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Adidas Analysis: A Comprehensive Guide for Business Students

Dr. wilson mn.

• June 14, 2023
• Business Analysis Examples

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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Adidas Marketing Strategy The Case Study (Impossible is Nothing)

The new year 2023 has come, and 2022 has been a successful and profitable year for German sportswear firm Adidas so far. The brand’s net profit for the second quarter increased by 20% and exceeded analysts’ expectations. Adidas’ simple digital marketing strategy is the power behind this success.

With this strategy well implemented, the company wants to overthrow its main competitor, Nike , according to what our friends at Digital Agency Network tell us. The brand’s e-commerce channel is the fastest-growing revenue channel and all production processes are as digitized as possible. Changing consumer behaviors with digital transformation also means changing the way Adidas works. Technology helps the company to build more direct relationships with its customers. But let’s see point by point what you should know.

Table of Contents

Adidas Brief History

Adidas is a world leader in the sporting goods industry, offering a wide range of clothing, footwear, and equipment. Today sportswear has gone from the gym to all facets of life. With a focus on comfort and performance, their styles support the more casual lifestyle of today’s consumers. Athletic-influenced styles are clearly not just for athletes anymore, they are for everyday people at work, play, and play. Adidas has managed to capitalize on this phenomenon in a big way, with brand recognition built on innovation with styles and athletic trends.

Since being established in Germany in 1949 by founder Adolf Dassler, Adidas has become synonymous with the sports industry. Today, Adidas is a global public company and is one of the largest sports brands in the world. It is a family brand with its three-stripe logo recognized in markets around the world. The company’s product portfolio is vast, ranging from state-of-the-art sports footwear and apparel to accessories such as bags, watches, eyewear, and other sports-related items and equipment. With more than 46,000 employees worldwide, the Adidas Group consists of around 170 subsidiaries, including Reebok, TaylorMade-Adidas Golf, Rockport, and CCM-Hockey.

Adidas Marketing Strategy the Case Study (Impossible is Nothing)

A leader in the sportswear industry since its inception more than 90 years ago, Adidas has always been associated with performance – performance on the field, in the gym, and on the courts. Adidas’ performance also shines in a little-known area: its incredible data-driven culture. Adidas uses the power of data to inform its business decisions and drive verifiable results.

Adidas (impossible is nothing), as the leader in apparel, footwear, and sportswear, is revolutionizing manufacturing and retail with a variety of custom designs and a digital approach as a marketing strategy that puts consumers at the center of strategy as a fundamental part of everything the company does. company. performs in its value-generation processes.

digital and technology

Adidas’ five-year strategy that aired in 2015 is called “Creating the New,” as noted on Digital Agency Network. Describing itself as a digital company, Adidas wants to be the best sportswear brand in the world. To achieve this goal, what tools do you use? Digitization stands out as a key point in Adidas’ current marketing strategy.

The term “the best” is the process he carries out to design, build and sell the best sporting goods in the world. In direct competition, yes, with a rival as strong as Nike. In this, it is highlighted in the original article, Adidas spends 90% of its marketing budget on digital campaigns and on social networks.

Secondly, it is necessary to emphasize the purpose of Adidas in manufacturing at high speed. Because this is one of the essential parts of Adida’s digital marketing strategy. How have you managed to manufacture faster than in the past? As noted in the article on which we based this article, the company digitized the production process with 3D printing technology and robotics at the Speedfactory in Ansbach. An example of Adidas shoes made with 3D printing is the Futurecraft 4D shoes, Made with Light and Oxygen is a successful example of the advanced technology of the sports brand founded by Adolf Dassler.

“The objective of the manufacturing process is to offer the most innovative and personalized sports shoes for each athlete. Sporting goods brand always tries to meet the high demand. Created with innovation and collaboration, fresh and desirable products are always ready for customers wherever and whenever they want them to shop,” explains the Digital Agency Network article.

Relationship with consumers

What would a company be without its relationship with consumers? Really, and more in these times with increasingly active and demanding consumers, nothing. In this sense, Adidas they try to interact with its customers and create “premium, connected, and personalized experiences”. Or put another way, as the original source points out, “create enthusiasm for the sport on a personal level.”

As it does? Adidas’ digital strategy encompasses taking on all touchpoints (mobile, social or retail devices) with which consumers interact. And from them, it provides “a consistent experience.” In addition, regarding the use of digital analysis and big data or Big Data, the article explains that Adidas “tries to be in all the places where its consumers are. Adidas promises to deliver multi-channel, unified, and also unique experiences.

He also recalls Engine Digital’s collaboration with the Adidas Digital Future Team “to serve the needs of Run Genie’s other audience, which is Adidas’ sales associate. What was there to do? Define an “end-to-end customer experience for the sales team to guide the purchase decision “through data visualization and connected hardware”.

Open Source Innovations and Collaborations

We continue with the digital marketing strategy of Adidas, in this section with news and open source collaborations. What does Digital Agency Network tell us about it? Well, as the great sports brand that it is, Adidas reaches out to collaborators of all kinds, including creatives, athletes, consumers, and partners. For what purpose? That of “learning, creating, sharing and shaping the sports and sports culture of the future”, as well as “trying to bring great products to the market”. At this point, he recalls the cooperation with Parley for de Ocean, which was based on the production of three new UltraBoost models designed with plastic waste from the sea.

As for sports marketing, Adidas, as everyone knows, maintains collaborations with soccer players and athletes. Also, on the other hand, with singers, one example was the campaign ‘Calling all creators, the work of 72AndSunny.

Strategic cities

In the section on location and its importance in Adidas marketing, as Digital Agency Network points out, there are six cities (London, Los Angeles, New York, Paris, Shanghai, and Tokyo) that shape the perception, trends and purchasing decisions of consumers are strategic. importance for Adidas and its digital marketing. «In Europe, they focus on selling soccer products above all, but the United States is a key country for other subsidiaries such as basketball and baseball. North America is the largest market in the sporting goods industry and its total share is 40%”, he explains.

Value proposal

Adidas offers three main value propositions: innovation, personalization, and brand/status. The company places a high priority on innovation.

The Adidas trefoil logo was incorporated as a corporate image in 1972, and this represents the heritage and history of the brand since 1996, this is how the trefoil is used only in classic products of the brand. In the year of 1996, the three bars of Adidas will become the corporate logo of Adidas worldwide, this trademark has become synonymous with this great Adidas brand and its dedication to producing high-quality products for athletes, currently, This logo is used throughout the company’s public image throughout the world.

With sports playing an increasingly important role in the lives of more and more people, both on and off the pitch, they operate in a highly attractive industry. Drawing on a deep understanding of consumers and the authenticity of the Adidas brand, pushing the boundaries of products, experiences, and services.

The axes of the strategy are:

• Deep customer knowledge
• Brand differentiation and authenticity
• Permanent innovation, pushing products to the limit
• Generation of brand experiences
• Quality in the service
• Technology and digital transformation

Other Reads

Puma Marketing Strategy: The Case Study

Pepsi Marketing Strategy: The Case Study

Nike Marketing Strategy: The Case Study (Just Do It)

McDonald’s marketing strategy: A benchmark in the fast food industry

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Google display network: expanding your reach across the web, adidas’s marketing strategy: driving global success through innovation and collaboration.

Adidas, a leading global sportswear brand, has established a powerful marketing strategy that has helped it maintain a strong presence in the athletic wear market. Known for its innovation, strategic partnerships, and strong brand identity, Adidas continues to engage and expand its audience. Here’s a detailed look at Adidas’s marketing strategy and the elements that contribute to its global success.

1. Strong Brand Identity and Storytelling

Adidas’s brand identity is centered around performance, innovation, and style. The company’s slogan, “Impossible is Nothing,” captures its ethos of pushing boundaries and achieving greatness.

• Inspirational Storytelling: Adidas uses compelling storytelling to connect emotionally with its audience. Campaigns like “Here to Create” highlight the creativity and determination of athletes, resonating with both sports enthusiasts and casual consumers.
• Consistent Brand Messaging: Across all platforms, Adidas maintains a consistent message that emphasizes athletic excellence, innovation, and inclusivity. This helps reinforce brand recognition and loyalty.

2. Innovative Product Development

Innovation is at the core of Adidas’s product strategy. The company invests heavily in research and development to create cutting-edge products that enhance athletic performance and style.

• Technological Advancements: Adidas continually introduces new technologies such as Boost cushioning, Primeknit fabric, and Futurecraft 3D printing to improve comfort, support, and performance. Highlighting these innovations in marketing campaigns sets Adidas apart from competitors.
• Sustainability Initiatives: Adidas is committed to sustainability and incorporates eco-friendly materials and processes in product development. Campaigns like “End Plastic Waste” promote Adidas’s efforts to reduce its environmental impact, appealing to environmentally conscious consumers.

3. Strategic Collaborations and Endorsements

Adidas’s partnerships with top athletes, designers, and celebrities are a cornerstone of its marketing strategy. These collaborations build credibility and visibility for the brand.

• Athlete Endorsements: Adidas partners with high-profile athletes such as Lionel Messi, James Harden, and Naomi Osaka. These athletes embody Adidas’s brand values and inspire fans worldwide.
• Designer Collaborations: Adidas collaborates with renowned designers and brands like Stella McCartney, Yohji Yamamoto, and Kanye West (Yeezy). These partnerships merge sportswear with high fashion, attracting a diverse audience.
• Emerging Talents: Adidas also supports emerging athletes and creatives, ensuring the brand remains relevant and appealing to younger audiences.

4. Digital and Social Media Marketing

Adidas effectively leverages digital and social media platforms to engage with its audience and promote its products.

• Engaging Content: Adidas creates visually appealing and engaging content for social media platforms such as Instagram, YouTube, and Twitter. This content includes inspirational videos, athlete stories, and behind-the-scenes looks at product development.
• Influencer Collaborations: Adidas collaborates with influencers who align with its brand values to reach broader audiences. These influencers help generate buzz and drive engagement on social media.
• Interactive Campaigns: Adidas’s digital campaigns often include interactive elements such as challenges, hashtags, and user-generated content. These initiatives encourage participation and foster a sense of community among fans.

5. E-Commerce and Direct-to-Consumer Strategy

Adidas’s e-commerce platform and direct-to-consumer (DTC) strategy are key components of its marketing approach.

• User-Friendly Online Store: Adidas’s online store offers a seamless shopping experience with personalized recommendations, detailed product descriptions, and customer reviews. The website and app also feature exclusive drops and limited-edition releases to drive traffic and sales.
• Adidas Membership: The Adidas Creators Club offers members exclusive benefits such as early access to products, personalized training plans, and special discounts. This program helps build customer loyalty and encourages repeat purchases.
• Digital Innovation: Adidas uses digital tools like the Adidas Running and Adidas Training apps to engage customers with workout plans, training tips, and community challenges. These apps enhance the overall customer experience and strengthen brand loyalty.

6. Retail Experience

Adidas’s retail stores provide immersive and personalized shopping experiences that reflect the brand’s innovative spirit.

• Flagship Stores: Adidas’s flagship stores, such as the Adidas Originals stores, offer interactive experiences, product customization, and exclusive merchandise. These stores serve as brand showcases and destinations for fans.
• Store Design: Adidas stores are designed to be visually appealing and functional, with elements that highlight the brand’s heritage and innovation. In-store technology, such as augmented reality displays and digital checkout, enhances the shopping experience.
• Customer Service: Adidas prioritizes exceptional customer service, providing knowledgeable staff and personalized assistance to ensure a positive shopping experience.

7. Community Engagement and Corporate Social Responsibility

Adidas is committed to making a positive impact through community engagement and corporate social responsibility (CSR) initiatives.

• Social Initiatives: Adidas supports various social causes, including equality, education, and health. Campaigns like “She Breaks Barriers” and partnerships with organizations such as Parley for the Oceans demonstrate Adidas’s commitment to social responsibility.
• Youth Programs: Adidas invests in youth programs that promote physical activity and sports participation. Initiatives like the “Adidas Football Collective” encourage kids to stay active and develop healthy habits.
• Environmental Responsibility: Adidas’s sustainability efforts include reducing carbon emissions, minimizing waste, and using sustainable materials. The company’s commitment to environmental responsibility is communicated through marketing campaigns and product initiatives.

8. Data-Driven Marketing

Adidas leverages data analytics to inform its marketing strategies and optimize customer engagement.

• Personalization: By analyzing customer data, Adidas delivers personalized product recommendations, targeted marketing messages, and tailored shopping experiences. This personalization enhances customer satisfaction and drives sales.
• Market Insights: Data analytics provide Adidas with insights into market trends, consumer preferences, and competitive dynamics. These insights help Adidas stay ahead of market changes and identify new growth opportunities.
• Performance Measurement: Adidas uses data to measure the effectiveness of its marketing campaigns and make data-driven decisions. Metrics such as customer engagement, conversion rates, and return on investment (ROI) are tracked to optimize marketing efforts.

In conclusion, Adidas’s marketing strategy is a comprehensive approach that combines innovation, powerful storytelling, strategic collaborations, and digital engagement. By focusing on these key elements, Adidas has built a strong global brand that resonates with consumers and drives business success. As the company continues to evolve and adapt to market trends, its marketing strategies will undoubtedly set new standards in the industry.

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Adidas Marketing Strategy 2024: A Case Study

Adidas, a global leader in athletic footwear and apparel, has developed an ambitious marketing strategy for 2024. With a strong focus on brand promotion, advertising campaigns, digital marketing initiatives, customer engagement, and market expansion, Adidas aims to strengthen its position in the industry and capture a larger market share in key demographics and geographic regions.

As part of their marketing objectives for 2024, Adidas plans to invest heavily in market research and consumer insights. By gaining a deeper understanding of their target audience, the company aims to enhance brand loyalty and customer engagement. Adidas is committed to promoting sustainable initiatives and social responsibility, aligning their marketing strategy with the growing global demand for ethical and environmentally conscious brands.

To increase audience engagement and drive brand awareness, Adidas intends to leverage digital marketing channels. Platforms such as Instagram, Facebook, and Twitter will play a crucial role in engaging with the target audience and fostering a sense of community around the brand. Additionally, Adidas collaborates with influential personalities, including Beyoncé, Kanye West, and James Harden, for influencer marketing , amplifying their brand promotion tactics and reaching a wider audience.

Adidas is known for its strategic product collaborations, such as the successful collaboration with Pharrell Williams on the “Hu” collection. By partnering with renowned designers and brands, Adidas creates buzz and positions itself as an innovative and trendsetting brand.

