1. z
Ryan Schiffer
Kyeana Jones
Franck Fenelon
Lyneice Hagans
Daniel Łyszczak
Rubia Iwano-Gattis
Harshana Godamanna

2. Introduction
• German multinational company
• Largest sportswear manufacturer
in Germany and Europe
• Second biggest sportswear and
manufacturer in the world

3. History
• Founder Adolf Dassler
• First sport shoe was made in 1920’s
• ‘ADI – ‘DAS’
• Germany wins Soccer World Cup in 1954
• First entrepreneur to use Sports Promotion

4. History
• 1960’s apparel and ball production
• Official match ball at all Major Soccer events
• Adi Dassler passed away in 1978
• Adidas became a global leader in the sector of
innovations in sports marketing
• 1990’s Robert Louis-Dreyfus took over
management of the company

5. Main Competitors
• Nike
o American company that is focused on
sportswears, sport equipment, and shoes
• Puma
o German company that specializes in
sportswear, sport equipment, and shoes

6. Nike
• The iconic brand, Nike, derives from the
Greek goddess of victory, Nike. She had the
ability to move very quickly
• The "Swoosh", is symbolism to Nike's wing

7. • Greek Goddess
Nike

8. Adidas Group Strategy
• In 2007, the company split into two distinct
divisions in order to achieve the goal of being
the "leading sports brand in the world"
 The Sport Performance division
 The Sport Style division

9. Puma
• Founded by Rudolf Dassler in 1948
• Originally named "Ruda“
• Puma is seen as the "old school" era, just as Nike and
Adidas.
• They have worker-education programs with local
governments in Central America
• Continuing Education
• Adidas, Nike, and Puma all stick to their
advertising, product development, and distribution

10. Logos
Then Now

11. Global Sales Strategy
Wholesale, Retail and E-Commerce
Key Priorities and goals until 2015 (Route 2015)
• To design and implement state of the art commercial
strategies that ultimately engage consumers with
rewarding point-of-sale experiences
More specifically:
1. Increase the share of controlled space to over 50% of
sales by 2015
2. Use the Integrated Distribution Roadmap (IDR) to
ensure growth and maximize brand potential in key
demographic locations
3. Leverage cross-channel sales opportunities and range
efficiencies

12. Global Sales Strategy
Wholesale, Retail and E-Commerce
Controlled Space
• Own retail
• E-Commerce
• Mono-branded
franchise stores
• Shop-in-Shops
• Joint ventures with
retailers
• Co-branded stores with
sports org
The standard: To be
competitive at the point
of sale based on
availability, convenience
and breadth of product
offering
-High level brand
control

13. Global Sales Strategy
Wholesale, Retail and E-Commerce
Integrated Distribution Roadmap (IDR)
• Encompasses a joint approach between the
Wholesale, Retail and e-commerce channels.
• Defines how best to capture the consumer in the
biggest and attractive cities around the world.
• Designed to ensure market share growth in
underpenetrated affluent metropolitan areas
such as NYC.

14. Global Sales Strategy
Wholesale, Retail and E-Commerce
Online multichannel growth toolkit
• To support the growth potential and sales
ambition across Wholesale and e-commerce.
Increasing range consistency globally
• Known as the Global Foundation Range (GFR)
• Represents a set of products that must be sold
through all sales channels globally.

15. Global Strategy
Three distinctive channels
• Wholesale
• Retail
• E-Commerce
The aim
a. To service multiple customers and consumer needs
b. To be more responsive to market developments
c. To manage channel synergies by establishing the best
practices worldwide

16. The Whole Sale Channel
• Targets third-party retail channels (i.e. sporting
goods chains, department stores, e-tailers, etc.)
• Establish strong partnerships with the most dynamic
retailers in their respective channel of distribution
• Offers best-in-class and tailored services
• Service, POS, Operations, Relationships, Team

17. The Retail Channel
• To become a world-class leader there are 4 pillars
that the Adidas group have defined:
1. Focus on the consumer
2. Achieve
3. Exploit portfolio of brands
4. Leverage global presence and scale

18. The Retail Channel cont.
Premises
Processes
Profit
People
Product

19. The E-Commerce Channel
• "Having the right products and the right
marketing at the right time through e-shops.“
• Country-specific e-shops globally for both
Adidas and Reebok.
• Covers over 20 countries with intention to
expand by 2015

20. Developing the brand worldwide
• Mass production/Mass marketing is NOT
sufficient.
The five key global trends
1. Fit for life
2. You are what you know and what you do
3. Celebrating individuality
4. Together is better
5. Back to basics

21. One of the worlds leading brand
for sporting goods

22. Vision and Goals
Vision: Become the “the leading sports brand in the world”
Purpose: To lead the sporting goods industry with brands built
upon a passion for sports and a sporting lifestyle.

23. Vision and Goals cont..

26. Adidas growth strategy playbook considers the full range of options
Existing products to
existing customers
Existing products to new
customers
New products
New geographies
New delivery approaches
New industry structure
New competitive arena
Acquisition
JV
Minority stake
Strategic alliances
Marketing Partnerships
Organic investment
IncreasingRisk
How?
Increasingcomplexity

27. Conclusion
• Simply put: Adidas has great competitive
advantage through their strong research &
development, outsourcing production, their
logo - an international symbol, vast
distribution channels and powerful
partnerships

28. Conclusion
• It would not be possible for Adidas to achieve
recognition for being the second largest
sportswear manufacturer in the world without
its tactful globalization.