Adidas Marketing Report

Elle Warren / Adidas Digital Marketing Report Fashion Branding and Communication Instagram page: elllexadidas Blog: https://adidasxelle.blogspot.co.uk/?view=magazine Vimeo: https://vimeo.com/user66428209 Issuu: https://issuu.com/ellewarren

Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas Contents

Pg. 2: Executive Summary Pg. 3: Consumer Analysis Pg. 4: Competitor Analysis - Nike Pg. 7: Competitor Analysis - Puma Pg. 10: Brand Positioning Map Pg. 12: Brand Analysis Pg. 14: Brand Objectives Pg. 16: Treatment Document Pg. 20: Action and Implementation Plan Pg. 28: Film Moodboard Pg. 29: Figures Pg. 30: Bibliography

Page 1 Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas Executive Summary

The aim of this marketing report is to outline the main purpose of using a short promotional film to reach Adidas’ fashion audience, which will differentiate it from its competitors and create a different segment of the premium sportswear market.

By using micro analysis of the industry environment, a SWOT will identify the strengths, weaknesses, opportunities and threats of Adidas against its main competitors.

Analysing these factors, will make it clear as to what needs to be promoted within the film in order to grow audeince within the sector of moving image.

Using Adidas’ brand essence, values and personality the film intends to keep the brand remaining, authentic, urban and youthful. Adidas will also address marketing factors and issues which they possibly don’t use to their advantage. The films intent is to reach new consumers and audiences, extend the reach to those who already engage and buy the brand and celebrate the diversity in which they pride themselves.

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Elle Warren / Adidas Consumer Analysis

The male Adidas customer is someone who takes care of themselves, enjoys a healthy lifestyle including working out and eating right. They range from the ages of 16 to 40 years old, involved in any kind of sport, participating or watching, and from a middle working class family or individual. They spend their disposable income on the latest collaborations and trends, as well as supporting the creators through their own work, like music or sport. Younger consumers would maybe be influenced by those who have worked in collaboration with Adidas. Perhaps listening to Kanye West and Pharrell Williams would encourage them to purchase items they have been involved in because buying those products make them feel closer to the designer or influencer because they look up to them. They would also follow Adidas across all social media channels more religiously than those who are older and working.

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Elle Warren / Adidas Competitor Analysis

Nike The first main competitor of Adidas is Nike. They both compete for the sportswear and leisure top spot through similar collaborations, marketing campaigns and styles of apparel.

According to LeBook.com (LeBook.com, 2018), Nike have produced 511 sports advertisements (film and photos), only 42 of these are fashion related advertisements. In comparison, Adidas have produced 153 sports advertisements (film and photos) of which 80 of these are for fashion. This is far fewer films overall than their Nike competitor.

Adidas produce more films relating to fashion product, which appeal to their fashion customers over those that are interested in sportswear. Looking into the films themselves, NIKE are more likely to make films about events and how their product would improve something, and don’t use social media as a platform to promote their films. The films take a more fashion focus, over footwear even when a campaign maybe about the shoes they use the inspiration, people and sound to promote it more than just the product itself. Usually taking on a futuristic genre which shows the diversity of the new product campaign.

When exploring their social media it is clear that the fashion element of the brand is not as established as sport. Although they produce products for fashion, they don’t encourage them through social media like they do with their sporting and leisurewear campaigns.

The layout of their social media channels (e.g Instagram), has no flow. Mainly made up of film shorts, the campaigns they run have no sequence or plan for layout in terms of colour scheme or attracting new followers - rarely posting photography.

Regardless of this, Nike do collaborate with individuals recognisable in music and culture, showing how they are similar to Adidas. By striving to be better they modernise old ranges of shoes, changing colour and materials and using new technologies to their advantage.