As part of its marketing strategy, Adidas has strategically aligned with top-tier athletes like Lionel Messi and Naomi Osaka to maintain a strong presence in the competitive sports market. Collaborating with athletes such as NBA players Josh Smith, Andrew Wiggins, Eric Gordon, Brandon Knight, and Jeremy Lin also helps promote Adidas products and establish the brand’s credibility among sports enthusiasts.

Furthermore, Adidas has a rich history of successful advertising campaigns and sponsorships. The brand has been an official sponsor of the UEFA Champions League, showcasing the effectiveness of sponsorships in advertising campaigns and reaching a global audience. Adidas has a strong market capitalization of over 21 billion euros as of June 30, 2022, and total sales amounting to $24.559 billion, further solidifying its market presence and financial success.

In conclusion, Adidas’ marketing strategy for 2024 encompasses diverse initiatives aimed at expanding market share, enhancing brand loyalty and engagement, promoting sustainability, and leveraging digital marketing channels . With a comprehensive branding strategy and partnerships with influential personalities and athletes, Adidas is well-positioned to maintain its status as a global leader in athletic footwear and apparel.

Key Takeaways:

• Adidas aims to expand market share in key demographics and geographic regions through their marketing objectives for 2024.
• The company plans to invest heavily in market research and consumer insights to enhance brand loyalty and customer engagement.
• Adidas is committed to promoting sustainable initiatives and social responsibility as part of their marketing objectives for 2024.
• The brand intends to leverage digital marketing channels for increased audience engagement.
• Adidas collaborates with influential personalities and athletes to boost sales and enhance brand credibility.

Adidas Marketing Objectives for 2024

Adidas, a leading athletic footwear and apparel brand, has set ambitious marketing objectives for the year 2024. These objectives align with the company’s vision to expand its market share, strengthen brand equity , drive sales, foster brand loyalty, and promote sustainable initiatives. To achieve these goals, Adidas has devised a comprehensive marketing strategy that leverages market research, consumer insights, and digital marketing channels.

Market Share Expansion

Adidas aims to expand its market share across diverse demographics, genders, ages, and lifestyles. The company recognizes the importance of targeting a wide range of consumers to drive growth and increase brand visibility. By diversifying its product offerings and tailoring its marketing strategies to specific consumer segments, Adidas aims to gain a competitive edge and capture a larger share of the market.

Investment in Market Research and Consumer Insights

Adidas understands the significance of market research and consumer insights in shaping effective marketing strategies. By investing in rigorous market research and analyzing consumer behavior, preferences, and trends, Adidas can gain deeper insights into its target audience and provide personalized experiences. These insights enable Adidas to develop products and campaigns that resonate with its consumers and strengthen brand loyalty.

Enhancing Brand Loyalty and Customer Engagement

Building strong brand loyalty and fostering customer engagement are key priorities for Adidas. The brand aims to create meaningful connections with its customers by consistently delivering innovative products and engaging experiences. Through captivating content, interactive social media campaigns, and gamified experiences, Adidas seeks to enrich its customer relationships and establish itself as a brand that empowers athletes and enthusiasts to push their limits and unleash their creativity.

Promoting Sustainable Initiatives and Social Responsibility

Sustainability is a core focus for Adidas, and the brand strives to promote sustainable practices and social responsibility. By 2025, Adidas intends to have nine out of ten products made from sustainable materials, and it is committed to reducing its CO2 footprint per product by 15% within the same timeframe. The company also aims to achieve climate neutrality in its operations by 2025 and overall climate neutrality by 2050. These sustainability initiatives not only align with consumer values but also contribute to the brand’s reputation and long-term success.

Leveraging Digital Marketing Channels

Adidas recognizes the potential of digital marketing channels in reaching and engaging a global audience. The brand maintains a strong digital presence across multiple platforms, including social media, e-commerce sites, and mobile apps. By leveraging these channels, Adidas can enhance its visibility, connect with consumers on a more personal level, and drive sales. Moreover, digital marketing provides opportunities for data-driven decision-making, allowing Adidas to refine its strategies and optimize customer experiences.

Adidas is fully committed to achieving its marketing objectives by investing in market research, enhancing customer engagement, promoting sustainability, and leveraging digital marketing channels. By staying true to its vision and continuously adapting to the evolving market landscape, Adidas is well-positioned for growth and success in the years to come.

Adidas Market Positioning

Adidas has strategically positioned itself as a global leader in the athletic footwear and apparel industry by emphasizing its brand identity that seamlessly blends style and functionality. The company understands the importance of target market segmentation and caters to a diverse range of customer groups.

Adidas targets athletes and young individuals between the ages of 20 and 30, as well as 13-18-year-old athletes, recognizing them as the future generation of athletes crucial for brand development. Additionally, the company appeals to individuals aged 40 to 65 who seek high-end quality merchandise and typically belong to the upper-middle class and high-end clientele.

One of the key aspects of Adidas’ market positioning strategy is sustainability. The company recognizes the importance of environmental responsibility and has taken initiatives to use recycled materials and adopt sustainable manufacturing processes in its products.

Adidas also embraces collaboration and innovation to enhance its market position. The brand strategically partners with influential athletes, celebrities, and fashion designers to create unique and highly desirable products and collections. This collaboration not only increases brand visibility but also allows Adidas to tap into new consumer segments and further expand its market reach.

Furthermore, Adidas segments its market based on demographic, geographic, psychographic, and behavioral criteria. This allows the company to offer a wide variety of products tailored to meet the specific preferences and needs of different customer groups. The availability of clothing, jewelry, and footwear for both men and women across various age and gender groups enhances the brand’s customer base.

By positioning itself as a major sportswear brand, Adidas has built a positive image in the minds of consumers. The company focuses on diversity, performance, and passion, aligning its brand values with the expectations of its target audience.

Adidas’s market positioning is supported by its commitment to deliver quality products, efficient service, and inspiring advertisements that foster a connection with customers. With its market segmentation strategy and emphasis on sustainability, collaboration, and innovation, Adidas continues to strengthen its position as a leading global brand in the athletic footwear and apparel industry.

Adidas Market Segmentation

Adidas segments its market based on various criteria, including demographic, geographic, psychographic, and behavioral factors. This allows the company to offer a diverse range of products tailored to different customer preferences and needs.

Demographically, Adidas targets athletes and young individuals between the ages of 20 and 30, as well as 13-18-year-old athletes who are considered the future generation of athletes crucial for the brand’s development. The company also caters to individuals aged 40 to 65 who prefer high-end quality merchandise and typically belong to the upper-middle class and high-end clientele.

Geographically, Adidas has a global presence and reaches out to customers in various regions. The brand’s market segmentation strategy allows it to identify market opportunities and address market gaps in different geographical areas.

Psychographically, Adidas targets customers aged 15 to 25 who view shoes and apparel as a fashion statement rather than solely for athletic purposes. By understanding the psychographic profile of this customer segment, Adidas can create products that align with their style preferences and aspirations.

Behaviorally, Adidas recognizes that customers with better social standing tend to purchase more expensive items, while those with lower social status opt for more affordable products. By catering to different customer behaviors and preferences, Adidas can capture a wider market share.

Market segmentation plays a crucial role in Adidas’s marketing strategy. It allows the company to identify market opportunities, address specific customer needs, and tailor its products to different customer segments. By appealing to diverse customer groups, Adidas ensures successful competition in the athletic footwear and apparel industry.

Adidas Brand Promotion Tactics

Adidas, a global leader in the sportswear industry, utilizes various brand promotion tactics to enhance its market presence and engage with its target audience. By employing influencer marketing, social media campaigns, sponsorships, and product collaborations, Adidas effectively promotes its brand and products to a diverse consumer base.

Influencer Marketing

Influencer marketing plays a crucial role in Adidas’ brand promotion strategy. The company strategically partners with influential personalities in the sports and fashion industry to endorse and showcase its products. Collaborating with athletes, celebrities, and social media influencers allows Adidas to tap into new customer segments and reach a wider audience.

Social Media Campaigns

Adidas leverages the power of social media platforms to engage with its target audience and build brand loyalty. Through captivating and interactive campaigns on platforms like Facebook, Instagram, and Twitter, Adidas creates a strong online presence, encouraging customers to actively engage with the brand and its products.

Sponsorships

Sponsorship plays a significant role in Adidas’ brand promotion strategy. The company strategically sponsors sports teams, athletes, and sporting events to enhance brand visibility and establish a connection with its target consumers. By associating its brand with renowned athletes and high-profile sporting events, Adidas reinforces its position as a leading sportswear brand.

Product Collaborations

Collaborations with renowned designers and brands are a key element of Adidas’ brand promotion tactics. By partnering with innovative creators, Adidas creates limited-edition products and collections that generate excitement and appeal to a wide range of consumers. Notable collaborations, such as the partnership with Stella McCartney to create a post-mastectomy sports bra, showcase Adidas’ commitment to inclusivity and address specific customer needs.

Through its comprehensive brand promotion tactics, Adidas maintains a strong market presence and effectively engages with its target audience. From influencer marketing to social media campaigns, sponsorships, and product collaborations, Adidas continues to innovate and captivate consumers in the dynamic sportswear industry.

Adidas Advertising Campaigns

Adidas is known for its impactful advertising campaigns that inspire and empower individuals. Through these campaigns, the brand aims to break barriers, unleash potential, celebrate creativity, empower women, and revive its heritage. Each campaign carries a powerful message that resonates with consumers worldwide.

Break Barriers

The “Break Barriers” campaign encourages individuals to challenge their limits and push beyond their boundaries. It inspires people to overcome obstacles, both physical and mental, and achieve their goals. Adidas believes that true potential is achieved by breaking through barriers and embracing new challenges.

Unleash Your Potential

The “Unleash Your Potential” campaign celebrates the uniqueness of every individual and encourages them to embrace their talents and passions. It highlights that everyone has the power to make a difference and achieve greatness when they unlock their full potential.

Creators Only

With the “Creators Only” campaign, Adidas celebrates the spirit of creativity and innovation. It recognizes that everyone has the ability to create and express themselves in their unique way. The campaign showcases individuals who challenge the norm, think outside the box, and inspire others through their creative endeavors.

Run the World

The “Run the World” campaign empowers women and celebrates their strength and achievements. Adidas recognizes the importance of inclusivity and gender equality in the sports industry. The campaign encourages women to pursue their dreams, break down barriers, and make a positive impact on the world.

Heritage Revived

The “Heritage Revived” campaign pays homage to Adidas’ iconic heritage and celebrates its rich history. It showcases the brand’s timeless designs and classic styles that have stood the test of time. Through this campaign, Adidas reminds consumers of its commitment to quality, craftsmanship, and innovation.

By launching these diverse and impactful campaigns, Adidas showcases its dedication to empowering individuals and fostering a culture of creativity, inclusivity, and innovation. These campaigns not only connect with consumers but also inspire them to be their best selves.

Leveraging Athlete Endorsements

Adidas understands the power of athlete endorsements and celebrity collaborations in enhancing brand visibility and credibility. By strategically partnering with athletes and celebrities, Adidas has successfully expanded its influence and boosted sales. Notable collaborations, like the Adidas Yeezy Boost series with Kanye West, have significantly contributed to the brand’s success.

In addition to collaborations with Kanye West, Adidas strategically partners with NBA players such as Josh Smith, Andrew Wiggins, Eric Gordon, Brandon Knight, and Jeremy Lin for product endorsements. These partnerships help Adidas resonate with basketball enthusiasts and strengthen its position in the competitive sports market.

Furthermore, Adidas has established partnerships with sports stars like Lionel Messi and Naomi Osaka. These collaborations not only enhance the brand’s presence in the world of sports but also align Adidas with the excellence and achievement associated with these athletes.

By leveraging athlete endorsements and celebrity collaborations, Adidas effectively connects with consumers and enhances its brand image. Influencer marketing plays a crucial role in increasing brand visibility and reaching a wider audience. Adidas recognizes the power of these partnerships and continues to prioritize them in its marketing strategy.

Through these strategic collaborations, Adidas solidifies its position as a leading brand in the sports industry and builds trust among consumers. By partnering with influential athletes and celebrities, Adidas demonstrates its commitment to excellence, innovation, and style, aligning with its core values and enriching its brand narrative.

Collaborations with Celebrities

Adidas has established successful partnerships with renowned celebrities, leveraging their influence to create highly sought-after product collections. Through collaborations with icons like Kanye West and Pharrell Williams, Adidas has not only expanded its market presence but also tapped into new customer segments. These celebrity collaborations have further solidified Adidas’ reputation as a brand that seamlessly blends sports and style.

One notable collaboration that has significantly contributed to Adidas’ success is its partnership with Kanye West. The Adidas collaboration with Kanye, known as the Yeezy line, generated approximately $2 billion in sales annually. The Yeezy footwear line, created in collaboration with Kanye West, was valued at one billion dollars in 2019. However, despite its immense success, Adidas recently announced the end of its partnership with Kanye West, raising concerns about a potential $1.3 billion revenue loss.

Another notable celebrity collaboration for Adidas is with Pharrell Williams. Pharrell’s creative input and unique style have brought a fresh and innovative touch to Adidas products. His collaborations, including the popular NMD and Hu lines, have resonated with consumers, contributing to Adidas’ market growth and brand recognition.

Boosting Market Presence and Brand Loyalty

These collaborations with Kanye West and Pharrell Williams have not only increased Adidas’ market presence but have also played a significant role in building brand loyalty. The limited-edition nature of these collaborations creates a sense of exclusivity and excitement among consumers. Adidas enthusiasts eagerly await the releases, contributing to high demand and increased brand visibility.

Furthermore, these collaborations have helped Adidas tap into new customer segments, expanding the brand’s reach beyond traditional sports enthusiasts. Collaborations with celebrities like Kanye West and Pharrell Williams attract fans of their music, fashion, and overall influence, introducing them to the Adidas brand and its range of products.

In contrast to Adidas’ success with celebrity collaborations, Beyoncé’s Ivy Park line, in partnership with Adidas, reportedly experienced a 50% drop in sales in 2022. Despite this setback, Adidas remains committed to exploring new collaborations and partnerships to continue pushing boundaries and captivating consumers.

Notable Brand Collaborations in the Athletic Apparel Industry

These collaborations between athletic apparel brands and celebrities have become a prevalent trend within the fashion industry. Through strategic partnerships, brands can leverage the reach and influence of celebrities to enhance their market positioning and connect with a broader audience.

It is worth noting that successful collaborations go beyond the simple endorsement of products. They involve creative input and the merging of different talents and visions. Adidas has proven its ability to create powerful synergies with celebrities, and their collaborations continue to pave the way for innovative and sought-after products in the athletic apparel industry.

Product and Innovation

Adidas, founded by Adolf Dassler in Germany in 1924, has been a pioneering force in the athletic footwear and sportswear industry. The brand’s commitment to product innovation and design has propelled it to global recognition, making it a top choice for athletes and sport enthusiasts alike.

