-Dhiraj Thapa
Introduction
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Adidas is the biggest sportswear manufacturer in Europe and one of the biggest in
the world.
The company that started in 1924 is one of the favorites for many athletes.
Adidas has also won the trust of many customers as a strong and reliable brand.
Historic background
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Adidas began when Adolf Dassler began making shoes in his mothers wash kitchen in Germany
after he returned from the great war in 1924.
The first name for Adidas was Gebrüder Dassler Schuhfabrik (Dassler brother shoe factory)
Their big break came when Adolf Dassler drove from Bavaria to Berlin where the 1936 summer
Olympics were held. He had created special shoes for a African American sprinter named Jesse
Owens. This was the first time Adidas reveled its self to the world.
Competitors and market
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One of Adidas’s major competitors is Nike as Nike from the USA also manufactures
sportswear for athletes.
Adidas is know to have the second largest market in the world with 26.3%, Nike who
are the leaders in market are estimated to have a total of 36.3% of the sportswear in
the world.
Adidas has also merged with Reebok which made an impressive increase in the USA
form 8.9% to 21.1%.
Adidas also has other competitors such as Puma, and Kappa
Adidas through time
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Adolf Dassler created his first training shoes made out of canvas in 1920.
By 1937 Adolf had 30 different shoes for 11 different sports.
The brand began in 1947 and was named in 1948 after the first two syllables of Adolf
Dassler.
The German football team wins the world cup and all the players wear Adidas in
1954.
In the 1960 Olympics in Rome Adidas had another big break as 75% of the athletes
wore Adidas shoes.
Adidas dominated again this time in the 1962 world cup in Chile where Adidas shoes
were worn every game.
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1963- Adidas first soccer ball is produced
1967- Adidas sports apparel is launched.
1970- At the World Cup in Mexico, Adidas soccer ball becomes the official ball; and
since then every official match ball has been an Adidas product.
Adi’s special boxing boots are worn at “the fight of the century”,
between Muhammad Ali & Joe Frazier
1978- Adolf Dassler dies at the age of 78, leaving his son Horst in charge of Adidas.
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1998 was another big year for Adidas as they were the sponsor for the official match
ball.
2002 was another successive year for Adidas as the world cup was hosted by 2 Asian
countries for the first time. Adidas took a huge amount of credit not just being sponsor
of the official math ball but also opening academies in Asian countries which was a
huge advertisement.
Adidas was also the sponsor for the official match ball for the 2006 and 2010 world
cup and UEFA champions league.
Now Adidas sponsors famous sports men such as Lionel Messi.
Evaluation and future
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Adidas is a going to have success in the future as well the it has daily
clothing made as well as sporting goods.
Adidas has also promoted its business all over the world so its easier
access to people who live far away.
There are so many athletes that advertise Adidas that it is moving rapidly in
the world market.
Adidas is also likely to be very successful because of the history behind it.
Thank You
Bibliography
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Adidas. (Updated September 15th) “Adidas”, available from: www.adidas.com/ .(Date15th September 2010)
Wikipedia the free encyclopedia. (last modified 18th September) “Adidas”, available
from: http://en.wikipedia.org/wiki/Adidas .(Date visited- 18th September 2010)
Every season starts at dick’s sporting goods. (2010) “Adidas: company timeline”,
available from: http://www.dickssportinggoods.com/info/index.jsp?categoryId=711781.
(Date visited 15th September 2010)