Market Communication
Adidas is a world recognised company which manufactures shoes and sport apparel. It was founded by two brothers Adi and Rudolf Dassler in Germany in 1924 when it was first known as Dassler shoes. During the Olympics the company gained recognition with the Dassler shoes being seen. In 1948 Rudolf left to start his own company which is known as Puma today. Adi Dassler came up with the three famous stripes logo and Adidas name once his brother left which became a trademark for Adidas. In 1978 Adi Dassler died, his wife and son decided to run the company. They brought a lot off success to the business. However in 1984 Adi Dassler’s wife died followed by their son in 1986. The company’s stock was then bought by Bernard Tapie as the company was suffering from financial problems.
Due to economical problems in 1992 Bernard Tapi sold Adidas to Lyonnais Bank who then sold Adidas to Robert Louis-Dreyfus, who was also the president of the Olympique de Marseille football team. This meant Adidas moved from being a manufacturing and sales based company to a marketing company. In 1997 Adidas’ corporate name was changed to Adidas Salomon AG after they acquired the Salomon Group. In August 2005 Adidas purchased rival company Reebok.
“At the same time sales had been closer to those of Nike in North America. The acquisition of Reebok would also allow Adidas to compete with Nike worldwide as the number two athletic shoemaker in the world. Three months later Adidas released a new version of the Adidas 1, make it better, stronger and faster. On April 11 2006, Adidas announced an11-year deal to become the official NBA apparel provider”.
Adidas’ vision, mission and objective statement.
Vision:
“Passion for sport. This is Adidas. We consistently bring our passion to every single sport, wherever and whenever it is played. Whether it 's football in the park or the 100meters at the Olympics - we have been there, we are there now, and we will always be there. Our dream is to bring our
Due to economical problems in 1992 Bernard Tapi sold Adidas to Lyonnais Bank who then sold Adidas to Robert Louis-Dreyfus, who was also the president of the Olympique de Marseille football team. This meant Adidas moved from being a manufacturing and sales based company to a marketing company. In 1997 Adidas’ corporate name was changed to Adidas Salomon AG after they acquired the Salomon Group. In August 2005 Adidas purchased rival company Reebok.
“At the same time sales had been closer to those of Nike in North America. The acquisition of Reebok would also allow Adidas to compete with Nike worldwide as the number two athletic shoemaker in the world. Three months later Adidas released a new version of the Adidas 1, make it better, stronger and faster. On April 11 2006, Adidas announced an11-year deal to become the official NBA apparel provider”.
Adidas’ vision, mission and objective statement.
Vision:
“Passion for sport. This is Adidas. We consistently bring our passion to every single sport, wherever and whenever it is played. Whether it 's football in the park or the 100meters at the Olympics - we have been there, we are there now, and we will always be there. Our dream is to bring our
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