Adidas continually pushes boundaries by introducing game-changing technologies and designs that elevate performance and style. With a diverse product range that extends beyond shoes to include sportswear, equipment, lifestyle products, and fashionable clothing, Adidas caters to the diverse needs and preferences of its customers.

One of Adidas’ key focuses is sustainability. The brand actively seeks responsible sourcing and production methods, leading to eco-friendly initiatives. Sustainable product lines such as Primeblue and Primegreen utilize recycled materials, contributing to the brand’s commitment to a greener future.

In 2019, Adidas made a significant impact on sustainable footwear manufacturing by producing over eleven million pairs of shoes containing Parley Ocean Plastic across various franchises. Additionally, the brand incorporated Parley Ocean Plastic into nearly three million pieces of apparel, including jerseys worn by renowned teams like Real Madrid, Bayern Munich, Juventus Turin, and Manchester United.

One notable milestone in Adidas’ product innovation journey is the Futurecraft Loop, the brand’s first 100% recyclable performance shoe made entirely from a single material, thermoplastic polyurethane (TPU). Launched in April 2019 through a global beta program, the Futurecraft Loop represents Adidas’ commitment to a circular economy and garnered significant attention and praise from consumers.

The adidas 4D concept is another innovation that showcases the brand’s dedication to cutting-edge technology. With over 100,000 pairs of high-performance footwear produced in 2018, Adidas plans to further expand its production of shoes utilizing the 4D concept.

In addition to its focus on products, Adidas recognizes the importance of staying connected with its customers in the digital age. The brand introduced the Creators Club, a digitally enabled membership program, which offers exclusive events and limited-edition products to loyal consumers. This initiative enhances customer engagement while rewarding brand loyalty.

Adidas’ commitment to product and innovation has solidified its position as a global frontrunner in the sports and fashion industries. By continuously pushing boundaries, embracing sustainability, and engaging with its customers, Adidas ensures its products and designs remain at the forefront of athletic footwear and sportswear.

Marketing Strategy

Adidas has developed a comprehensive marketing strategy that encompasses quality, innovation, diversification, and impactful advertising campaigns. The brand’s marketing efforts aim to provide high-quality products and reach a wide range of customers through effective digital marketing channels.

Adidas prioritizes product design and technology to deliver innovative athletic footwear and sportswear that resonate with its target audience. By leveraging digital platforms, such as social media and e-commerce websites, Adidas reaches and engages with millions of consumers globally.

One of Adidas’ key marketing strategies is to collaborate with influential athletes and celebrities. By partnering with big-name athletes like Lionel Messi and Naomi Osaka, Adidas enhances its brand image and promotes its products effectively. The brand also collaborates with NBA players such as Josh Smith, Andrew Wiggins, and Jeremy Lin to drive product promotion.

In addition to athlete endorsements, Adidas invests in advertising campaigns that captivate and inspire its audience. The brand has launched successful campaigns that focus on inclusivity, gender equality, creativity, and the unity of football fans globally.

Adidas’ marketing strategy extends beyond traditional mediums and includes digital platforms, billboards, and social media to engage with a wide audience and build brand loyalty. By leveraging various media channels, Adidas ensures that its marketing messages effectively reach its target consumers.

As the second-largest sportswear manufacturer globally, Adidas continues to solidify its position through market research, collaborations, and strategic partnerships. The brand’s dedication to quality, innovation, and diversification remains fundamental to its marketing strategy, enabling Adidas to connect with consumers and drive sustainable growth in the highly competitive athletic footwear and apparel industry.

Promotion and Advertising Strategy

Adidas employs a comprehensive branding strategy that utilizes various media and communication channels to promote its brand and engage with its audience. The company recognizes the importance of both traditional mediums and digital platforms in reaching a wide range of consumers.

When it comes to traditional mediums, Adidas leverages television and print to reach a broader audience. Television commercials and print advertisements showcase the brand’s latest products and campaigns, reinforcing its position as a leader in the sportswear industry.

In addition to traditional media channels, Adidas heavily invests in digital platforms and social media for its advertising efforts. The company recognizes the power of online marketing in targeting specific consumer segments and building brand awareness.

Adidas utilizes social media platforms such as Instagram, Facebook, and Twitter to connect with its target audience. By creating engaging content, sharing behind-the-scenes glimpses, and collaborating with influencers, Adidas effectively leverages these platforms to increase brand visibility and engage with consumers on a more personal level.

Furthermore, Adidas adopts a limited supply strategy for certain products to generate demand and create a sense of exclusivity among consumers. By offering limited edition sneakers or clothing releases, Adidas creates a buzz around its brand, leading to increased interest and sales.

Moreover, Adidas strategically partners with YouTube creators and influencers to promote its products. Through influencer marketing collaborations, Adidas can tap into the influencer’s engaged audience and leverage their trust and credibility to reach potential customers.

Overall, Adidas’s promotion and advertising strategy encompass a diverse range of mediums, including both traditional channels and digital platforms. By utilizing various media channels and staying ahead with digital marketing trends , Adidas effectively boosts brand visibility, engages with consumers, and drives sales.

Adidas has developed a robust marketing strategy for 2024 that encompasses various facets of brand promotion, advertising campaigns, digital marketing initiatives, and customer engagement tactics. The company’s unwavering focus on market expansion, brand loyalty, sustainability, and digital innovation positions it to achieve continued growth and success in the highly competitive athletic footwear and apparel industry. Through strategic collaborations with designers, celebrities, and influencers, as well as athlete endorsements and innovative product offerings, Adidas effectively engages with its target audience and solidifies its market positioning.

Founded in 1949 by Adolf Dassler, Adidas has been at the forefront of product innovation, investing heavily in research and development. The introduction of Boost cushioning technology in 2013 revolutionized athletic footwear, providing unparalleled comfort and performance. Adidas offers a wide range of sportswear and footwear for various sports such as soccer, basketball, and tennis, and has successfully expanded into the lifestyle and streetwear segments.

With its own e-commerce platform and a strong presence on social media platforms like Facebook, Instagram, and Twitter, Adidas actively engages with consumers, enhancing brand visibility and interaction. The brand’s commitment to sustainability is evident through the use of recycled materials in product lines like Primeblue and Primegreen. Additionally, Adidas collaborates with high-profile athletes like Lionel Messi and Serena Williams, generating credibility and aspiration around its products.

Emphasizing product innovation and design, Adidas continuously invests in research and development to meet evolving consumer needs. The brand’s extensive history, dating back to its founding year in 1924, and its international recognition during the 1954 FIFA World Cup, where the German national team won wearing Adidas boots, have solidified its reputation as a global leader in athletic footwear and apparel. With its comprehensive marketing strategy, Adidas is well-positioned for future success and growth in the industry.

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How does adidas position itself in the market, what brand promotion tactics does adidas employ, what are some notable adidas advertising campaigns, how does adidas leverage athlete endorsements, what are some notable collaborations with celebrities, what products does adidas offer, besides shoes, what is adidas’ marketing strategy, what are adidas’ promotion and advertising strategies, related posts:.

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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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Detailed Marketing Mix of Adidas: How Sportwear Giant Reaches its Target Audience

By Aditya Shastri

In this blog, you will be able to learn more about the marketing mix of Adidas shoes which is known as one of the leading sportswear brands in the world. Discover and learn about how the company leverages its products, pricing, place, creation, and people in order to reach its target audience.

Adidas uses “Impossible is Nothing” as its tagline and has even proved it for itself. A prominent sportswear manufacturing company today, it came into the headlines and became world-famous in 1954 after the great victory of the German team in the World Cup, the “miracle of Berlin”. Adidas was also listed in Forbes’s most valuable companies list in 2020. In recent years, despite facing some challenges, the financial performance of Adidas has been better than ever. The company has noticed a 5% decrease in revenue in the year of 2023 as compared to 2022. However, the total revenue made was € 21,427 million that is approximately 22.4L million INR.

The company has set a goal to attain carbon neutrality by 2025 as well as making an investment in new technologies that include 3D printing and recycled materials, to reduce its impact on the environment. Adidas has worked continuously on increasing its partnering with high-profile brands such as Beyonce, Kanye West, and Pharrell Williams. This has helped the brand to increase its reach to new audiences and increase its brand awareness. With a strong brand presence,  a global reach, and a commitment to introduce innovations, the company has a positive future. In this blog, we will learn the detailed marketing mix of Adidas, digital marketing strategies, and top competitors.

About Adidas

Adidas is a German Multinational corporation founded in 1959 by Adolf Dassler, headquartered in Herzogenaurach, Germany. It is one of the oldest footwear brands that is still considered a major style statement by youngsters worldwide. Even after facing intense competition from the traditionally competitive US sportswear market, Adidas through its creative and appealing marketing campaigns has managed to remain one of the leading brands in the world.

Having operations in over 100 different countries, Adidas is a large and multifaceted organization that employs 62000 people all over the world. Since its establishment, Adidas has opened its successful brand subsidiaries including Reebok , TaylorMade, and Runtastic.

Now that we have a brief about the company, let us dive straight into Adidas’ Marketing Mix

What’s new with Adidas?

• Adidas is in talks with Bata, the Indian shoemaker to form a strategic partnership in the Indian market. Bata’s 2100 retail stores located across 700 cities, offer an amazing opportunity for Adidas to expand its reach.
• Adidas collaborated with multiple award-winning Nigerian singer, Adekunle Gold, and unveiled its latest wear by making him model the latest Manchester United Adidas LFSTLR collection.
• Adidas, the sportswear giant announced the launch of its latest running shoes, the Switch FWD. These shoes were focused on beginners with the theme, of “forward momentum”, on the press.
• Addidas updates its classic Stan Smith shoe for its new season w ith the Adidas Originals CG Boost Stan and CG Split Stan. This update took place with an ongoing collaboration with Craig Green, the British designer.
• Adidas’s latest online sales campaign for the unsold inventory of Yeezy shoes was a huge success with orders exceeding $565 million dollars. This unexpected demand resulted in temporary shortages.
• Adidas is funding projects in areas hit by extreme weather for a second year, showing commitment to climate action and community support.
• Adidas Originals has partnered with Chinese designer Dingyun Zhang to introduce their first collaborative shoe: a fresh interpretation of the iconic Samba sneaker, showcasing innovative design elements.
• Adidas unveils its SS24 Paris Collection, consisting of 15 pieces tailored for the upcoming clay season in 2024. Designed to aid players in adjusting to clay court conditions, the collection features a core range of 8 apparel and footwear items. Additionally, it aims to promote awareness of Adidas’ annual Move For The Planet initiative.
• Adidas adds Xochitl Gomez to its global family, recognizing her as a rising star in film, fashion, and activism. She’ll represent the Sportswear category.
• Adidas teamed up with Adaptive Sports Northwest (ASNW), a Portland-based non-profit, to design adaptive basketball uniforms tailored for wheelchair and seated athletes.
• Adidas surpassed expectations in the first quarter of 2024, propelled by strong brand momentum.

Buyer Persona

Buyer’s Persona

Profession:

Marketing Manager

• Staying active and healthy
• Looking stylish
• Brand-freak
• Celebrity Merchandise

Interest & Hobbies

Pain points.

• Not having enough time to work out
• Not being able to find affordable workout clothes that are also stylish
• Not knowing which brands are committed to sustainability

Social Media Presence

• Active on Instagram and Twitter
• Follows a lot of fitness influencers
• Engages with brands that he likes

Marketing Mix of Adidas

Marketing Mix refers to the foundation model of any business which is centred around mainly the 7Ps which are product, price, promotion, place & distribution, people, process and physical evidence. Companies lay out strategies and marketing techniques around these to reach out to their target audience to achieve their marketing objectives.

Let us understand the following 7 Ps of Adidas-

1. Marketing Mix of Adidas: Product Mix

Adidas deals in various product lines including footwear, apparel, accessories, football kit, golf equipment, etc. The range of Adidas product mix is also divided according to different sport games for which Adidas provides kits and equipment. Some of the sports games where the company majors in supplying the team kits globally are: Association football, Baseball, Basketball, Cricket, Gymnastics, Ice hockey, Lacrosse, Running, Skateboarding, Tennis, Kabaddi, and Golf. 

Adidas has gained huge popularity by opening its subsidiaries including Reebok, Runtastic, TaylorMade, and Rockport. Though there are around 110 subsidiaries of Adidas Worldwide, the subsidiary that overtaken Adidas itself is Reebok footwear and apparel. Whereas Runtastic is a digital health and Fitness app, TaylorMade is centred on golfing clothes and Rockport offers outdoor footwear, apparel and accessories.

Though this company offers various products, its major product line is Footwear. Given that Adidas’ foundation was built on footwear itself, its footwear is still deemed the most robust and athletic in the market, followed by its apparel and accessories.

The product strategy of Adidas focuses on three key areas:

• Sustainability: Being committed to sustainability, the company uses recycled materials in its products and invests in technologies such as 3D printing, to reduce enviromental impact.
• Innovation: Adidas is always searching for new ways to improve their products.They are known for having a good track record when launching new products that are both innovative and popular with consumers.
• Performance: Adidas product mix are designed with the aim of helping these athletes play their A game. For this purpose, the company works with athletes to develop products that meet their needs and requirements. Tests are run to make sure that the product meets these requirements.

Adopting this product mix of Adidas, has helped the company to be a part of the leading sportswear brand in the world. The dedication of the company towards sustainability, innovation and performance has increased the popularity of its products around the world.

2. Marketing Mix of Adidas: Price strategy

Another aspect of the Adidas marketing mix is the pricing strategy. Adidas includes Skimming Pricing and Competitive pricing in its marketing mix. Adidas pricing strategy is competitive prices are used for its mill products to compete with brands like Nike and Puma and skimming prices are used for the newly introduced products in the market. 

Under Skimming pricing, high prices are kept for newly launched products to maintain exclusivity and gradually the prices are reduced with time until it reaches the market average. 

When it comes to Apparel, Adidas pricing strategy mostly uses skimming price because of its brand equity. Thus, the Target audience of Adidas includes the upper-middle class as well as high-end customers.

Matter of fact, the High-price strategy of Adidas makes it a luxury brand among people. Folks go for Adidas even when the prices are high because psychologically, they think that high prices mean high quality and confirmation of authenticity.

Adidas’s pricing strategy is created based on the following factors:

• Brand Equity: Adidas, being a well-known brand, is known for offering high quality products. This gives the company the opportunity to offer premium prices for its product offerings.
• Target Market: Adidas targets upper-middle-class and high-end consumers because they are willing to pay a premium price for these high-quality and exclusive products.
• Product life cycle: Adidas pricing strategy employs price skimming strategies when introducing new products so that they can earn as much as possible before its competitors introduce similar variations of its products. When the product meets the maturity stage the company will have to resort to competitive pricing strategy.

