addidas marketing presentation

8/12/2019 Addidas Marketing Presentation

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Globalization Report

ADIDAS: A GLOBAL BRAND

Group B32:

Emilie Rozand

Grgoire Roux

Arnaud Roux

Alejandra Ruiz

Maria Lopez


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ADIDA: a global brand!

SUMMARY

INTRODUCTION............................................................................................................3

1. HISTORY....................................................................................................................3

1.1 Adolf Dassler, the founder...................................................................................3

1.2 Adidas development............................................................................................4

1.3 Adidas after Dassler: changes and strategy.........................................................4

1.4 Adidas nowadays.................................................................................................7

2. EXPANSION...............................................................................................................

8

2.1 Fabrics.................................................................................................................8

2.2 Campaigns...........................................................................................................8

2.3 Sponsorship.......................................................................................................11

3. MAIN COMPETITORS..............................................................................................12

3.1 Nike...................................................................................................................12

3.1.1 History and Presentation:................................................................................12

3.2.2 Strategy.........................................................................................................14

3.2 Puma..................................................................................................................

163.2.1 History and Presentation.................................................................................16

3.2.2 Strategy.........................................................................................................17

3.3 Synthesis and Conclusions................................................................................20

4. THE CURRENT STRATEGY....................................................................................21

4.1 Group Strategy...................................................................................................21

4.1.1 Performance as core Group value....................................................................21

4.1.2 Leveraging opportunities within the group.......................................................22

4.1.3 Obtaining / Maintaining a leading position in the different markets worldwide.. .22

4.1.4 Innovation and design leadership.....................................................................

234.1.5 Customized distribution..................................................................................24

4.2. Adidas Strategy.................................................................................................24

4.2.1 General directions..........................................................................................25

4.2.2 Sport Performance division strategy................................................................26

4.2.3 Sport Style division strategy............................................................................26

4.3. Reebok Strategy................................................................................................27

4.4. TaylorMade-Adidas Golf Strategy...................................................................28

CONCLUSIONS............................................................................................................29

SOURCES.....................................................................................................................

30


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2


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INTRODUCTION

As a global o!"a#$% A&'&as a##o( a))o*& (o 'g#o*+ (,+ -'&+* '!"a(s o)

'(s bs'#+ss "*a('+s /% (,'s 's (,+ )'*s( s+#(+#+ o) (,+ o))''al la(+s( A&'&as

*+"o*( (o ,'s s(a0+,ol&+*s. T,+ G+*!a# s"o*( g'a#( 's #o- (*l$ *+og#'+&

as a global b*a#&. +'#g a-a*+ o) (,'s s'(a('o#% -+ a# s('ll as0 o*s+l+s

,o- &'& a s!all s,o+ !a0+* s++& (o "( ,'s b*a#& '# (,+ )*o#( o) (,+

'#(+*#a('o#al s"o*( s+#+% a#& ,o- ,as (,+ o!"a#$ *+s's(+& o+* al!os(

)o*($ $+a*s #o- (o global'a('o# a#& ( (,*oa( o!"+('('o#

1. HISTORY

1.1 Adolf Dassler, the founder

+)o*+ '#(*o&'#g (,+ *+a('o# o) (,+ -o*l& )a!os G+*!a# b*a#&% l+(5s

(al0 )'*s( abo( '(s )o#&+*% A&ol) Dassl+*% (,+ !a# -,o ga+ A&'&as 's #a!+.

A&ol) Dassl+* -as a G+*!a# s,o+s !a0+* l''#g '# H+*og+#a*a,% a '($

los+ )*o! N*+!b+*g. H+ !a&+ " ,'s )'*s( s"o*( s,o+ '# 1627% -,', ,+

-a#(+& (o b+ &*abl+% +))''+#( a#& '# *+s"o#s+ (o a(,l+(+s5 #++&s.

H's )ab*'s -as #a!+& S,,)ab*'0 G+b*+&+* Dassl+* /% -,', !+a#s

Dassl+*5s b*o(,+*s s,o+s )ab*' / b+as+ A&o)l -as *l'#g '( -'(, ,'s b*o(,+*%

R&ol). T,+ la((+* -as (,+ o#+ '# ,a*g+ o) (,+ !a*0+('#g "a*( o) (,+

bs'#+ss% -,+*+as (,+ )o*!+* -as )os+& o# (,+ "*o&( &++lo"!+#( a#&

!a#ag+!+#(. T,+ (-o b*o(,+*s -+*+ !a0'#g a +*$ s+ss)l (+a!8 (,+

s,o+s ,a+ b++# 9'0l$ +:"o*(+& a#& -o# )o* gol& !+&als &*'#g (,+

+*l'# Ol$!"' Ga!+s '# 163;% (,a#0s (o (,+ A!+*'a# *##+*%


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T,'s 's ,o-% -'(, 's #'0#a!+ A&' / a#& (,+ )'*s( s$llabs o) ,'s las( #a!+

Das /% A&ol) Dassl+* o))''all$ *+a(+& (,+ b*a#& A&'&as AG / '# 164>. O#+

$+a* la(+*% ,+ *+g's(+*+& (,+ )a!os T,*++ S(*'"+s as '(s logo a#& (*a&+!a*0.

1.2 Adidas developent

I( &'& #o( (a0+ (oo !, ('!+ (o A&ol) Dassl+* (o !a0+ ,'s b*a#& )a!os all

a*o#& (,+ glob+. As a !a((+* o) )a(% (,a#0s (o (,+ T? a""+a*a#+ a#& (,+

global s"o*(s o!"+('('o#s @Ol$!"' Ga!+s% So+* =o*l& C"% T+##'s

(o*#a!+#(sB% ,'s "*o&(s -+*+ '!!+&'a(+l$ -o*l&-'&+ 's'bl+% a#& -+ll

0#o-# )o* (,+'* 9al'($ a#& o!"+('('o# *+9'*+!+#(s. A&'&as b+a!+

9'0l$ o#+ o) (,+ l+a&+*s o# (,+ s,o+ s"o*(s !a*0+(.

D+ (o (,'s )a(% Dassl+* a!+ " -'(, (,+ '&+a o) s'#g (,'s '!ag+ (o

&++lo" o(,+* s"o*(s +9'"!+#(s. T,s% )*o! 167 " (o 16>7% A&'&as 0+"(

la#,'#g #+- "*o&(s )o* !a#$ s"o*(s8 so+* balls% ,a#&ball balls% bo:'#g

glo+s

( (,+ !os( g+#'s "*o+( '!"l+!+#(+& b$ (,+ o!"a#$ -as (o o))+*

s"+'al'+&% "+*)o*!'#g a#& 9al'($ a""a*+l )o* al!os( ++*$ s"o*(8 (+##'s%

so+*% *##'#g% a(,l+('s% bo:'#g% *gb$% bas0+(ball% gol)... O+* (,os+ 37$+a*s% A&'&as b+a!+ !o*+ a#& !o*+ globall$ *+og#'+& a#& s+&% b$ b+'#g

a g+#+*al *+)+*+#+ '# (+*!s o) s"o*('#g goo&s.

1.! Adidas after Dassler: "han#es and strate#$

I# (,+ b+g'##'#g o) (,+ ;75s% Hos(% A&ol)5s so#% b+a!+ CEO o) (,+ A&'&as AG

g*o"% a#& 0++" +!a#'"a('#g (,+ o!"a#$ as ,'s )a(,+* &'&% s"o#so*'#g

-o*l& )a!os a(,l+(+s s, as Mo,a!!+& Al'%


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(,+ US R++bo0 a#& N'0+% a#& &+s"'(+ o) +!"lo$!+#( s,*'#0'#g a#&

sbo#(*a(s% (,+ o!"a#$ s,o-+& la*g+ )'#a#'al loss+s. Ta"'+ -'ll b+

o!"+ll+& (o *+s+ll '( (o a# '#+s(o*s g*o".

T,+ D*+$)s a*+a

T,'#gs a*+ go'#g (o g+( b+((+* " (o 1664% (,a#0s (o (,+ (a0+o+* )o* F71

!'ll'o# +*os )*o! a#o(,+* *+#, bs'#+ss!a#% Rob+*( Lo's D*+$)s.

D*+$)s 's go'#g (o '!"l+!+#( #+- )#&a!+#(al s(*a(+g'+s )o* A&'&as.

'*s( o) all% ,+ s(a*(+& b$ g''#g a )*+s, '!ag+ (o (,+ b*a#&8 a $o#g+*

"*o&( *a#g+s -as la#,+&% b( also lass' A&'&as s($l+ )*o! (,+ F75s

@#'0#a!+& '#(ag+ *a#g+B -as b*og,( ba0% +l+b*'('+s o) (,+ !o!+#(

s, as Ma&o##a% -o*# (,+! o+* (,+ -o*l& !os( )a!os &'so(,+9+s.