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Elle Warren / Adidas Competitor Analysis

NIKE - SWOT analysis Strengths: - Dominant market position: Nike control about 45% of the market share in the United States and because of this they are one of the leading suppliers of footwear for athletes. Each of the brands under NIKE specializes in different aspects, for example, the Jordan is a collection for athletic wear for basketball players. (Statista.com, 2018)

Weaknesses - Dependence on independent manufacturers: NIKE largely depends on independent manufacturers outside of the United States to supply its fabrics for the majority of its products - meaning they have little control on the quality of their product. Most of these are made in countries like China, Indonesia and Vietnam. (nbcnews.com, 2005)

- Top innovation: This aspect of the Company brings comfort, while also reducing injuries to athletes. Consulting with coaches, trainers and athletes ensures better products can be made. (Nike.com, 2018) - Multi- channels: Nike distributes their products through retail stores, but both online, at www.nike.com, and physically through their own stores, as well as other channels. In total NIKE has 1,142 stores worldwide and their multi-channel approach has increased their consumer count in total. (Statista.com, 2018)

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Elle Warren / Adidas Competitor Analysis

Opportunities - Growing global footwear market: There has been a growth in the revenue generated from footwear meaning Nike are set to increase their income in the years 2014-19. Because of Nike’s strong brand portfolio, it means they are in a good position to take advantage of the growing need for footwear. (stock-analysis-on-net.com, no date) - Growing online: There is a preference from customers to shop online and the statistics of the amount spent online each year shows this.

Threats - Counterfeit products: With the use of the internet growing, there is no doubt that there will be forgery within the market and this has aided the full speed of amount of counterfeit products around the world.

- Competition: Nike are in one of the most competitive industries in the world and because of this, brands like Adidas and Puma have a lot to do to maintain their position, while NIKE remains as the leaders in the market.

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Elle Warren / Adidas Competitor Analysis

Puma The second competitor of Adidas would be Puma. Although they are not as well known for their sportswear, their fashion side is more established, especially for women.

When analysing Puma across social media they show an array of differences, their social media platforms are much more relevant and organised than that of NIKE, posting visuals and short films that follow on from the previous posts. Although they are more known for their fashion within their customer sector, Puma’s Instagram does show mainly sportswear content, especially footwear. Whether these are for fashion or sportswear is still up for debate, and this aspect of the brand is immensely similar to Adidas showing they aren’t just a sportswear brand. Puma has an urban, cool and retro genre running through their social media content and in terms of who they collaborate with. To generate more traffic on social media Puma could promote new products more effectively by using brand ambassadors to their advantage.

Re-visiting what is posted on social media would encourage more consumers to buy into Puma as a brand as they are currently not using it strongly enough. To encourage new customers ambassadors and collaborators could celebrate the brand and their involvement more.

Just like Adidas, Puma’s collaboration sector is strong. Working with Rihanna, who is also the brands women’s wear ambassador, Jay-Z and The Weekend. Creating not just solely shoes but fashion pieces also.

Because of the brands essence, it is important for PUMA to include the role models their customers admire and these will need to match the brands personality of urban and street.

Similarly to Adidas, Puma began in Germany and it was also their mission to supply athletes with the best possible footwear, but advancing in the 21st century has seen them engage with those alien to the fashion world, Ferrari, Mercedes and BMW have played key parts in supporting Puma.

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Elle Warren / Adidas Competitor Analysis

PUMA - SWOT analysis Strengths - High growth rate: Puma achieved an increase in sales in the second quarter of 2016, a revenue of €3.39 billion in 2015 which was an increased from €2.97 billion in 2014. Focusing on expanding might result in an even higher growth rate this year. (Statista.com, 2018)

Weaknesses - Competition: Puma face heavy competition from NIKE and Adidas, with their also high income and revenues, it becomes harder for Puma to become a big player in the sportswear and leisure fashion sector.

- Marketing and sponsorship: They spend a huge amount on promoting the brand throughout the world through elite athletes, legends and international footballers. As well as sponsoring athletic tracks and the FIFA football world cup in 2014.

