Adidas stands as a monumental figure in the world of sportswear, a multinational corporation renowned for its innovative designs and quality manufacturing of sports shoes, apparel, and accessories. Originating from Germany, Adidas has become a globally recognized brand, synonymous with athletic excellence and style.
Currently, Adidas holds the position of the largest sportswear manufacturer in Europe and ranks as the second largest worldwide, just after its main competitor, Nike. This brand guide delves into the history, identity, and strategies that have propelled Adidas to such global prominence.
Tracing the Roots: The History of Adidas
The Adidas story began in 1924 when Adolf “Adi” Dassler, fueled by his passion for sports and innovation, founded the “Dassler Brothers Shoe Factory” with the support of his brother. This marked the inception of a brand that would revolutionize athletic footwear.
However, the paths of the brothers diverged in 1947, leading to the formation of two separate companies. Adi Dassler, with his unwavering vision, christened his new venture Adidas.
It wasn’t long before Adidas gained traction, particularly with its pioneering lightweight soccer boots. The pivotal moment arrived when the German national soccer team sported Adidas footwear, catapulting the brand into the limelight and establishing it as a household name in sports.
Adolf “Adi” Dassler, the visionary founder of Adidas, examining the quality of Adidas footwear.
Expanding its product line beyond footwear, Adidas ventured into apparel in 1967 with the introduction of the iconic Franz Beckenbauer tracksuit. This marked a significant expansion, opening up new avenues for growth and solidifying Adidas’s presence in the broader sportswear market.
In 1970, Adidas achieved another milestone by becoming the official provider of the official soccer ball for all FIFA World Cup™ matches, a testament to its commitment to quality and its deep connection with the sport.
Following the passing of Adi Dassler in 1978, the reins of the company were passed down to his family. After his son’s death eleven years later, in 1989, Adidas transitioned into a stock corporation. Subsequently, in 1990, the Dassler family members divested their shares, marking a new chapter in the company’s corporate journey.
Since then, Adidas has continued to thrive as a corporation, cementing its position as a leader in the sports industry, offering a diverse range of sportswear, accessories, and innovative sports-related products.
Unpacking the Adidas Brand Identity
Adidas’s enduring success is deeply rooted in its strong brand identity, instantly recognizable across the sports and fitness landscape. As the leading sportswear manufacturer in Europe and second globally, Adidas’s branding elements play a crucial role in its market presence and consumer appeal.
Iconic Adidas Logos: Trefoil and Three Stripes
The Adidas brand is immediately identified by its logos, primarily the trefoil and the contemporary three stripes design. These logos are not just symbols; they represent the brand’s heritage and forward-thinking approach.
The original trefoil logo, with its three leaf-like shapes, was introduced to symbolize the three major landmasses where Adidas products were originally available: America, Europe, and Asia. It served as the primary logo until 1988 and remains integral to the Adidas Originals sub-brand, representing the brand’s classic and heritage lines.
In 1990, designer Peter Moore introduced the now-famous three stripes logo, slanted and dynamic. This logo is meant to represent performance, strength, and forward momentum, embodying the athletic spirit of the brand.
Currently, the Adidas wordmark, stylized as “adidas” in lowercase, serves as the most prominent logo, particularly since 2005. This wordmark emphasizes brand recognition and a modern, streamlined aesthetic.
Across its extensive product range, Adidas strategically utilizes combinations of these three logos, each carrying its own significance and appealing to different segments of the market.
Adidas Brand Colors: Black, White, and Accent Hues
The core color palette of Adidas is defined by black and white, used predominantly for logos and branding. These colors convey sophistication, timelessness, and versatility, aligning with the brand’s global appeal.
Beyond the primary colors, Adidas employs a spectrum of seven accent colors, inspired by the rainbow. These vibrant hues add energy and dynamism to product lines and marketing campaigns, allowing for creative expression and product differentiation.
Adidas Mission, Vision, and Values
Adidas’s ambition is clearly articulated in its mission statement:
“To be the best sports company in the world. Every day, we come to work to create and sell the best sports and fitness products in the world, and to offer the best service and consumer experience – and to do it all in a sustainable way.”
This mission underscores Adidas’s commitment to excellence in product innovation, customer service, and sustainable practices.
The brand’s purpose statement further encapsulates its broader impact:
“Through sport, we have the power to change lives.”
This statement reflects Adidas’s belief in the transformative power of sports and its dedication to making a positive impact on individuals and communities worldwide.