*a#& #+- ++#(s -+*+ also '!"l+!+#(+&% s, as (,+ A&'&as P*+&a(o*

C"% a so+* (o*#a!+#( )o* (,+ $o#g G+*!a# (al+#(s all a*oss (,+

o#(*$. D*+$)s -o# ,'s b+(8 (,+ o!"a#$ -as &o'#g b+((+* a#& b+((+*%

*+o+*+& '(s )a!+% (o b+ )'#all$ '#(*o&+& o# (,+ )l(a('o# s(o0 !a*0+(

o) *a#0)*(% '# 166% )o* 1%;FF b'll'o# +*os.

166F 's 0#o-# )o* b+'#g a +*$ '!"o*(a#( $+a* )o* (,+ T,*++ S(*'"+s b*a#&.

I#&++&% A&'&as bog,( o( (,+ ,g+ s0' !a#)a(*+* Salo!o#% a g*o"

-,', also '#l&+s Ta$lo*Ma&+% Ma' a#& o#)'*+% a#& s-'(,+& ,'s #a!+

(o A&'&as Salo!o# AG /. T,'s !a&+ (,+ A&'&as )a!'l$ o#+ o) (,+ la*g+s(

s"o*(s g*o" o# (,+ !a*0+(% a!o#g A!+* S"o*(s a#& N'0+% b*'#g'#g '(s (o(al

#!b+* o) +!"lo$++s (o 12% >26 -o*l&-'&+.

T,+ las( &+a&+ -'(#+ss+s (,+ **+#( s+ss o) (,+ b*a#&

$ *+a,'#g a #+- *+o*& '# a##al sal+s @.> b'llo#B (,+ #+- g*o" -as

s+l+(+& (o b+ "a*( o) (,+ Do-


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o#&'('o#s (,*og, '(s a*'os )a(o*'+s -,', s""l$ '(s "*o&(8 (,+

o!"a#$ ,as (a0+# a a#o(,+* global a#& (*s(+& &'!+#s'o#.

I# Ma*, 2777% H+*b+*( Ha'#+* *+"la+& D*+$)s as CEO a#& C,a'*!a# o) (,+E:+('+ oa*& o) A&'&asJSalo!o# AG. A( (,+ +#& o) (,+ $+a*% (,+ o!"a#$

b*o0+ a #+- *+o*& '# (+*!s o) sal+s% *+a,'#g ;.1 b'llo#% a#&

a0#o-l+&g+& '(s s,a*+ al+ *'s+ " (o 2>K. T,'s s+ss -as #o(abl$ &+ (o

+))''+#( s(*a(+g' ,o'+s @(a0+o+* o) 17K o) (,+ b+s( G+*!a# so+* lb

a$+*# M#', )o* '#s(a#+B% o"+#'#g o) '(s )'*s(s o-# o))''al s(o*+s @+*l'#%

To0$o% A!s(+*&a! a#& Pa*'sB a#& !ao* '##oa('o#s @allo-'#g s(o!+*s (o

s(o!'+ "+*so#all$ "*o&(s (,+$ a*+ abo( (o "*,as+B.

I# 2774% (,+ #+- a!"a'g# I!"oss'bl+ 's #o(,'#g 's o))''all$ la#,+&%

a#& s""o*(+& b$ !a#$ )a!os s"o*(s a(o*s8 Da'& +0,a!%


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1.% Adidas no&ada$s

'#a#'al &a(a '# !'ll'o#s o) +*os

Y+a* 2772 2773 2774 277 277;

Sal+s ; 23 ; 2;; ; 4F> ; ;3; 17 7>4

EITDA 32 ;2F F2 >1> 1 76>

N+( R+sl(s 27> 2;7 314 3>2 4>3

N+( D+b( 1 46> 64; 64 1 2 231

As s,o-# b$ (,'s boa*&% (,+ o!"a#$ )'#a#'als *+sl(s a*+ '# a o#s(a#(

*a's+ o+* (,+ "as( &+a&+s. A&'&as AG 's **+#(l$ '# a )ao*abl+ a#& s('llg*o-'#g "+*'o&.

T,+ b*a#& 0++"s '##oa('#g a#& *+J'#+#('#g (,+ s"o*(s goo&s '#&s(*$% '(

(a0+s !o*+ a#& !o*+ '!"o*(a#+ o# (,+ '#(+*#a('o#al s"o*( s+#+% '( 's

"*+s+#( '# al!os( ++*$ o#(*$ o) (,+ "la#+(. T,os+ )+- +:a!"l+s "*o+

(,'s )a(8

" #ootball

G+*!a#$8 a$+*# M#', a$+* L++*0s+# S,al0+ 74 C N*+!b+*g

E#gla#&8 N+-as(l+ U#'(+& C,+ls+a C L'+*"ool C

S"a'#8 R+al Ma&*'& R+al Sa*agoss+

I(al$8 AC M'la#

*a#+8 Ol$!"'9+ &+ Ma*s+'ll+ AS Sa'#(JE('+##+

" Ba$%et

S"o#so* o) (,+ 37 NA (+a!s

" Rugb&

*a#+8 S(a&+ *a#a's

Na('o#s 8 All la0s o) N+- +ala#& P!as o) A*g+#('#a

" '((i)ial pon$or o( t*e re)ent Bejing 'l&mpi) Game$+

7


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2. EXPANSION

2.1 'a(ri"s

A&'&as AG 's +#gag+& '# (,+ s"o*('#g goo&s '#&s(*$% o))+*'#g a *a#g+ o)

s"o*(s b*a#&s a*oss all s"o*('#g a(+go*'+s. A&'&as !a#)a(*+s )oo(-+a*%

a""a*+l a#& ,a*&-a*+. T,+ A&'&as b*a#& 's s(*(*+& '# (,*++ &''s'o#s8

A&'&as S"o*( P+*)o*!a#+% A&'&as S"o*( H+*'(ag+ a#& A&'&as S"o*( S($l+.

T,+ o!"a#$ ,as a""*o:'!a(+l$ 177 sbs'&'a*'+s '# E*o"+% (,+ US a#& As'a%

+a, )os'#g o# a "a*('la* !a*0+( o* "a*( o) (,+ !a#)a(*'#g "*o+ss.

T,+ A&'&asJSalo!o# G*o" !a*0+(s '(s "*o&(s #&+* s': b*a#& #a!+s8

A&'&as% Salo!o#% Ta$lo*Ma&+% Ma'% o#)'*+ a#& E*'!a.

T,+ s"o*('#g goo&s a#& +9'"!+#( '#&s(*$5s !ao* s+g!+#(s a*+ s"o*(s

a""a*+l% a(,l+(' )oo(-+a* a#& s"o*('#g goo&s +9'"!+#(. T,'s '#&s(*$

'#l&+s (,os+ o!"a#'+s (,a( &+s'g#% !a#)a(*+% a#&o* !a*0+( s"o*('#g

a#& a(,l+(' g+a*% '#l&'#g a""a*+l a#& +9'"!+#( )o* )'s,'#g% ,#('#g%

,'0'#g% gol)% (+##'s% bas+ball% bas0+(ball% )oo(ball% b'0'#g% *oll+*bla&'#g%

s#o-boa*&'#g% s0a(+boa*&'#g% s*)'#g% s0''#g% a#& ,o0+$% alo#g -'(,

"la$g*o#& a#& "la$ so"+ +9'"!+#(.

2.2 )apai#ns

A&'&as !a*0+('#g s(*a(+g$

A&'&as 's (,+ G*o"5s o*+ b*a#& a#& a l+a&+* '# (,+ s"o*('#g goo&s !a*0+(.

A( (,+ ,+a*( o) A&'&as 's "ass'o#8 "ass'o# )o* s"o*(s% "ass'o# )o* a(,l+(+s a#&

"ass'o# )o* "*o&(s. A&'&as 's a b*a#& b'l( o# l+a&'#g (+,#olog$ a#&

(('#gJ+&g+ &+s'g#. I( 's '&+#(')'+& a#& *+s"+(+& b$ o#s!+*s )o* '(s

'##oa('+% '#s"'*a('o#al a#& a(,+#(' al+s. A&'&as 's o*ga#'+& '#(o (,*++

o#s!+*Jo*'+#(+& "*o&( &''s'o#s8 o*++* S"o*(% O*'g'#als a#&

E9'"!+#(. T,'s s(*(*+ 's #'9+ (o (,+ '#&s(*$ a#& *+)l+(s (,+ b*a#&5s

o!!'(!+#( (o !++( ,a#g'#g !a*0+( &+!a#&s% -,'l+ *+!a'#'#g a#,o*+&

8


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(o '(s b*a#& "*'#'"l+s a#& ,+*'(ag+. P+*)o*!a#+Jo*'+#(+& )oo(-+a*%

a""a*+l a#& ,a*&-a*+ "*o&(s -'ll al-a$s *+!a'# (,+ l')+bloo& o) A&'&as.

