BBA-MBA Integrated

Sem – IV
Group Assignment
Marketing Management

MARKETING MIX OF ADIDAS

Submitted To-
Prof. Rachita Jayswal

Submitted
by-
Section Group No. Roll Name
No.
C 4 227316 Bhavya Jain
C 4 227317 Binjal Sherathiya
C 4 227318 Chahak Srivastava
C 4 227319 Chinmay Jain
C 4 227320 Dev Rathore
Brand Introduction: ADIDAS
Adidas AG, which is recognized as Adidas, is a major multinational in the sporting apparel and
shoe market worldwide. It was started in 1924 by Adolf Dassler’s as “Geb ruder Dassler Schuh
Fabrik”, which was in little Herzogenaurach town, in Germany. Thanks to the enormous joint
effort, Adidas has been known as the largest European company in the sports sector and is
known to be the second largest in the world after Nike in sales.

The iconic three stripes of Adidas are recognized throughout the world as a mark of quality and
innovation in sportswear. The Dassler Company reached international popularity when the
American runner Jess Owens won the Olympic Games in Berlin wearing one of the Dassler’s
spikes. This competition set the stage for Adidas, positioning them at the center of the
international sportswear scene and on their way to becoming a modern-day legend in the
sportswear market. Adidas’s product base is broad, which interests people in various spheres
including competitive shoes, apparel, sportswear, and accessories. Sportswear and fashion
brands, both technologically advanced, have collaborated with famous athletes and celebrities for
the creation of same lines that have never failed to win the consumers on and off-field.
Sustainability is the main trait of the company, as it looks not just at developing and
manufacturing but also at externals.

What Adidas wants to achieve is to create an ecological footprint that is smaller when utilizing
new technologies in raw materials as well as in production. That level of care and dedication
shows the brand’s actions on the environment and affects its future. Adidas continues to set
standards as a leading company in the athletic wear sector with its intention to provide athletes
from all over the world with the best product solutions. Using its storied lineage and present-day
achievements the Adidas becomes a shining example of indestructible brand power and an icon
of the sports' uniting energy.

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Product
Brand Name: - Adidas

Brand Logo: - three stripes

Brand Tagline: - Impossible is Nothing

Men: -
Product: - Polo T-Shirt
Variants: -

• CLS Polo Shirt

Colour – White, Bold Onix, Black, Navy
Sizes – 2XS to 6XL
Features: -
➢ 100% Recycled Polyester
➢ Soft, Lightweight Fabric for efficient moisture
management
➢ Moisture-absorbing AEROREADY material
➢ Fast Drying and Durable

Usage: - For everyone especially athletes as the product elevates the style and helps
you keep dry and free from sweat and moisture even in the extreme heat conditions

Design: -

➢ Double Knit Design

➢ Polo Collar
➢ The above features helps in elevating the style of the person who wears it while
also providing elite moisture absorbing technology that helps seamless play of
athletes by keeping them cool and dry even in extreme warm conditions.

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 • Essetials Base Polo Shirt

Colour – Black, Navy

Sizes – 2XS to 6XL
Features: -
➢ 70% cotton, 30% recycled polyester pique
➢ Regular Fit

Usage: - For everyone looking for a classic polo shirt

that also provides a touch of athleticism.

Design: -

➢ Button Closure
➢ Regular Fit
➢ Short Sleeve Sport Shirt
➢ Ribbed Polo Collar

• Train Essentials Training Polo Shirt

Colour – Black, Dark Blue, White

Sizes – XS to 4XL
Features: -
➢ 100% Recycled Polyester Mock Eyelet
➢ AEROREADY material
➢ New Lift Pattern

Usage: - This polo shirt provides a good option

for training apparels. Its moisture absorbing
AEROREADY material helps keep the body cool and
dry while also aiming to end plastic waste through their recyclable materials manufacturing

Design: -
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 ➢ Regular Fit
➢ Polo Collar with button closure

• Tennis Freelift Polo Shirt

Colour – Shadow Red

Sizes – XS to 2XL
Features: -
➢ 100% Recycled Polyester Doubleknit
➢ Soft feel
➢ Doubleknit

Usage: - Part of Adidas Gameset collection, this

polo shirt is built with the purpose of cooling the heat.
With a lightweight feel on the body, it is a great option
for athletes as it helps them move quickly and provide them with ample arm freedom without
being restrained by their clothing’s weight.