-Financial Strength: While their revenue in 2015 was €3.39 billion, their close competition NIKE made approximately €27.51 billion and Adidas at €16.92. This gives Puma less opportunity for growth within innovation and research development and means Puma are in direct competition to sponsor teams due to other competitors. (Statista.com, 2018)

-Research and development: They are an innovative brand and being the first to introduce screws on football boots to improve the friction in athletes boots while running received a lot of positive results in the footballing world. (Puma-catchup.com, No date) - The future is female: They are currently strengthening their strategic focus on the female target market. Starting a partnership with international star, Rihanna, making her creative director and ambassador has seen Puma gain a lot more social media attention.

- Market Share: Puma holds around 6% of the market share, while its competitors, NIKE and Adidas hold, 11% and 21%. (Slideshare.net, 2013) - Wage Dispute: Puma has faced disputes in relation to the wages among workers which can sometimes lead to strikes meaning production suffers. (Theguardian.com, June 25th 2017)

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Elle Warren / Adidas Competitor Analysis

Opportunities - New markets: Expanding into Asia will enable Puma to cater to the masses, as this is where the opportunities are. Vietnam, Saudi Arabia, India and Columbia are where Puma should be focusing to make higher sales. (Thedrum.com, December 5th 2017) - New products: Puma could move away from the sporting market, due to it already being densely populated with more successful brands, and produce a separate lifestyle section to increase a new customer market. This could also mean developing new and different competitors in other markets.

Threats - Fraud Products: Copying products and selling at a lower price effects revenue for Puma and puts the products at risk, meaning results in a decline in sales.

- The current economic situation is very bleak, for example in the UK, the brexit situation is still underway, so therefore expanding at the moment won’t benefit them massively.

- More Sponsorships: Although Puma sponsor sporting events and icons and celebrities, is it much less than those of its competitors. To gain more market share, they need to increase their presence which will increase sales and thereby increase profits.

- More disposable income: Peoples income has increased so they have more money to spend on luxury and premium goods. Puma could be apart of this and take advantage of this to boost sales.

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Elle Warren / Adidas Brand Positioning Map

Wholesale

Sell across a wide range of wholesale, but social media is weaker than it should be

NIKE ADIDAS

9.

Strongest social media and good wholesale for menswear but womenswear could be broader

Even split amongst menswear and womenswear on wholesale. On social media it is only sportswear posted

REEBOK

Weak Social Media

ASICS

Only sell mass products on particular wholesale, very strong social media and flow

PUMA

Strong Social Media

Social media posts are only of shoes as well as the products sold on wholesale, very limited sites sell Asics

ASOS SPORT No social media and only sold online at ASOS

Retail

Page 10 Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas Competitor Analysis Wholesale Analysis 10.

Wholesale/Brand

Adidas

Nike

Puma

Urban OutďŹ tters

205 Products - 131 products for men - 71 products for women - There are considerably more clothes than shoes

26/47 products are shoes - 36 products for men - 10 products for women

6 products altogether - All shoes

ASOS

1188 Products - 752 products for men - 464 products for women - More shoes than clothes in general

1663 Products - 1051 products for men - 609 products for women - Mainly apparel

628 Products - 360 products for men - 261 products for women - Considerable more clothes than shoes

JD Sports

1687 Products - 478 products for men - 98 products for women - That remaining is for children and accessories - Even split amoungst shoes and apparel - Not a lot of sportswear for women, mainly branded fashion

Doesn’t say how many products are on sale - Designed by Nike - Categorized through sports, apparel, shop the look and new campaigns and releases

323 Products - 137 products for men - 89 products for women - 99 products for kids - More apparel and shoes for women rather than men - The menswear for Puma is football shirts mainly _ Boys wear is only football shirts - Mainly fashion apparel for men, not a lot of sportswear

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Elle Warren / Adidas Brand Analysis

Graphics within Adidas films are to be used to their strengths and only for specific campaigns. Across social media GIF’s, short glitchy films and longer more directed films, if they are supporting a campaign, are posted. As well as relating photography and boomerangs. Adidas compete against the top brands in the sportswear industry, so having an individual identity is important.