This pricing strategy has helped the company in successfully achieving its marketing objectives. This has helped the company to position itself as one of the leading sportswear brands in the world, which has been able to generate significant profits.

3. Marketing Mix of Adidas: Place & Distribution Strategy

The third one in the Adidas marketing mix is the place and distribution strategy of the product. Adidas has its production houses in around 55 countries and has 800 factories pinned across different continents. The major source through which its products are sold is Retail Stores i.e., Adidas outlets. It has more than 2800 retail outlets globally.

The place and distribution strategy focuses on making its products available in a variety of convenient locations. The company’s distribution strategy includes the following:

• Retail Stores: Adidas owns retail stores in Major cities around the world offering wide range of Adidas product mix and providing opportunities to consumers to try the products and get some amazing advice from sales associates.
• Online Retailers: Adidas sells its products through various online platforms such as Amazon, Foot Locker, and JD Sports. Consumers will be able to buy products from Adidas by just sitting at home.
• Wholesale distributors: Here Adidas basically sells its products to the wholesalers. These wholesalers later distribute these products to the retailers. This channel helps Adidas reach a wider audience.

This place and distribution strategy has successfully helped the company to achieve its marketing objectives. This has helped the company to be one of the leading sportswear brands in the world in order to generate higher sales.

4. Marketing Mix of Adidas: Promotion Strategy

This one is the most important part of the Adidas marketing mix strategy. It is a well-known fact that the TV ads of Adidas are Adrenaline pumping. Knowing that Adidas’ strength is derived from sports, their ads are robust and passionate. The major source of promotion for Adidas is marketing through television.

Another major promotion method of Adidas is product placement. Product placement means where references to brands are made by featuring them in other works like movies and television programs. The popularity of Adidas is also because of all its tie-ups with sports icons such as Lionel Messi and Ronaldo.

Along with tying up with major sports celebrities, Adidas also sponsors some popular sports teams such as Real Madrid and in football, Great Britain which helps the company in building its brand image.

Apart from this, Adidas has been known for its creative marketing campaign and event marketing. Social Media is another way through which this company keeps up with folks across the world. There are millions of followers of Adidas on both Facebook and Instagram . The sports angle in their social media handle makes it more magnetic and appealing. 

The most recent campaign by Adidas “Own the Game” was introduced on virtual investor and media day. The campaign is to strengthen and uplift the authenticity of the brand and proliferate the company’s activity in sustainability. This campaign has been created with the expectations of sales and profitability until 2025. 

Adidas has recently announced that actress Jenna Ortega will be the face of its new Sportswear label and the “All That You Are” campaign. The campaign promotes comfort and self-expression and features diverse creatives and athletes. Ortega, who starred in the Netflix series “Wednesday,” is the newest addition to Adidas’ global family.

The promotion strategy of Adidas focuses on creating awareness of its brands and products. The promotional tools used here include the following:

• Advertising: Adidas uses various media to promote its products such as television, print, and online. Creating and visually appealing campaigns are created to capture the eye of consumers.
• Sponsorship: Adidas sponsors the sports events such as the FIFA World Cup and Lionel Messi. Through sponsorships, the brand reaches a wider audience in order to make the audience resonate with the brand with success.
• Public Relations Activities: Adidas indulges in press releases as well as organizes events to generate a positive public image of the brand. These public relations activities help the brand to create awareness as well as position itself as a leader in the sportswear industry.
• Digital Marketing: Adidas leverages the power of digital marketing tools such as social media, SEO and SEM, and content marketing, in order to reach their online audience. Engaging in such activities has helped consumers to build brand awareness and increase website traffic. These promotion strategies have been a huge success in helping the company to achieve its marketing objectives and increase sales.

5. Marketing Mix of Adidas: People Strategy

Adidas’s people strategy focuses on attracting, developing, and retaining some of the best talent in the industry. The company strongly believes its people to be one of the most important, as a result, they invest heavily in its people development programs.

Thus, the people strategy of Adidas includes the following:

• Attracting good talent: By offering competitive salaries and benefits, it has created a strong brand reputation. This allows the company to attract people with good talent across the globe.
• Developing those talents: By offering a variety of training and development programs, Adidas helps its employees inculcate new skills and knowledge. Adidas encourages its employees to take risks and grow within the company.
• Retaining these talents: The company promotes a positive work environment and strong teamwork within the organization which helps to retain these amazing talents.

This strategy adopted by Adidas has been successful to help the company to achieve its business goals. As a result, the company has developed such a strong team that is committed to the growth and success of the organization.

6. Marketing Mix of Adidas: Process Strategy

The process strategy of Adidas focuses on improving efficiencies by streamlining its operations. A variety of tools and techniques are used to improve its efficiency that including:

• Lean Manufacturing: Adidas adopts lean manufacturing practices to reduce its waste and improve efficiency. This manufacturing is one of the systematic approaches to reduce waste by focusing on identifying and eradicating non-value-added activities.
• Six Sigma: These principles help Adidas to improve the quality of its products and processes. Six Sigma makes use of data and statistical analysis in order to identify and eliminate defects.
• Business Process Management (BPM): In order to improve the efficiency of its business processes, Adidas makes use of BPM. BPM, being a discipline makes use of a variety of tools and techniques to improve the design, execution and monitoring of these business processes.

This process strategy has successfully helped the company to reduce its costs, improve quality, and increase efficiency.

7. Marketing Mix of Adidas: Physical Evidence Strategy

Adidas uses this strategy to generate a memorable experience for its customers. Adidas’s physical evidence strategy includes its retail stores, website, and marketing materials.

The retail stores of Adidas are designed to create a clean, modern, and inviting vibe. This design involves the use of bright lighting, open spaces as well as eye-catching displays. The website is designed to facilitate easy navigation about the wide range of products, and the company’s history, culture, and its sustainability initiatives.

The marketing materials are designed to make the advertising company visually appealing and engaging. These marketing materials also make use of high quality videos and images that showcase the Adidas product mix.

This physical evidence strategy adopted by the company has helped the company to achieve its marketing objectives. This has made it easy for the company to establish a positive image of the company and generate sales.

How does Adidas use Digital Marketing in its Strategy

Adidas indulges in digital marketing activities to reach out to its target audience and attain its marketing objectives. These digital marketing activities include:

• Social media marketing: Adidas stays active on social media platforms such as Facebook, X(Twitter), Instagram, and TikTok. The company uses these platforms to promote its products and increase its brand awareness.

Detailed Marketing Mix of Adidas- Image: adidas tweet

• Search Engine Marketing (SEM): Adidas uses SEM by bidding for keywords that are relevant to their products, in order to facilitate their promotion on search engines. As a result, their website appears at the top of the search results.
• Email Marketing: These emails are collected during the purchases made by the consumer. The company then uses these emails to send some promotional emails to these consumers, so that they are aware of the company’s new products and services.
• Influencer Marketing: The company selects influencers with large followings that are relevant to its target audience in order to promote the product mix of Adidas on social media. Influencers help the company increase the reach of its products.
• Content Marketing: Adidas curates some amazing content that resonates with the audience. This includes blog posts, infographics, videos, and social media posts. The main is of this content is to deliver value to its consumers and to establish Adidas as an amazing brand in the sportswear industry.

Adidas uses these digital marketing tools to achieve its goals. The company constantly experiments with new digital marketing strategies in order to find new ways to improve its results.

Top Competitors of Adidas

• Nike : Being the world’s leading footwear and clothing brand, Kike is for offering innovative products with celebrity endorsements. Hence, it is on of the top competitors of 
• Puma :  Being a german sportswear company, Puma is known for providing stylish and high-performance sneakers making it the second top competitor of Adidas.
• Under Armour : Though being a new player in the sportswear industry, Under Armour has quickly become one of the major competitors by leveraging its innovative technology and marketing campaigns.
• New Balance: It is a Boston-based company that is known for offering high-quality and durable sneakers. This makes New Balance very popular among both, i.e. the athletes and casual wearers making it one of the top competitors of Adidas.
• ASICS: This Japanese sportswear company is known for offering its running shoes with other technical gear, making it popular among athletes and fitness enthusiasts. 

With the above-mentioned 7Ps, it can be concluded that the 71-year-old Adidas is still a robust and successful company out there. It has come up with some of the most creative campaigns and its creative team has never failed to boost the confidence of sports lovers and youngsters in the company worldwide. Adidas has maintained its authenticity and credibility by always catering to its target market by providing quality products. Their thousands of outlets all over the world have made the brand easily accessible. With their signature branding, Adidas has created for itself a distinguished position in the market. 

Found the blog interesting? If you want to learn further about Digital Marketing, do check out our 45 minutes Free Digital Marketing Masterclass by Karan Shah, the founder and the CEO of IIDE.

Thank you for reading this case study.

Author's Note: My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India . Practical assignments, case studies & simulations helped the students from this course present this analysis. Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience. If you found this case study helpful, please feel free to leave a comment below.

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Aditya Shastri

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Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs...... [Read full bio]

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SOCIAL COMMERCE: A CASE STUDY OF ADIDAS

Oguzcan Kal

In the case study, the performances of Adidas are examined during social commerce. The main aim of this examination is to understand how commerce strategies, specifically social commerce, contributed to the growth of Adidas companies. I can divide the history of Adidas company as the first era, before e-Commerce, refers to the period where Adidas depended on the presence of physical shops to sell their products. The second one, which is the e-Commerce era, refers to the period where Adidas added a new revenue stream to their businesses, online selling. Lastly, the era of social commerce represents the period where it started to be active on social media and took advantage of this new network to enhance their businesses. After that same examination is gonna be done for Nike in order to examine how the two companies performed in the social commerce era based on three main perspectives: financial, web, and social media analysis. It is important to identify whether they followed the same strategy during these periods or not.

Adidas’s case consists of three parts. the company’s profile, history, and performance analysis. The last part is based on three main categories, Financial analysis, website analysis, and social media analysis.

ADIDAS- COMPANY PROFILE

Adidas, a German sportswear company headquartered in Herzogenaurach, Germany. Adidas is engaged in the design, development, production, and marketing of athletic and sports lifestyle products worldwide. The company’s segments include Western Europe; North America; Greater China; Russia/CIS; Latin America; Japan; Middle East, South Korea, Southeast Asia/Pacific; TaylorMade-adidas Golf; Runtastic and Other centrally managed business (Reuters, 2019 b). In each of these markets, there are wholesale, retail, and e-Commerce business activities responsible for the distribution and sale of products of both the “Adidas” and “Reebok” brands, where the latter is a brand owned by Adidas. There are approximately 57,000 people working for Adidas group, in which the company has employees from nearly 100 nations in their headquarters. On average, every year the company, along with their manufacturing partners, produces more than 900 million units of sport lifestyle products. As stated in their website, the company’s mission is to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. The vision of the company is to be the best sports company all over the world. In 2017, the company was able to achieve €21.218 billion sales and €1.430 billion net operating income. (Adidas-group, 2018).

HISTORY OVERVIEW

The journey of Adidas started in Bavaria, Germany by its founder, a soccer player, Adi Dassler. In 1920, at the age of 20, Adi started developing sports shoes in the “wash kitchen” of his parents’ house. His first trial was a “spiked shoe” which could be used for multiple athletic events. Four years later, his brother joined where they established “Gebrüder Dassler Schuhfabrik” with the aim of providing athletes with the best possible equipment. (Adidas-group, 2018). Since its early beginnings, famous athletes were wearing Adi’s products where the company started gaining a worldwide reputation. The company was able to earn its first rewards and milestones in both Amsterdam (1928, Lina Radke), and Berlin (1936, Jesse Owens). During the summer of 1947, Adi Dassler established the “Adi Dassler adidas Sportschuhfabrik” and set to work with 47 employees in Herzogenaurach. On the same day of the opening, Adi registered a shoe that included the famous adidas “3-Stripes”. (Flippo, 2019) (Adidas-group, 2018)

The year 1954 was a turning point in the company’s history. The German national football team faced the unbeatable Hungarians in the World Cup final, where they won much more than just a trophy. This great success made the company’s name as well as its founder name shine brighter in football pitches everywhere. Due to the founder’s experience gained since the year 1920, Adi realized the importance of being close to the company’s customers. Between 1968 and 1970, he intended to meet with athletes, examine their needs, observe the possibilities to improve, and develop the best possible products (Adidas-group, 2018) (Flippo, 2019).

Adidas’s innovations were not only limited to footwear, but also, they included any possible sports equipment. In 1970, the company delivered “Telstar”, the official ball for the FIFA 1970 World Cup. The main idea behind the ball was to increase its visibility on black and white TV. This was the beginning of an essential partnership for the company where they provided the official match ball for every FIFA World Cup since then. Two years later, the Olympic Games were held in Munich. Just in time for the event, the company introduced a new logo “the trefoil”, the symbol of performance. (Flippo, 2019) (adidas-group, 2018)

Between the period from 1972 and 1978, the company became a “true multi-sport specialist”. The company’s portfolio widened its horizon to include more and more sports through the years, and a broad range of athletes were wearing the company’s logo in famous sports events.

Adidas’s endorsements were not only limited to football, outdoor icon Reinhold Messner climbed mountains wearing Adidas shoes, and gymnast Nadia Comaneci scored a perfect 10 in Montreal — 1976. In 1978, Adidas’s founder passed away having more than 700 patents related to sports shoes and other athletic equipment. Yet, the company remained a family business and Adi’s son, Horst, took over and continued to master his invention. Once again, in 1984, the company introduced an innovation ahead of its time, the “Micropacer” or what is known today as “miCoach”. The new shoe was Micro pacer featured which provide performance statistics to athletes. During the 1980’s, the US shoe market was dominated by German firms. When referring to German firms, we meant Adidas. In 1986, a US based hip hop group Run DMC released “my adidas”, the main idea was shedding the light on hard working people in troubled neighborhoods. Even Adidas did not know about this love story until the band held up the 3-Stripes shoes during a 40,000 fans’ concert. This merge of art and music helped in setting the everlasting street fashion trend off, as well as it was the beginning of non-athletic promotions in the sporting goods industry. (adidas-group, 2018)

The end of the family business was in the year 1987 when Horst Dassler died just two years after his mother passed away. During the period between late 80’s and early 90’s, the company faced troubles in leadership and strategic decision, and its financial figures experienced a loss which brought the company near bankruptcy. In 1993, a new CEO was assigned, Robert Louis-Dreyfus, in which he understood that the company simply needs a new direction. He was able to convert the company from a “sales driven” to a “marketing driven” company, and track Adidas back to its growth path. In 1995, Adidas went public and they announced their new marketing slogan “We knew then, we know now”. Despite the fact that the company was facing rough times after its founders’ death, Adidas’s innovations never stopped. In that period, the company introduced several new and innovative lines of products, Equipment concept (1991), the Streetball campaign (1992) and the Predator football boot (1994) (adidas-group, 2018) (Flippo, 2019).