Design: -

➢ Slim Fit
➢ Two-button low polo collar
➢ Elastic Cuffs
➢ FreeLift Design

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Product: - Tees
Variants: -

• Brand Love Tee

Colour – Grey Heather, Black, White
Sizes – 2XS to 6XL
Features: -
➢ 100% Cotton Single Jersey
➢ Made with Better Cotton

Usage: - This product provides a go-to option for anyone

looking for tees. The minimalistic design becomes an attractive
feature for anyone looking to wear stylish and look classic

Design: -

➢ Regular Fit
➢ Ribbed Crewneck
➢ Single Jersey

• Essentials Single Jersey Linear Embroidered

Logo Tee

Colour – Black, Legend Ink, White, Lucid Blue,

Collegiate Green, Preloved Brown, Charcoal

Sizes – 2XS to 4XL

Features: -
➢ 100% Cotton Single Jersey
➢ Made With Better Cotton

Usage: - For anyone looking for a t-shirt that’s comfortable and suitable for all
occasions. This clean and classic tee by adidas attracts its customers with its multipurpose
usability.
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 Design: -

➢ Regular Fit
➢ Ribbed Crewneck

• AEROREADY Designed for Movement Tee

Colour – Court Green

Sizes – 2XS to 4XL
Features: -
➢ 100% Recycled Polyester Mock Eyelet
➢ Moisture Absorbing AEROREADY material

Usage: - A training t-shirt that stands out because of its

AEROREADY material which enables the tee to manage
moisture, keeping the cloth soft and durable which makes it
perfect for training and gym sessions.

Design: -

➢ Regular Fit
➢ Crewneck
➢ Curved Hem
➢ Slightly Longer back Hem
➢ Side Slits

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 • Essentials Core Polo Tee

Colour – Power Red, Black, Grey Heather, Dark Grey

Heather
Sizes – XS to 2XL
Features: -
➢ 100% Cotton
➢ Pique material

Usage: - Adidas makes the search end for casual Friday t-

shirts with this product. The tee showcases a sport style that
makes it ready for all kinds of demanding workouts. With this tee, you can be ready for anything.

Design: -

➢ Polo collar with three-button placket

➢ Short Sleeves
➢ Side Helm Slit
➢ Regular Fit

• AEROREADY Designed for Movement Tee

Colour – Black, Indigo, Bright Red, Arctic Fusion

Sizes – XS to 4XL
Features: -
➢ 100% Recycled Polyester Mock Eyelet
➢ Moisture Absorbing AEROREADY material
➢ Lightweight and Breathable

Usage – An Everyday Running tee that is made fully with

recyclable materials guarantees elite performance and comfort
while keeping the body fresh with its AEROREADY material that absorbs moisture on the go.

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 Design: -

➢ Regular Fit
➢ Crewneck
➢ Reflective Logo

Product: - Hoodies
Variants: -

• Studio Lounge Fleece Hoodie

Colour – Aluminium, Yellow
Sizes – XS to 2XL
Features: -
➢ 70% organic cotton, 30% recycled polyester
fleece
➢ Fleece

Usage – Elevate your relaxation experience with this

ultra-soft hoodie made for total comfort, with added comfort of fleece.

Design: -

➢ Regular Fit
➢ Drawcord Adjustable hood
➢ Kangaroo Pocket
➢ Ribbed Cuffs and Hem

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 • Manchester United LFSTLR Hoodie
Colour – Cream White
Sizes – XS to 3XL
Features: -
➢ 82% cotton, 18% recycled polyester fleece
➢ Fleece
➢ Manchester United Screen-printed crest

Usage – A must have product for a Manchester United

supporter as they can relax and support their team with this
loose-fit adidas hoodie layered up with cotton-blend fleece
and a printed crest of the red devil badge of the club.

Design: -

➢ Loose Fit
➢ Drawcord Adjustable
➢ Kangaroo Pocket
➢ Lines Hood
➢ Ribbed Cuffs and Hem
➢ Underarm gussets

• T365 Full-zip Track jacket

Colour – Halo Silver
Sizes – XS to 2XL
Features: -
➢ 100% recycled polyester fleece
➢ Fleece

Usage – Elevate your gym attire with this full-zipped

hooded track jacket that is sure to attract attention to its sleek
and cool design along with the soft and comfortable fleece
material.

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 Design: -

➢ Regular Fit
➢ Twin Pockets
➢ Elastic Sleeves

• Into The Metaverse Hero Comics Hoodie

Colour – Carbon
Sizes – XS to 4XL
Features: -
➢ 70% cotton, 30% recycled polyester fleece
➢ Fleece
➢ Collaboration with “PUNKS Comic”
➢ Collaboration with “Bored Ape Yacht Club”
➢ Collaboration with “gmoney”
➢ Made with better cotton
➢ Static Allover Graphic print

Usage – This product initiated the new age of originality with collaborations with Bored
Ape Yacht Club and PUNKS Comic, it motivates the customers to self-express without any
limitations.

