PRODUCT STRATEGY

Logo

Adidas Logo represents elegance, durability and without doubt represents a mark of the leading sports gear in the world. 

The 3 striped Adidas logo was created by Adi Dassler , founder of Adidas. Adidas Logo was first used in 1967. Beginning with the production of training and sports foot wear, Adidas later expanded its production operations in leisure and apparel sector with the logo of adidas appearing on each product.

The shape of 3 stripes on the Adidas Logo represents mountain, pointing out towards the challenges that are seen ahead and goals that can be achieved. 

Product lines

*RUNNING
*Shoes, spikes, socks,
*FOOTBALL
*Studded boots, stockings, team-its, warm up suites
*BASKETBALL
*Shoes, jerseys n shorts, team kits
*GOLF
*Hats, gloves, bags, vintage clubs (golf sticks), golf

*balls, putters,
*CASUAL
*Footwear and clothing
*Apparels and accessories

Adidas, a company well-known for shoe production that is growing outdoor apparel market so, I would like to focus on shoes product. These are some shoes product lines of Adidas  

                                                                                             

     Adicolor

The "adicolor" sneaker was an all white training shoe was specifically created for the adicolor concept. Presented in a wooden box, the adicolor low-top shoe comes with an all-white track jacket, a set of six colored acrylic paints, paintbrushes, and a wooden palette. The white leather can also be coated with sealant before or after painting.

JEREMY SCOTT FOR ADIDAS (JS WINGS)

The Jeremy Scott collection for adidas mixes '80s basketball with an offbeat, angelic look that'd even snap necks in heaven! The removeable metallic leather flaps, single colour upper and JS lace jewels are the perfect synthesis of fashion and sport – these golden wings will make you so high, you wanna touch the sky! Like what you see?

Jeremy Scott x Adidas Bear

One of Jeremy Scott’s close music-making pals used to put bears on his album covers. This was reason enough for Jeremy to create the adidas ObyO JS Bear, a cuddly sneaker style that fuses a furry teddy bear head and body with a chunky Metro Attitude Hi silhouette

Target Group

The main target group of Adidas is the urban youth.  Adidas realize the expansion of the youth in urban and they compete on lifestyle.  Adidas design their products for serve teenager lifestyle such as cutting-edge, trendy, smart, cool, fashionable, and so on. Moreover,  Adidas also focus on person 25- to 40-year-old who passion in sport and athletes. Athletes have become more stylish and that has strong impacts on adidas’s consumer base.

Branding

Adidas is the brand and a leader in the sporting goods market. Adidas used this approach to position themselves as a brand for people who want success and they used great athletes, shown wearing Adidas products. They try to convince average people that they will be successful if they wear the right clothes. For example, Adidas formed relationship with some of the world's best players such as FIFA World Player of the Year Zindine Zidane, David Beckham, Ral, Michael Ballack, Kak and Rui Costa. Besides, for Adidas, the UEFA EURO 2004" also proves to be a commercial success since five out of the six most recent European champions were wearing the Adidas Three Stripes. Using athletic to promote the brand seems to be an effective ways to acknowledge the public and increase its popularity. In 2011,Messi is the latest one. This promotional approach is really successful at the market.

Key Successful Factors

In my view, these are factors that made Adidas successful.

·        Adidas produced quality products to customers.

·        Adidas have promotional strategy by positioning themselves in the mind of the customer.

·        The tagline of "Nothing Is Impossible" is strong message.

·        The heart of Adidas is passion: passion for sports, passion for athletes and passion for products.

·        Adidas building brand name through effective sponsorship and promotional strategy.

·        Adidas is committed to incorporating the growing importance of lifestyle, fashion and music inspiration into the sports arena and Adidas products.

·        Using celebrities and athletic to promote the brand seems to be an effective ways.