Ho-++*% (,+ G+*!a# b*a#& 's also o!!'((+& (o '#o*"o*a('#g (,+ g*o-'#g

'!"o*(a#+ o) l')+s($l+% )as,'o# a#& !s' '#s"'*a('o# '#(o (,+ s"o*(s a*+#a

a#& A&'&as "*o&(s. T,'s s(*a(+g$ allo-s (,+ o!"a#$ (o *+a(+ a #'9+

A&'&as +:"+*'+#+ a#& !+a# !o*+ (o !o*+ o#s!+*s.

,on)ept: -#ore.er port/

P+*)o*!a#+JE#,a#'#g P*o&(s

A&' Dassl+*% (,+ )o#&+* o) A&'&as% bas+& ,'s o#+"( (o ,+l" a(,l+(+s '#

o*&+* (o '!"*o+ (,+'* "+*)o*!a#+s a#& s+ (,+'* ab'l'('+s a( a ,#&*+&

"+*+#(. o*++* S"o*( )os+s '(s o#+"( o# sa('s)$'#g (,+ a(,l+(+5s #++&.

I(s goal 's also (o *+a(+ '##oa('+ "*o&(s -'(, #+- T+,#olog'+s o# (,+

!a*0+(. I( 's s(*(*+& '# )'+ !a'# a(+go*'+s8 *##'#g% bas0+(ball%

)oo(ball% (+##'s% a#& (*a'#'#g )o* s"o*(.

G*o#&J*+a0'#g T+,#olog'+s '# R##'#g

T,+ b'gg+s( a#& !os( '!"o*(a#( )oo(-+a* a(+go*$ )o* (,+ b*a#& 's

*##'#g -,', 's (,+ !a'# o#+#(*a('o# o) "+*)o*!a#+ (+,#'al

"*o&(s. I( 's o!!'((+& (o g'+ ,'g, "+*)o*!a#+ a(,l+(+s (,+ la(+s(

'##oa('+ goo&s. T,*og, '(s "*+s+#+ b+(-++# a(,l+(+s '# -o*l&5s l+a&'#g

!a*a(,o#s% (,+ b*a#& g+(s '#ol+& (o !a0+ s*+ '( )l)'lls '(s *+9'*+!+#(s.

as0+(ball Q 'g Ga!+% 'g E#&+ao*s

as0+(ball 's (,+ )as(+s( g*o-'#g a(+go*$ '# (,+ o*++* S"o*( &''s'o#. T,a(

's -,$ (,+ b*a#& ,as !a&+ a "a*(#+*s,'" -'(, (-o o) (,+ !ao* NA "la$+*s8

ob+ *$a#( a#& T*a$ MG*a&$% a#& *+a(+& "*o&(s l'0+ OETHREE%

TMAC a#& (,+ all &a$ all #'g,( ,'g,l'g,( A&'&as5 o!!'(!+#( (o *+a,'#g o(

(o $o#g *ba# o#s!+*s.

9


11/31

oo(ball ++*

A&'&as ,as b+o!+ (,+ global l+a&+* '# )oo(ball. I( ,a& a b'g "*+s+#+

s"o#so*'#g (,+ 2772 IA =o*l& C".

T,+ '##oa('o# '# (,'s a(+go*$ b+ga# 7 $+a*s ago -,+# '(s )o#&+*

'#+#(+& s*+-J'# s(&s (,a( ,a#g+& (,+ )oo(ball ga!+ )o*++*.

T,'s o!!'(!+#( 's s('ll (o&a$ "*+s+#( -'(, o(s(a#&'#g "*o&(s s, as (,+

P*+&a(o* Ma#'a boo( a#& '# lo#gJ(+*! "a*(#+*s,'"s -'(, l+a&'#g )oo(ball

lbs '#l&'#g a$+*# M#',% R+al Ma&*'& a#& Aa: A!s(+*&a!.

T+##'s S+(s N+- S(a#&a*&s

T+##'s 's a#o(,+* a(+go*$ '# -,', A&'&as 's (,+ l+a&+* '# )oo(-+a* a#&

a""a*+l sal+s. S""o*('#g (,'s a(+go*$ also 's (,+ s"o#so*s,'" )o* $o#g

a(,l+(+s s, as A#a Ia#o'% Noa0 Do0o' a#& Ma*a( Sa)'#% as -+ll as )o*

!ao* (o*#a!+#(s% l'0+ Rola#& Ga**os @(,+ *+#, O"+# To*B.

E'&+#+ o) To" T+,#olog$ a#& D+s'g#

I# all (,+ "*o&( a(+go*'+s o*++* S"o*(5s !a'# (a*g+( 's (o g'+ s($l's,

"*o&(s a( ++*$ s"o*( l++l. H'g,l$ )#('o#al a#& 'sall$ a""+al'#g a*+ '(s

!a'# ,a*a(+*'s('s.

I!"*o+& P*o&( Pos'('o#'#g8

A&'&as s(*'+s (o ,a+ '(s "*o&( o))+*'#g aa'labl+ '# a -'&+ a*'+($ o)

+#+s (o !a0+ '(s "*o&(s a+ss'bl+ (o all *+l+a#( o#s!+* g*o"s. O#+

'!"o*(a#( s+ss s(o*$ '# 2771 -as A&'&as5 oo"+*a('o# -'(, "*o!'#+#(


12/31

2.! Sponsorship

T,+ +s( Pla$+* Po*()ol'o

A&'&as ,as b++# s"o#so*'#g =o*l&Jlass "la$+*s (,*og,o( (,+ $+a*s s, as

'#+&'#+ '&a#+ @*a#+B% Da'& +0,a! @E#gla#&B% Ral Go#Vl+ @S"a'#B

a#& Al+ssa#&*o D+l P'+*o @I(al$B.

OE Q T,+ Po-+* o) S($l+ L+a&+*s

A&'&as ,as also a "a*(#+*s,'" -'(, o#+ o) (,+ !os( '!"o*(a#( bas0+(ball

"la$+*s '# (,+ =o*l&. T,+ NA ,a!"'o# ob+ *$a#(. H+5s a +*$ '!"o*(a#(

ass+( )o* (,+ o!"a#$ '# (+*!s o) !a*0+('#g )o* (,+ NA

A&'&as ,as s""o*(+& ob+ )*o! ,'s a((+#&a#+ a( (,+ A&'&as ab&

as0+(ball Ca!" @as a ,'g, s,ool ",+#o!+#o# '# 166B (,*og, ,'s

!l('"l+ ,a!"'o#s,'"s '# (,+ NA.

O*'g'#als

Focus on Lifestyle:

T,+ o*'g'#al &''s'o# )os+s '# o#s!+*s (,a( !a$ b+ #o( as a('+ as

s"o*(s "a*(''"a#(s% b( (,a( a*+ (*+#&s+((+*s '# (,+ !ass !a*0+(.

T,+'* s++*al o#+"(s '#ol+ s!a*(% ool% "os'('+% !o&+*# a#& al'+.

Reintroduced, Reinterpreted and Redesigned:

T,+ &+!a#& )o* (,+'* '#(ag+ a#& o*'g'#al "*o&(s ,as !a'#(a'#+& '(s ,'g,l++l so (,+$5+ '#(*o&+& *+"l'as o) ol& "*o&(s a#& *+&+s'g#+& !o&+ls

'#s"'*+& b$ (,+ ol& &+a&+s.

Every Trefoil Has a Story:

T,+ O*'g'#al &''s'o# !a*0+('#g ,as b++# s'#g a global "*'#( a!"a'g#%

-,', *#s '# (*+#& !aga'#+s '# !ao* !a*0+(s. T,+ a&+*('s'#g o#+"(

a#& (ag l'#+% E+*$ T*+)o'l ,as a S(o*$% o!!#'a(+s (,+ o*'g'#al s"o*('#gs(o*$ b+,'#& +a, "*o&(. T,+ o#+ '##oa('+% #o- lass'% al-a$s

11


13/31

a(,+#(' "os'('o#'#g o) (,+ O*'g'#al &''s'o# a""+als s($l's('all$ (o (,+

O*'g'#als (a*g+( a&'+#+.

E9'"!+#(

T,+ -o*l& o) s"o*(s a#& a(,l+(+s ,as ,a#g+& a lo( o+* (,+ "as( &+a&+.

A+s(,+('s "la$s a !, !o*+ s'g#')'a#( *ol+ '# s"o*(s a#& -'(, a(,l+(+s

(,a# '( &'& '# (,+ "as(. To&a$% s"o*( 's #o( o#l$ abo( -'##'#g a#& los'#g b(

also abo( +#(+*(a'#!+#( a#& )as,'o#.