Design: -

➢ Pullover with Hood

➢ Kangaroo pocket
➢ Ribbed Cuffs and Hem
➢ Regular Fit
➢ Draw-string adjustable hood

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Women: -
Product: - Tees
Variants: -

• CAMO TREFOIL Infill Tee

Colour – Sand/Multicolour
Sizes – 2XS to XL
Features: -
➢ 100% Cotton Single Jersey
➢ Made with better cotton

Usage – Adidas brings a modern twist to its classic print

in this tee that guarantees elevating any outfit it is paired with.
The timeless camo print has always been fashionable, with the
neutral tones the allover print becomes an easy everyday wear while the Trefoil branding
becomes the center of authentic Adidas style.

Design: -

➢ Loose Fit
➢ Ribbed Crewneck
➢ Cao Print

• Always Original Tee

Colour – Magic Lilac, White
Sizes – 2XS to XL
Features: -
➢ 93% Cotton, 7% Elastane
➢ Two-in-one construction
➢ Made With Better Cotton

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 Usage – Adidas brings a 2-in-1 top with this original tee. You get a tank top with a contrast
piping, and a three-striped bolero top. This top stands as a statement look amongst everyone
drawing inspiration from the 1980’s aerobics.

Design: -

➢ Slim Fit
➢ Ribbed Crewneck
➢ Low Scoop Neck
➢ Overlay: short sleeves
➢ Tank Top: Square Neck

• Run It Tee

Colour – Blue Dawn, Semi Flash Aqua

Sizes – 2XS to XL
Features: -
➢ 100% Recycled Polyester Interlock
➢ AEROREADY material
➢ Breathable fabric with mesh back panel
➢ 360 reflectivity

Usage – Adidas brings a breathable running tee for

women that encourages them to hit the pavement for their run and instill confidence in them. It
guarantees to keep you comfortable, dry and focused from the start to the finish.

Design: -

➢ Regular Fit
➢ Crewneck
➢ Curved Hem
➢ Slight Droptail Hem with side slits

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Product: - Tracksuits
Variants: -
TIRO Suit-up Advanced Track Top

Colour – Black, Violet Fusion

Sizes – 2XS to 2XL
Features: -
➢ 70% Recycled Polyester, 30% Cotton interlock
➢ Full Zip

Usage – The Tiro jacket popular across stadiums and

pitches is now reimagined as a lifestyle jacket for women that
promises to be a sporty uniform.

Design: -

➢ Loose Fit
➢ Side Zip Pockets

• AEROREADY ¼- Zip Track Jacket

Colour – White
Sizes – 2XS to 2XL
Features: -
➢ 100% recycled polyester fleece
➢ Quarter-zip with standup collar
➢ Moisture absorbing AEROREADY
➢ Brushed Fabric

Usage – The Tiro jacket popular across stadiums and

pitches is now reimagined as a lifestyle jacket for women that
promises to be a sporty uniform.

Design: -

➢ Loose Fit

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 ➢ Drop Shoulders
➢ Kangaroo Pockets
➢ Ribbed Cuffs
➢ Elastic Hem with Bungee drawcord

• Spacer Jumpsuit with Nylon Pocket Overlays

Colour – Black
Sizes – 28 - 48
Features: -
➢ 93% Recycled Polyester, 7% Elastane
Spacer
➢ Centre-front Zip
➢ Nylon Overlays

Usage – This jumpsuit proves to be perfect for the

cold. The spacer material paired with premium nylon
overlays give a sophisticated look. With the front zip and
snap buttons you are free to showcase your layers beneath.

Design: -

➢ Side pockets
➢ Drawcord adjustable waist
➢ Snap-button ankle and wrist panels
➢ Spacer

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Product: - Sweatshirts
Variants: -

• Future Icons 3-Stripes Sweatshirt

Colour – Grey Heather, Black, Pink Fusion
Sizes – 2XS – 2XL
Features: -
➢ 67% Cotton, 33% Recycled Polyester
double-knit
➢ Made with Better Cotton

Usage – With this loose-fit sweatshirt comes style and

comfort that gives you the perfect relaxation after a hard
and tiring day. Who says you can’t look cute while
recharging.

