Adidas is a multinational sportswear company that was founded in 1949 in Germany by Adolf Dassler. Prior to the founding of Adidas, Dassler had worked in his family’s shoemaking business and had developed a reputation for creating high-quality sports shoes. After a falling out with his brother, who had also worked in the family business, Dassler decided to start his own company.
The name Adidas comes from a combination of Dassler’s first and last names – Adolf and Dassler. The brand’s iconic three-stripe logo was also created by Dassler, who saw the potential for using stripes to create a distinctive look for his products.
In its early years, Adidas focused on producing athletic shoes for a variety of sports, including football, running, and tennis. The brand quickly gained a reputation for quality and innovation, introducing new technologies such as the world’s first screw-in studs for football boots.
Over the years, Adidas has expanded its product line to include a wide range of sportswear and equipment, as well as lifestyle and fashion products. The brand has also established a strong global presence, with retail stores and partnerships with sports teams and athletes around the world.
Today, Adidas is one of the world’s leading sportswear brands, known for its commitment to innovation, sustainability, and quality. The brand’s products are popular with athletes and sports enthusiasts, as well as with consumers who value style and quality.
Marketing Strategies of Adidas
Adidas is a global sportswear brand that has developed a reputation for innovative design and quality products. To maintain its position as a leader in the industry, Adidas has developed a range of marketing strategies that are designed to increase brand awareness, build customer loyalty, and drive sales. Here are some of the key marketing strategies used by Adidas:
Sponsorship of Sports Events and Athletes:
Adidas has been successful in securing partnerships with several sports organizations and athletes across the world. Adidas has partnered with a number of high-profile sports organizations and athletes, including the NBA, MLS, FIFA, and the Olympic Games. These partnerships include long-term contracts and exclusive product lines that help Adidas to increase brand visibility and appeal to a wider audience. For instance, Adidas is the official kit supplier of several high-profile soccer teams such as Manchester United, Real Madrid, and Bayern Munich. Additionally, Adidas sponsors several individual athletes, such as Lionel Messi, James Harden, and Naomi Osaka. By aligning with these athletes and organizations, Adidas is able to tap into their fan base and increase its reach.
Influencer Marketing:
Adidas has recognized the importance of influencer marketing and has made a significant investment in this area. The brand partners with social media influencers and celebrities to create content that promotes Adidas products. Adidas has partnered with Kanye West, Pharrell Williams, and Beyonce to create exclusive product lines that appeal to their fans and followers. Adidas has collaborated with well-known figures such as Kendall Jenner, David Beckham, and Karlie Kloss to create campaigns that resonate with their followers. The brand also collaborates with popular Instagram influencers, such as @sneakerprophet_ and @yankeekicks, to showcase the latest Adidas products and generate excitement around new releases.
Product Innovation and Design:
Adidas is renowned for its innovative product design and uses this to differentiate itself from its competitors. The brand invests heavily in research and development to create new products that incorporate the latest technology and materials. For instance, Adidas introduced the Boost technology in 2013, which revolutionized running shoes by providing superior cushioning and energy return. The brand also collaborates with designers and artists to create unique product lines that appeal to a range of consumers. For example, Adidas collaborated with fashion designer Alexander Wang to create a collection that blends streetwear and high fashion.
Digital Marketing and E-commerce:
Adidas has embraced digital marketing and e-commerce as part of its marketing strategy. The brand operates its own e-commerce platform, which allows customers to purchase products online and have them delivered directly to their door. Adidas also invests in digital marketing campaigns to increase brand awareness and drive traffic to its website. For example, Adidas launched a Snapchat campaign to promote the release of its NMD sneakers, using filters and lenses to engage with its audience.
Customer Engagement and Loyalty:
Adidas places a strong emphasis on customer engagement and loyalty. The brand uses social media to connect with customers and build relationships with them. Adidas operates a loyalty program called “Creators Club“ which rewards customers for their purchases and engagement with the brand. The program offers perks such as early access to new products, exclusive discounts, and personalized content. Additionally, Adidas engages with its audience through social media contests, where customers can win prizes by sharing their own content featuring Adidas products.
Overall, Adidas’ marketing strategies are designed to connect with customers and increase brand awareness, loyalty, and sales. By leveraging partnerships, influencer marketing, product innovation and design, digital marketing, and customer engagement, Adidas has been able to maintain its position as a leading sportswear brand.
Marketing Mix of Adidas
The marketing mix is a set of key marketing tools that companies use to promote their products or services to their target audience. Adidas’ marketing mix includes:
Product:
Adidas is known for its focus on product innovation and quality. The brand invests heavily in research and development to create new and improved products that meet the needs of its target audience. Adidas has also been successful in leveraging technology to enhance its products, such as with its BOOST cushioning technology and 4D printing technology.
In addition, Adidas has a range of sub-brands that cater to different segments of the market. For example, Adidas Originals targets the streetwear and fashion market, while Reebok focuses on fitness and lifestyle products.
Price:
Adidas uses a premium pricing strategy, positioning itself as a high-end brand. This strategy is based on the perception of quality and innovation associated with the brand. However, Adidas also offers products at lower price points through its sub-brands, such as Adidas Originals and Reebok.
In addition, Adidas uses a dynamic pricing strategy, adjusting prices based on factors such as demand and competition. This allows the brand to stay competitive while still maintaining its premium image.
Place:
Adidas products are sold through a variety of channels, including its own e-commerce platform, Adidas retail stores, and third-party retailers such as department stores and sports retailers. The brand has a strong global presence, with retail stores in key markets such as North America, Europe, and Asia.
In addition, Adidas has been successful in leveraging technology to enhance its distribution channels. For example, the brand has introduced initiatives such as “click and collect” and “ship from store” to provide customers with more convenient and efficient shopping experiences.
Promotion:
Adidas uses a range of marketing communication tools to promote its products. The brand’s advertising campaigns feature high-profile athletes and celebrities, such as Lionel Messi and Beyonce, and are designed to promote the brand’s values of innovation, performance, and style.
In addition, Adidas uses social media and influencer marketing to connect with its target audience. The brand has a strong presence on platforms such as Instagram, where it showcases its products and engages with its followers.
People:
Adidas places a strong emphasis on employee training and development to ensure that its staff is knowledgeable and able to provide excellent customer service. The brand also partners with athletes and celebrities to act as brand ambassadors, helping to promote the brand’s products and values.
In addition, Adidas is committed to diversity and inclusion. The brand has launched initiatives such as “Creating Lasting Change” to promote equality and fairness in its workforce and communities.
Process:
Adidas’ process includes designing, developing, and manufacturing its products. The brand has a strong focus on sustainability and ethical practices, incorporating sustainable materials and production processes into its operations.
In addition, Adidas has been successful in using technology to enhance its production processes. For example, the brand has introduced 3D printing and automation to streamline its manufacturing and reduce waste.
Physical Evidence:
Adidas’ physical evidence includes its retail stores, e-commerce platform, and product packaging. The brand’s retail stores are designed to provide a premium shopping experience, with modern and stylish interiors. Adidas’ e-commerce platform offers a seamless shopping experience, with fast and reliable delivery options. The brand’s product packaging is also designed to reflect its values of sustainability and quality, using recycled and eco-friendly materials where possible.
Overall, Adidas’ marketing mix is designed to create a strong brand image and promote its products to its target audience. By focusing on product innovation, premium pricing, multi-channel distribution, strong promotion, trained staff, sustainable practices, and quality physical evidence, Adidas has been able to maintain its position as a leading sportswear brand.
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