It was established in 1948 by Adolf Dassler, subsequent the crack of Gebriider Dassler Schuhfabrik (Dassler Brother Shoe Factory) between him and his elder brother, Rudolf. Throughout the 1936 Summer Olympics held in Germany, Adolf convinced U.S Sprinter Jesse Owens to sprint using his company’s spikes. Owens went on to win four gold medals. On the other hand, the inconsistencies in political principles between the two brothers during the Second World War were building up. They lastly split in 1947 and went on to from Adidas and Puma. At the present, own brands like Taylormade, Rockport, Reebok, etc. The headquarters of this company in Herzogenaurach, Germany and they have 46,306 number of employees. Competitors are Nike, Reebok, Bata, Liberty, Puma, and Fila.




• It has far above the ground brand value among the consumer since it established.

• The company supports key sporting events such as Olympics and most important sportsmen and teams.

• Their products are obtainable in the globe and they have well-built workforce.

• Creator of large multiplicity of manufactured goods such as sports footwear, Adidas, bags, shirts, watches, eyewear, and other sports and clothing related good.

• Client retention ratio is elevated

• Convincing strategies of marketing can magnetize consumers to purchase Adidas products.

• It has a much expanded product portfolio ranging from gears to clothing, sports shoes, and accessories.

• Sturdy and inventive marketing since years have shaped a strong brand custody in the minds of clients


• The costs of manufactured goods are high

• It has been serving limited sector

• Cost arrangement of company is far above the ground

• The products can occasionally be costly by reason of pioneering technology or production technique.

• Rigid rivalry and related big brands means clients have high brand changing


• Market access in present markets

• Build up innovative products to magnetize new consumers section.

• Contribute to business social accountability

• It has strong market position in Pakistan, Bangladesh and India

• Get bigger customer base

• Merger and acquisitions

• To continue with the rivalry, Adidas creates close to sixty new foot-friendly designs every year.

• It can venture into making more fashionable designs and cuts

• Join with rising sports teams/clubs/players globally.

• Brand building by creation sports academies


• It has been facing strong war from Nike and PUMA.

• Demand of the manufactured goods could reduce due to economy slow down in European countries.

• Societal and environmental concerns because of Human right breaches and employment practices.

• Macroeconomic threats by reason of differ in consumer expenditure and assurance.

• Changes in design and technology.

• Turbulence political circumstances.

• Other brands propose more styles and varieties, thus more rivalry

• Threat from other aggressive brand that create sports equipment and accessories at a minor cost

• Pirated replications influence brand image