This comes from those who they collaborate with and the innovative technology they use to improve and design their products. The tone and essence of the brand does appeal more to a younger market, especially as those who are directly involved in the brand, sports, music and culture persons are seen as role models to the younger sector of their customers in the bracket of 14-20 year olds. The role models are also seen as promoters to the products and do encourage these younger consumers, as well as others, to purchase items because they wish to feel close to them.

Their content does reflect a healthy lifestyle, promoting living well and amercing yourself in a proactive attitude towards life. This approach does limit them however when attempting to gain new consumers, due to not everyone that is wanting to buy into the brand seeing living in this particular way as a necessity. The most striking and interesting content does come from when Adidas collaborate because the artists have an impact on all aspects of the campaign, not just the design of the products, and this is proven on their social media platforms. Comparing these posts against those that are from Adidas Originals or Adidas, shows more colour making a much more interesting and engaging post.

Brand Essence: Diversity / Competitive / Heritage / Innovation Brand Values: Authentic / Passionate / Inspirational / Committed / Honest Brand Personality: Urban / Street / Inclusive / Diversity

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Elle Warren / Adidas Brand Objectives

In the film the brands essence; diversity and heritage, values; authentic and passionate and personality; urban, street and inclusive, will be portrayed through a series of sequences following someone in ‘a day in the life’ and their fast and accessible ranges through online purchase and social media. A relate-able looking and acting person, with numerous personalities, making them diverse, wears Adidas throughout their daily tasks. Filming different collaborations and ranges of apparel will show the innovative aspect of Adidas design and how committed they are to always striving to be better - showing how competitive they are with themselves. Keeping the style of film quick, snappy and graphic will represent the authentic side to Adidas, fitting with the campaigns that have been before and using them as templates for this.

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Brand Proposition Authentic Passionate Inspirational Commited Honest

Brand Personality Urban Street Inclusive Diversity

Brand Essence Diversity Competitive Heritage Innovation

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Elle Warren / Adidas Brand Objectives

Adidas - SWOT analysis Strengths: - Legacy and heritage: Starting in 1949 shows they have come a long way to establish themselves as a youthful brand. (adidas-group.com, No date)

Weaknesses: - Premier price range: Due to innovative technologies and production methods, the brand has become less affordable for those in developing countries, limiting their customer.

- Diversity within products: Adidas have multiple ranges and lines across footwear, accessories and apparel.

- Outsourcing: They are running a risk of over dependency on outsourcing in countries like Asia, therefore the quality of products perceived by developed economies is a concern for the brand. (adidas-group.com, No date)

- Strong financial position: With 1352 (as of 2010) stores worldwide and accounting $20.3 billion they are in a healthy position. (statista. com, 2018) - Distribution network: By selling online and in stores, they have an effective system through different channels.

- Limited product line: They only have 2 brands under their group although they have got deep assortments within these brands, there is more scope for products and lines.

- Branding: Celebrity endorsements and supporting major organisations like FIFA, NBA and the Olympics have increased awareness in the market and grown the customer base.

Page 14 Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas Brand Objectives

Opportunities: - Changing Lifestyle: Within developing countries, there is room to change lifestyles and education because there is a demand for premier goods and services. (adidas-group.com, No date) - Market development: Entering into new markets will be the only way to succeed in the future because developed economies are already having high competition.

- Expansion: Expanding the product line will open a new set of opportunities and differentiate themselves from other competitors.

Threats: - Although Adidas is a global brand, it faces competition from brands like NIKE, putting Adidas second in the premium segment.

- Supplier: The majority of its production being outsourced so suppliers have more bargaining power than the company.

- Regulations: 35% of their products are manufactured in China and 93% in Asia so import regulations and tariffs play a vital role in the company.

- Increasing the demand of premier products: The Indian market has room for growth. This will give Adidas the chance to expand their market size. (economictimes.com, May 31st 2017)

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Elle Warren / Adidas Treatment Document

calling all diversity #offbeat

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Elle Warren / Adidas Treatment Document

Within this treatment document, the 4P’s (Product, placement, promotion and process) are implemented.