Design: -

➢ Loose Fit
➢ Ribbed Crewneck
➢ Ribbed Neck and Hem

• Adicolor Classics Sweatshirt

Colour – Black
Sizes – 2XS – XL
Features: -
➢ 100% Cotton French Terry
➢ Made with Better Cotton

Usage – A top that is relaxed and comfortable calls

for Adicolor Classics sweatshirt. The sweatshirt is
lightweight on the body because of its French Terry

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 material built that is both comfortable and soft on your skin.

Design: -

➢ Loose Fit
➢ Ribbed Crewneck
➢ Ribbed Cuffs and Hem

• Dance Crop Versatile Sweatshirt

Colour – Black, White
Sizes – 2XS – XL
Features: -
➢ 80% Cotton, 20% Recycled French Terry
➢ Made with Better Cotton

Usage – With this sweatshirt there comes no shortage

to styling options. The tie cords let you keep a loose look
or you can for a fitted look. Embrace your inner creativity
by pairing it with bodysuits or a low-slung sweat pants.
This sweatshirt promises comfort though its soft French
Terry material.

Design: -

➢ Loose Fit
➢ Ribbed cuffs
➢ Crop Length
➢ Tie cord on hem

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Findings: -

Looking at the product line of Adidas especially Upper wear, Adidas offers a great variety of
products in T-Shirts, Tees, Hoodies, Jerseys etc. Each product line features many number of
products with varying designs and features.

Adidas has created its product line to serve its customers with products that are from regular
wear to occasion wear to specific activities. Each product is made available in variety of colors
and the range of size caters people from children to even extra-sizes.

The products offered fulfil the needs of customers for any occasion be it regular, sportswear,
gym-wear, training etc. which makes it highly popular among people. The distinguishing feature
in every product offered by Adidas is its rich and premium materials used with excellent
durability that makes it reliable and popular.

Both Men and Women Products of Adidas are classifies to be in the growth stage according to
the Product Life Cycle Theory.

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 Place
Channel Management

Adidas, being a major player in the sportswear game, has a pretty savvy way of getting their gear
into our hands. Let's break down how they do it:

1. They're Everywhere: Adidas doesn't just rely on one way to sell their stuff. They use a
bunch of different channels to reach all kinds of customers. That means you can find
Adidas gear not just in their own stores but also online, in other stores, and through
partnerships with other brands.

2. Their Own Shops: Ever walked into an Adidas store? They're like mini Adidas
universes. These stores aren't just about selling stuff; they're about giving you the full
Adidas experience. From the latest kicks to the trendiest tracksuits, Adidas stores have it
all.

3. Online Shopping: Can't make it to the store? No problem. Adidas has a killer website
where you can browse and buy their products from the comfort of your own home.
They've made it super easy to find what you want and get it delivered right to your
doorstep.

4. Sharing the Love: Adidas doesn't keep all their gear to themselves. They also sell
through other stores around the world. So whether you're shopping at a big department
store or a small boutique, chances are you'll find some Adidas gear there.

5. Teamwork Makes the Dream Work: Adidas loves teaming up with other cool
companies and famous folks to create special collections. These collaborations bring a
whole new level of excitement to Adidas gear and get people talking.

6. Making Life Easy: Adidas wants shopping to be a breeze, whether you're online or in a
store. That's why they've made it super easy to switch between the two. You can order
something online and pick it up in-store, or try something on in-store and buy it online
later. It's all about giving you options.

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The level of channel members involved in distribution of the product:

1. The Adidas Factory: It all starts at the Adidas manufacturing facilities. This is where the
magic happens – where designs come to life and fabrics are transformed into the trendy
apparel we all love. Adidas controls every step of the production process to ensure
quality and consistency in their products.

2. Wholesalers and Distributors: Once the apparel is ready, it's shipped out to wholesalers
and distributors. These are the middlemen who help get Adidas products into stores all
around the world. They buy large quantities of apparel from Adidas in bulk and then sell
them to retailers.

3. Retail Stores: This is where you come in! Retail stores are the places where you can
walk in and find racks of Adidas apparel waiting for you to try on. There are a few
different types of retail stores that sell Adidas products:

a. Adidas Stores: These are the official Adidas retail stores you see in malls and shopping
centers. They're like little slices of Adidas heaven, filled with all the latest apparel and gear.

b. Sporting Goods Stores: You'll also find Adidas apparel in stores that specialize in sports
equipment and gear. Whether it's a big-name chain or a local shop, they usually have a section
dedicated to Adidas.

c. Fashion Boutiques: Even high-end fashion boutiques can't resist the allure of Adidas. You
might find a curated selection of Adidas apparel mixed in with other designer brands.

d. Online Retailers: Of course, in today's digital age, you can also buy Adidas apparel online.
From the official Adidas website to online marketplaces like Amazon, there's no shortage of
options for scoring your favorite Adidas gear with just a few clicks.