Adidas’s core values further define its brand ethos:
- Confidence: Empowering athletes and consumers to believe in their potential.
- Collaboration: Fostering teamwork and partnerships to achieve shared goals.
- Creativity: Driving innovation in design and product development.
- Sustainability: Committing to environmentally responsible practices.
- Consumer-centric work: Placing the needs and experiences of consumers at the heart of all operations.
Adidas Brand Strategy: Pillars of Success
Adidas’s strategic approach is built upon three key pillars that guide its operations and future direction: speed, urbanization, and creative innovation.
As outlined in their strategic outlook:
- Speed – How we deliver: Adidas prioritizes agility and responsiveness to market trends, ensuring that consumers have access to the latest and most desirable products, whenever and wherever they need them. The goal is to be the first truly fast sports company, adapting quickly to changing consumer demands.
- Cities – Where we deliver: Recognizing the influence of urban centers on global trends, Adidas focuses on key cities as hubs of innovation and consumer behavior. Their strategy targets six major cities—London, Los Angeles, New York, Paris, Shanghai, and Tokyo—for disproportionate growth in brand awareness, market share, and trend influence.
- Open Source – How we create: Emphasizing collaboration and inclusivity, Adidas embraces an open-source approach to innovation. This involves engaging athletes, consumers, and partners in co-creating the future of sports and sports culture, fostering a dynamic and collaborative ecosystem.
Adidas Marketing and Brand Expansion
Adidas’s marketing strategies have been instrumental in making it the second most popular sports and fitness brand globally. Their approach is multifaceted and highly effective:
- Major kit deals: Adidas has secured numerous high-profile kit deals with football clubs worldwide, including a significant sponsorship of Bayern Munich, enhancing brand visibility on a global scale.
- Athlete sponsorships: Sponsoring prominent athletes across various sports, including soccer, basketball, and rugby, associates the brand with top-tier athletic performance and aspirational figures.
- UEFA Champions League sponsorship: As an official sponsor of the UEFA Champions League, Adidas gains extensive exposure through one of the world’s most-watched sporting events.
- Designer and celebrity collaborations: Collaborations with renowned designers and celebrities extend the brand’s reach into fashion and popular culture, attracting a broader audience.
- Video game integration: Featuring the brand in popular computer and video games further integrates Adidas into the entertainment and digital lifestyle of consumers.
- Digital and media advertising: Utilizing digital and traditional media advertising channels ensures widespread reach and targeted marketing campaigns across diverse demographics.
- Promotional activities: A range of other promotional activities, including events and community engagement initiatives, further solidify brand loyalty and market presence.
Brand Portfolio and Subsidiaries
Adidas manages a diverse portfolio of brands and subsidiaries, each catering to specific market segments and preferences:
- Adidas Originals: Focuses on heritage and lifestyle-oriented products, leveraging classic designs and retro aesthetics.
- Adicolor: Celebrates color and self-expression through vibrant and customizable apparel and footwear.
- Adidas 1: Represents innovative and technologically advanced products, pushing the boundaries of sports technology.
- Adidas Superstar & Stan Smith: Iconic footwear lines that have transcended sports to become fashion staples.
- TaylorMade-Adidas: Specializes in high-performance golf equipment and apparel.
- Adidas Yeezy: A collaboration with Kanye West, known for its high-fashion and highly sought-after sneaker and apparel collections.
- Three stripes: Encompasses a wide range of core Adidas products, identified by the iconic three-stripe branding.
Adidas Finances: Brand Value and Revenue
As of April 2020, Adidas’s net worth was estimated at 23.6 billion euros, reflecting its robust market capitalization and financial strength.
Adidas’s brand value is also significant, estimated at approximately 16.481 billion U.S. dollars, highlighting the brand’s strong market position and consumer perception.
Revenue and Net Sales Performance
The following table summarizes Adidas’s revenue and net income over a five-year period:
| Year | Revenue in million EUROS | Net Income in million EUROS |
|---|---|---|
| 2015 | 16,915 | 680 |
| 2016 | 18,483 | 1,079 |
| 2017 | 21,218 | 1,351 |
| 2018 | 21,915 | 1,707 |
| 2019 | 23,640 | 1,917 |
Data from the Wall Street Journal website. Please note that while efforts have been made to ensure accuracy, information is subject to change. For the most current and detailed information, refer to official Adidas sources.
