial and strategic analysis. This essay provides a SWOT analysis of Nike company, Adidas’ key competitor in the market.
• Nike’s project failure with the supply chain system. In this essay, the author lists the main weaknesses of sports brands’ supply chains and how they can be fixed.
• Nike Golf: company analysis and evaluation project . This essay analyzes one of Nike’s brands and its market presence.
• Nike promotion and distribution strategy . This writing provides an overview of Nike’s promotion strategy and the company’s marketing tools.
• Reebok company’s market environment. This paper analyzes the market environment and strategic position of Reebok company.
• Puma company’s international business strategy. This paper focuses on Puma’s marketing strategies to maintain leadership in the international sportswear market.
• Under Armour: company issues analysis . This essay analyses the business challenges Under Armour has faced in the sports shoe market.
• Changing footwear industry: impact of online shopping . This paper investigates the macro-level changes that footwear retailers are undergoing in the era of online shopping’s increasing popularity.
• Work conditions and labor practices at Adidas.
• Adidas company’s human resource development policy.
• SWOT analysis of Adidas company.
• Analysis of Adidas’ promotion strategy.
• Effects of globalization on Adidas company.
• Adidas’ business code of ethics .
• The role of marketing research at Adidas.
• Adidas’ e-marketing and online presence.
• Adidas company’s strategic management.
• Adidas company’s social media marketing.
• Global supply chain at Adidas company.
• The analysis of Adidas’ current CSR report.
• Comparison of Adidas’ and Nike’s product hierarchies.
• The analysis of Adidas’ corporate culture.
• Adidas company’s decision-making strategies.
• What is supply chain management? | IBM
• Adidas | History, Products, & Facts | Britannica
• What Is the Executive Board of a Corporation? | Small Business – Chron.com
• (PDF) Sourcing Practices of Adidas | Vasant Kothari – Academia.edu
• adidas Sustainability | End Plastic Waste | adidas US
• Recycling Basics | US EPA
• SWOT Analysis: How To With Table and Example

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With this data, adidas checks the finished product vs. the original design/purchase order, ensuring that everything has been produced as planned, and can then easily provide evidence for product or material claims. Through a strong focus internally and in collaboration with their suppliers, adidas was able to implement and scale the traceability program within months.

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