After going public, Adidas performed its first acquisition in 1997 by acquiring Solomon group and its brands. Two years later, the company decided to adopt e-Commerce and offer their products on the company’s official website. With the beginning of the new century, Adidas kept on delivering innovative products to their customers, where they introduced ClimaCool (2002), adizero (2004), and the F50 football boot just in time with the 2006 FIFA World Cup. Moreover,with the beginning of the new century, the company established new divisions, lifestyle segment, partnerships with Yohji Yamamoto (2002), Stella McCartney (2004), Y-3 (2003), and Porsche Design Sport (2007). In addition to their innovativeness in the products, Adidas never missed a chance to sign endorsements with famous athletic players. One of their most remarkable campaigns was in 2004 when Adidas allowed its most famous athletes, including David Beckham, Haile Gebrselassie, and Muhammad and Laila Ali, face their fears, defeats, and challenges to prove that “impossible is nothing”. (Adidas-group, 2018) In the year 2005, Adidas decided to complete a divestiture with the previously acquired Solomon Group. Yet, one year later, the company announced the acquisition of “Reebok” and “Reebok-CCM Hockey”, bringing together two of world’s most respected and known brands in the sporting goods industry. To maintain their strong position in the industry, between 2009 and 2012, Adidas acquired Five Ten, Tylor Made, Ashworth, and Adams Golf. Moreover, in 2013, Adidas did a collaboration with a German chemical company where they introduced the “Energy Boost” running shoe which featured a completely new cushioning material. During this period, Adidas was able to be present from the court to the catwalk and the stadium to the street, they offered apparel and footwear for every sport, every fashion, and every style. On the other hand, and after dominating the fitness and aerobics wave movement in the 80’s, Reebok was able to follow back the old track and become the best fitness brand in the world in the year 2011. (adidas-group, 2018) In 2015, Adidas published their five-year strategic plan, “Creating the new”, which explains the company’s willingness to work hard and inspire people to engage the power of sports in their lives since the company believes that sport is an attitude and a lifestyle. Adidas decided to complete the divestiture of Rockport brand and focus on its core business, Adidas and Reebok. To achieve their future plan, the company identified three strategic choices: (adidas-group, 2018)

▪ Speed: the first true fast sports company — fast in satisfying consumer needs, fast in internal decision-making.

▪ Cities: the focus on six key cities to grow share of mind, market, and trend: New York, Los Angeles, Shanghai, Tokyo, London, and Paris.

▪ Open Source: the first to involve athletes, consumers, and partners as part of the company’s brands.

Aligning with their future goal, in 2016 and 2017, Adidas decided to focus more on “digital”, where they consider their website as the most important shop; therefore, they completed the divestiture of their hockey brand CCM, golf brands TaylorMade, Adams Golf, and Ashworth to focus on the 2015 plan, “Creating the New” (adidas-group, 2018).

Financial Analysis: Social Commerce Era

It is quite difficult to know exactly the date of the beginning of the social commerce era. However, I considered the beginning of the social commerce era when Adidas opened its first social media account. Adidas started joining different social media platforms during the period between 2009 and 2010. For that reason, it was considered the year 2010 as the beginning of the social commerce era for Adidas.

Generally speaking, based on the figure, ROI faced an increase during the social commerce era. ROI increased from 8.94% in 2010 to 14.25% at the end of 2017. However, there is a significant decline in the ROI value in the year 2014 by more than 40% if compared with the previous year. Based on Adidas’s Annual Report (2014 a), the reason behind this decrease was due to the negative effects from the lower gross margin as well as higher other operating expenses as a percentage of sales. Moreover, total assets increased from €11599 million to €12.417 billion in 2014.

Between 2010 and 2017, Adidas’s sales increased from € 11.990 billion in 2010 to €21.218 billion in the year 2017. Adidas’s sales had an increasing trend at the beginning of the social commerce era; however, the company’s sales faced an inertia between 2012 and 2014. In the year 2014, Adidas’s sales surged until the year 2017. This surge, as explained in Adidas’s annual report, is the result of the increase in the sales of Adidas Originals and Y-3 products (Adidas-group, 2015). Moreover, as mentioned in Adidas’s history, in 2015 the company launched a new strategic plan “Creating the New”, which shows the company’s willingness to work hard and inspire people to engage the power of sports in their lives because believe that sports is an attitude and a lifestyle (Adidas-group, 2016).

* Cost of Sales

The cost of sales graph takes the same path as the sales’ one. None of the commerce strategies contributed to any change, whether positively or negatively, in the cost of sales with respect to the sales. Away from the year 2013, cost of sales surged from €4.254 billion in 2010 to €10.514 billion in 2017. However, in 2013, cost of sales experienced a slight decrease due to the declination in raw material prices and currency fluctuations (Adidas-group, 2013).

* R&D Expenses

“Creating innovative products to meet changing needs of athletes and consumers is essential to drive brand perception. As a result, R&D is cornerstone for the success of our business” (Adidas-group, 2010). Adidas started publishing financial figures related to R&D since the year 2010, for that reason this financial figure was absent in the previous years. In 2015, Adidas confessed that R&D activities are decentralized by each brand within Adidas group where each brand owns an independent R&D department. Moreover, these departments are responsible for sourcing, designing and product marketing functions. Moreover, in Adidas report 2015, the company described the role of their R&D team by saying “Employees in our so-called FUTURE teams analyze new materials, production processes and scientific research to increase the exchange and scope of idea generation. Their scope also extends to areas such as consumer insights and social media. This helps promote a holistic and innovation-focused culture which gives deeper consumer insights, while also fueling creativity and synergies across the organization” (Adidas-group, 2015). In addition to their internal activities, this team is engaged in long-term and exclusive partnerships with well-known third parties. Moreover, R&D activities are based on an Open Source Approach which is based on collaborations with athletes, universities, leading companies, and governments. Adidas is the first company, in the sports industry, to invite athletes, consumers, partners, and customers to be part of the company’s brand.

Figure and Table show clearly the increase in R&D expenses through the period between 2010 and 2017. R&D expenses increased from €102 million in 2010 to €187 million at the end of 2017. Despite the increasing amount of R&D expenses, the R&D/sales ratio is almost the same between 2010 and 2017. Since 2010, the ratio of R&D/sales fluctuated between 0.8% and 0.9%. However, it is clear that the value of sales is not continuously increasing. Thus, I can assume that R&D expenses could be linked to the value of sales the company achieves.

* Gross Profit

To a certain extent, the path of gross profit is similar to the one of sales and cost of sales. Gross profit increased from €5.730 billion in 2010 to €10.703 billion in 2017. The surge observed in the year 2015, after three consecutive years’ inertia, is due to the same reasons for the sale’s increase in the same year.

* Net income

Adidas’s net income increased by more than 100 % between 2010 and 2017. In 2010, Adidas had a net income of €563 million euro, yet, this value surged to a maximum of €1.173 billion in the year 2017. However, in 2014, Adidas’s net income experienced a sudden decrease due to the increase in the tax rate less unfavorable earnings mix (Adidas-group, 2014 a). One the other hand, Adidas stated that the increase in sales in 2017 was due to their strong presence in the US market, share price development, improving retail profitability and improving sustainability.

it is fundamental to observe the trends of some financial figures through the three eras. The average values in each period were calculated and then graphed to analyze the general trend. As observed in the Figure, we can notice an increasing trend in all the financial figures’ averages along the three periods.

it is quite clear that Adidas is willing and investing to strengthen its position and boost their performance in online selling. According to an interview done with “Financial Time”, the CEO of Adidas, Kasper Rorsted, stated, “Our website is the most important store we have in the world” (Rorsted, 2018). Despite the fact that the company did not mention any financial figures regarding the revenues derived from their online sales and based on all the facts and analyses mentioned previously, it is clear that Adidas is expecting much from the social commerce adoption.

WEBSITE ANALYSIS

In Adidas’s 2017 annual report, the company stated that the digital transformation changes not only the behavior of customers but also their working style. Moreover, they admitted that technology has increased the speed of maintaining relationship with the customers. According to Adidas, “digital competences” are not only useful for enhancing the relationship with their customers but also these competencies are essential for organizations within the company (Adidas-group, 2017). In the same year, the company announced the creation of a “Digital Leadership Team” which is responsible for harmonizing the digital initiatives across the company, as well as supporting provisions for functional teams in their decision-making process.

Even though Adidas owns more than 2500 retail stores, approximately 13000 mono branded franchise stores, and roughly 150000 wholesale doors, the company considers its website as the most important shop they won. Moreover, Adidas’s CEO mentioned, during an interview with CNBC, that the company’s target, from e-Commerce revenues, is €4 billion in the year 2020.

Based on “Similar Web’s” web analytics, Adidas recorded an average visit duration of 2 minutes and 57 seconds. If compared with the average provided by Wolfgang “KPI report 2019”, it shows that Adidas’s average is three seconds below the benchmarked one. However, we cannot assume that Adidas’s website is not attractive for two reasons. First, three seconds is a small percentage if compared to the 2 minutes and 57 seconds. Moreover, there are several ways to perform a proper benchmarking, yet our reference depends on the average numbers of different websites not necessarily belonging to the same industry nor operating in the same geographical areas. As for the pages per visit, Adidas was able to record an average of 5.15 pages per visit, whereas the average is 5 pages per visit. Thus, if compared to the average, Adidas is performing a bit better than the averages in the report. On the other hand, Adidas performed much worse than the average in terms of the bounce rate. The company recorded 50.25%, however, the average is 41%. Unlike the previous indicators, the higher the level of the bounce rate, the worst the situation. These numbers mean that only half of Adidas’s website visitors interact with the content of the website.

* Marketing Channels

Adidas reported lower than average in all the traffic sources except for the direct, which represents the highest portion of traffic, and social traffic sources with 41% and 6% respectively. On the other hand, the hugest difference between Adidas and the average was reported in the paid search with more than 13% difference. Therefore, we can assume that Adidas can invest more in the paid search (paid keywords) to grab more traffic to their website. Moreover, despite the fact the company heavily invests in marketing activities, they reported only 0.19% higher than the average in the display source of traffic.

As a conclusion from the previous part, we can highlight some important aspects regarding the website traffic. First of all, based on the information provided by “similar web” we can say the Adidas’s website is not the best in its category ranking, where the company had lower KPI’s averages if compared to the figures mentioned in the “Wolfgang KPI report 2019”. Moreover, it is not surprising that the main website traffic comes from the US which is one of the major markets for Adidas. I assume that the company can benefit more from the paid search due to the fact that their figures are extremely below the average. Finally, it is clear the Facebook is the most important traffic source to the company’s website among all the social media platforms.

SOCIAL MEDIA ANALYSIS

With respect to Facebook, Instagram, and Twitter, Adidas segment its pages based on different kinds of sports, pages related to specific social groups, pages related to specific lines of products, and pages related to brands owned by Adidas.

However, Instagram and Twitter share an additional category of pages, those related to specific geographical areas, which are completely absent on Facebook. Adidas’s Facebook main page detects the geographical location of its customers, and automatically the language and the website of the company change based on their geographical location. For example, when opening Adidas' main page from Italy, the language will automatically change to Italian, and the company’s website that will appear is “www.adidas.it” and not “www.adidas.com”. This feature is just present on the company’s Facebook main page and not on other pages on the platform. Back to Instagram and Twitter, as mentioned previously, these pages have an additional category that is related to the customer’s geographical areas. However, the majority of Adidas’s Instagram pages, which are based on geographical segmentation, are also present on twitter. From these pages, we can mention those related to France, Mexico, Brazil, Los Angeles, and ZA (South Africa).

As for the services provided by each social media platform, Adidas’s strategy is somehow blurred on Facebook, however, it is clearer on Instagram. As for Facebook, the “shop now” tool is available for all kinds of pages except in Adidas Basketball, Football, Rugby, and Reebok. However, the message option is available for less than half of the pages in (Continued) Table. On the other hand, for Instagram, the IGTV is available in all the pages except in three, whereas, the shop now is available in all the pages except in two. Whereas, the message option is just available in three pages. Therefore, I can assume that Adidas tends to offer shopping services, provided by each social media platform, much more than the message service on both Instagram and Twitter. However, the message tool is just provided for six pages on Instagram and three pages on twitter. Yet, it is essential to mention that when examining Adidas’s different accounts, we assume that a different strategy was implemented in Twitter, where the company tends to interact with customers more, if compared to other media platforms, through tweets. To a certain extent, both Instagram and Twitter are being approached by Adidas in the same way regarding both page segmentation and the services provided.

Lastly, for YouTube, the company’s strategy is a bit different from the other social media platforms. Their strategy is almost aligned with the way this platform works. Posts are rare, fewer followers if compared to other social media platforms, people interact but less frequently with respect to the interactions on other social media platforms, it is a platform where page owners can only post videos and not pictures or written posts. Adidas owns eight official YouTube pages that fall under the same categories as those on Facebook.

In conclusion, it is clear that Adidas maintains a solid presence on different social media platforms. Moreover, it is also clear that they are approaching each social media platform with a unique strategy that suits it. In addition, we can clearly state that the main aim of their presence on these social media platforms is to engage and interact with customers by creating different communities based on the interests and preferences of these customers. Finally, regarding the geographic-based pages, despite the fact that Adidas tends to follow their customers on their most preferred social media platform, they also tend to duplicate several pages. For instance, Adidas owns both Instagram and Twitter pages for France, Brazil, Canada, Los Angeles, Mexico, and South Africa. Yet, due to the lack of adequate information, it is not possible to state whether this duplication of geographic-based pages boosts the company’s reach to its customers, or not.

To be continued, stay tuned :)

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BDM — Msc. Management Engineer/ Civil Engineer

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Top Adidas Marketing Campaigns: A Case Study

• Brand Campaigns

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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 Case Analysis

Adidas AG is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade golf company (including Ashworth), Runtastic, an Austrian fitness technology company and 8.33% of German football club Bayern Munich. Adidas’ revenue for 2016 was listed at €19.29 billion.

The company was started by Adolf Dassler in his mother’s house; he was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic events. To enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to utilising canvas and rubber. Dassler persuaded U.S. sprinter Jesse Owens to use his handmade spikes at the 1936 Summer Olympics. In 1949, following a breakdown in the relationship between the brothers, Adolf created Adidas, and Rudolf established Puma, which became Adidas’ business rival.

