Olympic Champion Comes Out Of The Brand - Adidas

As we all know, Adidas is one of the famous sports brands in the world today, and Nike, Reebok and other brands occupy the main market share of global sporting goods consumption.

Since its inception in 1920 (the "Adidas" trademark was registered in 1948), Adidas has achieved brilliant successes and failed lessons.

The rise and fall of these commercial wars are closely related to their brand positioning and development strategies.

Reviewing the development history of Adidas and the gains and losses in the process of brand management will undoubtedly have important reference value for the development of the sporting goods industry in our ascendant.

From start up to world-class brand of sporting goods

The expanding brand strategy works frequently.

Although Adidas was only a small workshop in its early days, its vision has been aimed at the world's largest market.

Therefore, in the early days of the company's development, Adidas took product technology innovation as the driving force to open up the market and enhance brand awareness.

"Function first", "the best for athletes" is the principle of brand development.

Adidas's founder, ADI dadler, is not only a track and field athlete and sports enthusiast, but also an entrepreneur and inventor who admired craft, quality and innovation, and many technical breakthroughs in Adidas's shoe making process were achieved by him. He has won 700 patents in succession.

At the same time, ADI dash is also a pioneer in the world of sports shoes.

In 1920, ADI invented the first pair of training shoes in the world. Under his leadership, Adidas produced the world's first pair of skates and glue casting football spikes.

Adidas's spiral shoe is a revolutionary innovation. People even think it made a great contribution to the German football team's World Cup in 1954.

The world famous brand of Adidas started in 1936 at its Olympic Games in Berlin, Germany.

On the eve of this Olympic Games, ADI found Jesse Owens, the American sprinter who hoped to win the title, and assured him that the spikes were of great help to the match, but Owens refused.

So ADI also suggested that he could try it in pre competition training.

As a result, the use of Owens made the best of it, and used Adidas's spikes in the formal competition. As a result, he won four gold medals and shocked the world.

Although Owens's strength is beyond doubt, after all, he chose Adidas running shoes in many running shoes.

Owens's achievements made Adolf Hitler on the audience very furious. Due to the unanimous hatred of Nazi Germany all over the world, the winning photos of Owens wearing Adidas running shoes were widely circulated around the world.

After the establishment of the world famous sporting goods brand, Adidas's brand development is still closely related to technological innovation.

At the 1956 Melbourne Olympic Games, Adidas launched a subsidiary brand, "Melbourne", which was named Adidas's newly developed multi button sport shoes.

In that Olympic Games, a total of 72 gold medals were won by the players wearing Adidas sports shoes, which made the Adidas brand popularity higher.

Horst Dassler, the eldest son of Adidas, has the gift of marketing. He takes the lead in linking the brand visually with athletes, sports teams, large competitions and related sports activities.

Under his advocacy, Adidas became the first company to give free sports shoes to elite athletes. The first company signed a long-term contract with sports teams to provide sports shoes and socks, so that people in many world-class competitions saw excellent athletes wearing Adidas products on their feet.

At the same time, Adidas is actively sponsoring a global sports event.

Because of the lofty status of the Olympic Games in the hearts of the people, it not only provides the best stage for the best athletes, but also creates the best opportunity for different sports shoes to show different functions.

Therefore, the Olympic Games are determined by Adidas as the best sponsor.

Adidas is different from other sponsors such as Coca-Cola and Visa card. Adidas sports shoes can be integrated into the competition as a commodity.

At the same time, the long-term cooperation between Adidas and Olympic athletes and competitions has enabled Adidas to establish a solid connection with the Olympic movement, and it is very difficult for other brands who have nothing to do with sports or to sponsor Olympic Games intermittently.