4. Franchise Stores (Optional): Sometimes, you'll come across Adidas stores that are
operated by independent business owners but carry the Adidas brand. These are franchise
stores, and they follow Adidas' standards and guidelines to ensure that you still get that
authentic Adidas experience.

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 5. You, the End Consumer: And finally, we come to you – the reason why all this
distribution stuff even matters. You're the one who gets to rock those fresh Adidas
threads and show off your style to the world. Whether you're hitting the gym, hanging out
with friends, or just lounging around at home, Adidas has got you covered with apparel
that's both stylish and comfortable.

Which stores stock this product?

1. Adidas Own Retail Stores: These are the official Adidas outlets found in malls, shopping
centres, and standalone locations. They offer a comprehensive selection of Adidas
apparel, including the latest collections and exclusive items. Adidas stores provide
dedicated spaces where customers can fully immerse themselves in the brand experience
and explore the entire range of [Link] are the official stores run by Adidas
themselves. They're in big cities like Delhi, Mumbai, Bangalore, and others.

2. Sporting Goods Stores: Major sporting goods retailers often stock a variety of Adidas
apparel alongside other athletic brands. These stores cater to athletes and sports
enthusiasts, providing a wide range of sports apparel, footwear, and accessories.
Examples include stores like Decathlon, Sports Authority.

3. Fashion Boutiques: High-end fashion boutiques curate select Adidas apparel to offer
customers a fusion of sportswear and designer fashion. These boutiques focus on lifestyle
and streetwear fashion, incorporating Adidas pieces into their collections to appeal to
fashion-forward consumers. Stores like Lifestyle or Shoppers Stop sometimes have
Adidas clothes in their sports sections.

4. Department Stores: Many department stores feature Adidas apparel as part of their
clothing and activewear departments. These stores offer a diverse range of products,
including clothing, accessories, and footwear from various brands, making it convenient
for shoppers to find Adidas alongside other fashion and lifestyle options.

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5. Online Retailers: With the advent of e-commerce, online retailers have become popular
destinations for purchasing Adidas apparel. The official Adidas website serves as a
primary source for shopping directly from the brand, while online marketplaces like
Amazon, Ajio, Flipkart, or Myntra also offer a wide selection of Adidas apparel, often
with the added convenience of fast shipping and easy returns.

6. Collaborator Stores: When Adidas collaborates with other brands, artists, or designers to
create special collections, the resulting apparel may be available at select collaborator
stores, which could include fashion boutiques, specialty retailers, or flagship stores of the
collaborating brand.

7. Athletic Specialty Stores: Stores specializing in specific sports or athletic activities often
carry a wide range of Adidas apparel tailored to those sports. These stores cater to
athletes and enthusiasts seeking performance-oriented apparel designed for their
particular activity.

8. Fashion Retail Chains: Some fashion retail chains incorporate Adidas apparel into their
inventory, offering trendy and stylish options for fashion-conscious consumers. These
chains may include urban streetwear retailers, fashion-forward department stores, or
global fashion brands that integrate sportswear into their collections.

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Is it a mass market product where the company has maximized its
distribution outlets, or is it a luxury brand where distribution is deliberately
limited?

Adidas, one of the world's top sportswear brands, has cemented its status as a go-to choice for
many consumers, thanks to its widespread availability across a variety of outlets. The company's
strategy revolves around making its products accessible to as many people as possible, regardless
of their location or background.

At the heart of Adidas's approach is a commitment to inclusivity and convenience. They achieve
this by having a strong presence in different types of stores. For instance, Adidas Exclusive
Brand Outlets (EBOs) are flagship stores located in major cities like Delhi, Mumbai, Bangalore,
and Chennai.

In addition to EBOs, Adidas partners with multi-brand sports retail chains such as Decathlon,
Sports Station, and Sports365.

Adidas products are also prominently displayed in the sports and athleisure sections of
department stores like Lifestyle, Shoppers Stop, Central, and Reliance Trends. These large retail
outlets cater to diverse audiences, ensuring that Adidas products are accessible to urban and
suburban shoppers alike.

Recognizing the importance of online shopping, Adidas has a strong presence on leading e-
commerce platforms such as Amazon, Flipkart, Myntra, Jabong, and its official website. This
allows tech-savvy consumers to browse and purchase Adidas products conveniently from their
homes.