Making Products More Meaningful:

L')+s($l+ a#& )as,'o# '#)l+#+s a##o( b+ 'g#o*+& -,+# '( o!+s (o s"o*(.

A(,l+(+s ,a+ b+o!+ !o*+ s($l's, a#& (,a( ,as s(*o#g '!"a(s o# A&'&as5

o#s!+* bas+. I##oa('o#s '# &+s'g# !+a# a lo( (o (,+! b+as+ (,+'* l')+J

s($l+s a*+ so",'s('a(+& a#& &+!a#&'#g. P*o&( 9al'($ 's a# '!"o*(a#(

b$'#g "a*a!+(+*% (,a(5s -,$ b*a#&+& "*o&(s *a#0 ,'g,.

Adding a e! "i#ension:

A&'&as E9'"!+#( -'ll g'+ b*a#& A&'&as a #+- &'!+#s'o# '# '(s '!ag+ a#&

(a0+ (,+ b*a#& '#(o a ,'g,+* l++l s+g!+#(. T,+ &''s'o#5s "*'!a*$ ob+('+

-'ll b+ o# )oo(-+a*. D+s'g#s -'ll b+ sb(l+ a#& "*o&(s -'ll b+ (a*g+(+& )o*

bo(, s"o*( a#& #o#Js"o*( s+ b$ o#s!+*s. To b'l& a "*+!'! lab+l%

A&'&as ,as '#+s(+& '# a )ll !a*0+('#g P*o+( s'#+ 2773. T,+ !': o)

!a*0+('#g '#s(*!+#(s -'ll o#s's( o) "bl' *+la('o#s% "*'#( a#& !l('!+&'a

a(''('+s (,a( -'ll s""o*( (,+ &''s'o#.

3. MAIN COMPETITORS

!.1 Ni*e

3.1.1 H's(o*$ a#& P*+s+#(a('o#8

N'0+ 's a# A!+*'a# )'*! s"+'al'+& '# s"o*(s-+a*% s"o*( +9'"!+#(s

a#& s,o+s. T,+ #a!+ o) (,+ b*a#& o!+s )*o! (,+ G*++0 go&&+ss o) '(o*$%

N'0+. T,'s go&&+ss -as abl+ (o !o+ +*$ 9'0l$ @(,+ !os( )a!os

12


14/31

*+"*+s+#(a('o# 's +:"os+& '# (,+ Lo*+ Ms+!% '# Pa*'sB

N'0+ +l+b*'($ 's bas+& o# a s'!"l+ logo8 (,+ S-oos, /. I(Ws a o!!a

"(('#g '# (,+ -*o#g s'&+. T,'s 's (,+ s$!bol's! o) N'0+ -'#g.

T,+ ,+a& o))'+ o) (,+ o!"a#$ 's loa(+& '# +a+*(o#% O*+go#.

I# 167% 'll o-+*!a#% a# a(,l+('s oa, a( (,+ #'+*s'($ o) O*+go# a#&

P,'l #'g,(% ao#(a#$ s(&+#( a#& *##+*% &+'&+& (o '!"o*( )*o! 2 -as (,+ la#,'#g o) (,+ A'* )o*+ o#+ / bas0+(ball. as0+(Jball

b+a!+ (,+ #!b+* #1 s"o*( o) (,+ b*a#& (,a#0s (o (,+ s'g#a(*+ o)

M',a+l


15/31

'#&s(*$ o) '+ ,o0+$ +9'"!+#(.

I# 166F% N'0+ ,as b++# s+& #&+* (,+ asa('o# o) ,'*'#g ,'l&*+# )o* (,+

"*o&( !a0'#g "*o+ss.

I# 2773% N'0+ b$s o( (,+ *'al Co#+*s+ s,o+s/ )o* Z37 !'ll'o#s.

I# 277% P,'l #'g,( @o#&+* a#& ,a'*!a# o) (,+ g*o"B a""o'#(+& 'll

P+*+ as ,'s s+sso* b( o#+ $+a* la(+* P,'l #'g,( l+& 'll P+*+ (o g'+ "

,'s "os'('o#.

I# 277>% N'0+ sol& a+* (o a# '#+s(o*s g*o" )*o! [+b+ a#& (o (,+

"*'a(+ A!+*'a# '#+s(!+#( )'*! )o* 277 !'ll'o#s o) &olla*s. a+* -'ll 0++"

s'#g N'0+ a+* Ho0+$ / o# "*o&( al*+a&$ aa'labl+ '# (,+ !a*0+( @"

(o 2 $+a*s.

T,+ 22s& o) +b*a*$8 N'0+ -o# A&'&as a#& b+a!+ (,+ o))''al s""l'+* o)

(,+ *+#, (+a! o) )oo(ball. T,'s o#(*a( -'ll s(a*( '# 2711 a#& 's abo( 327

!'ll'o#s o) +*os.

3.2.2 S(*a(+g$

Marketing:

N'0+ (*'+s (o b+ !o*+ "*+s+#( '#(o (,+ g*o-'#g al(Js"o( +9'"!+#( !a*0+( '#

la#,'#g a# ACGWs )'*s( b*a#&'#g a!"a'g# @All Co#&'('o#s G+a*B (,*og,

(,*++ o#('#+#(s8 No*(, A!+*'a% E*o"+ a#& As'a.

To s++& '# (,'s "*o+(% (,+ o!"a#$ 's -o*0'#g -'(, ag+#'+s s, as

='+&+# +##+&$% Po*(la#& a#& O*+% -,', a*+ '# ,a*g+ o) a !l('!'ll'o#J

&olla* a!"a'g#8

- P*+s+#+ o) (,+ b*a#& '# +*('al a#& ,o*'o#(al !aga'#+s

- Mo*+ &'+*s+ *+(a'l "*+s+#+

- E+#( s"o#so*s,'"

A&&'('o#all$% (,+ b*a#& 's &++lo"'#g #+- !a*0+('#g o#+"(s s, as

S(a#&alo#+ ACG s(o*+s @(,a( -'ll (a0+ "la+ '#(o -'#(+* *+so*(s (,'s s+aso#B.

T,+ o!"a#$ "la##+& (o +:(+#& (,'s o#+"( (o 47 -'(,'# )o* $+a*s. O(,+*

#+- o#+"(s a*+ &++lo"+& s, as \S(o*+J-'(,'#JaJs(o*+\ o#+"(s% -,',

o#+*# *+(a'l+*s as -+ll.

T,+ ACG !a*0+('#g &'*+(o* obb'+ Pa*'s' sa'&8 \=,+# $o o#s'&+* -,oWs '#

14


16/31

(,'s &+!og*a",'% '(Ws b++# !a& l+a* (,a( ACG 's a# '#(+g*al "a*( o) N'0+Ws

)(*+% so -+W*+ !a0'#g a lo#gJ(+*! o!!'(!+#( (o b'l&'#g (,+ b*a#& )o*

(,+ )'*s( ('!+\

Sponsoring:

" #ootball

E#gla#&8 Ma#,+s(+* U#'(+&% A*s+#al

G+*!a#$8 o*ss'a Do*(!#& H+*(,a SC +*l'#

A*g+#('#a8 oa


17/31

"istri$ution:

N'0+ -a#(s (o !a0+ +as'+* (o &o bs'#+ss -'(, '(s s!all+s( *+(a'l+*s. To &o

(,a(% (,+ b*a#& ,as s( la#,+& a #+- -+bJbas+& #+(-o*0 @U#&+* (,+

(+,#olog$ ag*++!+#( o) H+-l+((JPa0a*& CoB% -,', -'ll allo-8

- To !o*+ (,a# 2 777 *+(a'l+*s (o o##+( (o #'0+.#+(. I#&++&% (,+$

-'ll 0#o- "*o&( aa'lab'l'($.

- To "la+ o*&+*s o#l'#+. R+(a'l+*s -'ll b+ abl+ (o ,+0 (,+ s(a(s o)

o*&+*s.

- To &o-#loa& UPC o&+s a#& "*+'+- !a*0+('#g a!"a'g#s a#& "la#s

)o* )(*+ "*o&(s.

1 >77 a(+go*'+s o) *+(a'l+*s a*+ s'#g N'0+.#+( / -,', o+* all o) N'0+sWs

s"o*(s "*o&( l'#+s.

A&&'('o#all$% !o*+ (,a# 77 s"+'al($ *+(a'l+*s -,', o+* N'0+Ws *##'#g%

ACG% (+##'s% % (,+ (-o b*o(,+*s ,a& a# a*g!+#(% s('ll '#+:"l'abl+. T,+#%

16


18/31

R&ol) *+a(+& ,'s o-# o!"a#$ #&+* (,+ b*a#& o) PUMA -,'l+ ,'s b*o(,+*

*+#a!+ (,+ '#'('al o!"a#$ ADIDAS @-,', 's (,+ o#(*a('o# o) ,'s #a!+B.

