The 80 Year Complex Between Adidas And The Olympic Games

From a humble shoemaking workshop to a famous sports industry magnate, Adidas has a secret of success, that is, as a sporting goods manufacturer, we must grasp the Olympic business opportunities.

Olympic Games is a sacred feast of sports. In its 100 years of development, there is hardly a name comparable to Adidas.

Since its birth in 1920, Adidas has almost never brushed away from the Olympics.

Every time with the Olympic "grafting", Adidas can achieve rapid growth in host countries and neighboring countries.

More than 80 years ago, Adidas was only a factory shoemaking factory in a small town in Germany, even without a leather sewing machine. All shoes were sewn by hand.

Before 1925, there were 12 workers in his factory, including his family, who could only make 50 pairs of shoes a day.

To open up the market, the founders two brothers came up with an idea: let customers try it on for free.

As a result, 1 months later, customers who tried to try on free came to door one after another, some paid for shoes, others continued to make their own orders, and Adi brothers' shoes began to sell.

This has also become the beginning of Adidas's "marketing".

Since then, 80 years of marketing related to the Olympic Games, Adidas has achieved another classic business case.

As a German enterprise, Adidas has perfectly embodied the characteristics of Germans being good at intensive cultivation, especially in the decades of uninterrupted cooperation, sparking sparks with the Olympic Games and constantly making themselves more alive.

From a small factory to a "regular customer" of the Olympic Games, sponsoring 1 billion 300 million yuan to become TOP, hoping to win the gold medal in the Chinese market by Olympic Games, in 1920, in the town of herrah, Bavaria, Germany, a small family shoe factory was born.

The owner of the shoemaking factory was Adi Dassler, who was only 20 years old.

He was originally a baker, and after the first World War, he obtained some primitive funds by reselling the surplus materials of the army and decided to join the sports industry.

Aadi was also a track and field athlete. He loved sports very much and was keen on innovation.

At that time, there was no such thing as "sports shoes" in the world. He and his brother Rudolf (founder of Puma) began to study the shoes worn in sports.

In 1920, he invented the first pair of trainers in the world.

A few years later, the two brothers set up a company, named "Adidas shoemaking factory" under the name of ADI dash. The shoes they produced were quite famous locally and their business gradually expanded.

80 years ago, the Olympic Games "virgin show" 1928, the ninth Olympic Games was held in Amsterdam, Holland.

With his passion for sports, ADI, a 28 year old shoe factory owner, immediately took his company's sample shoes to Amsterdam after knowing the news.

ADI's idea is simple: as long as enough athletes wear their shoes at the Olympics, with the quality of "Adidas" shoes, people around the world will be sure of his products.

At that time, there was no "sponsorship" concept in the Olympic Games, and all enterprises were able to get the chance to appear by selling.

In order to seize the business opportunities of this Olympic Games, young ADI began to lobby and demonstrate with the same young Adidas.

After 1 months of hard work, Adidas's running shoes finally became the Olympic Games shoes.

This time, "the virgin" appeared, the sports people all over the world recognized the Adidas sports shoes through the Olympic Games, Adidas initially opened up the situation, and the products began to export.

After that, Adidas sneakers frequently appear on the athlete's feet.

However, what really makes Adidas products famous in the world is when it becomes the second Olympic Games.

In 1936, the eleventh Olympic Games were held at Adidas's home in Berlin, Germany.

Adidas seized the advantage of the host company and invented the spikes for sprinter.

On the eve of that Olympic Games, ADI found Jesse Owens, an American track and field athlete who hoped to win the championship. He assured him that spikes would be good for his performance.

But at the very beginning, Owens, who was already a famous American, refused olive branch.

Persistent ADI advised him to try it out in pre competition training.

As a result, Owens felt good and agreed to wear Adidas's spikes during the competition.

In the field, young Owens won 4 gold medals in one fell swoop. At the same time shocked the world, Adidas won the world's attention and stood out in the sports shoes.

As an Olympic "regular customer", time passes by. With excellent products and long-term cooperation with the Olympic Games, Adidas has become a frequent visitor to Olympic sponsorship. Everything seems logical.

The long and good relationship between Adidas and International Olympic Committee and other governments is clearly an advantage that other sports brands can not compete with.

In the 1972 Munich Olympic Games, Adidas became the official supplier of the Olympic Games for the first time. Of all the athletes who won medals, 78% wore Adidas sports shoes.

In Moscow in 1980, more than 80% of the competitors wore Adidas equipment.

