The problems behind the brand Adidas, its History and many more.

1. Brand Research

2. TABLE OF CONTENT
o BRIEF ……01
o THE PAST ……02
o THREE STRIPES IDEOLOGY ……03
o TREFOIL LOGO ……04
o THREE STRIPES RE-ENGINEERED ……05
o RIVALRY ……06
o PRODUCTS ……07
o SUB CATEGORY ……08
o SUBSIDIARY ……10
o AUDIENCE ……11
o PROBLEMS ……12
o BIBLIOGRAPHY ……13

3. BRIEF
• ADIDAS a name that stands for competence
in all sectors of sports all over the world.
• Adolf Dassler, founded the company and
with his brother Rudolf Dassler in 1924.
• The name Adidas was introduced by Adolf
Dassler in 1948 after owning the company
himself.
• Their aim is to provide every athlete with the
best possible equipment.
• Adidas stands for ‘ADI’ i.e Adolf and ‘Das’ i.e.
Dassler.

4. THE PAST
o In 1920, Adolf and his brother Rudolf started the
journey of making shoes in their mothers laundry.
They named their company
“Dassler Brothers Shoe Factory”
o “Dassler Brothers Shoe Factory” prosper further
when the olympian sprinter Jesse Owens opted for
their first pair of shoes during the 1936 olympics.
o The shoes felt very comfortable. This resulted in
skyrocketing the business and the brothers shortly
become recognized worldwide for their footwear.
o Their shoes consists of two stripes which hold the
shoes tightly and represent both the brothers.

5. THREE STRIPES IDEOLOGY
• In 1947, the two brothers got separated due to
some problems.
• After their separation both brothers started
their separate business.
• Adolf introduced his company as Adidas
whereas Rudolf introduced RUDA (Rudolf
Dassler). Now RUDA is known as PUMA.
• Adolf Dassler used his name in the first logo. In
1949, Adolf Dassler bought the three stripes
design from a finnish sports goods company
“Karhu” in exchange of 1600 euros and two
whiskey bottles.
• The three stripes are not basically a logo but
they are always visible in Adidas products.

6. TREFOIL LOGO
• In 1971, Adidas came up with another logo
which looks like a flower.
• The 3 leaves symbolizes the Olympic spirit,
linked to the three continental plates (America,
Europe , Africa, and Asia) as well as the
heritage and history of the brand.
• It was chosen because the company wanted to
portray a brand which was lot larger and more
diverse while still keeping the classic Adidas
look.
• This logo was used in all of their products.

7. THREE STRIPES RE-ENGINEERED
• In 1997, the three striped logo came back with a new look.
• It represents some of the finest equipments that Adidas sells.
• The Logo is supposed to have a lot of meaning, company wanted to keep the
three stripes, but also add something to give the logo some power.
• Basically, it resembles a mountain, like it is challenging the people who buy
Adidas products to push themselves to their limits.
• The logo is designed to influence the masses with its simplicity and elegance.
• The stripes of the Adidas logo embody the exceptional performance of the
athletes and the undying efforts they make to achieve their set goals.
• The font is simple yet effective. Despite its simplicity, it does not fail to impress.
~

8. RIVALRY
• Adidas toughest competition is with NIKE.
• Nike is a similar company which designs, develop and
manufactures sports and casual footwear, apparel
and accessories worldwide.
• Nike is the leading manufacturer of sports goods
now.
• The advantages that got Nike to top position are
mainly newer than Adidas in terms of establishment.
• Nike use to produce sports equipments earlier than
Adidas and Nike is pretty much ahead to sponsorship
than Adidas.

9. PRODUCTS

10. PRODUCTS

11. SUB CATEGORY
• Adidas after 2002, made its group to three different sub
categories. Adidas Performance, Adidas Originals and Adidas
style essentials(NEO).
• Their logos are also different.
• The Current stripes logo as performance, the trefoil logo as
originals and a new round logo with stripes as style essentials.
• And all of these falls under Adidas group which is represented
by the image on next page.
Continues…

12. ADIDAS GROUP

13. SUBSIDIARY
• In 2005, Adidas bought the British giant Reebok.
• Reebok is a footwear and apparel company.
• Its quite popular among sports.
• Reebok is an official sponsor of activities like UFC, CrossFit,
Spartan Race and Les Mills.

14. AUDIENCE
• Around 13-30 year old consumers who are involved in any given
discipline or sport. Adidas makes high end products for all sports,
so this will interest these audience at it’s affordable price,
especially if their discipline is football as a teenager. Mostly male
based, and mainly working-middle class families or individuals.
• Along with these audience, there are also the smaller audience of
those who aren’t into sports. They shop at Adidas for the big logo’s
and the look of the shoes for a fashion statement. These are
between 16-25 year, working-middle class both males and
females.

15. PROBLEMS
• Wide Product Range
Adidas focuses heavily on bringing out an extremely wide
range of football boots.
• Sponsorship
Their marketing techniques are low compared to other
brands.
• Design Restriction
Three stripes always there in most of the Adidas products
and still continuing from many generations.
• Cheap Copies Available
The stripes can be easily copied and fakes are already in
the market.

16. BIBLIOGRAPHY
• https://www.quora.com/Why-does-the-Adidas-logo-have-three-
lines
• https://www.quora.com/Whats-the-difference-between-Adidas-
Adidas-Originals
• https://www.crowdstudio.in/blog/adidas-logo-evolution
• http://www.logoorange.com/logodesign-A.php
• https://en.wikipedia.org/wiki/Adidas
• https://en.wikipedia.org/wiki/Reebok
• https://en.wikipedia.org/wiki/Nike
• https://en.wikipedia.org/wiki/Three_stripes
• https://en.wikipedia.org/wiki/Karhu_(sports_brand)

17. THANKYOU