T,a(Ws '#ol+s (,+ b+g'##'#g o) a o#s's(+#( o!"+('('o# '# a !'&&l+Js'+

'($.

Ho-++*% P!a s(a$+& b+,'#& (,+ o(,+* b*a#& b( s++&+& '# &++lo"'#g

(,a#0s (o a s(*o#g '!ag+ a#& "os'('o#'#g o) (,+ b*a#&. I#&++&% P!a

la#,+& so!+ #+- '#+#('o#s l'0+ gl+& s"'0+& s,o+s o* a(,l+(' s""o*(

@P+l]% Ma*a&o#a o* o*'s +0+*B.

T,+ o!"a#$ b+a!+ a# a#o#$!os so'+($ '# 16>; a#& s(a*(+& (o b+ l's(+&

o# s(o0 +:,a#g+ @M#',% *a#)o*(B

No-a&a$s% 6274 +!"lo$++s a*+ -o*0'#g )o* PUMA. P!a "*o&(s a*+

&'s(*'b(+& '# !o*+ (,a# >7 o#(*'+s. Sal+s a*+ *+"*+s+#('#g 2 3F3 b'll'o#s

o) +*os.

T,+ o!"a#$ 's ,+l& '# !ao*'($ b$ a *+#, g*o" PPR @a( ;3KB

L'0+ A&'&as% P!a 's s++# as "a*( o) (,+ ol& s,ool / @ ,'"J,o" g*a))'('B.

T,'s (*+#& s(a*(+& '# F7W>7W a#& '( s('ll b+lo#g (o (,+ **+#( l(*+.

T,+ o!"a#$ "*o&+s a(,l+(' )oo(-+a*8 1%4 b'll'o# o* >%K o) 277F

*++#+.

A""a*+l8 >2F%3 !'ll'o# o* 34%>K o) 277F *++#+.

A+sso*'+s8 1>%3 !'ll'o# o* ;%FK o) 277F *++#+.

All (,+s+ "*o&(s a*+ &''&+& #&+* )o* &'))+*+#( b*a#&s8 P!a% T*+(o*#%

M',a*a a#& R&ol) Dassl+* S,,)ab*'0.

3.2.2 S(*a(+g$

"istri$ution:

T*a&'('o#al *+(a'l+*s s, as oo( Lo0+* a#& D'0Ws S"o*('#g Goo&s -,',

*+"*+s+#(s >3K o) 277F *++#+

T,+ b*a#& s+lls &'*+(l$ (o '(s o#s!+*s 'a (,+ -+bs'(+ @1FK o) 277F

*++#+B.

17


19/31

'nvest#ent:

T,+ o!"a#$ s,o-s '(s -'ll'#g#+ss (o +:"a#& '(s *+(a'l o"+*a('o# '#

&++lo"'#g Ma*0+('#g b&g+(... T,'s a('o# +:"la'# (,+ &+*+as+ o) #+(

'#o!+ @2>%> !'ll'o# (o 2;3%2 !'ll'o# b+(-++# 277 a#& 277;B -,'l+

sal+s '#*+as+& @)*o! 2%4 b'll'o# o (o 2%> b'll'o# b+(-++# 277 a#& 277;B

Sponsoring:

" #ootball

G+*!a#$8 ?) S(((ga*(

E#gla#&8 To((+#,a! Ho(s"* R+a&'#g C

*a'l8 G*+!'o C*+'*o

S"a'#8 ?'lla**+al C% R+al ?alla&ol'&

*a#+8 AS Mo#ao% G'*o#&'#s &+ o*&+a:% S(a&+ R+##a's % S(a&+ *+s(o's

26

'#la#&8 Ta!"+*+ U#'(+&

G*+++8 Ol$!"'a0os L+ P'*]+ AE A(,`#+s PAO Salo#'9+

I(al$8 La'o Ro!+

Po*(gal8 S"o*('#g Po*(gal

Na('o#al (+a!s8 I(al$% U*ga$% Eg$"(% S-'(+*la#&% Ca!+*oo#% G,a#a%

S+#+gal% Co(+ &WIo'*+% +*o+ Isla#&% Mo*oo% T#'s'a% a,*a'#% Is*a+l% Togo%

Pola#&% Na!'b'a +( Sa&' A*ab'a .

T,+ b*a#& )'( o( as -+ll ball s(a*s s, as N'olas A#+l0a% G'a#l'g' ))o#%

Sa!+l E(oWo% P+(+* C*o,% L&o' G'l$% a#& Da#'+l *aa(+#...

" Rugb&

P!a )'(s o( 'a**'( Ol$!"' (+a!% RC Tolo#% Ta*b+s P$*]#]s Rgb$% a(,

Rgb$ a#& Sa!oa (+a!.

(o##unication:

I# % P!a s(a*(+& -o*0'#g o# (,+ EURO(! 277> -'(,

P,o#+all+$% (,+ -o*l&Ws l+a&'#g !ob'l+ ag+#$ a#& To,=o*0s% (,+

s"+'al's( '# &'g'(al O#+JToJO#+ o!!#'a('o#.

T,+ a!"a'g# 's all+& Tog+(,+* E+*$-,+*+ /. I( o#s's(s )o* (,+ o!"a#$

o# all'#g (,+ s""o*(+*s (,a( ,a+ s'g#+& " )o* (,+ s+*'+ o# (,+'* !ob'l+

18


20/31

a#& '#s(a#(l$ l+( (,+! (a0+ "a*( '# a (+l+o#)+*+#+ -'(, (,+'* )*'+#&s%

-,+(,+* '# (,+ s(a&'!% o( '# (,+ s(*++(% '# a "b o* '# )*o#( o) (,+

(+l+'s'o#.

Tog+(,+* ++*$-,+*+% (,+ )'*s( E*o"+a# !ob'l+ s+*'+ )o* PUMA 's as -+ll(,+ )'*s( !ob'l+ o!!#'($ !a*0+('#g a!"a'g# a**'+& o( s'!l(a#+osl$

'# 13 o#(*'+s.

(orporate:

P!aWs o*"o*a(+ s(*a(+g$ 's (o b+o!+ (,+ !os( &+s'*abl+ S"o*(l')+s($l+

o!"a#$ /. I#&++&% (,+ '!"l+!+#(a('o# 's !a#ag+& b$ (,+ So'al

Ao#(ab'l'($ a#& #&a!+#(al E#'*o#!+#( s(a#&a*&s @SAEB (+a!% -,',

,+0 a#& a""*o+ all #+- s""l'+*s a#& '#s"+( **+#( o#+s. A&&'('o#all$%

(,+ o!"a#$ 0++"s -o*0+*J+&a('o# "*og*a!s -'(, loal o*ga#'a('o#s '#

C+#(*al A!+*'a.

Production:

Mos( o) P!aWs s""l'+*s a*+ loa(+& '# Eas( a# So(,JEas( As'a8

67K o) )oo(-+a* a#& ;7K o) a""a*+l 's so*+& )*o! C,'#a% T,a'la#&%

Mala's'a% ?'+(#a! a#& Ca!bo&'a.

*(,+* "*o&('o# 's bas+& '# Ro!a#'a% lga*'a% T*0+$% Po*(gal% I(al$%

Pa*aga$ a#& '# (,+ USA.

%eograp&ical #arket:

T,+ G+*!a# o!"a#$ )os+s '(s !a*0+( "a*(s o# EMEA @E*o"+% T,+ M'&&l+

Eas( a#& A)*'aB.

Co#(*a*$ (o '(s o!"+('(o*s% P!a 's #o( +#('*+l$ )os+& o# A!+*'a#

!a*0+(. I(s A!+*'a# !a*0+( "a*( 's abo( 2>%3K '# 277; @Es"+'all$ '#

Ca#a&a a#& M+:'oB.

T,+ *+al g*o-(, s(*a(+g$ o) (,+ b*a#& 's (o +:"a#& '(s "*o&(s a*oss

+!+*g'#g o#(*'+s @So(, o*+a% Ro!a#'a% C*oa('a...B Mo*+o+*% '# 277;%

sal+s '# (,+ As'aPa')' *+g'o# '#*+as+& " (o 14F%>K.

19


21/31

!.! S$nthesis and )on"lusions

[a#('(a('+l$ s"+a0'#g% )o* o!"a*'so# "*"os+s8

P!a ,a& 277F *++#+s o) *og,l$ 2.> b'll'o# @Z3.> b'll'o# s'#g (,+

a+*ag+ 277F +:,a#g+ *a(+B.

