Contemporary brand: Adidas

The Corporate brand that I have chosen and that appeals to me and that I admire is Adidas. I enjoy sports and the equipment too.

Adidias strategy or corporate philosophy is “to be the leading sports brand in the world.One major lever to achieve this is the brand’s broad and unique product portfolio spanning from apparel and footwear for professional athletes to premium fashion. It allows adidas to address multiple consumer needs, exploit market opportunities from various angles as well as be less affected by one-dimensional market risks. adidas’ commitment to product innovation and its rich heritage differentiates the brand from competitors and provides a solid platform for future growth.“

Adidas main focus is on sports man and woman around the world. We see Adidas in main events such as the FIFA World Cup and NBA All-Star Game as well as everwhere over the wolrd where sports are played, watched, enjoyed and celebrated. The main target is atheletes who are active in sports. The strength is most common in high schools ranging from 14 year olds to 19 year olds.

“Adidas Sport Performance is focusing on interactive and customisation as key growth drivers across categories.A perfect example of this is adidas miCoach, which is the world’s first web-based personalised training service. It combines state-of-the-art training with a personalised web service and real-time audio coaching.
It is compatible with all MP3 players and is available as an application on various smart phones such as iPhone and Blackberry. miCoach is a clear highlight of our focus on innovation to help make athletes better and “fit for performance”.

http://www.adidas-group.com/en/home/Welcome.aspx

 

Adidas Identity and image

Adidas used the original logo design, “the 3-stripes mark” which is the classic Adidas symbol. It was created by the founder, Adi Dassler and was first used on footwear in 1949. Dassler created the logo so it could be immediately recognized when it was seen in athletic competition and associated with Adidas. He emphasised it with the slogan “The brand with three stripes”.

 

It then expanded in the 60s to the leisure and appal sector. In 1971 the Trefoil was created out of more than 100 ideas. . Inspired by the 3-Stripes, it is a geometric execution with a triple intersection, symbolizing the diversity of the Adidas brand. This logo became the company’s corporate symbol and it plays the important role of representing the Adidas Originals collection.

 

 

Now I will discuss how I would go about changing or improving Adidas’ strategy or image. Firstly I would go about providing footwear and clothing not only for the sportsman and woman but to widen the perspective and include everyday life. Making and designing comfortable footwear for nurses per say or creating a line of clothing that will appeal to any general public. I would say the image of the business is perfect as there are new logo designs created for any event or just to make it look innovative and creative. I would try set up more corporate social responsibilities and maybe do donations to less fortunate teams that cannot afford equipment.

Examples of different logo designs:

 

These logos are creative and innovative and very attractive to the sportsman and woman.

 

http://www.adidas-group.com/en/home/Welcome.aspx