Adidas’ logo is three stripes, which is used on the company’s clothing and shoe designs as a marketing aid. The branding, which Adidas bought in 1952 from Finnish sports company Karhu Sports, became so successful that Dassler described Adidas as “The three stripes company”. The brand name is uncapitalized and is stylized with a lower case “a”.

Adidas Case Study Examples

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 […]

Case Study on Adidas and Reebok Merger

Adidas and Reebok Merger Case Study: Adidas and Reebok are the world leading multinational companies producing sportswear and sports equipment. Reebok is considered to be the oldest company of this type, because it produces sportswear since the end of the 19th century. Adidas on its turn is a quite younger company and it appeared in […]

Adidas – Case Study 2

1. What is Adidas‘ corporate strategy? Has the corporate strategy changed with restructuring? – Lead the sporting goods industry. – Provide athletes with the best possible equipment to optimize their performance. – Market penetration, gain access to all markets in which they can compete. – Develop and expand into new markets and express interest in […]

Adidas Swot and Pestel Analysis

This report is representing and discussing the SWOT and PESTEL analysis of Adidas sports’ wear company. Adidas, a German company with roots in Herzogenaurach near Nuremberg, tells a quintessential success story. The work of brothers Adi and Rudi Dassler, Dassler Brothers Shoe Factory focused on creating the best shoe for each sport and was one […]

Adidas Future Plan

Group is the world’s second-largest sporting goods company and had net sales of IJS$ 7. 74 billion in 2004. Adidas‘ product range includes shoes, apparel and accessories for basketball, golf, soccer, fitness and training. The company has over 14,000 employees, 110 subsidiaries and sources from 840 factories across the world. 0 per cent of the […]

Adidas: SWOT analysis and Michael Porter’s Five

These sports have been replaced in market share by sports such s baseball, basketball, football, and fitness activities like aerobics. Ideas has not developed the marketing mix to compete in these sports and fitness activities. The participation by women in these sports is growing, yet Ideas has neglected this market by remaining a preferred supplier […]

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IMD case study on adidas’s pandemic-fueled strategic challenges currently amongst the world’s most popular cases

Adidas: How to keep running fast in a post-COVID-19 world? , by Professor Niccolò Pisani, has garnered tremendous success since its publication in October 2020. Currently featured as one the latest bestsellers in the Case Centre’s strategy and general management category, it has been repeatedly ranked as the most popular case study out of the over 60,000 held by the world’s leading distributor.

“The case shows how even leading companies such as adidas need to rethink their strategic priorities to future-proof themselves in a post-COVID-19 world,” said Pisani. “The strategic choices that companies make now will be critical to remain competitive in the aftermath of the pandemic.”

By the end of 2019, the Adidas Group was solidly the world’s second largest multinational in the sportswear manufacturing industry, employing approximately 60,000 people worldwide. Following the successful implementation of a digital transformation initiated in 2015, the company enjoyed years of sustained growth and high profitability in the 2016-2019 period, strengthening its brand desirability and increasing sales volumes, especially in the online space.

It ended fiscal year 2019 stronger than ever and its chief executive officer (CEO), Kasper Rørsted, was very optimistic about what the future would hold. Yet the COVID-19 outbreak at the beginning of 2020 radically changed the business landscape. adidas was severely hit by the lockdowns and social distancing was expected to have a lasting impact on consumer habits – consequently on operations.

And so – what would have been unimaginable only few months earlier – the company’s first earnings call of 2020 focused on the negative results of the preceding few months and the high degree of uncertainty going forward. Aware of the many challenges facing the company, Rørsted had to decide which strategic initiatives he should prioritize to future-proof the company and keep it on a steady growth trajectory in a post-COVID-19 world.

The case provides an ideal business setting to discuss key trends – from sustainability to digitalization – and how they are set to have an even deeper impact on the strategic thinking of successful companies such as adidas post-COVID-19.

“The Coronavirus outbreak has exposed the need for companies to enhance the resiliency of their supply chains,” said Pisani. “The case provides the basis for an insightful discussion and analysis of how the pandemic is expected to impact the sourcing strategy of companies such as adidas.”

Additionally, by focusing on the strategic challenges faced by adidas the case triggers a fundamental discussion on the future of the retail sector, including the role of brick-and-mortars shops and the strategic importance of global cities post-COVID-19. The case can be ordered at the Case Centre , which is a distributor of IMD’s full collection of over 1,500 cases. IMD’s faculty has developed case studies for over 50 years. Renowned for their international focus, IMD’s cases have proven to be a timeless tool for developing the leadership capabilities of executives, irrespective of where they are on their career path.

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Case Study: How adidas reached 7.6 mn users through Instagram Reels for #OpenForum

In July 2021, adidas Originals unveiled their campaign for the season titled #OpenForum, celebrating the revival of the classic basketball shoe –‘Forum’ in a new avatar as well as celebrated creators who effortlessly embrace a new world of unknowns through an Instagram Reels campaign .

The #OpenForum campaign was launched by adidas Originals with a creative strategy undertaken with creators on Instagram to lead the campaign narrative through content that was pushed on Instagram Reels, driving popular appeal, visibility, and recall for the newly launched sneaker styles. The case study further analyses the campaign output, execution, and results.

Category Introduction

India is the second-largest footwear market after China, with a value of over $10 billion in 2019, set to grow to $15.5 billion by 2024. Over the past decade, the Indian consumer has been breaking the myth of ‘sports-inspired shoes/sneakers’ being limited to a lifestyle choice for a particular section of society. Today sneakers/sports-inspired shoes are not mere footwear, but a legitimate fashionable statement piece.

Over the last few years, sneaker culture in the country has expanded beyond just products and has become a lifestyle that manifests itself via music, culture, art, etc. Local communities celebrating and growing the culture have played a vital role in propagating this culture at the grassroots. Sneakers are a part of mainstream fashion now with the biggest celebrities flaunting their kicks.

Brand Introduction

adidas Originals is a lifestyle brand founded in 2001. With the adidas archive at its foundation, adidas Originals continues to evolve the brand’s legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, adidas Originals continues to lead the way as the pioneering sportswear brand for the street.

With the campaign, the objective was to curate a social media experience that is more interactive and engaging, while inspiring consumers to see ‘what’s next’ through dynamic visual content created by a diverse set of creators.

Summary - #OpenForum

The brand kicked off Fall-Winter 2021 season with the launch of their new campaign #OpenForum that featured the revival of the classic basketball shoe–‘Forum’ in a reimagined avatar.

In the decades since the Forum first debuted on the court, these adidas sneakers have played an integral part in shaping culture as a bonafide style icon. With its roots in basketball, today the silhouette represents an open invitation for aesthetic self-expression — standing out on the feet of artists, musicians, designers, grassroots community organizers, and beyond.

Inspired by the fervent spirit of open-minded experimentation, the seasonal Forum campaign celebrated the cultural leaders who are redefining the style of tomorrow, while encouraging a new generation to embrace an open attitude.

Problem Statement/Objective

Through this campaign, the brand aimed to bring together diverse audiences and drive impetus to a fast-growing and already strong sneaker community with the FORUM sneaker leading the narrative:

• Shine the spotlight on FORUM
• Introduce & Establish the ‘OPEN FORUM’ narrative by engaging the coolest & most credible a pool talents to spearhead the campaign voice on Instagram

The key task in hand for the PR Agency (PR Pundit) was to introduce an archival basketball silhouette in an all-new street-style avatar while introducing #OpenForum – a celebration of those who turn an open mind into a way of life.

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 create visually appealing and stirring content that drive product heat and lead the campaign story #OpenForum

Visual Storytelling & Content Output :

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

An Instagram campaign was undertaken where 50+ creators from various creative fields were engaged 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)

Pre-launch: Onboarding the #OpenForum Crew

Content creators identified and encouraged to style their pair of gifted FORUM sneakers and shoot content in a way that best describes their authentic personality and showcase their unique styling sensibilities in the Forum. An ‘Open Forum’ that featured two-part Instagram Live sessions on the brand’s India Instagram account was set out to inspire the next generation through conversations by top creators.

Also Read: Case Study: How Netflix created 80% higher brand affinity through audio marketing on Spotify

Launch: Instagram content announcing the arrival of the Forums

All seeded creators initiated the tease a week prior to launch and went live with their visuals on the launch week that led to a high octane social media visibility and recall for the sneakers. All of the content output shot by the #OpenForum Creator Network was also reposted on the @adidasindia Instagram handle to ensure maximum visibility and impact.

View this post on Instagram A post shared by y (@yashwiarora)

View this post on Instagram A post shared by Akshay Arora (@akshayarora)

Style-led posts by Yashwi Arora, Akshay Arora, Santanu Hazarika, Reels by Isha Bhansali, Tejasvi Patil & Pooja Mundhra. Actors & Gen-Z trendsetters styled to further elevate the positioning and amplify the campaign Manushi Chhillar, Shruti Haasan, Sanjana Sanghi.

An Open Forum Instagram Live conversation featuring creators like Nitya Arora (Jewellery Designer & Model), Param Sahib (Fashion Designer) & DJ Kan-I (Vinyl DJ) as they discussed how they stayed open in their career path, and how they chased inspiration when it hits them.

View this post on Instagram A post shared by adidas India (@adidasindia)

Created a repertoire of organic content on Instagram by popular creators, while ensuring the integration of uniform brand hashtags and credits. A social media plastering on Instagram created much anticipation on the sneaker and the brand.

The social media impact of #OpenForum led to a reach of 7.6+ million users with an Average Engagement Rate of 5.4% within the initial weeks of the launch.

The best content created was re-posted & re-shared by the @adidasIndia Instagram handle, witnessing an increase in followers by 10% during the launch week of the FORUMs

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A Project Report on A COMPARATIVE MARKET STUDY: NIKE VS ADIDAS. Submitted By

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Madeeha Kanwal

Strategy is about the most crucial and key issues for the future of organizations. Strategy is also important to explore several strategic options, investigating each one carefully before making strategic choices. The study incorporates a rigorous and systematic effort to uncover the strategies and its impact on the company's performance by analysing case studies, articles and the annual report of Nike Inc. and Adidas Inc. The study attempts to find out the relevance of the strategies adopted by these companies, which are globally successful athletic apparel companies in the context of Bahrain. The findings of the study highlight Nike's strategies which focus on innovation and emphasis on its research and development department, provision of premium pricing for its customers, broad differentiation strategy, market Segmentation Strategy and Closed-Loop strategy. The Adidas strategies focus on the broad differentiation, innovation, trying to produce new products, services and processes in order to cope up with the competition. It embraces a multi-brand strategy, emphasis on expanding activities in the emerging markets, continuously improving infrastructure, processes and systems, foster a culture of challenging convention and embracing change, foster a corporate culture of performance, passion, integrity and diversity. These strategies coupled with its resources and unique capabilities form the basis of sustainable competitive advantage for both the companies. INTRODUCTION: The strategy is a path towards achieving the optimum goals of individuals, groups and organizations. In addition, it leads to a best use of companies' available resources and it also guides the company to stay in a business successfully and continuous improvements for its processes. The definition of strategy could be differ from one author to another, but the most common definition is that the strategy is long term plans and approaches towards the intended visions and objectives. It is a general framework that specified the organizations' plans, policies and approaches to meets its objectives, goals and end results. The way an organization used to shape its strategies could be differentiate from other organizations in order to make its products unique and remarkable. Globally, companies formulate their strategies based on their visions and reaching the satisfaction of customer's needs, requirements and expectations. Subsequently, they use those strategies as a baseline to compare their actual performance with planned ones, to evaluate the end results and ensuring the continuing organizational excellence. There are many kinds of strategies that are pursued by the companies; Such as cost leadership, differentiation and the focus strategies (Porter, 1985), services strategies, growth strategies. Based on the goals, the companies form those strategies and they rank them upon the priorities. It is more than important for any organization to put strategies and not any strategies; the correct strategies which are formulated after a long time of studying and after numerous number of brainstorming among the top management members. Therefore, those strategies then to be implemented by converting the organization's plans and policies into real actions through the best use of available resources such as: human resources, budgets and technological advance; in order to enhance the organization's performance, productivity and sustainability.

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Competition & Consumer Behavior: Reebok-Adidas Merger Case Study

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Executive Summary

Introduction, recommendations.

The case concerning Reebok and its merger with Adidas is well-informed and augments the understanding of the impact that technology has on client behavior in marketing. The paper delves into the details presented by the case, which include competition and consumer behavior. Competition is a detail faced by Reebok from dominant companies like Nike. Moreover, the frequent shifts in client behavior lead to complexities, especially whenever the shifts occur unexpectedly.

The paper also analyzes the case and provides theoretical implications supported by the Ansoff Matrix, which is in resonance with the contents of the case study. The four components outlined by the matrix resonate with the performance of Reebok and its merger with Adidas. Some of the key issues that emerged from the case include innovation and technology. It became evident from the case that innovation has the power to change the company’s performance. Besides innovation, it also emerged from the case that technology has become a dominant player, which dictates the operations in almost every aspect of modern marketing. Notably, the paper clarified that failure to align a firm with the trends posed by technology is a downturn that can initiate a premature exit from the market.

The increasing competition in the market and the trendy changes demonstrated by technology are some of the major issues evident in the case concerning Rebook and Adidas. It is evident from the case that the current situation of Rebook and Adidas has progressed especially in the face of the rising competition from rivals. Notably, Reebok’s merger with Adidas is one of the positive steps that improved its position and market share. From the case, the growth of Reebok, Nike, and Adidas largely hinges on the innovative strategies that address client requirements, market trends, and effective use of technology in communication and product development.

The case study is important because it helps companies and scholars to understand the issues that dictate the marketing environment and make timely changes that improve their revenues. The case study is also important as it helps the subject companies, which are Reebok and Adidas, to review their position and performance and make amends with the view of propelling their revenues and market share. It is within this backdrop that the case reviews the performance of Reebok, its merger with Adidas, and its probable future.

Details of the Case

Competition and changes in client behavior.

An assessment of the case study brings details that include competition and the changing consumer behavior to the fore. All through the case, competition is a detail that determines the success rate of Reebok and Adidas. Before the merger of Adidas and Reebok, the main competitor was Nike. It is clear from the case that Nike went ahead to surpass the market share enjoyed by Reebok after introducing several innovative strategies. To coin the innovative nature of Nike, which is Reebok’s major competitor, Post explains that in 1990, Nike was enjoying a higher market share as compared to Reebok (5). The explanation substantiates the importance of competition and the role it plays in shaping the company’s performance. It is important to note that competition continues to increase because some start-ups are also introducing new products to the market that appeal to potential clients in terms of price and quality.