N'0+8 277F *++#+ J Z1;.3 b'll'o#. N'0+ o!"+(+s -'(, (,+ P!a o# all

)*o#(s8 )oo(-+a*% a""a*+l% a+sso*'+s% a#& +9'"!+#(. N'0+ 's also (,+

la*g+s( s"o*('#g goo&s o!"a#$ '# (,+ -o*l& b$ sal+s.

A&'&as8 277F *++#+s J Z13.F b'll'o#. T,+ A&'&as G*o" o!"+(+s '# (,+

o+*all s"o*('#g goo&s !a*0+(. I( !a0+s s"o*(s )oo(-+a*% a""a*+l%

a+sso*'+s% a#& +9'"!+#(. L'0+ N'0+% (,+ A&'&as G*o" 's also !, la*g+*

(,a# P!a '# (+*!s o) sal+s.

All (,+s+ (,*++ o!"+('(o*s o))+* (,+ sa!+ 9al'($ o) "*o&( a#& "*''#g

s(*a(+g$.

T,+$ all sbo#(*a( "*o&('o# -'(, )o*+'g# bs'#+ss '# As'a% so!+('!+ (,+$

*oll o)) "a*all+l o#+$o* b+l(s '# (,+ sa!+ )a(o*$.

Ho- &o (,+$ &o (o &'))+*+#('a(+ +a, o(,+*

T,+$ s('0 (o (,+'* o-# a&+*('s'#g% "*o&( &++lo"!+#( a#& &'s(*'b('o#.

All (,+s+ &'))+*+#( !a*0+('#g b&g+( a#& "os'('o#'#g +:"la'# (,+'* !a*0+(

"la+.

Co!"+('(o*s (*$ (o &'))+*+#('a(+ +a, o(,+* b$ b*oa&as('#g (,+'* o-#

'!ag+% -,', 's (,+ *+sl( o) s"+')' ,o'+s '# (+*!s o) &'s(*'b('o#%

"*o&('o# a#& o!!#'a('o#. T,+ o!"+('(o*s #&+*s(oo& ,o- '( -o*0s8

"+o"l+ a*+ a((*a(+& (o b$ "*o&( (,*og, s"o#so*s,'" a#& s"o*(s ++#(s

*a(,+* (,a# a*'os sal+s a#& &'so#(.

T,a(Ws -,$ N'0+% (,+ !a*0+( l+a&+*% (*$ (o s(a$ #!b+* o#+ '# allo-'#g +:(*a

b&g+( '# a&+*('s'#g% s"o#so*s,'"... o!"a*+& (o (,+ o(,+* o!"+('(o*s.

20


22/31

4. THE CURRENT STRATEGY

%.1 Group Strate#$

A&'&as5 s(*a(+g$ 's l+a*l$ &+)'#+&. S'#+ A&' Dassl+*%


23/31

4.1.2 L++*ag'#g o""o*(#'('+s -'(,'# (,+ g*o"

A&'&as ,as a !l('Jb*a#& a""*oa, @'(s "o*()ol'o 's o!"os+& o) (,*++

&'))+*+#( a#& s"+')' b*a#&sB (,a( allo-s (,+ o!"a#$ (o b+#+)'( )*o!

!l('"l+ o""o*(#'('+s. I( ,+l"s (,+ g*o" a,'+'#g '(s (-o !a'# s(*a(+g'

(a*g+(s8

Ma*0+( "+#+(*a('o# 8 '#*+as'#g '(s !a*0+( s,a*+s -'(,'# (,+

!a*0+(s '# -,', '( o!"+(+s%

Ma*0+( &++lo"!+#( 8 "+#+(*a('#g #+- !a*0+(s a#& +:"a#&'#g

'(s s(o!+*s bas+

To *+a, (,'s &al goal% A&'&as "la$s o# bo(, (,+ !ass a#& #',+ )'+l&%

(,*og, '(s s"+')' sbJb*a#&s. T,+ '&+a 's (,a( +a, o#+ o) (,os+ b*a#&s

a# )os o# '(s o-# o*+ o!"+(+#'+s% a#& '( allo-s (,+ g*o" (o (o, a

la*g+ #!b+* o) &'))+*+#( l'+#(s.

I( also 's a# a&a#(ag+ b+as+ (,+$ a# b+#+)'( )*o! (,'s s"+')''($ (o

s,a*+ (,+ b+s( "*a('+s all o+* (,+ o!"a#$.

4.1.3 Ob(a'#'#g Ma'#(a'#'#g a l+a&'#g "os'('o# '# (,+ &'))+*+#(

!a*0+(s -o*l&-'&+

T,+ l+a* (a*g+( o) A&'&as 's (o !a'#(a'# o* (o ga'# (,+ !a*0+( l+a&+*s,'" '#

all (,+ o#(*'+s -,+*+ '( ,as a "*+s+#+.

T,s% (,+$ (*$ (o s(*+#g(,+# (,+'* "os'('o# '# =+s(+*# E*o"+ a#& As'a -,+*+

(,+$ a*+ !a*0+( l+a&+*s '# (+*!s o) sal+s. D+s"'(+ (,'s% (,+$ a*+ -o*0'#g

,a*& '# No*(, A!+*'a @#!b+* (-o '# (+*!s o) sal+s% a !a*0+( -,+*+ (,+$

(,'#0 (o b+ #&+**+"*+s+#(+& a#& -,+*+ (,+$ s++ a la*g+ "o(+#('alB. T,+$

also -a#( (o b+#+)'( )*o! (,+ s(*o#g "o(+#('al o) (,+ +!+*g'#g +o#o!'+s

(,*og,o( (,+ -o*l&% a#& +s"+'all$ C,'#a% *a'l% A*g+#('#a% M+:'o a#&

C,'l+ @(,+$ a'! a( b+'#g !a*0+( l+a&+*s '# (+*!s o) sal+s '# (,+s+ las( )o*

o#(*'+s b$ (,+ +#& o) 2717B. '#all$% (,+$ a*+ "(('#g +:(*a +))o*(s o# (,+


24/31

T,'s s(*a(+g$ a# b+ 'lls(*a(+& (,*og, (-o *++#( +:a!"l+s8

S+"(+!b+* >% 277>% A&'&as a#& (,+ Rss'a# oo(ball U#'o#

@RUB a##o#+& a lo#gJ(+*! "a*(#+*s,'" @#('l 271>B. T,+ a'!

's (o "*o!o(+ )oo(ball '# (,'s o#(*$. All (,+ RU (+a!s a#&(,+ Ol$!"' a#& Na('o#al (+a!s -'ll -+a* A&'&as s"o*(

+9'"!+#(s. T,+ "*o&( l'#+s &+s('#+& (o (,+ o#s!+*s%

'#l&'#g (,+ #+-l$ &+s'g#+& +*s+$s o) all (,+ RU (+a!s% -'ll

b+ aa'labl+ s(a*('#g % H+*b+*( Ha'#+*

@a# A&'&as CEOB% a##o#+& (,+ *+all$ "os'('+ *+sl(s o) (,+

o!"a#$ '# C,'#a. T,+ b*a#& ,as a,'++& a !a*0+( l+a&+*

"os'('o# '# (,'s !a*0+(% a#& 's ao*&'#g (o ,'! (,+ )as(+s(J

g*o-'#g s"o*('#g goo&s o!"a#$ o# (,'s !a*0+(. $ (,+ +#& o)

(,+ $+a*% C,'#a 's +:"+(+& (o b+o!+ (,+ s+o#& A&'&as

*++#+ !a0+*% a)(+* (,+ US !a*0+(. T,'s ,as b++# a,'++&

(,*og, (,+ o"+#'#g o) a lo( o) #+- s(o*+s @4>77 a( (,+ +#& o)

277F% (,+ goal 's 677 a( (,+ +#& o) 277>B a#& a s+ss)l

"a*(#+*s,'" )o* (,+ +''#g Ol$!"' Ga!+s o) Ags( 277>% as

(,+ O))''al S"o*(s-+a* Pa*(#+*. A&'&as "*o'&+& )o* (,os+

Ol$!"' Ga!+s !o*+ (,a# 3 !'ll'o# "'++s o) "*o&(s...

4.1.4 I##oa('o# a#& &+s'g# l+a&+*s,'"

T,+ '##oa('o# a#& &+s'g# l(*+ 's &++"l$ a#,o*+& '# A&'&as5 al+s. I("la$s a s'g#')'a#( *ol+ '# "*o&(s &'))+*+#('a('o# a#& (*'gg+*s s(o!+*s5

+:'(+!+#(. $ ,a'#g a s(*o#g RD '#+s(!+#( "ol'$% (,+ b*a#& 's abl+ (o

'ss+ #+- "*o&(s -'(, '!"*o+& +))''+#$ a#& (('#gJ+&g+ )#('o#al'($.

T,+$ also &++lo" &+s'g# ollabo*a('o#s -'(, so!+ *+og#'+& "a*(#+*s%

s, as S(+lla M Ca*(#+$% Yo,' Ya!a!o(o% Po*s,+% Rolla#& +**$...

