Answered: evaluate Adidas’s positioning strategy

Understanding Business

12th Edition

ISBN:9781259929434

Author:William Nickels

Publisher:William Nickels

Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment

Section: Chapter Questions

Problem 1CE

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evaluate Adidas’s positioning strategy

Transcribed Image Text:Adidas-the brand to be distinguished from all the rest The three-stripe was a trademark that allowed the Adidas brand to be distinguished from all the rest. The brand became prominent in the athletic world as they began to evolve and gain trusts from world-class athletes. Adidas continued to produce innovative products for athletes performing in different sports. The athletes believed that the shoes allowed them to perform better. The best marketing strategy was meeting with the athletes in person, and asking them what could be improved or invented to support their athletic needs. The best athletes around the world gained trust in Adidas because they believed the company catered to them, and cared about their specific needs. The Adidas brand continues to excel today because of its consistent goal of meeting athletic needs. According to the Adidas mission statement, the group continually aims to be the global leader in the sporting product industry with brands built for a sporting lifestyle. The Adidas group is dedicated to continuously strengthening their brands and products to enhance their competitive position. Every brand strives to become the best in their product industry, but Adidas aims to be the best by constantly improving their sales strategies. The goals of the Adidas Company are rapidly changing as they continue to take on new ideas and business endeavours. Adidas is merging into one of the most popular sporting brands in the world and being stagnant on product marketing is not one of their goals. The Adidas group strategy is 'Creating the New' because they believe that they have the power to change lives through sports. Everything they strive to do is rooted in sport and lifestyle. As the health and fitness trends begin to reach their peaks, sports are becoming a way of life. Sport is beginning to play a progressively significant role in people's lives whether it's on or off the athletic fields. As the Adidas group continues to operate highly in the sporting apparel industry, they are motivated to push the expansion of products. Adidas also strives to excel in customer experiences and services to influence product desire. They believe doing so will help to capitalize on the growth opportunities in sports, as well as in sporting casual and active wear. The Adidas group believes that the sports are central to almost every culture and society and is also the centre to a person's mental and physical health. Initially the Adidas brand strives to inspire and allow individuals to utilize the power of sport in their lives. As time progresses the Adidas company has allowed their brand to advance into the fashion industry. Years ago, you could find Adidas sporting apparel being wom by the best athletes in the world. Today high fashion models such as Kendall Jenner and Gigi Hadid are spotted wearing Adidas apparel on the runways of New York Fashion Week. Adidas has transcended their brand into more than just an athletic footwear company. On February 8, the Adidas Company collaborated with an upcoming fashion designer Daniëlle Cathari. Cathari's collection for Adidas made its debut at the brand's New York Fashion Week preview. After a month-long release schedule, her collection dropped in New York, London, Paris, and Shanghai. Cathari mentioned that is was simple collaborating with Adidas because of their willingness to accept fresh innovative designs that would appeal to consumers. Cathari said "I had a lot of freedom. It was very naturally collaborative - 50% their DNA and 50% mine. It could have been so hard, but it was truly so easy to collaborate."

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