Another important detail that is evident from the case is changing client behavior. Since the formation of the company to the present time, consumer behavior has shifted significantly. Presently, clients look at a product from the perspective of quality and the price. The shift in client trends witnessed in the 20th and 21st centuries is highly attributed to the numerous advances in technology. Moreover, online reviews from past users comprise some of the major factors that dictate the product selection process. Post notes that in 1982 when there was a rise in demand for aerobic shoes, Reebok enjoyed a high market share and revenues (1). The high revenues witnessed when Aerobic Shoes entered the market relate to consumer dynamics and facilitated Reebok’s growth. However, the decline initiated by the change in behavior greatly affected the sales of Reebok shoes. As such, client behavior is one of the details that stem from the case concerning Reebok and Adidas.

Analysis of the Case

The contents of the case study revolve around Reebok’s entry into the market, its progress, the challenges it has experienced, as well as its probable future. In the case study, there is a systematic analysis of how Reebok gained its market share, the various strategies it utilized, and how it eventually merged with Adidas. The analysis provided by the case concerning Reebok amplifies the understanding that individuals have concerning the company and its competitors. A scrutiny of the case proves that since it entered the market, Reebok has faced serious competition from companies like New Balance Inc. and Nike. These competing firms have similar products and use strategies such as celebrity endorsement to attract potential customers. Moreover, it appears that the companies understand the relevance of the right positioning, a factor that helps them make informed adjustments, which improves their reputation before the target clients. A good example took effect when sales representatives from Nike attended meetings with laptops when their counterparts from Reebok came in with bags of shoes.

Therefore, while Nike representatives displayed images of designer shoes using their laptops to the executives in these meetings, those from Reebok were busy removing shoes from their bags. The overall implication of the scenario is a reduced appeal to investors and potential clients. In effect, poor adoption of well-designed strategies led to its merger with Adidas. It is clear from the case that after the merger, the company began to improve in terms of sales and revenues (Post 10). Right timing, employment of well-designed strategies, and implementation of timely redress measures about client feedback are some of the ingredients that Adidas introduced to Reebok’s products to trigger its comeback. The contents of the case provide a well-structured discussion of Reebok, Adidas, and the competition it faces from companies like Nike. The case discusses the strengths of Reebok, its merger with Adidas, and its future expectations.

Theoretical Implications

Ansoff matrix and its relevance in the case.

From Reebok and Adidas’s case, the role and implication of the Ansoff Matrix become practical. The matrix highlights various issues such as competition and consumer behavior, which resonate well with the contents of the case. The four components of the matrix that espouse market penetration, product development, market development, and diversification are all visible in the case study. In the early stages when Reebok entered the market, the main concern of the company was to penetrate the market and win the hearts of potential clients. Thereafter, the company focused on developing products that matched with the demands of the clients. The stage of product development is evident as early as 1982 when the company introduced shoes intended to serve aerobic dances.

The introduction of these aerobics-designed shoes increased the company’s market share and made it one of the leaders in the industry. Post elucidates that between 1983 and 1995, the revenues earned by Reebok grew from $50 million to $3 billion, a phenomenon that enabled the company to penetrate the market successfully (1). After a successful entry into the market, the company in line with the provisions of the matrix focused on issues like diversification of the market and products. The company started venturing into regions like Asia, North America, and Europe.

The expansion is evident when the company experienced invoicing challenges between the United States and Canada (Post 3). Moreover, the contract between Reebok and Yao Ming, a Chinese shoe company, so that it sells its shoes in China is an indication of the diversification (Post 8). The contract resonates well with the diversification, which is one of the stages outlined by Ansoff Matrix. Fundamentally, market and product diversification stages outlined by Ansoff Matrix will help Reebok in the future even after its merger with Adidas.

It is important to state that the role that Ansoff Matrix plays in the stages of Reebok and its progress in the industry affirms its relevance. The resonance witnessed between the contents of the matrix and the progress of Reebok makes it crucial for the case. Moreover, an analysis of the matrix not only helps the company assess its past performance but also enables it to move forward and minimize challenges that can affect its profitability. By using the matrix, which has positive implications, the company can understand its position and the steps to take as it graduates into another stage of the matrix.

The change in the market that affected the growth rate of Reebok was its inability to switch at the right time as per the provisions of the matrix. Post explains that when the sales executives from Nike walked into offices with laptops, those from Reebok walked in with bags of shoes (2). If the company had followed the provisions envisioned in the matrix it would have realized that the times had changed and required the adoption of the right accessories that facilitate efficiency in place of bags of shoes. By using the right measures, competing firms like Nike won deals and improved the scale of their revenues.

Continued Innovation and Impact of Technology

Innovation and technology are among the key issues unearthed from Reebok and Adidas case study. The shifts and trends evidenced in the market are outcomes of technological advancements and innovation. For instance, on the first page, Reebok became innovative and introduced shoes targeting women who loved aerobics, a strategy that was productive (Post 1). Later on, in this case, companies like Reebok, Nike, as well as Adidas used celebrities to endorse their shoe lines. Celebrity endorsement and the introduction of new types of shoes demonstrate continued innovation among the companies highlighted and discussed in the case study. Post asserts that celebrities like LeBron James, Jay-Z, Michael Jordan, and 50 Cent played a role in improving the revenues of Reebok, Adidas, and Nike(9). The endorsement from these celebrities is a sign of creativity that the firms exercised to expand their market share and client base.

Another crucial issue presented by the case is the impact of technology. Notably, technology has played a role in dictating the revenues earned by Reebok, Adidas, and Nike. The late adoption of technological devices by Reebok led to a decline in its sales and introduced an eventual merger with Adidas. When Adidas merged with Reebok the first operations focused on improving the company’s information technology. Post notes that when customers purchasing predator soccer shoes complained that the colors faded quickly, Adidas responded swiftly and provided timely and positive feedback (10). The timely response also indicates the presence of superb platforms that facilitated effective communication between consumers and the company. Presently, several small and large companies experience losses triggered by a slow or delayed response to complaints raised by customers.

Fundamentally, the future of marketing continues to be dynamic and cutthroat. Companies like Reebok and Adidas are likely to experience increased competition, especially from startups who capitalize on their high operating costs to introduce low-cost products that match client expectations. Notably, competition from startups will add up to that exerted by large enterprises, which include New Balance Inc. and Nike. As such, some of the recommendations that can help Reebok to improve its market share and profitability include engaging in continued research and the optimal utility of the technology. When Reebok employs these recommendations, the likelihood of improving its share of the market and increasing the scale of its revenues is high.

Due to the ever-changing client expectations and market dynamics, Reebok has to undertake continuous research with the intent of understanding the shifts in the market. Moreover, continuous research enables Reebok to identify areas that need rectifications on time. It is momentous to elucidate that timely amends is a cornerstone that differentiates smart companies from those that are underperforming. Therefore, by engaging in regular research, the company places itself strategically and notices any trends in the market on time.

Another important recommendation that is useful in amplifying the reputation and position of Reebok, as well as Adidas, is the optimal use of technology. The impact of technology is practical in almost every aspect of marketing. Shoe companies like Reebok should rely on technology to execute efficient distribution systems, market their product lines, communicate with their clients, and develop high-end products. Therefore, when Reebok uses technology optimally, its shoes will not only match client expectations in terms of quality and quantity but the position of the company in comparison with its competitors improves.

Reebok is one of the leaders in the shoe industry alongside other companies like New Balance Inc. and Nike. Its merger with Adidas gave it a new image and improved its performance in the market. The merger enabled Reebok to challenge the dominance enjoyed by Nike and facilitated a new insight into the changing market forces. Although the company introduced some strategies that facilitated its success, the delay in responding to important ventures and adopting technology was a downturn that worked against its success. One of the examples is evident on page 5 of the case study when Foot Locker went to Nike after Reebok’s reluctance to take up the venture. Although Reebok tried to reestablish good relations with Foot Locker later, the returns were no longer practical. It is important to explain that the company should continue engaging in research to ascertain the market changes and diversify into new regions so that it can increase its profitability and spectrum of operation.

Post, Gerald. “Reebok and Adidas.” Management Information Systems Cases , pp. 1-15.

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IvyPanda. (2020, December 8). Competition & Consumer Behavior: Reebok-Adidas Merger. https://ivypanda.com/essays/reebok-and-adidas-companies-merger-case/

"Competition & Consumer Behavior: Reebok-Adidas Merger." IvyPanda , 8 Dec. 2020, ivypanda.com/essays/reebok-and-adidas-companies-merger-case/.

IvyPanda . (2020) 'Competition & Consumer Behavior: Reebok-Adidas Merger'. 8 December.

IvyPanda . 2020. "Competition & Consumer Behavior: Reebok-Adidas Merger." December 8, 2020. https://ivypanda.com/essays/reebok-and-adidas-companies-merger-case/.

1. IvyPanda . "Competition & Consumer Behavior: Reebok-Adidas Merger." December 8, 2020. https://ivypanda.com/essays/reebok-and-adidas-companies-merger-case/.

Bibliography

IvyPanda . "Competition & Consumer Behavior: Reebok-Adidas Merger." December 8, 2020. https://ivypanda.com/essays/reebok-and-adidas-companies-merger-case/.

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

🔗 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.

💡 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

• Adidas vs. Nike: technology difference Adidas always puts quality over quantity, focusing on customer satisfaction. The company addresses many athletes to learn about their preferences. The most famous shoes made by Adidas are Ultraboost, Gazelle, Supernova. In the case of Nike, the company uses lighter materials such as polyester, rubber, and cotton. The brand also uses ZoomX technology to help consumers achieve high speed during running.
• 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.
• 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

Walmart Case Study | Best Case Study Topics

Mcdonald’s supply chain issues – a case study on supply and demand analysis.

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Customer Case Study: KPMG Clara AI and Microsoft’s Semantic Kernel

Sophia Lagerkrans-Pandey

August 20th, 2024 0 0

Today we’re featuring KPMG on our Semantic Kernel blog for their work on Clara AI in KPMG. You can learn more about the solution here:

KPMG Announces AI Integration into Global Smart Audit Platform, KPMG Clara

KPMG Partnership with Microsoft’s Semantic Kernel

Here’s a quote from KPMG on the partnership, “Microsoft and KPMG entered a strategic alliance to modernize the work of KPMG professionals. KPMG Clara AI demonstrates the impact of that alliance. Built on Azure AI, KPMG Clara AI provides the latest in AI advancements to KPMG audit professionals in a responsible manner. By using Microsoft’s Semantic Kernel, our development team quickly delivered complex, agentic AI workflows that empower the engagement team. To learn more about KPMG Clara and our Trusted AI capabilities, visit kpmg.com/trustedAI  or kpmg.com/kpmgclara”

Learn more about KPMG’s AI work here: KPMG Announces AI Integration using Microsoft Semantic Kernel

From the Semantic Kernel team, we want to thank the KPMG team for their time. We’re always interested in hearing from you. If you have feedback, questions or want to discuss further, feel free to reach out to us and the community on the Semantic Kernel GitHub Discussion Channel ! We would also love your support, if you’ve enjoyed using Semantic Kernel, give us a star on  GitHub .

Thanks again to the KPMG team for their amazing work and partnership!

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How Zipporah Saved Moses from God's Wrath

Certain passages in Scripture puzzle even scholars and pastors, and Exodus 4:24-26 is one of them.

“At a lodging place on the way the Lord met him and sought to put him to death. Then Zipporah took a flint and cut off her son's foreskin and touched Moses' feet with it and said, ‘Surely you are a bridegroom of blood to me!’ So he let him alone. It was then that she said, ‘A bridegroom of blood,’ because of the circumcision.”

Why did the Lord want to kill Moses? Or was he about to kill the child? And how did Zipporah save the day? What did Zipporah’s statement mean: was she rebuking Moses?

What Exactly Is Happening in Exodus 4 ?

Moses had been sent on a mission by God: meet his brother Aaron and, together, confront Pharaoh. In Exodus 3:10 , God had told Moses to go and deliver his people from Pharaoh, but Moses resisted until “the anger of the Lord was kindled against Moses” ( Exodus 4:14 ). Moses complained “I am slow of speech and of tongue” (4:10). He was fearful that Pharaoh would not do what he said, although we would later learn that God intended to harden Pharaoh’s heart. The Lord did not intend for the Israelites to walk away in peace; their rescue was going to be a glorious one, undeniably orchestrated by God himself. Pharaoh would be defeated decisively.

Following Moses’ protests, God exclaimed “Who has made man's mouth? Who makes him mute, or deaf, or seeing, or blind? Is it not I, the Lord?” ( Exodus 4:11 ). Moses had doubted God’s power, but he also assumed he knew God’s purpose, overlooking the fact that God operates according to his own plans. He did all this in spite of hearing directly from the Lord, who had shown himself as a burning bush then later turned a stick into a snake and back again. He gave Moses a skin disease which he instantly cured. God’s miracles foreshadow the plagues which Egypt would soon suffer, perhaps even the final plague: death of the first-born children (depending on whom God intended to kill in Exodus 4:24 , since the Hebrew text is not entirely clear on this point).

Moses’ Uncertain Character

Perhaps the plight of Israel barely touched Moses’ heart as he shepherded Jethro’s flock. Was this a reason for God’s anger? He had to inspire not only obedience, but a simple desire in Moses to remember where he came from, and that he had been saved as a baby for this very purpose. Moses murdered an Egyptian for mistreating a Hebrew, indicating that a passion for his oppressed people’s freedom had once existed. As for courage more generally, in Exodus 2 Moses cleared bullying shepherds from the well so that Jethro’s daughters could draw water.

But compare his reactionary passion with Joseph’s patient courage. His integrity and faith endured rejection, slavery, false accusation, imprisonment, until he was able to save his people from famine. He could truthfully declare that what was meant for evil God had used for good ( Genesis 50:20 ). Yet Joseph came to this conclusion after many years of witnessing the faithfulness of God.

Reactions emanating from a personal sense of outrage are not the same as thoughtful, active faith in the living God and obedience to his instructions. Moses appears to have been compromising in this area, and as Joe Carter  explains, “Moses had effectively raised his son as a Midianite.” He had not obeyed the Lord’s instructions in Genesis 17 : “This is my covenant, which you shall keep, between me and you and your offspring after you: Every male among you shall be circumcised” (v.10).

Carter talks about the differences between Midianite and Hebrew circumcision, which left their son uncircumcised long past the 8th day. If the Lord was continuing to foreshadow the coming plagues and miracles as indicated in the signs he had performed for Moses, then perhaps it was the baby who was going to die until Zipporah marked him with blood by touching the foreskin to her child. Her actions presaged the Passover, where the Israelites would mark their doors with blood.

