The Meaning Of Adidas Trademark Is Innovative And Enterprising Spirit.

As everyone knows,

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.

At that Olympic Games, the athletes who wore Adidas sports shoes won 72 gold medals, which made Adidas brand popularity more improved.

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.

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In the course of company development, Adidas adopts the brand promotion mode of Pyramid type, which has an impact on three levels.

First of all, the brand attracted many athletes who came up with results, not only because of their need for high-performance sports equipment, but also because of the constant innovation of Adidas, which gave technical support to athletes at a high level.

Second, the Adidas brand has frequently appeared on athletes who have entered the major competition podium, stimulating the needs of more potential consumers - weekend explorers and amateur athletes.

At this level, products and word-of-mouth communication that really meets demand are playing a key role.

Third, the athlete's brand preference gradually penetrated into the general fitness group, which is the largest consumer group.

Through this brand promotion method and Adidas's strong market base, its brand influence extends rapidly to all levels related to sports.

Adidas brand has successfully innovating the brand development strategy of the Olympic Games and famous athletes, and the brand promotion mode of Pyramid type through technological innovation. By the 60s and 70s of last century, Adidas has been an unmatched advantage in the sporting goods market and has become a world-class brand of sporting goods.

Business was frustrated after its peak.

Original brand strategy

Nike's great challenge

After the death of ADI downer in 1978, Adidas lost the main driving force of technological innovation.

In 1985, the death of horsler darsler caused Adidas to lose a manager with brand vision.

In the 3 years after 1989, Adidas sold Bernard Tapil, a French businessman, and a consortium of French banks. The succession of two new bosses did not add new vitality to Adidas's business development.

In this period, changes in the sporting goods consumption market require Adidas to make corresponding changes in brand strategy, but unfortunately Adidas does not.

After entering the 80s of last century, Adidas's brand promotion mode in Pyramid began to fail.

In the United States, the largest sport product market in the world, the number of runners in the bottom of Pyramid has increased dramatically. Nike has seized the opportunity and achieved great success.

Although Adidas is very popular among runners, the number of athletes wearing Adidas sports shoes in New York marathon increased from 150 in 1970 to 4000 in 1979. A survey in the late 70s showed that more than half of Americans had worn Adidas sneakers.

But the success of the business led to its neglect of the rise of jogging and the rise of Adidas.

Adidas is bound by the common ideas of successful people -- why invest in unfamiliar fields? Adidas now thinks that jogging is not a group or competitive sport, it is different from the market familiar to the company - jogging fitness is not in the three level consumer group of Adidas Pyramid mode.

But for the mass jogger group, Adidas can not establish contact with any team, club or organization.

Adidas, which has always been supported by product technology innovation as brand, has also encountered problems in the development of new products.

Adidas noticed the running fitness craze and the fitness exercise very late. After the late launch of the new product, the location of the product was not clear, which deviated from the core value of the brand.

When Adidas no longer represents anything, its brand image tends to be blurred.

In the field of new product development, although Adidas has a high level of designers and many patented technologies, designers are rather amateur about designing shoes for jogging workers. They feel that lowering the requirements of running shoes seems to have reduced professional standards.

Of course, they eventually designed a new running shoes for jogging. They felt that the shoes were limp to anyone wearing them, so they laughed themselves out of nickname "cripple".

In addition, in terms of product sponsorship and advertising strategy, although Adidas has always maintained its practice of sponsoring major competitions and athletes, Adidas's sponsorship and advertising at this stage have been competing with Adidas in the international high level athletic field.

At the same time, Adidas has strategically selected Michael Jordan and other athletes who have great potential and can attract world sports fans "eyeballs" as product spokesmen, so that their brand awareness has improved rapidly.

From childhood to NBA, Jordan is an admirer of Adidas brand, but Adidas has not responded to it.

During this period, the advertising campaign between Adidas and Adidas was obviously the latter.

At the same time, many young people also think that Adidas is very conservative, though it is easy to use, it is not fashionable.

Reversing the decline and replaying the drum -- implementing the new brand strategy

In 1993, after being changed for two times, Adidas sold it to an investment company.

The company was led by Robert Luis Tyford. Before he became chief executive, Adidas had hired Rob Strasser, an experienced creative genius who worked in Adidas, Peter Moore, and this new management team has brought confidence to Adidas's recovery.

In 1991 and 1992, Adidas's brand development strategy changed dramatically.

First of all, on the management strategy of the product, the original company was organized in three main business areas: sportswear, sports shoes and socks and the hardware equipment (such as balls and racket) used by athletes.

The new business structure is classified according to sports categories, such as football equipment market, basketball equipment market, etc.

Business is made up of people who are familiar with and love the sport or have the expertise of relevant market players, such as the Germans in charge of the football equipment market.

This kind of operation and management mode centered on specific sports events will help Adidas staff to grasp the development trend of the sport at all times and stop the slow reaction to market changes in 80s.

And this strategy to keep pace with market demand is also helpful for people to rediscover that Adidas is the most outstanding sports brand.

At the same time, Adidas also adjusted the sponsorship strategy - sponsorship activities focused on sports teams and sports events.

Although Adidas has a large number of famous athletes as spokesmen, such as Kobe Bryant of the Losangeles Lakers, tennis star Anna Kournikova and soccer star Zidane, the focus of the company's sponsorship activities is more focused on the large global sports competitions, sports organizations and teams, such as the Olympic Games, the European Football Championship and the World Cup football match.

This strategy enables Adidas to connect itself with the most exciting events.

This is different from the emphasis on sponsoring individual athletes. The latter hopes more to the success of athletes and the exemplary performance inside and outside the field. In the competitive and complex competitive sports field, how many athletes can be nearly as beautiful as Jordan? In addition to world competitions, Adidas also sponsors national teams and regional teams all over the world.

Its sponsorship teams include Germany, Spain, France and other national football teams, such as AC Milan and Real Madrid football clubs, New York Yankees and San Francisco 49 rugby teams.

The team is the center and spiritual pursuit of many of its fans. This provides a unique opportunity for the sponsors to establish contacts with their customers and promote their brand.

In addition, Adidas pays more attention to investment in media advertising, sponsorship activities of affiliated brands and sponsorship of mass sports competitions, and tries to create an affinity brand image among consumers.

After several years of brand development strategy innovation, Adidas finally made a beautiful turnover.

Sales rose from 1 billion 700 million in 1992 to a record 4 billion 800 million in 1998. After the last deficit year in 1993, profits rose steadily to 425 million US dollars in 1998.

Adidas's brand image in consumers has also changed greatly. A survey of Adidas brand image shows that consumers think Adidas's three most prominent associations are: fashion, modernity and coolness, which is a dramatic change compared with a few years ago.

Another survey shows that more than 50% of athletes believe that Adidas has become more fashionable, modern, more populist and younger in the past two years.