TABLE OF CONTENTS:
adidas profile mission statement core values product category
key trends lifestyle buying plans assortment plan statement of opportunity collaborations
adidas profile:
Synonymous with sport, adidas is the largest sportingwear manufacturer in Europe. Despite a long heritage spanning many decades, adidas stays current through intriguing design and advanced technology. Innovation is the name of the game. With celebrity collaborations, athletic sponsorships and ever-evolving products, adidas continues to be a top player in the sporting industry.
mission statement:
We are laser-focused on our mission: we strive to be the best sports company in the world, with brands
built on a passion for sports and a sporting lifestyle!
HERBERT HAINER, CEO OF THE ADIDAS GROUP
core values:
product category:
men’s sneakers
key sneaker trends These upcoming trends will be instrumental in men’s sneakers sales within our projected buying plan.
s
Lifestyles
s
Fitness Fanatic
Wants to better himself and wants his gear to improve along with him Willing to spend for a quality product and becomes trained for one brand Loyal customer and an achiever
“I Wanna Be Famous�
Wants to change the world and be a big part of it Strives to be different to break norms Is an experiencer and will invest in the collaborations and originals
buying plans
corporate plan
Atlanta, GA
Culver City, CA
assortment plan Focus Product Category: _ Men's Sneaker Planned Purchases, Retail:
Sizes
8 9 10 11 12 13
% Total
10% 15% 20% 22%
$
Purchases
$28,758 640 $43,137 960 $57,517 280 $63,269 008 $51,765 552
$287,586 400
O
Styles
Hi- Tops Slip Ons Runner Running Shoes Minimalist Sneaker Yeezy
fo
Total °
15 /o 15% 20% 20%
$
Purchases
$43,137,960 $43,137,960 $57,517,280 $57,517,280 $28,758,640
SWOT Analysis
Strengths 1. adidas was started in 1949, which means the company has a long heritage and high brand value. 2. adidas has multiple product portfolios with varied range of footwear and accessories. 3. adidas sponsors major sporting events including Olympics, FIFA, UEFA, NBA, and major athletes and teams. 4. Thousands of stores globally accounting for $4.3billion, the company is in strong financial position. 5. Collaborations & membership: Strong relationship within the sustainability area with organizations such as International Labor organization and International Finance Corporation. 6. Fashion designer collaborations with adidas.
1 adidas Groups' products, in order to be competitive, require constant and continuous innovation that may require inordinate amounts of capital expenditures, with no assurance that the innovations will be successful commercially 2 The competition in the athletic industry is fierce and product popularity is dependent upon consumer loyalty, which is notoriously changeable 3 On a macro-economic scale, adidas' products are highly susceptible to downturns in local and international economies, and adidas has no meaningful control over this weakness 4 adidas invests much of its advertising funds not only in products but in athlete-spokespersons, who may, depending on their behavior, become a liability.
Weaknesses
1 Competition: Although adidas is a global brand it is facing fierce competition from other brands like Nike, the No.1 sportswear brand in the US. Besides this, there is regular competition from local players, substitutes and market penetrators. 2 Fake adidas products will continue to encroach on adidas' market share in many places. .
Threats
Opportunities
1. Changing Lifestyle: With the saturation of developed economies, changing taste & preferences, education & changing lifestyle of developing economies, there is a steep rise in the demand of premium goods & services. 2. Expanding its product line will open a new set of opportunities while at the same time it can differentiate itself from the competitors by following this strategy. 3. In its footwear operations alone, adidas Group can market between 60 and 80 new footwear designs per year, covering several major sports in several countries 4. As new athletes emerge and their popularity grows, adidas, because of its comprehensive understanding of competitive athletics and infrastructure, can bring these newly popular athletes into its marketing arm, thereby marketing certain products to a whole new element of the consumer market.
collaborations
“adidas is a melting pot of different cultures,” says global creative director of adidas Sport Style Dirk Schonberger.
adidas’ roster of designers is unprecedented. Beyond West, Williams, Scott, and Yamamoto, all of the following will have collections with adidas in 2014: Raf Simons, Rick Owens, Stella McCartney, Opening Ceremony, Mark McNairy, and Topshop. That is a staggering amount of talent.
The relationship between designer and sportswear brand has changed since Yamamoto approached adidas nearly 15 years ago; rather than only bringing prestige to the athletic brand, these partnerships have become much more symbiotic, benefitting both parties.
adidas Originals, the lifestyle business into which the Yeezy collectionis grouped, saw its sales grow 45 percent in the fourth quarter. The Originals category particularly helped drive growth in adidas' North American business overall, revenue for which was up 12 percent in the quarter.
The collaboration, which adidas called “the most significant partnership ever created between an athletic brand and a non-athlete,� will involve a line of Yeezy streetwear, including shoes, clothing and accessories for all genders.
adidas X Alexander Wang
The collaboration between adidas Originals and Alexander Wang was finally made official with the introduction of the collection on the runway in New York City as part of the designer’s Spring 2017 show. The collection consists of a track suit top and bottom, several T-shirts, hoodies, sneaker, and also long-sleeve T-shirts
This was the rst time a high fashion designer with such celebrated, close-to-couturier status worked with a sport company, breaking down the walls between fashion and sportswear
adidas was ahead of the pack, launching its rst fashion collaboration with Yohji Yamamoto all the way back in 2003. adidas Originals general manager Arthur Hoeld says Yamamoto rst approached the brand about using the famous 'three-stripe' trainers for its Fall 2001 show, thinking they would refuse. Instead, a permanent collaboration — called Y-3 — was born two years later, following "a great dialogue of how the future of sportswear could look."