adidas

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INTRODUCTION

Adidas History Corporate Mission SWOT Analysis

Recommendation

HISTORY
Background

Information Herzogenaurch,

Headquarters-

Germany

Website-www.adidas.com

HISTORY TIMELINE

1920 Adi Dassler made his first shoes in Herzogenaurach near Nuremberg in Germany at the age of 20 1925 Developed the first special shoes for soccer and track and field.

Studs and spikes where introduced for the first time.

1947 After World War

Adi Dassler started with 47 workers Made post war shoes using canvas and rubber from American fuel tank

CONTINUED.

1948 The two brothers Adi and Rudi Dassler split up due to dispute. 1948 Adidas registered as a company named after its founder Adi and Das Dassler.

Rudi, on the advice of an advertising agency changed his company to Puma.

1949 Registered the unmistakable three stripes. 1954 Breakthrough came when Germany won the Soccer World Cup wearing boots with screw in studs by Adidas in Hungary. 1960 Adidas apparel for competition and training was produced

CONTINUED.

1978 Adi Dassler dies at the age of 78. 1987 Unexpectedly Horst Died at the age of 51. 1989 Adidas was transformed into a corporation

Aktiengesellschaft and retained family ownership.

1991 Adidas equipment was launched. 1992 A younger target was addressed with street ball. 1993 Robert Louis Dreyfus took over management

CONTINUED.

1995 In Germany stock market, Adidas was one of the most interesting new listings. 1996 Adidas equipped 6,000 Olympic athletes from 33 countries. Adidas athletes won 220 medals, including 70 gold. Apparel sales increase by 50% . 1997 Adidas AG obtained the Salomon Group with the brands Salomon, TaylorMade, Mavic and Bonfire. The new company is named Adidas-Salomon AG.

CONTINUED.

2001 first Adidas original store opened in Berlin followed by Tokyo in December. 2002 Adidas opened its new North American headquarters downtown Portland, Oregon. 2003 Adidas was included in Dow Jones Sustainability Indexes (DJSI) for a 4th consecutive year. Opened a 3,500 square foot meter Factory Outlet with sales floor space around 2,000 square meters. Sales reached 6.3 billion and net increase of 14% to 260 million.

CORPORATE MISSION

Strives to be the leader in sports gear and apparel Improving operations Core Values
Performance Passion Integrity

Diversity

SWOT ANALYSIS
STRENGTH :

Top market position

Strong brand name Geographically-diversified operations

WEAKNESS :
Poor
Low Poor

margins
inventory turnover ROA and ROI of Reebok

Underperformance

OPPORTUNITIES :
Sponsorship Adoption

agreements

of healthier lifestyles global footwear market

Growing

THREAT :
Rising

costs of raw materials

Counterfeits Legal

Risks

RECOMMENDATION

launch adidas originals & style in India target the Achievers psychographic Launch more female products

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