The Slogan & SWOT The Slogan & SWOT Analysis Analysis

For AdidasFor Adidas

新傳四 洪瑋庭 新傳四 洪瑋庭 Jessie HongJessie Hong新傳四 繆　萱 新傳四 繆　萱 Clair MiaoClair Miao統資二 黃康恬 統資二 黃康恬 Candy HuanCandy Huangg心理二 張家馨 心理二 張家馨 Ivy ChangIvy Chang

Introduction of Adidas

Introduction of Adidas

About Adidas

Founded Country Germany

Since Since 1949

Industry Sport goods

Main Products FootwearAccessoriesSportswear

About AdidasEmployees 27,000 (2006)

Main competitor Nike and Puma

Present conditions The largest sportswear manufacturer in Europe.

The second largest sportswear manufacturer in the world.

Website www.adidas.com

Brand story• Establishment:

• Adidas was founded in 1920 by Adolf ("Adi") Dassler and his brother

Rudolf Dassler.

Brand story• The name of Adidas is from Adolf

Adi Dassler.

• The company formally registered as adidas AG (with lower case lettering) on 18 August 1949.

Brand story• Promoter - Adi Dassler• He is not only a excellent shoemaker but

also an good athlete.

Brand story• His dream is “designing sport shoes w

hich are the most appropriate for athletes.”

• However Adi and his brother Rudolf Dassler did not get along well, in 1948 they split up, with Rudi forming Puma.

Brand story

• Big events of Adidas• 1954 FIFA World Cup In this contest, the champion was won by West

Germany, who defeated Hungary, giving them their first title. And Adidas was the sponsor of West Germany team, Adidas provided new technical football boots which have breakthrough --- the spikes can be took apart when you want, it was a key point of wining this game.

Brand story• Logo:

1. Three parallel victorious bars

2. Thamrock

The SloganAnalysis

Impossible is Nothing.

The spirit of this brand: “forever sport” and “there is nothing impossible in the world.”Concise and Powerful.

With the great mouthpieces who could interpret this slogan by their actions.

Impossible is Nothing.

The SWOTAnalysis

Strengths

• Leading position worldwide

• Innovation, creative

• Have a variety of choice

• Multi-brand organization

Strengths

Leading position worldwide.Innovation and creative.Have a variety of choice.Multi-brand organization.

Weaknesses

• Expensive selling price

• Focus on one sports - football

• High expenditure

Weaknesses

Expensive selling price.Focus on one sports–football.High expenditure.

OpportunitiesSoccer products-create European market.Basketball products-create American market. Original series-attract the consumers who focus on fashion.

Threats

Many competitors.Easy to replace.

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