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Adidas Case Study

This case study examines Adidas AG, a German sportswear company founded in 1948. It discusses Adidas' history, competitors, strengths and weaknesses in a SWOT analysis, and how the company reconnected with its sporting heritage to inspire future growth. Problems arose in the 1970s-80s when Adidas strayed from its sporting roots, but it has since solved these issues by seeking expertise, maintaining athlete relationships, using its history to innovate, and never compromising on quality.

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Anamika Santhosh
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157 views7 pages

Adidas Case Study

This case study examines Adidas AG, a German sportswear company founded in 1948. It discusses Adidas' history, competitors, strengths and weaknesses in a SWOT analysis, and how the company reconnected with its sporting heritage to inspire future growth. Problems arose in the 1970s-80s when Adidas strayed from its sporting roots, but it has since solved these issues by seeking expertise, maintaining athlete relationships, using its history to innovate, and never compromising on quality.

Uploaded by

Anamika Santhosh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Case study

Group members

Ajish
Anamika
Isac
Safna
Winston
HISTORY

 Adidas AG is a sports clothing manufacturer.

 Adidas was founded in 1948 by Adolf Dassler.

 Adolf Dassler started to produce his own sports shoes in his


mother's wash kitchen in Herzogenaurach, Bavaria after his
return from World War I. In July 1924, his brother Rudolf
returned to Herzogenaurach to join his younger brother's
business, which became Dassler Brothers Shoe Factory.

In 1949 ,Adolf changed the company name to Adidas (Adi


from his nick name and Das from Dassler)
Competitors

Competitors of Adidas include;

• Nike
• Gucci
• Puma
• Lacoste
• Reebok
• Converse
STRENGHTS WEAKNESS
-Good financial position -High cost structure
Strong international operations -Limited product line
-Strong distributive chain -Over pricing

SWOT
ANALYSIS
OPPERTUNITIES THREATS
-Exception in emerging markets -Fierce industry completion
-Increase demand in product
innovation -Economic recession
-Change in customer life style -Increase in taxation
The sportswear giant's embrace of its heritage shows
how reconnecting with the past can inspire a company's
future.
PROBLEMS
The strategy pursued in the late 1970s and
1980s, involving an expansion into leisurewear,
was a rejection of Adidas’s heritage which
induced very poor results.
Employees were confused about the
company’s direction, innovation had no focus,
design and product quality deteriorated,
margins suffered, and opportunities were
missed.
With mounting losses and lenders threatening
to cut credit unless more money was pumped
into the business, the family decided to sell
SOLUTIONS
Seek external experts opinions.
Maintaining a continuous healthy
relationships with athletes.
Grabbing up the opportunities available.
Upliftment of the experienced employees
and seeking their opinions and suggestions.
Seeking information and ideas from the past
and history than trying to develop or follow
others.
Never compromise on the quality.

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