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Presented By: Ed Williams Astra Curry Kenneisha Seymour Cody Weflen.

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Presentation on theme: "Presented By: Ed Williams Astra Curry Kenneisha Seymour Cody Weflen."— Presentation transcript:

1 Presented By: Ed Williams Astra Curry Kenneisha Seymour Cody Weflen

2 Introduction Adidas History Corporate Mission SWOT Analysis International Challenges and Competitors Global market Industry Analysis Global Issues Recommendation

3 History Background Information Headquarters- Herzogenaurch, Germany Employees- 26,376 as of December 2006 Website-

4 History Timeline 1920 Adi Dassler made his first shoes in Herzogenaurach near Nuremberg in Germany at the age of 20. 1925 Developed the first special shoes for soccer and track and field. –Studs and spikes where introduced for the first time. 1947 After World War –Adi Dassler started with 47 workers –Made post war shoes using canvas and rubber from American fuel tank.

5 Timeline Cont. 1948 The two brothers Adi and Rudi Dassler split up due to dispute. 1948 Adidas registered as a company named after its founder “Adi” and “Das” Dassler. –Rudi, on the advice of an advertising agency changed his company to Puma. 1949 Registered the unmistakable three stripes. 1954 Breakthrough came when Germany won the Soccer World Cup wearing boots with screw in studs by Adidas in Hungary. 1960 Adidas apparel for competition and training was produced.

6 Timeline Cont. 1978 Adi Dassler dies at the age of 78. 1987 Unexpectedly Horst Died at the age of 51. 1989 Adidas was transformed into a corporation “Aktiengesellschaft” and retained family ownership. 1991 Adidas equipment was launched. 1992 A younger target was addressed with street ball. 1993 Robert Louis Dreyfus took over management if Adidas.

7 Timeline Cont. 1995 In Germany stock market, Adidas was one of the most interesting new listings. 1996 Adidas equipped 6,000 Olympic athletes from 33 countries. –Adidas athletes won 220 medals, including 70 gold. –Apparel sales increase by 50%. 1997 Adidas AG obtained the Salomon Group with the brands Salomon, TaylorMade, Mavic and Bonfire. The new company is named Adidas-Salomon AG.

8 Timeline Cont. 2001 first Adidas original store opened in Berlin followed by Tokyo in December. 2002 Adidas opened its new North American headquarters downtown Portland, Oregon. 2003 Adidas was included in Dow Jones Sustainability Indexes (DJSI) for a 4th consecutive year. Opened a 3,500 square foot meter Factory Outlet with sales floor space around 2,000 square meters. Sales reached 6.3 billion and net increase of 14% to 260 million.

9 Timeline Cont. 2004 Adidas partnership with Stella McCartney. 2005 Adidas Salomon AG sold Solomon business segments (including Salomon, Mavic, Bonfire, Cliché and Arc’Teryx) to the Amer Sports Corporation. 2006 Adidas-Salomon AG bought Reebok. 2008 Adidas will be the Official Sportswear Partner for the Olympics in Beijing.

10 Corporate Mission Strives to be the leader in sports gear and apparel Improving operations Core Values –Performance –Passion –Integrity –Diversity

11 SWOT – Strengths Top market position Strong brand name Geographically-diversified operations

12 SWOT – Weaknesses Poor margins Low inventory turnover Poor ROA and ROI Underperformance of Reebok

13 SWOT – Opportunities Sponsorship agreements Adoption of healthier lifestyles Growing global footwear market

14 SWOT – Threats Rising costs of raw materials Counterfeits Legal Risks

15 International Challenges and Competitors Nike challenges Adidas in home market Adidas Acquires Reebok to challenge Nike Competitors –Nike –Puma –Others Amar Sport Rossignol

16 Market Share Nike –36% in United States Market Adidas and Reebok –21% in United States Market –Reebok gave Adidas a 28% share in footwear market Puma –1.1% in United States

17 Global Market Number of Employees 26,376 Merged with Reebok Global market share of 35% Product line is widely ranged

18 Industry Analysis Adidas is large part of industry Industry includes apparel, footwear, and accessories Adidas purchase of Reebok

19 Adidas Subdivisions Adidas –Main part of company –Different Divisions Sport Performance –Technologically oriented (mi innovation center) Sport Heritage –Original and past inspired products Sport Style –Future stylish sportswear

20 Adidas Subdivisions TaylorMade-Adidas Golf –Founded 1979 –Leader of golf industry –Endorsements and Sponsorships Retief Gooson Scott Verplank Sergio Garcia John Daily

21 Adidas Subdivisions Rockport –Founded 1971 by Saul and Bruce Katz –Operates in 66 countries –Purchased by Reebok in 1984 –Adidas acquired Rockport when it acquired Reebok

22 Adidas Subdivisions Reebok –Bought by Adidas in 2006 forming the Adidas Group –Purchased to better compete with Nike –Nike still number one but Adidas Group very close

23 Global Issues Europe –Slow Growth Due to rising costs of resources China –Big Boom Due to increasing popularity of sports

24 Future Trends More internationally oriented More Endorsements and Sponsorships Increased R & D –Looking at new technologies

25 Recommendations Short Term –Invest in producers of raw materials –Keep up with endorsements and Sponsorships Long Term –Increase R & D –Advance further in Technologies –Keep supporting diversity

26 Any Questions?

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