While Adidas does offer premium lines and exclusive collaborations, its core focus remains on
maximizing accessibility rather than limiting distribution. The brand's goal is to ensure that
everyone, regardless of their budget or location, can easily access Adidas products.

In essence, Adidas's extensive distribution network reflects its commitment to reaching as many
consumers as possible. By making its products available through various channels, Adidas
reinforces its position as a leading sportswear brand with a global appeal.

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Adidas ventures into luxury fashion through exclusive collaborations:

1. Y-3: A fusion of high-fashion aesthetics and sportswear performance by Yohji

Yamamoto.

2. Adidas Originals by Alexander Wang: Edgy designs with a touch of luxury by renowned
designer Alexander Wang.

3. Adidas Consortium: Limited-edition collaborations with top-tier fashion labels for

exclusive, upscale collections.

4. Adidas Porsche Design Sport: High-end sportswear and footwear merging performance
and luxury with Porsche Design.

5. Adidas Statement Collection: Upscale activewear crafted from premium materials,

perfect for making a bold fashion statement.

Key findings

1. Varied Distribution Approach: Adidas employs diverse channels like flagship stores,
retail partnerships, and online platforms to make its products widely accessible.

2. Customer-Centric Strategy: Prioritizing inclusivity and convenience, Adidas ensures its

presence in different store types to cater to diverse customer preferences.

3. Effective Collaborations: Collaborations with luxury brands expand Adidas's market

reach while still emphasizing accessibility.

4. Balanced Approach: Despite luxury ventures, Adidas maintains accessibility, ensuring

its core products are available to a broad audience.
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 5. Brand Strength: Adidas's extensive distribution network reinforces its position as a
leading sportswear brand, highlighting the importance of a robust distribution strategy for
sustained growth.

Photos:

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 Promotion
Product Placement in Films or Cinema advertising: Adidas has positioned its goods in TV series
and motion pictures in a calculated manner. For example, characters wearing Adidas tracksuits in
the 2001 movie "The Royal Tenenbaums" contributed to the brand's cool [Link] kinds of
product endorsements help people connect on an emotional level.

Print advertising

Soccer star David Beckham was the subject of an eye-catching print advertisement by Adidas in
[Link]' brand image was flawlessly complemented by Beckham's charm and sense of style,
making this ad distinctive and striking.

Adidas released a captivating run of print advertisements called "Inside." These advertisements
cleverly incorporated the magazine fold into their design. For example, an athlete would appear to
crunch, lift weights, or stretch when readers opened and closed the [Link]' creative
advertising strategy was showcased in the "Inside" campaign, which also engaged readers in a
novel way.

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Adidas is now running a print and television ad
campaign called "Original is Never Finished." The
campaign emphasizes that originality and innovation
are always changing by showcasing a variety of well-
known personalities, artists, and athletes. Adidas is
reaffirming its commitment to pushing limits and
reimagining what's possible with these thought-
provoking advertisements.

Outdoor advertising:

Adidas positions their outdoor advertisements in high-traffic locations like transit hubs, city
centers, and sports venues.

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TV advertisement:

Manpreet Singh, the captain of Indian hockey, was appointed as

Adidas' Indian brand ambassador. The ad emphasizes the brand's
drive to quality while highlighting his passion for sports and health.

The "Stay in Play" commercial by Adidas has weightlifter

Mirabai Chanu as its face. Her tenacity, resolve, and
dedication to continuing her activity are all on display in
the advertisement.

Adidas partnered with Bollywood actress Deepika Padukone. Her grace, confidence, and love of
exercise are captured in the advertisement, which is consistent with the brand's values.

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Own website:

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 COMMUNICATION METHODS USED TO BUILD BRAND IDENTITY

Building and improving a brand's image requires effective brand communication. Brands
accomplish this through meaningful interactions across several channels, consistent visuals, and
compelling storytelling. Crucial roles are played by digital platforms, segmenting targeted
audiences, and engaging communities. Brands build loyalty and enduring impressions by
remaining consistent, building on positive experiences, and adjusting to digital developments.
Whether via public relations, advertising, or word-of-mouth, good communication influences how
customers view and relate to a business.

1. Emotional Storytelling:
Adidas uses compelling narratives in their advertising campaigns. Through emotional
connection with customers, the brand reaffirms its identity and core [Link]'s
"Impossible is Nothing" campaign is a powerful and enduring worldwide marketing
campaign.

