Chapter5: Devolping a Global Vision

Chapter 5: Developing a Global Vision

“We are laser-focused on our mission: we strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle!” says Herbert Hainer, CEO of Adidas Group. Adidas is a world known company with seven HQ’s around the world in; Panama, Netherlands, Hong Kong, three of which are in the U.S, and lastly the main HQ which resides in Herzogenaurach (Germany). Having all these headquarters makes it easier for Adidas to expand its markets and have its products available to its worldwide consumers. With technology now becoming the world’s hot new thing, Adidas also makes its website available to order products online. The site offers shipping all over the world via shipping companies such as Fed-ex and UPS.

The overall strategic goal is to achieve qualitative, sustainable growth by building desirable brands in consumers’ and customers’ perception. In 2010, Global Brands played a central role in the creation of Route 2015, the Adidas Group’s five-year strategic business plan. The Adidas and Reebok brands are expected to deliver 90% of the targeted growth for the Group in that period. Areas within Adidas and Reebok that were identified as key contributors and game changers for the Adidas Group include: 

• Gaining sales and market share in the key global categories running and basketball with Adidas Sport Performance

• Expanding Adidas Sport Style into fast fashion with Adidas NEO

• Establishing Reebok as the leading fitness and training brand

• Leading the industry in the fields of customization and interactivity across categories.
  

Chapter4: The Marketing Environment

Chapter 4: The Marketing Environment

Essentially Adidas’s mission was to cater to athletes at all levels. But adding both style and performance with the new silhouette named “tubular X”, they specifically wanted to create a redefined shoe that can become the future look for shoes made for the basketball court. The tubular X was featured in a New York, “art- meets- fashion gallery” where it got its first introduction. Getting positive feedback from both sneaker and fashion critics Adidas further extended the tubular to the eyes of basketball fans as well.  NBA stars are the most marketable and also most of them rely on sneaker deals. This is why Adidas has signing stars such as James Harden, Andrew Wiggins and rookie Justice Winslow. Winslow’s scene of fashion and style was exactly what Adidas felt would help show case this up and coming product. With Justice Winslow and his sense of fashion off the court, Adidas felt he would be the right face to market the new silhouette.