God Strikes Moses: Zipporah Responds

With so little to go on, and much uncertainty regarding the translation of this text, scholars can only gather an approximation of what took place. If it was Moses whom the Lord intended to kill, he was probably struck with a sudden but deadly illness, seizure, or something which was obvious but prolonged enough for Zipporah to do something about it (although the same could be true if the baby had been marked for death). Paul Carter  explains that “Zipporah understood immediately what was going on, and we can also infer that the attack was slow-acting enough for her to respond in some sort of atoning way.” Moreover, while the event was dramatic, it is possible that the outcome was “never intended to be fatal.” If God had wanted Moses dead, he would not have provided Zipporah with time.

But how did she know? Carter suggests that the two must have talked about Gershom’s circumcision before. While we do not know the full details of Midianite ritual and significance regarding circumcision, it was possibly a point of contention for the two. We do know from Genesis 17:10-14 the seriousness of circumcision as per the Lord’s instructions to Abraham. Zipporah must have understood, and intervened to save Moses’ life.

Carter also suggests that Zipporah’s words to Moses were not intended to be a rebuke, but perhaps a hasty paraphrase of ritualistic language. She was not supposed to perform this operation at all, since a priest would have done it, but there was little time. “She had limited options given the urgency of the situation and the incapacitation of her husband. Nevertheless, God accepted her version of the ritual because it was done in humility and faith,” Carter writes.

As for the word “bridegroom,” Carter tells us that hatan   means “kinsman.” Strong’s concordance tells us that “bridegroom” in this instance can refer to a relative by marriage . The words of Midianite ritual might have simply meant to symbolize the child’s belonging to the ancestral family, or she might have even been referring to Moses: that having obeyed God, they were now united as one flesh.

What Does This Story Mean for Us Today?

How does a modern reader derive anything meaningful from such an obscure passage? One application starts with Zipporah herself: women are important in God’s kingdom work. There has been a lot of talk about the patriarchal nature of the Bible, where women fade into the background. This is one reason why we must highlight instances of female courage. The Lord often used women to boldly and bravely do what men sometimes failed to do or were unable to do. In this case, Zipporah showed insight, the ability to think on her feet, and she was brave.

But she was also a Midianite, leading to our second application: all who come to the Body of Christ by faith are welcome. There is no such thing as “inside access” to God through other means than Jesus. One is not born into the faith simply by being born to Christian parents. Zipporah did not know everything about God’s instructions, or how to carry them out with accuracy, but she was faithful. As Carter asserts, “ignorance, if it be paired with faith, is typically met with mercy.”

Zipporah’s statement about the bridegroom of blood points to the imagery of Christ, the vine, and his branches (the Disciples) who are grafted in. Zipporah was like “a wild olive shoot, grafted in among the others and now shar[ing] in the nourishing root of the olive tree” ( Romans 11:17 ). All branches of the vine (Christ) are members of the Bride, and he is the Bridegroom – but a Bridegroom of blood, having shed his to cover the sins of all those who believe that he alone saves us from our sins to restore our relationship with the Father.

One must not forget, too, that Moses comes across as weak at times in these early chapters of Exodus, but he becomes a bold and faithful leader, one of those whom the Disciples see with Jesus in Matthew 17:3 . The sanctifying work of God in the heart of a believer is often slow, but it is real and the fruit should be visible.

Mark Gignilliat  remarks “the link between blood, averting divine wrath, and the first-born son in Exodus 4 and 12 provides the New Testament with much of its theological vocabulary and rationale for the atoning work of Jesus Christ.” He muses that it seems strange how such an odd text in the Bible can potentially be so rich in meaning, but this is the reward for patient and determined study.

Although we might be tempted to overlook such a passage owing to its difficulties, we need to persevere, even if there is no definitive answer. God’s mind and his actions are sometimes so mysterious that “even though a wise man claims to know, he cannot find it out” ( Ecclesiastes 8:17 ). But he has shown himself to be trustworthy.

Whatever this bizarre scene is all about, its allusions to Christ remind us that the Old Testament still points to Christ. This scene is a reminder that Christ was not Plan B - he had always intended, by his sacrificial love, to provide salvation for humble and repentant sinners.

Sources The Gospel Coalition - The Strangest Circumcision Story Ever The Gospel Coalition - Moses, Maximus, and a Bloody Valentine Open Bible – Exodus 4:24 cross-reference The Bible Project – Did God Try to Kill Moses?

Photo credit: Unsplash/Ahmet Sali

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Evaluation of urban resilience and its influencing factors: a case study of the yichang–jingzhou–jingmen–enshi urban agglomeration in china.

1. Introduction

2. materials and methods, 2.1. study area, 2.2. construction of the indicator system, 2.3. method, 2.3.1. standardization method, 2.3.2. entropy weight method, 2.3.3. robustness analysis, 2.3.4. calculation of urban resilience index, 2.3.5. getis–ord gi* model, 2.3.6. factor contribution model, 2.3.7. ca-markov model, 2.4. data sources, 3.1. results of the robustness analysis, 3.2. spatial-temporal differentiation characteristics of urban resilience, 3.3. driving factors of urban resilience, 3.4. modeling changes in urban resilience in the future, 4. discussion, 5. conclusions, author contributions, institutional review board statement, informed consent statement, data availability statement, conflicts of interest.

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Zhao, Z.; Hu, Z.; Han, X.; Chen, L.; Li, Z. Evaluation of Urban Resilience and Its Influencing Factors: A Case Study of the Yichang–Jingzhou–Jingmen–Enshi Urban Agglomeration in China. Sustainability 2024 , 16 , 7090. https://doi.org/10.3390/su16167090

Zhao Z, Hu Z, Han X, Chen L, Li Z. Evaluation of Urban Resilience and Its Influencing Factors: A Case Study of the Yichang–Jingzhou–Jingmen–Enshi Urban Agglomeration in China. Sustainability . 2024; 16(16):7090. https://doi.org/10.3390/su16167090

Zhao, Zhilong, Zengzeng Hu, Xu Han, Lu Chen, and Zhiyong Li. 2024. "Evaluation of Urban Resilience and Its Influencing Factors: A Case Study of the Yichang–Jingzhou–Jingmen–Enshi Urban Agglomeration in China" Sustainability 16, no. 16: 7090. https://doi.org/10.3390/su16167090

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What happened in the Kolkata rape case that triggered doctors’ protests?

Activists and doctors in India demand better safeguarding of women and medical professionals after a trainee medic was raped and murdered in Kolkata.

Activists and doctors across India continued to protest on Wednesday to demand justice for a female doctor, who was raped and murdered while on duty in a hospital in the eastern city of Kolkata.

Feminist groups rallied on the streets in protests titled “Reclaim the Night” in Kolkata overnight on Wednesday – on the eve of India’s independence day – in solidarity with the victim, demanding the principal of RG Kar Medical College resign. Some feminist protesters also marched well beyond Kolkata, including in the capital Delhi.

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While the protests were largely peaceful, a small mob of men stormed the medical college and vandalised property. This group was dispersed by the police.

This comes after two days of nationwide protests by doctors following the incident at RG Kar Medical College in West Bengal’s capital city. “Sit-in demonstrations and agitation in the hospital campus will continue,” one of the protesting doctors, identified as Dr Mridul, told Al Jazeera.

Services in some medical centres were halted indefinitely, and marches and vigils shed light on issues of sexual violence, as well as doctors’ safety in the world’s most populous nation.

What happened to the doctor in Kolkata?

A 31-year-old trainee doctor’s dead body, bearing multiple injuries, was found on August 9 in a government teaching hospital in Kolkata.

The parents of the victim were initially told “by hospital authorities that their daughter had committed suicide,” lawyer and women’s rights activist Vrinda Grover told Al Jazeera. But an autopsy confirmed that the victim was raped and killed.

Grover has appeared for victims in sexual violence cases in India in the past, including Bilkis Bano , a Muslim woman who was gang-raped during the 2002 Gujarat riots, and Soni Sori, a tribal activist based in Chhattisgarh state.

Thousands of doctors marched in Kolkata on Monday, demanding better security measures and justice for the victim.

On Tuesday, the Kolkata High Court transferred the case to the Central Bureau of Investigation (CBI).

The Federation of Resident Doctors Association (FORDA) called for a nationwide halting of elective services in hospitals starting on Monday. Elective services are medical treatments that can be deferred or are not deemed medically necessary.

On Tuesday, FORDA announced on its X account that it is calling off the strike after Health Minister Jagat Prakash Nadda accepted protest demands.

One of these demands was solidifying the Central Protection Act, intended to be a central law to protect medical professionals from violence, which was proposed in the parliament’s lower house in 2022, but has not yet been enacted.

FORDA said that the ministry would begin working on the Act within 15 days of the news release, and that a written statement from the ministry was expected to be released soon.

Press release regarding call off of strike. In our fight for the sad incident at R G Kar, the demands raised by us have been met in full by the @OfficeofJPNadda , with concrete steps in place, and not just verbal assurances. Central Healthcare Protection Act ratification… pic.twitter.com/OXdSZgM1Jc — FORDA INDIA (@FordaIndia) August 13, 2024

Why are some Indian doctors continuing to protest?

However, other doctors’ federations and hospitals have said they will not back down on the strike until a concrete solution is found, including a central law to curb attacks on doctors.

Those continuing to strike included the Federation of All India Medical Associations (FAIMA), Delhi-based All India Institute Of Medical Sciences (AIIMS) and Indira Gandhi Hospital, local media reported.

Ragunandan Dixit, the general secretary of the AIIMS Resident Doctors’ Association, said that the indefinite strike will continue until their demands are met, including a written guarantee of the implementation of the Central Protection Act.

Medical professionals in India want a central law that makes violence against doctors a non-bailable, punishable offence, in hopes that it deters such violent crimes against doctors in the future.

Those continuing to protest also call for the dismissal of the principal of the college, who was transferred. “We’re demanding his termination, not just transfer,” Dr Abdul Waqim Khan, a protesting doctor told ANI news agency. “We’re also demanding a death penalty for the criminal,” he added.

“Calling off the strike now would mean that female resident doctors might never receive justice,” Dr Dhruv Chauhan, member of the National Council of the Indian Medical Association’s Junior Doctors’ Network told local news agency Press Trust of India (PTI).

Which states in India saw doctors’ protests?

While the protests started in West Bengal’s Kolkata on Monday, they spread across the country on Tuesday.

The capital New Delhi, union territory Chandigarh, Uttar Pradesh capital Lucknow and city Prayagraj, Bihar capital Patna and southern state Goa also saw doctors’ protests.

Who is the suspect in the Kolkata rape case?

Local media reported that the police arrested suspect Sanjoy Roy, a civic volunteer who would visit the hospital often. He has unrestricted access to the ward and the police found compelling evidence against him.

The parents of the victim told the court that they suspect that it was a case of gang rape, local media reported.

Why is sexual violence on the rise in India?

Sexual violence is rampant in India, where 90 rapes were reported on average every day in 2022.

Laws against sexual violence were made stricter following a rape case in 2012, when a 22-year-old physiotherapy intern was brutally gang-raped and murdered on a bus in Delhi. Four men were hanged for the gang rape, which had triggered a nationwide protests.

But despite new laws in place, “the graph of sexual violence in India continues to spiral unabated,” said Grover.

She added that in her experience at most workplaces, scant attention is paid to diligent and rigorous enforcement of the laws.

“It is regrettable that government and institutions respond only after the woman has already suffered sexual assault and often succumbed to death in the incident,” she added, saying preventive measures are not taken.

In many rape cases in India, perpetrators have not been held accountable. In 2002, Bano was raped by 11 men, who were sentenced to life imprisonment. In 2022, the government of Prime Minister Narendra Modi authorised the release of the men, who were greeted with applause and garlands upon their release.

However, their remission was overruled and the Supreme Court sent the rapists back to jail after public outcry.

Grover believes that the death penalty will not deter rapists until India addresses the deeply entrenched problem of sexual violence. “For any change, India as a society will have to confront and challenge, patriarchy, discrimination and inequality that is embedded in our homes, families, cultural practices, social norms and religious traditions”.

What makes this case particularly prominent is that it happened in Kolkata, Sandip Roy, a freelance contributor to NPR, told Al Jazeera. “Kolkata actually prided itself for a long time on being really low in the case of violence against women and being relatively safe for women.”

A National Crime Records Bureau (NCRB) report said that Kolkata had the lowest number of rape cases in 2021 among 19 metropolitan cities, with 11 cases in the whole year. In comparison, New Delhi was reported to have recorded 1, 226 cases that year.

Prime Minister Modi’s governing Bharatiya Janata Party (BJP) has called for dismissing the government in West Bengal, where Kolkata is located, led by Mamata Banerjee of All India Trinamool Congress (AITC). Banerjee’s party is part of the opposition alliance.

Rahul Gandhi, the leader of the opposition in parliament, also called for justice for the victim.

“The attempt to save the accused instead of providing justice to the victim raises serious questions on the hospital and the local administration,” he posted on X on Wednesday.

Roy spoke about the politicisation of the case since an opposition party governs West Bengal. “The local government’s opposition will try to make this an issue of women’s safety in the state,” he said.

Have doctors in India protested before?

Roy explained to Al Jazeera that this case is an overlap of two kinds of violence, the violence against a woman, as well as violence against “an overworked medical professional”.

Doctors in India do not have sufficient workplace security, and attacks on doctors have started protests in India before.

In 2019, two junior doctors were physically assaulted in Kolkata’s Nil Ratan Sircar Medical College and Hospital (NRSMCH) by a mob of people after a 75-year-old patient passed away in the hospital.

Those attacks set off doctors’ protests in Kolkata, and senior doctors in West Bengal offered to resign from their positions to express solidarity with the junior doctors who were attacked.

More than 75 percent of Indian doctors have faced some form of violence, according to a survey by the Indian Medical Association in 2015.

What happens next?

The case will now be handled by the CBI, which sent a team to the hospital premises to inspect the crime scene on Wednesday morning, local media reported.

According to Indian law, the investigation into a case of rape or gang rape is to be completed within two months from the date of lodging of the First Information Report (police complaint), according to Grover, the lawyer.

The highest court in West Bengal, which transferred the case from the local police to the CBI on Tuesday, has directed the central investigating agency to file periodic status reports regarding the progress of the investigation.

The FIR was filed on August 9, which means the investigation is expected to be completed by October 9.

Bengal women will create history with a night long protest in various major locations in the state for at 11.55pm on 14th of August’24,the night that’ll mark our 78th year as an independent country. The campaign, 'Women, Reclaim the Night: The Night is Ours', is aimed at seeking… pic.twitter.com/Si9fd6YGNb — purpleready (@epicnephrin_e) August 13, 2024