IMPOSSIBLE IS NOTHING

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Campaign Overview: The 2004 campaign showcased true stories of sports, entertainers, and
common people who overcome adversity to become great in their various industries in an effort to
inspire [Link] main takeaway was that anything is achievable if one is committed, persistent,
and has a positive outlook.

Inclusive Representation: A wide variety of athletes and well-known people from around the globe
are included in the [Link] purposefully incorporates athletes, genders, countries, and ethnic
groups. Stories like Beyoncé's ascent to fame, Siya Kolisi's journey as the first Black captain of
the South African rugby team, or Tiffany Abreu's
journey as the first transgender player in the
Brazilian Volleyball Superliga are relatable and
inspirational.

Authenticity and Storytelling: The focus on

storytelling in this campaign is what makes it
unique. It goes beyond simply putting up pictures of
a wide range of individuals.
Every character's past becomes the primary event.
The everyday and remarkable aspects of these
celebrities' journey to stardom are relatable to viewers. Adidas establishes a strong emotional
connection with the viewer by revealing the human side of their adventures.

Effect on Brand Image: Adidas is positioned as a company that believes in the potential of people
thanks to the "Impossible is Nothing" [Link] conveys the idea that remarkable
accomplishments can be attained with perseverance, hard effort, and
drive. Adidas invites viewers to picture their own possibilities and
goals by showcasing relevant stories. The ad upholds the brand's
ambitious ideals, inclusion, and genuineness.

In conclusion, the "Impossible is Nothing" campaign empowers and

motivates people in addition to showcasing Adidas goods. Adidas
cultivates a brand image that connects with its worldwide audience
by highlighting the human journey and honoring a variety of
accomplishments.

2. Product Placement in Motion Pictures and TV Series:

Adidas carefully chooses which scenes and narratives to
feature its products in. These appearances raise awareness of
the brand and establish Adidas as a stylish and fashionable company.
3. Digital Marketing and E-Commerce: Adidas uses social media, e-commerce, and online
platforms to fully embrace the digital era. Customers are engaged and have a seamless
buying experience with the brand's website, mobile apps, and social media platforms.

4. Influencer marketing and partnerships have greatly enhanced Adidas's brand image.
Through a purposeful alignment with athletes, celebrities, and influencers, Adidas
accomplishes multiple important goals. It first acquires instant legitimacy because the

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 people who follow these powerful figures trust them. Second, through well chosen
partnerships, the brand accesses particular demographics and niches. This individualized
strategy connects with customers more, whether it is used in conjunction with streetwear
celebrities or fitness influencers. Thirdly, influencers transform into narrativeists, narrating
genuine encounters with Adidas merchandise. Their captivating material elicits dialogue
and fosters emotional bonds. All things considered, these partnerships uphold Adidas's
integrity, morals, and appeal to people everywhere.

5. Corporate Storytelling: To establish a

strong relationship with its audience, Adidas has leveraged its extensive history and
[Link] is able to connect its brand with the thoughts, feelings, and opinions of its
customers through corporate storytelling. Adidas highlights its journey, innovations, and
memorable moments in order to amplify their emotional effect.
6. Diverse Channels: Adidas employs both online and offline media. They make sure their
brand message reaches a large audience through a variety of media, including print,
television, eye-catching billboards, and active
social media participation.

POSITIONING IN MINDS OF ITS CUSTOMERS

Adidas values its customers above everything else,

which is why diversity, integrity, performance, and
passion are some of its core values. The company sees
itself as a brand for people who want to be professional
sports, football players, and other role models. This
approach gives the impression that wearing Adidas
gear is essential to success. One of the brands that sets the bar high for the industry is Adidas,
which never stops improving the caliber and uniqueness of its goods while also aiming to please
customers with quick, cheerful service.
• Quality products-Adidas bases its reputation on quality. Their footwear, equipment, and
accessories are specifically designed for maximum performance without sacrificing style.

