Adidas, founded by Adi Dassler, is a sportswear company that designs and manufactures shoes, clothing and other accessories sold in multiple nations. The brand started becoming bigger when founder Adi Dassler persuaded Jesse Owens to wear his hand crafter track shoes in the 1936 Summer Olympics. After Owens came home with four gold medals, people were all over those shoes. The name Adidas was put into play in 1949 and since then has taken off. It is the largest sportswear company in Europe and second largest in the world, right behind Nike.
Although Adidas is the second largest sportswear company in the world, that doesn’t mean they don’t have to compete because oftentimes society changes their tastes, expectations and preferences all the time. For a while Adidas was dominating the sportswear industry, but in 1964, when Nike came into play, it wasn’t all that easy for Adidas. People quickly changed over to Nike products and suddenly Adidas had their new biggest rival. Demand was increasing for Nike like crazy and that’s all people wanted. But just recently, people have started to wear more Adidas again because of their new arrivals. Adidas figured out a way to become both a sportswear brand and a hypebeast brand. Adidas fund something that they could do that Nike would never expect so that they could increasing
demand of their product and it was working well. Adidas developed the strategy of giving their products to celebrities for people all over the world to see on social media, television and even in concert. For example, shortly after Kanye West was in contact with Adidas, they developed the Yeezy shoe. This shoe, part of the hypebeast category, was a $1000 shoe and people bought it without hesitation just because Kanye wears it, It’s crazy how something like that works. Even going back to the Jesse Owens example I used before, when you put a celebrity in your product, people want to buy it just because they’re wearing it. Focusing back on the topic, when Adidas finally started partnering with news breaking celebrities, output has increased tremendously and Adidas is making a huge comeback from its rougher years in the early 10’s. Their profitability is getting way closer to Nike’s and the overall value of their company is increasing.
In conclusion, Adidas had many ups and downs on their mission to become the number sportswear manufacturer in the world. They quickly figured out that they can’t just continue doing the same things, they had to think outside of the box and put their product of celebrities that the public was constantly relating to and watching. The point is, Adidas is a on comeback and their future is still very bright. Now the only question is.... Nike or Adidas?
Works Cited“Adidas.” Wikipedia, Wikimedia Foundation, 25 Feb. 2018, en.wikipedia.org/wiki/Adidas.
Rains, Benjamin. “The Rise and Future of Adidas.” Zacks Investment Research, Zacks Investment Research, 26 Feb. 2018, www.zacks.com/stock/news/287528/the-rise-and-future-of-adidas.
Ricadela, Aaron. “How Adidas Got Back in the Game.” Bloomberg.com, Bloomberg, 29 Sept. 2016, www.bloomberg.com/news/articles/2016-09-29/how-adidas-got-back-in-the-game.
Tonner, Andrew. “Better Buy: NIKE, Inc. vs. Adidas.” The Motley Fool, The Motley Fool, 28 Dec. 2016, www.fool.com/investing/2016/12/28/better-buy-nike-inc-vs-adidas.aspx.