The Slogan & SWOT Analysis For Adidas For Adidas 新傳四 洪瑋庭 Jessie Hong 新傳四 繆 萱 Clair Miao 統資二 黃康恬 Candy Huang 心理二 張家馨 Ivy Chang

Introduction of Adidas

About Adidas Founded CountryGermany SinceSince 1949 IndustrySport goods Main ProductsFootwear Accessories Sportswear

About Adidas Employees27,000 (2006) Main competitorNike and Puma Present conditions The largest sportswear manufacturer in Europe. The second largest sportswear manufacturer in the world. Websitewww.adidas.com

Brand story Establishment: Adidas was founded in 1920 by Adolf ("Adi") Dassler and his brother Rudolf Dassler.

Brand story The name of Adidas is from Adolf Adi Dassler. The company formally registered as adidas AG (with lower case lettering) on 18 August 1949.

Brand story Promoter - Adi Dassler He is not only a excellent shoemaker but also an good athlete.

Brand story His dream is “designing sport shoes which are the most appropriate for athletes.” However Adi and his brother Rudolf Dassler did not get along well, in 1948 they split up, with Rudi forming Puma.

Brand story Big events of Adidas 1954 FIFA World Cup In this contest, the champion was won by West Germany, who defeated Hungary, giving them their first title. And Adidas was the sponsor of West Germany team, Adidas provided new technical football boots which have breakthrough --- the spikes can be took apart when you want, it was a key point of wining this game.

Brand story Logo: 1.Three parallel victorious bars 2.Thamrock

The Slogan Analysis

Impossible is Nothing. The spirit of this brand: “forever sport” and “there is nothing impossible in the world.” Concise and Powerful.

With the great mouthpieces who could interpret this slogan by their actions. Impossible is Nothing.

The SWOT Analysis

Strengths Leading position worldwide Innovation, creative Have a variety of choice Multi-brand organization Strengths Leading position worldwide. Innovation and creative. Have a variety of choice. Multi-brand organization.

Weaknesses Expensive selling price Focus on one sports - football High expenditure Weaknesses Expensive selling price. Focus on one sports–football. High expenditure.

Opportunities Soccer products-create European market. Basketball products-create American market. Original series-attract the consumers who focus on fashion.

Threats Many competitors. Easy to replace.

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