Overview: Adidas’ previous campaigns and films scream positivity and celebrating those who have done good or inspire them, by being their true selves. They are colourful in their personalities towards film concepts and welcome everyone. For this film, each scene will vary in length but the shots will be quick and fast. The scenes will be released across 3 days and will be shown across Instagram, sent to subscription boxes and Twitter, with the final long version being available through the swipe up mode on Instagram. For those who don’t follow on any of the Adidas platforms, the clips will be sent to influencers who support the brands personalities and values, and point the attention towards Adidas, resulting in new followers being directed and being told that this brand isn’t just for the health conscious but also the style conscious. Similarly this will work on Twitter, using the ‘re-tweet’ and ‘quote tweet’ icons.

Film: The purpose of the film is to represent the split personality of those who invest in Adidas, representing how accessible Adidas is across social media platforms and online and the fast delivery they offer. The diversity is proven through those that they collaborate with and how diverse those that buy into the brand are, not physically but through their personality traits. This film will be linked to the #HereToCreate campaign which brings together all those who have collaborated with Adidas in a bid to express how innovative they are as a brand and that they will always be creating new products with those who inspire them. Casting the main role as a relate-able man sets the scene for who the film is aimed towards. Drawing in new customers is one of the objectives so this character, doing what anyone can, will remind those of how easy it is to be apart of the Adidas group. Focusing mainly on the collaborations that Adidas have done through footwear, but introducing fashion, will show that this product line isn’t solely for active wear but leisure too.

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Elle Warren / Adidas Treatment Document

Plot: The film begins with someone beginning their day, shot by shot.

Cutting to the main character scrolling through Adidas online on his laptop, choosing an outfit for the day, clicking on items of clothing and them appearing on his body. Shoes and clothes will change, in time with the track of the film, showing a variety of products. Later, he’s scrolling through Adidas’ social media on his phone and clicking on the clothing in the photos. These items then turn into his outfit by liking the post. The film ends with the sun reflecting through his outfit and into the camera, focusing on the Adidas logo and then cutting to a black screen with the hashtag #OffBeat.

Feel: The shots will be short and quick, using a stop motion static style of filming will keep the viewer interested and wondering how the outfits will be changed up in each scene. Keeping it fast will mean that if any detail is missed then the film can be viewed again, this time with other elements being seen that were not in the first watch, resulting in the film being seen multiple times. Using well lit settings with no distractions will keep the attention on the Adidas products - it will clearly be a film for Adidas from the outset.

Audio: Having no sound throughout the film, this including background noise, will give the music sound track centre stage. Choosing an upbeat and memorable sound will add to the snappy style of filming to keep it engaging. The sound is the most important part to make the viewing element stronger and atheistically more pleasing to watch.

Locations: Kitchen table - Sophisticated and modern space, nor male or female interiors.

Out and about - Promenade of Cheltenham high street - pavement.

Surrounded by white chalk buildings and flowerbeds.

Crew list - Director/art assistant - Model - Editor

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Elle Warren / Adidas Treatment Document

Delivery and format: The film will be maximum of 1 minute long, being split into 3, 10 second long scenes being released on days leading up to the release date through the Adidas social media, influencers and by those who have previously collaborated with Adidas. The full film will be able to be viewed on the Adidas homepage via the ‘swipe up’ mode on Instagram stories.

Styling Using someone that naturally looks like they are not an avid gym user, but leads a healthy life, that is also into their fashion and social media. Using limited makeup that looks natural on the male model just to airbrush any insecurities they may have.

Cast: The one and only character in the film is an average looking guy, someone who enjoys a healthy lifestyle but is also passionate about fashion. Someone that is up to date with modern technologies and the latest trends and releases.