In 2004, Adidas was also an official supplier of the Olympic Games in Athens and provided 26 matches for a total of 28 Olympic events.

A total of 147 gold, 28 silver and 148 copper were picked up by the competitors in Adidas.

After more than 20 years' entry into China, Adidas, as the world's second largest sporting goods supplier, has maintained a German style of calm.

Although Adidas's products are no stranger to China, in fact, Adidas's promotional activities around sponsorship have never been directly linked to China.

Geographically speaking, the most recent one should be the 2002 World Cup in Korea and Japan. At that time, Adidas started a movement in Korea and Japan. With the influence of the world cup, the Japanese who wore suits at ordinary times were ready to wear Jersey shorts.

Adidas CEO Herbert Hayne said this is a successful concept of "subversion".

According to the information at that time, Adidas invested 40 million euros in the world cup in Korea and Japan, but during the world cup only in Japan, Adidas sold 1 million T-shirts and 600 thousand Japanese uniforms. The two items alone brought 20 million euros in profits.

As mentioned above, Adidas's most direct offensive has never been carried out in China. Even the world cup in Korea and Japan has only indirectly radiated the Chinese market.

"Before that, China failed to get some international key events such as the Olympic Games and the world cup."

Adidas executives said that there had been no reasonable grafting elements until the moment that Beijing won the right to host the 2008 Olympic Games. Adidas was keenly aware that this was a major event that had not happened for a long time.

1 billion 300 million yuan to win the Beijing Olympic Games, Adidas met Adidas's rival when it competed for TOP qualification.

Lining, as the most powerful local sports brand, has a strong influence in the Chinese market.

From the twenty-fifth Barcelona Olympic Games to the twenty-eighth Athens Olympic Games, "Lining" is the designated reward equipment for Chinese athletes.

The Olympic Games at home in 2008 is undoubtedly Lining's long-awaited opportunity.

In the Olympic sponsorship and market promotion, Lining's public relations propaganda momentum has not dropped.

There was no open ceremony for sponsorship and the Beijing Olympic Organizing Committee also contacted many famous clothing brands both at home and abroad.

When the cost of sponsorship reached 800 million yuan, only Lining and Adidas were left.

At that time, Lining's bid limit was 1 billion yuan, and Adidas did not hesitate to add the target to 1 billion 300 million yuan, ending the war without smoke.

In January 24, 2005, Adidas became the seventh partner of the Beijing Olympic Organizing Committee, providing sports equipment for all workers and technical officials of the 2006 Winter Olympics, Beijing 2008 Olympic Games and Paralympic Games.

All volunteers and torch bearers of the Beijing Olympic Games will be provided by Adidas.

Later, Adidas signed a contract with the British premier Chelsea, offering a sponsorship of 10 years and 100 million pounds as an important measure to enter the Premier League's competition with Nike.

In order to win the winning strategy before and after the 2008 Olympic Games, Adidas even prepared a professional team of Adidas, including global and local experts, to work for the Beijing Olympic Games.

According to Herbert Hayne's prediction, by 2010, Adidas's brand stores in China will expand to 5000, distributing 500 domestic cities, and the total sales volume in China will reach 1 billion euros.

"We are confident that we can become the number one brand in the Chinese market."

The marketing story, the "dream" of sports stars, "my name is David Beckham, is my story."

This year, a series of ads on Adidas's "star athletes" appeared on TV screens.

The slogan of Adidas is "no impossible." more than 30 famous athletes all over the world tell the story of "no impossible".

In addition to the well-known Beckham, there are also NBA stars Arenas and Ma Xiaoxu and Peng Shuai from China.

Each story interprets the theme in a plain perspective. While the audience is saving the story, the audience is also accepting the brand connotation of Adidas.

They draw pictures and words with pen and hand-painted, tell how they can overcome the impossible story in their growth process, and inspire ordinary people to strive for their dreams.

Peng Shuai's story is very attractive: in the picture, a cartoon girl is holding a red heart with a tennis racket, and her expression is painfully lost.

It turned out that Peng Shuai had a heart problem, but she loved tennis and how to choose between health and career.

A series of images followed her process of hesitation, conviction and success. Finally, she was fixed on a bright red font, "believe in yourself, follow your heart".

In addition to the "story" advertisement, consumers can share and experience Adidas's products specially designed for the Olympics through nearly 3000 Adidas stores.

These products are marked with Olympic logo and Adidas LOGO. Adidas is the only company that can print its own LOGO on the Beijing Olympic Games chartered sports apparel products.