By Katie Challenger
INTRODUCTION OF BRAND
ADOLF ‘ADI’ DASSLER
OVER 57,000 EMPLOYEES Hebert Hainer became the new CEO of Adidas. As the new century started, adidas reinvented the game again. In addition to its sport performance offering, adidas is the first in the industry to introduce a new lifestyle segment, focusing on sports-inspired streetwear. In the partnerships with Yohji Yamamoto (2002) and Stella McCartney (2004) were born along with exciting labels such as Y-3 (2003) and Porsche Design Sport (2007). These are helped Adidas grow further with celebrity endorsements and amazing designers.
It all started in a small town called Bavaria. Dassler started a small shoe factory in 1924 called “Gebrüder Dassler Schuhfabrik”. His mission was to create the best possible equipment for athletes. Years later after athletes winning gold medals from Dassler’s equipment, he started over again in 1949 being the age of 49. With then starting ‘Adi Dassler adidas Sportschuhfabrik’ he employed 47 people to get to work on what now is the largest sportswear manufacturer in Europe. Within the same day of starting this is when the famous 3-Stripes had begun. Just by registering his first shoe, Dassler started a global success story.
SECOND LARGEST IN THE WORLD
COMPETITORS MAP
High Price
Lifestyle
Performance
Low Price
AGE - 15 to 45 GENDER - Male and Female RACE - Any Ethnicity Location - Global EMPLOYMENT STATUS - A, B, C1, C2, D, some E. A - Higher management, Bankers, Lawyers, Doctors B - Middle management, Teachers, Creative and Media people C1 - Office supervisors, Junior managers, Nurses, White collar jobs. C2 - Skilled manual workers, Plumbers, Builders, Blue collar jobs D - Semi skilled and unskilled manual workers E - Unemployed students, casual workers
PSYCHOGRAPHIC ASPIRERS -
seek status, materialistic, acquisitve, oriented to image and appearance, persona and fashion. Typically younger generation
SUCCEEDERS -
seek control. Strong goals, confidence, work ethic and organisation. Typically higher management and professionals.
EXPLORERS -
seek discovery. Energy, individualism and experience. Values difference and adventure. Typically younger demographic (student).
REFORMERS -
seek enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgment. Anti-materialistic but aware of good taste.
TARGET CONSUMER
DEMOGRAPHIC
MOODBOARD
STRENGTHS
- Both Adidas and Disney being versatile and being creative with campaigns. - Strong sports brand with a huge consumer population. - Bright colours to attract the audience - Reasonable pricing which attracts more purchases - Variety of styles of the items
WEAKNESSES
- Competing against other sports brand such as Nike, Puma etc. - Consumers not appreciating the concept of colours and patterns.
OPPORTUNITES - Could expand the collaboration further into other items. (e.g. Trainers) - Gives both brands a different collection to embrace - Expand to different Disney franchises.
THREATS
- Other brands creating the same concept. - Whether the items actually sell to create a profit.
PRICE
- Depends on the style of garment - Expensive enough for a profit however still cheap for a wider class audience. - Varies for patterns and fabrics - Penetration strategy
PROMOTION
- To promote this collaboration, I would want to create a campaign to be advertised globally. - From this it would catch eyes with the bright colours and intriguing patterns, which will interest the consumers into the collection. - This collection I believe would be easy to sell, especially ready for spring/ summer time. - It is individual and unique. Also consumers who love Disney, especially Lion King will definitely be excited.
PLACE
- Can purchase in both Adidas and Disney stores. To expand could sell in sportswear shops such as JD sports. - Both online and in-store - This is right for the collaboration because it is exclusive to both companies.
PRODUCT
- Sportswear - The USP is it’s a one of a kind collaboration. Bright colours and patterns - The product targets active people, whether its gym, dance, sports, etc. To make exercising comfortable and practical. - It is different because it shows you do not need to be a child to love or wear Disney products. Also that Disney is versatile.
MOCK-UPS
THANKYOU FOR LISTENING ANY QUESTIONS?