#IAmDiverse / #AdidasMakesMeDiverse

Props list: Products - 7 pairs of Adidas shoes - 5 different t-shirt options - 2 pairs of bottoms (Shorts)

Hashtags:

#CallingDiversity / #CallingDifference #BeDiverse / #BeDifferent

#OffBeat / #HereToCreate #IndividuallyAdidas

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Elle Warren / Adidas Action and Implantation Plan

Scene 1 Online shopping

12.

>Shot in black & white > Short clips of 5 seconds maximum, changing camera angles throughout. > Begining with opening the laptop, searching ‘adidas’, navigating through the website, clicking on the t-shirt and taking out the tag. > When edited, each shot will be a maximum of 3 seconds.

Location > Kitchen at mid morning (10am) Products > Adidas top

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Elle Warren / Adidas Action and Implantation Plan

Scene 2 Closing laptop & turning in chair.

13.

> Shot in black & white > Short clips of 5 seconds maximum, changing camera angles throughout. > Closes laptop, turns out of chair with trainers coming into focus.

Location > Kitchen at mid morning (10am) Products > Adidas shoes - Ultra boosts

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Elle Warren / Adidas Action and Implantation Plan

Scene 3 Changing shoes & shorts

14.

> Shot in colour > Short clips of 5 seconds maximum, changing camera angles throughout. > Previous back shoes go up and out of shot, when these hit the floor, they change to red. > Similarly with black jeans to white shorts.

Location > Kitchen at mid morning (10am) Products > Adidas shorts > Adidas shoes x2

Page 22 Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas Action and Implantation Plan

Scene 4 Changing shoes

15.

> Shot in colour > Short clips of 5 seconds maximum, changing camera angles throughout. > Red shoe from previous shot walks in, stays and changes through multiple designs. > Rotation finishes and red shoe walks back out of shot.

Location > Kitchen at mid morning (10am) Products > Adidas shoes x 5

Page 23 Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas Action and Implantation Plan

Scene 5 Walking to change shoes

16.

> Shot in black & white > Short clips of 5 seconds maximum, changing camera angles throughout. >Walking on from previous shot, sitting and tapping shoes, changing as they touch Location > Cheltenham (12pm) Products Adidas shoes x 2

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Elle Warren / Adidas Action and Implantation Plan

Scene 6 Social media

17.

> Shot in black & white > Short clips of 5 seconds maximum, changing camera angles throughout. > Scrolling through Adidas instagram > Finds t-shirt, ‘likes’ and appears wearing it Location > Cheltenham (12pm) Products Adidas shoes x 1 Adidas top x 1

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Elle Warren / Adidas Action and Implantation Plan

Scene 6 Ending shot

18.

> Shot in black & white > Short clips of 5 seconds maximum, changing camera angles throughout. >Sunlight against ‘liked’ Instagram t-shirt > Various angles with light pouring into camera Location > Cheltenham (12pm) Products Adidas top x 1

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Elle Warren / Adidas Action and Implantation Plan

Scene 6 End

19.

> Shot in black & white > Short clips of 5 seconds maximum, changing camera angles throughout. > adidas logo and hashtag flashes onto screen > Black screen and then flashes up again with graphics Location Products Adidas logo

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Elle Warren / Adidas Moodboard

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Elle Warren / Adidas Figures

Page 3: 1. Skateboaring boys (2016) [Online image]. Available from: http:// fridate.tumblr.com [Accessed on 11th Feb 2018] 2. Retro camera display (2013) [Online image]. Available from: http:// www.idealhome.co.uk/all-rooms-ideas/displaying-collections-49816 [Accessed on 11th Feb 2018] 3. Jamie Dornan (2011) [Online image]. Available from: https://www. malemodelscene.net/agencies/select-models/jamie-dornan-hugo-bossfw-2011-12/ [Accessed on 11th Feb 2018] 4. Cooking man (2016) [Online image]. Available from: https://www. glamour.nl/love/sex/gallery/de-seksbucketlist-voor-welk-type-ga-jij [Accessed 11th Feb 2018] 5. Breakfast (no date) [Online image]. Available from: https://www. issycroker.com [Accessed on 11th Feb 2018] 6. Fashionable man (2015) [Online image]. Available from: https:// websta.me/p/946294330522796816_399004543 [Accessed on 11th Feb 2018] 7. Adidas hoodie (No date) [Online image]. Available from: https://www. pinterest.co.uk/pin/589267932467340736/ [Accessed on 11th Feb 2018] 8. Adidas Yeezys (2017) [Online image]. Available from: https:// comoeumevisto.wordpress.com/2017/10/18/top-5-sneakers-maishypados-de-2017/ [Accessed on 11th Feb 2018]