23


25/31

T,+ o!"a#$ ,as )o* ob+('+ (o la#, a !ao* (+,#olog'al +ol('o#

+a, $+a*. T,'s allo-s (,+! (o *+a(+ #+- "*o&(s (,a( a# b+ sol& a( ,'g,

"*'+s% a#& (,s (,+$ a# boos( (,+ -,ol+ g*o" !a*g'#s.

4.1. Cs(o!'+& &'s(*'b('o#

T,+ &'s(*'b('o# s(*a(+g$ o) A&'&as a# b+ s!!a*'+& '# a s'!"l+ o#+"(8

(,+ a'! 's (o b+ as los+ as "oss'bl+ (o (,+ )'#al o#s!+*. A)(+* ,a'#g

a#al$+& (,+ "*,as+ "*o+ss o) (,+'* l'+#(s% (,+$ a!+ (o (,+ o#ls'o#

(,a( (,+ '#(+*a('+ +:"+*'+#+ a#& (,+ aa'lab'l'($% o#+#'+#+ a#& (,+

s'+ o) "*o&(s o))+*'#g a*+ (,+ !a'# 0+$s (o a s+ss)l &'s(*'b('o#

s(*a(+g$.

As a o#s+9+#+% (,+$ &+'&+& (o )ollo- (o !a'# ob+('+s8

To +:"a#& (,+ o#(*oll+& s"a+ @o-# *+(a'l bs'#+ss%

+:ls'+ *+(a'l+*s% o'#( +#(*+s% oJb*a#&+& s(o*+s -'(,

o*ga#'sa('o# o* o(,+* b*a#&sB.

To '!"*o+ (,+ *+(a'l *+la('o#s,'"

T,+ )'#al goal 's (o '#*+as+ (,+ l++l o) b*a#& o#(*ol% '.+. (o !a0+ s*+

(,a( (,+ "*o&( o))+*'#g )'(s (,+ o#s!+*s5 +:"+(a('o#s a#& (,a( (,+

"*+s+#(a('o# 's o"('!!.

Ul('!a(+l$% '( allo-s a b+((+* a#& +as'+* s+g!+#(a('o# &+"+#&'#g o# (,+

loa('o# o) (,+ *+(a'l+*s a#& o# (,+ g'+# s(o!+* bas+ (,a( (,+$ a#

*+a,% a#& b$ '!"*o'#g (,+ *+la('o#s -'(, (,+ *+(a'l+*s A&'&as a# '!"*o+

(,+ )lo- a#& (,+ 9al'($ o) (,+ '#)o*!a('o# +:,a#g+& -'(, (,+!. T,'s -'ll

allo- (,+ b*a#& (o '!"*o+ '(s !a*0+( *+s"o#s'+#+ss.

No- (,a( -+ a*+ a-a*+ o) (,+ global &'*+('o#s g'+# (o (,+ G*o" S(*a(+g$%-+ -'ll &+(a'l '# (,+ )ollo-'#g "a*ag*a",s (,+ "a*('la*'('+s o) (,+ !a'#

b*a#& a#& (,+ (-o sb b*a#&s s(*a(+g'+s.

%.2. Adidas Strate#$

A&'&as 's ob'osl$ (,+ !a'# "*'o*'($ o) (,+ g*o"% a#& '(s a'! 's (o b+ (,+

l+a&'#g s"o*(s b*a#& '# (,+ -o*l&. To a,'++ (,'s goal% a#& s'#+ 277F%

(,+ b*a#& l+)( '(s "*+'os o*ga#'a('o# (o *+a(+ (-o &'s('#( &''s'o#s% -'(,

24


26/31

(,+'* o-# o#s!+* (a*g+(. T,+ )'*s( 's S"o*( P+*)o*!a#+ @-'(, +*#&

=a,l+* as C,'+) Ma*0+('#g O))'+*B% -,', 's g+#+*a('#g abo( F7K o) (,+

b*a#&5s *++#+s a#& -,', 's (a*g+('#g (,+ a(,l+(+s s+g!+#(. T,+# (,+$

,a+ (,+ S"o*( S($l+ &''s'o# @-'(, H+*!a## D+'#'#g+* as CMOB% -,', 's #o(

)os+& o# (+,#'al "*o&(s b( !o*+ o# s(*++(-+a* a#& (*$'#g (o s+ (,+

s(*o#g b*a#& '!ag+ (o s+ll a l')+s($l+ (o '(s s(o!+*s. T,+ b*a#& 's )os'#g

o# )'+ "*'o*'('+s8 )oo(ball% bas0+(ball% *##'#g% (*a'#'#g a#& o*'g'#als. T,+s+

-'ll b+ (,+ +#g'#+ o) A&'&as5 g*o-(, #('l 2717.

4.2.1 General dire)tion$

Ao*&'#gl$ (o (,+ g*o"5s s(*a(+g$ -+ s( sa-% so!+ g+#+*al &+'s'o#s ,a+b++# (a0+# *++#(l$ '# o*&+* (o o#('#+ &++lo"'#g (,+ b*a#& -o*l&-'&+

a#& (o s(*+#g(,+# '(s "os'('o# '# (,+ &'))+*+#( !a*0+(s.

o* +:a!"l+% (,+$ *+'#)o*+& (,+'* &'s(*'b('o# s$s(+! '# E*o"+ (,*og, (,+

+:(+#s'o# o) a "a*(#+*s,'" -'(, I#(+*s"o*( I#(+*#a('o#al Co*"o*a('o# a#& '(s

-+ll 0#o-# *+(a'l s(o*+s. ='(, a "*+s+#+ '# 32 !a*0+(s -o*l&-'&+% (,'s

*+(a'l+* 's a 0+$ (o A&'&as g*o-(, a#& allo-s (,+ g*o" (o '!"l+!+#( o*

*+'#)o*+ '(s s+g!+#(+& &'s(*'b('o#.A)(+* (,+ s+ss o) (,+ +''#g Ol$!"' Ga!+s 277> "a*(#+*s,'"% (,+

o!"a#$ ,as o#(a(+& (,+ Lo#&o# Co!!'((++ )o* (,+ 2712 Ol$!"' Ga!+s%

a#& 's (*$'#g o#+ aga'# (o b+o!+ (,+ O))''al S"o*(s-+a* S"o#so*.

Mo*+o+*% '( ,as s'g#+& #!+*os o(,+* s(*a(+g' "a*(#+*s,'"s% s, as (,+

S"a#'s,% H+ll+#' a#& G+*!a# )oo(ball )+&+*a('o#s% o* (,+ &+#'! "*o&+*

D'+s+l.

To )ollo- '(s &'))+*+#('a('o# s(*a(+g$% A&'&as '#*+as+& '(s +))o*(s (o la#,so!+ "+*so#al'+& "*o&(s @!'Coa,% a&'S(a*% a&'+*o% +(.B )o* -,', (,+

l'+#( a# ,oos+ so!+ s"+')''($% '# a s(o*+ o* b$ o*&+*'#g o#l'#+. To

s""o*( (,'s s(*a(+g$% (,+ b*a#& la#,+& a #+- !a*0+('#g a!"a'g# '#

!o*+ (,a# 7 o#(*'+s% bas+& o# '(s )a!os sloga#8 I!"oss'bl+ 's No(,'#g.

25


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4.2.2 S"o*( P+*)o*!a#+ &''s'o# s(*a(+g$

As -+ sa'& b+)o*+% S"o*( P+*)o*!a#+ 's (,+ b*a#, o) A&'&as &+o(+& (o (,+

s"o*(s "*o&(s (,a( -'ll ,+l" a(,l+(+s (o s*"ass (,+!s+l+s. I( 's (,+ !o*+

'!"o*(a#( &''s'o#% a#& al(,og, '( 's o))+*'#g a b*oa& *a#g+ o) "*o&(s '#

#!+*os s"o*(s a(+go*'+s% (,+ o*+ s"o*(s a*+ )oo(ball% bas0+(ball% *##'#g

a#& (*a'#'#g. T,+s+ a*+ (,+ 0+$ s"o*(s )o* (,+ b*a#&% g+#+*a('#g (,+ !os(

"a*( o) '(s *++#+s a#& )o* -,', A&'&as 's o#s(a#(l$ s++0'#g (,+ l+a&'#g

"os'('o#. I# (,+ #+a* )(*+ (,og,% (+##'s !'g,( b+ a&&+& (o (,+s+ (o" )o*

"*'o*'('+s.