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 This commitment to high-quality materials and construction promotes durability and
fosters consumer perceptions of trustworthy, long-lasting products.
• Adidas maintains a balance between elegance and functionality. Their products are both
performance-oriented and fashionable. Adidas seeks to meet the needs of both athletes and
fashion-conscious individuals.
• Style and aesthetic appeal: Adidas has established a reputation for selling high-quality
athletic apparel. Modern technology is used in the product design process to ensure
longevity and excellent performance. By consistently introducing cutting-edge
innovations, Adidas is demonstrating its dedication to excellence and raising the bar for the
sportswear sector.
• Versatility: All Sports Under One Roof: Adidas has made a name for itself as a
comprehensive sports brand with merchandise suitable for a wide range of activities.
Adidas positions itself as a one-stop shop for sports-related products by providing
specialized gear for all sports, including football, basketball, tennis, running, and even golf.
This adaptability strengthens their positioning strategy because it appeals to a diverse group
of sports enthusiasts.
• Adidas has been leveraging its marketing campaigns to present engaging stories that center
on themes of authenticity, inclusivity, and empowerment. Adidas engages with its audience
more deeply than just product features by supporting cultural movements and telling the
stories of athletes and innovators.
• Adidas, like a lot of other big corporations, has been emphasizing environmental
responsibility and sustainability more and more. They've started campaigns like "Run for
the Oceans" to increase public awareness of the problem of ocean plastic waste. Brands
that present themselves as socially conscious appeal to customers who value morality and
environmental responsibility.

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 Price
Adidas' pricing strategy is largely driven by its commitment to quality, innovation and brand
value. As a premium brand, it matches its price with the value of its products. This is called
value-based pricing, where the focus is not only on the cost of production, but also on the unique
features and benefits that the product brings to customers.

Adidas Performance line is usually more expensive. Because these products include high-
quality materials, advanced technology and advanced designs developed through extensive
research and development. These products are aimed at athletes and sports enthusiasts who need
special features in their equipment and are willing to pay a premium for these improvements.

Adidas practices four types of pricing strategies:

1. Value-based Pricing – Aligns with quality, innovation and brand value

2. Performance line pricing – Reflects high-quality materials and technology
3. Style Line pricing – Influenced by fashion trends, designs and collaborations
4. Competitive Pricing – Balances premium positioning with competitiveness

On the other hand, the Adidas Style line has products that are evaluated according to the latest
fashion trends, design uniqueness and brand collaboration. Limited edition collections or
collections developed in collaboration with celebrities and designers are usually high-priced due
to their exclusivity and high demand among fashion-conscious customers.

It is important to mention that Adidas is also engaged in competitive pricing. Although the brand
is not afraid to raise the price of its products, it also takes into account the prices set by big
competitors such as Nike or Puma. This helps the brand remain competitive in the market while
maintaining its premium status.

Another notable feature of Adidas' pricing strategy is discounts and promotional campaigns.
Adidas offers significant discounts in the off-season or on certain product lines that are almost
sold out. This not only attracts price-sensitive customers, but also enables the brand to launch
new product lines on time.

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FOR MEN’S AND UNISEX PRODUCTS

Product: - Polo T-Shirt

PRODUCT PRICE ON ADIDAS WEBSTORE
CLS POLO SHIRT 1799/-
ESSENTIALS BASE POLO SHIRT 2799/-
TRAIN ESSENTIALS POLO SHIRT 1499/-
TENNIS FREELIFT POLO SHIRT 2794/-

Product: - Tees
PRODUCT PRICE ON ADIDAS WEBSTORE
BRANDLOVE TEE 1399/-
ESSENTIALS SINGLE JERSEY LINEAR 1999/-
EMBROIDERED LOGO TEE
ESSENTIALS CORE POLO TEE 1999/-
AEROREADY DESIGNED FOR 2299/-
MOVEMENT TEE

Product: - Hoodies
PRODUCT PRICE ON ADIDAS WEBSTORE
STUDIO LOUNGE FLEECE HOODIE 3150/-
MANCHESTER UNITED LFSTLR 7999/-
HOODIE
T365 FULL-ZIP TRACK JACKET 2599/-
INTO THE METAVERSE HERO COMICS 8999/-
HOODIE

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FOR WOMEN’S
Product: - Tees
PRODUCT PRICE ON ADIDAS WEBSTORE
CAMO TREFOIL INFILL TEE 3000/-
ALWAYS ORIGINAL TEE 3500/-
RUN IT TEE 2799/-

Product: - Tracksuits
PRODUCT PRICE ON ADIDAS WEBSTORE
TIRO SUIT-UP ADVANCED TRACK TOP 4999/-
AEROREADY ¼- ZIP TRACK JACKET 4999/-
SPACER JUMPSUIT WITH NYLON 4000/-
POCKET OVERLAYS

Product: - Sweatshirts
PRODUCT PRICE ON ADIDAS WEBSTORE
FUTURE ICONS 3-STRIPES 3000/-
SWEATSHIRT

3500/-
ADICOLOR CLASSICS SWEATSHIRT

DANCE CROP VERSATILE SWEATSHIRT 2799/-

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