Adidas Company Presentation Example

Introduction

Adidas is a German multi-international company, which designs, manufacture and supply sports shoes, active wear and sports accessories. Adidas was established by Adi Dassler and Rudolf Dassler in 1924 in Herzogenaurach, Germany (Fashion United, 2017). In 1948, the two brothers parted ways, with Adi remaining with Adidas Company and Rudolf forming Puma Inc., which is also among the leading global corporations in sportswear apparels. The Adidas Group has continually grown in the industry, and currently, it is ranked second worldwide in the sporting industry. Presently, Adidas operates in about 150 countries (Fashion United, 2017). Adidas attributes its global success to its mission statement which incorporates the passion for sports and infusion of sporting lifestyle.

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Adidas' Mission Statement

Adidas Group focusses on becoming a global leader in the sporting goods industry through the establishment of brands that are built on a passion for sports and sporting lifestyle (ADIDAS, 2015). Adidas is consumer focused, thus being committed to a constant strengthening of its brands and products to enhance its ability in improving its competitive position. Adidas also strives to be leaders in the provision of innovative and designer products which help athletes accomplish best performances in their respective sports.

Industry and Competitive Analysis

Adidas operates in a sporting goods industry, which is segmented into athletic footwear, apparel and equipment. The market is highly competitive, which has compelled Adidas to apply different product promotion strategies to gain a significant competitive edge over its close rivals (Karen, 2009). Regardless of stiff competition from Nike, Reebok and Puma corporations, Adidas has recently recorded an excellent revenue growth and improved operating margin.

Conclusion

Current Outlook of Adidas

Towards the end of 2017, Adidas embarked on overhauling some of its underperforming operations and focused on uplifting its results in various regions, especially in U.S. market. Since the acquisition of the Reebok brand in 2006, Adidas is now emphasizing improving the company's Reebok brand which had slumped recently (Divac, 2017). Adidas is also strategizing on how to accelerate its sales and earnings growth in the span of the next two years by at least 10%. Adidas should continue focusing on restructuring and stimulate the growth of the Rebook brand to enhance its competitive edge over close rivals such as Nike and Under Armour.

Future Outlook of Adidas

Adidas should position itself strategically to benefit fully from the ongoing digital revolution worldwide. Adidas should embrace digitalization, which has revolutionized marketing and sales strategies. Adidas should open new warehouse facilities in different countries where the company operates to enhance its e-commerce business. This will facilitate an increase in online sales.

References

ADIDAS. (2015). Mission, Vision and Values. ADIDAs, 1-2. Retrieved from http://adidasdeportivocolombia.blogspot.co.ke/2015/09/mission-vision-and-values.html

Divac, N. (2017). Adidas Shares Jump on Upbeat Growth Outlook. Market Watch, 1-3.

Fashion United. (2017). Company Description: Adidas. Fashion United, 1-3. Retrieved from https://fashionunited.com/i/company/adidas

Karen, B. (2009). Sport Management: Active Learning in Sport Series. Learning Matters.