Page 10: 9. Brand positioning map (2018) [Own image]. In possession of Elle Warren Page 11: 10. Wholesale analysis (2018) [Own image]. In possession of Elle Warren Page 13: 11. Brand onion (2018) [Own image]. In possession of Elle Warren Page 20: 12. shopping online (2017) [Online image]. Available from: https://www. stocksy.com/1351989 [Accessed 20th Feb 2018] Page 21: 13. Man on laptop (2015) [Online image]. Available from: http:// metro.co.uk/2015/08/07/14-things-youll-only-understand-if-youre-afreelance-or-self-employed-5325547/?utm_content=buffer23084&utm_ medium=social&utm_source=pinterest.com&utm_campaign=buffer [Accessed 20th Feb 2018] Page 22: 14. Man in shorts (No Date) [Online image]. Available from: https://www. flyviral.net [Accessed 20th Feb] Page 23: 15. Shoes (No Date) [Online image]. Available from: https://theidleman. com/manual/advice/what-to-wear-to-the-gym/ [Accessed on 20th Feb 2018] Page 24: 16. Running in shoes (2016) [Online image]. Available from: https:// www.primark.com/en/features/men/2016/january/menswear_ workout_2016 [Accessed 20th Feb] Page 29 Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas Figures

Page 25: 17. Mobile phone (2017) [Online image]. Available from: https:// www.getthegloss.com/news/passively-scrolling-through-socialmedia-is-harming-our-mental-health [Accessed on 20th Feb] Page 26: 18. Sunset (No Date) [Online image]. Available from: http://www. whiskymarketplace.co.uk [Accessed on 20th Feb] Page 27: 19. Adidas logo (2016) [Online image.]. Available from: https:// designvectorsports.blogspot.co.uk/2016/04/adidas-logo.html [Accessed on 20th Feb] Page 28: 28. Urban drain (No date) [Online image]. Available from: https:// www.pinterest.co.uk/pin/84583299221076141/ [Accessed 11th Feb 2018] 29. Lights (No date) [Online image]. Available from: https://www. urbancottageindustries.com/rosa-kids [Accessed 11 Feb 2018] 30. City Scape (No Date) [Online image]. Available from: https:// weheartit.com/entry/281745598 [Acessed on 20th Feb 2018] 31. Basketball (No Date) [Online image]. Available from: http:// nenima.tumblr.com/image/130647467721

Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas Bibliography

Page 4: - LeBook (2018). Overview of Nike advertisements [Online] lebook.com.

Available from: http://www.lebook.com/search/nike [Accessed 23rd Jan 2018] -LeBook (2018). Overview of Adidas advertisements [Online] lebook. com. Available from: http://www.lebook.com/search/Adidas [Accessed 23rd Jan 2018] Page 5: - Statista (2018). Nike’s revenue worldwide from 2009 to 2017, by region (in million U.S. dollars) [Online] Statista.com. Available from: https://www.statista.com/statistics/241692/nikes-sales-by-regionsince-2007/ [Accessed 23rd Jan 2018] - Nike (2018). About Nike [Online] Nike.com. Available from: https://about.nike.com/pages/nike-explore-team-sport-research-lab [Accessed 23rd Jan 2018] - Statista (2018). Total number of Nike retail stores worldwide from 2009 to 2017 [Online] Statista.com Available from: https://www.statista.com/statistics/250287/total-number-of-nike-retailstores-worldwide/ [Accessed 23rd Jan 2018] - nbcnews (2005). Nike reveals overseas factory names, locations [Online] nbcnews.com. Available from: http://www.nbcnews.com/id/7480688/ns/business-us_business/t/nike-reveals-overseas-factory-names-locations/#.WmSrFa2ca9Y [Accessed 23rd Jan 2018]