4.2.3 S"o*( S($l+ &''s'o# s(*a(+g$

A&'&as *+al'+& (,a( &+s"'(+ (,+ "*+ s"o*( goo&s !a*0+( la$s a *+al

o""o*(#'($ '# (,+ s(*++(-+a* !a*0+(. I#&++&% (,'s 0'#& o) "*o&( #++&s

l+ss RD% so (,+ !a*g'#s a*+ b+((+*. Mo*+o+*% (,'s !a*0+( 's g*o-'#g *+all$

)as( o!"a*+& (o (,+ s"o*( goo&s !a*0+( -,', 's *+la('+l$ !a(*+. T,'s

l+a+s "l+#($ o) *oo! )o* A&'&as (o &++lo" a#& a"'(al'+ o# '(s s(*o#g

b*a#& '!ag+% a#& (o s+'+ (,'s l')+s($l+ !a*0+( '( *+a(+& (,+ S"o*( S($l+&''s'o#. I# (,+ !+&'! (o lo#g (+*!% (,'s b*a#, 's +:"+(+& (o *+"*+s+#(

37K o) A&'&as (o(al sal+s. T,+ "*o&(s &+s'g#+& -'(,'# (,'s &''s'o#% (,+

O*'g'#als% a*+ )os+& o# a s'!"l+ !+ssag+ C+l+b*a(+ O*'g'#al'($. T,+$

s(a*(+& '# (,'s !a*0+( as a #',+ "la$+*% b( (,+$ -a#( (o -'&+# (,+

&'s(*'b('o# a#& (o, !o*+ a#& !o*+ o#s!+*s #o-. A(all$% (,+$ ,a+

s+g!+#(+& (,+ "o(+#('al (a*g+(s '# (,*++ a(+go*'+s8

T,+ !+(*o"ol'(a# o#s!+*8 s"o*(% s(*++( a#& )as,'o#

*+)+*+#+s.

T,+ *ba# o#s!+*8 s"o*(% s(*++( a#& ,'" ,o" l')+s($l+

*+)+*+#+s.

T,+ oas(al o#s!+*8 $o#g "+o"l+% a('o# s"o*(s as a

*+)+*+#+.

o* +a, o) (,+s+ a(+go*'+s% (,+ S"o*( S($l+ &''s'o# -'ll *+a(+ s"+')'

"*o&(s @s, as +a#s '# "a*(#+*s,'" -'(, D'+s+l )o* (,+ !+(*o"ol'(a#

26


28/31

(a*g+(B% a#& -'ll !a0+ '( aa'labl+ (,*og, a# a&a"(+& !a*0+('#g a#&

&'s(*'b('o# "ol'$.

%.!. Ree(o* Strate#$

R+boo0 's (,+ s+o#& b*a#& o) (,+ A&'&as g*o" '# (+*! o) '!"o*(a#+. I( 's

9'(+ &'))+*+#( )*o! (,+ A&'&as b*a#&. I(s !'ss'o# 's (o al-a$s ,all+#g+

a#& l+a& (,*og, *+a(''($. I( 's )os+& o# (,+ )'( a#& o!)o*( a#& 's (,s

a o#s!+*J&*'+# b*a#&. As (,+ !a'# b*a#&% R++bo0 "*o&(s a*+ &''&+&

b+(-++# s"o*(s goo&s a#& l')+s($l+ goo&s. T,+ !a'# "*'o*'('+s o) (,'s b*a#& 's

#o lo#g+* (,+ (o" )o* -+ sa- b+)o*+% b( '( 's *##'#g% a#& a s"+'al )os

-o!+#.

Ao*&'#g (o (,+ global g*o" s(*a(+g$% R++bo0 s(a*(+& (o *+o*ga#'+ '(s

&'s(*'b('o# ,a##+ls (o '!"*o+ '(s +))''+#$ a#& (o g+( ++# !o*+ los+ (o

'(s *+(a'l+*s. I( also &++lo"+& '(s "a*(#+*s,'"s% +s"+'all$ o#+*#'#g (,+

-o!+#% -'(, )o* +:a!"l+ (,+ (+##'s-o!+#


29/31

'# (,+ b*a#&5s s(*a(+g$. I#&++&% '( allo-s No*(, A!+*'a# o#s!+*s (o

&+s'g# (,+'* o-# s,o+s (,*og, a s"+'al -+bs'(+ Rb0 s(o!% -,+*+

s"+'al "*o&(s a*+ also !a&+ aa'labl+ '# l'!'(+& +&'('o#s. T,+ '#(+#('o# 's

(o +:(+#& (,'s "a*('la* )+a(*+ (o (,+ E*o"+a# !a*0+(. T,+$ also s+

&'g'(al !a*0+('#g (o g+( los+* (o (,+'* (a*g+(s a#& a&a"( !o*+ *+s"o#s'+l$

(o (,+'* #++&s.

O#+ o) R++bo05s s"+')''('+s 's '(s #'9+ !': b+(-++# s"o*( "+*)o*!a#+

a#& l')+s($l+ o))+*+& -'(,'# '(s "*o&(s% -,'l+ (,+ o(,+* b*a#&s a*+

s+"a*a('#g (,+s+ (-o as"+(s '# &'))+*+#( l'#+s o) "*o&(s. I# a&&'('o#% (,+$

a*+ )os'#g (,+'* +))o*( o# b*oa&+#'#g (,+'* l')+s($l+ "*o&( *a#g+% (o

ao'& b+'#g (oo !, &+"+#&a#( o# a )+- "*o&(s @(,+ Class' )oo(-+a*

o#+sB.

%.%. a$lor-adeAdidas Golf Strate#$

T,+ las( b*a#& o-#+& b$ (,+ A&'&as g*o" 's (,+ Ta$lo*Ma&+JA&'&as Gol)

o#+. I( o!"*'s+s (-o o) (,+ !a'# b*a#&s '# (,+ gol) s+g!+#(8 Ta$lo*+Ma&+

@lbs a#& ballsB a#& A&'&as Gol) @)oo(-+a* a#& a""a*+lB. L'0+ (,+ o(,+*

A&'&as b*a#&s% (,'s las( o#+ 's also (*$'#g (o a,'++ a l+a&'#g "os'('o# o# '(s!a*0+(% (,*og, '##oa('o# a#& (+,#olog'al a&a#+s. Ho- &o (,+$ "la#

(o *+a, (,'s goal

'*s(% (,+$ o#( o# (,+ !a*0+( "os'('o# o) (,+ (-o b*a#&s. Ta$lo*Ma&+ -'(,

'(s +:"+*('s+ '# (,+ !+(al-oo&s'*o#% a#& '(s g*o-'#g "os'('o# as a gol) balls

"*o&+*. A&'&asJGol) a#& '(s '!"*+ss'+ sal+s a#& !a*0+( s,a*+ g*o-(,% '#

(,+ )oo(-+a* a#& a""a*+ls a*+a. To !a0+ s*+ (,+$ 0++" (,'s !o!+#(! '#

(,+ )(*+% (,+$ "la##+& a s(*o#g RD "ol'$ (o 0++" o# o))+*'#g #+-'##oa('#g "*o&(s a( a )as( "a+ @(,+$ '#(+#& (o !a0+ a !ao* "*o&(

'##oa('o# +a, (-+l+ (o +'g,(++# !o#(,sB. o* (,'s% (,+$ '!"l+!+#(+& a

s"+'al '##oa('o# (+a!% '#&+"+#&+#( )*o! (,+ g+#+*al RD s+*'+s. I(s

(as0 's (o '&+#(')$ #+- "*o&( &+s'g#s a#& o#+"(s% -,', -'ll (,+# !a$b+

b+ '!"l+!+#(+& '# #+- "*o&( l'#+s b$ (,+ #o*!al RD (+a!.

O# s+o#& ,a#&% (,+$ a*+ &++lo"'#g "a*(#+*s,'"s -'(, o))''al gol) To*s.

T,+ a'! 's (o ga'# *+&'b'l'($ a#& (o !a0+ '(s "*o&(s *+og#'+& b$ (,+

"*o)+ss'o#als. As a *+sl(% (,+ TP la0 a#& TP R+& gol) balls -+*+ a!o#gs(

28


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(,+ !o*+ "la$+& '# s++*al To*s @E*o"+%


31/31

SOURCES

!!!)adidas*group)co#

!!!)angelfire)co#+ournal-+co#unicarse.+social/environ)pdf

&ttp:++fr)!ikipedia)org+!iki+Adidas &ttp:++ar-001)adidas*

salo#on)co#+adidassalo#on-001+strat/adidas+

&ttp:++findarticles)co#

'nternetretailer)co#

!!!)fratfiles)co#

2ikipedia)co#

ike)co#

&ttp:++!!!)!ikinvest)co#+stock+Pu#a/A%/Rudolf/"assler/Sport/3P4M*FF5

reuters)co#

Pu#a -006+-007+-00. annual finacial

report Pu#a)fr

!!!)cleanclot&es)org

!!!)p&onevalley)co#+press

addidas marketing presentation

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