Page 6: - Stock Analysis On Net (No Date). Nike Inc Income Statement [Online] stock-analysis-on-net.com. [Online] stock-analysis-on-net.com.

Available from: https://www.stock-analysis-on.net/NYSE/Company/ Nike-Inc/Financial-Statement/Income-Statement [Accessed 23rd Jan 2018] Page 8: - Statista (2018). Global revenue of Adidas, Nike and Puma from 2006 to 2016 (in billion euros)* [Online] Statista.com. Available from: https://www.statista.com/statistics/269599/net-sales-of-adidas-andpuma-worldwide/ [Accessed 23rd Jan 2018] - Puma (2015). The birth of new studs [Online] Puma.com. Available from: http://www.puma-catchup.com/puma-history-screw-studs/ [Accessed 23rd Jan 2018] - Slideshare (2013). Brand Rivalries [Online] Slideshare.net. Available from: https://www.slideshare.net/MUSTUFAALI/brand-rivalries [Accessed 23rd Jan 2018] - The Guardian (2017). Cambodian female workers in Nike, Asics and Puma factories suffer mass faintings [Online] theguardian.com.

Available from: https://www.theguardian.com/business/2017/jun/25/ female-cambodian-garment-workers-mass-fainting [Accessed 23rd Jan 2018]

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Elle Warren / Adidas Bibliography

- The Guardian (2017). Cambodian female workers in Nike, Asics and Puma factories suffer mass faintings [Online] theguardian.com.

Available from: https://www.theguardian.com/business/2017/jun/25/ female-cambodian-garment-workers-mass-fainting [Accessed 23rd Jan 2018]

Page 15: - Adidas Group (No Date) The dilema of sourcing globally [Online] adidas-group.com. Available from: https://www.adidas-group.com/ en/group/backgroundstories/commitment/the-dilemma-of-sourcingglobally/ [Accessed 23rd Jan 2018]

Page 9: - The Drum (2017). How Puma entered India as a latecomer and still became a leading sportswear brand [Online] thedrum.com. Available from: http://www.thedrum.com/news/2017/12/05/how-puma-enteredindia-latecomer-and-still-became-leading-sportswear-brand [Accessed 23rd Jan 2018]

- The Economic Times (2017) Adidas has become the first sportswear brand in India to cross the Rs 1,000-cr revenue mark [Online] economictimes.indiatimes.com. Available from: https://economictimes. indiatimes.com/magazines/brand-equity/adidas-has-become-the-firstsportswear-brand-in-india-to-cross-the-rs-1000-cr-revenue-mark/ articleshow/58907442.cms [Accessed 23rd Jan 2018]

Page 14: - Adidas Group (No Date). History [Online] adidas-group.com. Available from: https://www.adidas-group.com/en/group/history/ [Accessed 23rd Jan 2018] - Statista (2018). Number of retail stores of the adidas Group worldwide from 2008 to 2016, by store type. [Online] Statista.com. Available from: https://www.statista.com/statistics/268442/number-of-retail-stores-ofthe-adidas-group-worldwide-by-store-type/ [Accessed 23rd Jan 2018] - Adidas Group (No Date) The dilema of sourcing globally [Online] adidas-group.com. Available from: https://www.adidas-group.com/ en/group/backgroundstories/commitment/the-dilemma-of-sourcingglobally/ [Accessed 23rd Jan 2018]

Page 31 Calling All Creators / #HereToCreate / #OffBeat

Elle Warren / Adidas

Page 33 Calling All Creators / #HereToCreate / #OffBeat