Adidas (Germany)


Selected Adidas advertising

Adidas is the world's #2 sportswear company, behind Nike. Once the leading manufacturer of sports shoes and equipment, Adidas was overtaken by Nike in the 1980s and has lagged behind its bigger rival ever since, especially in the all-important US market. Even Adidas's traditionally strong position in international soccer has come under intense pressure from its American competitor. As a result, the 2006 Fifa World Cup in Adidas's home market of Germany couldn't have come at a better time, and was as hard-fought a battleground for these two rivals as it was for the on-pitch teams. The 2010 tournament four years later arguably swung in Nike's favour. Adidas is determined to regain its lead over Nike, especially in the key US market. Towards that end, it agreed in 2005 to acquire rival manufacturer Reebok, then #2 in the US and #3 globally. However even Adidas has struggled to turn around a steady decline in Reebok's sales since then.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 6th Mar 2014: Adidas Group lowered its revenue forecast for 2014, despite the impending Fifa World Cup. It said weak exchange rates would impact on the current year, and the same factors reduced full year revenues for 2013 by 3% to E14.5bn. However net profits jumped 49% to E787m. The group also unveiled a new positioning for its struggling Reebok subsidiary, repositioning it as a "fitness lifestyle" brand, not as all-round sportswear. Reebok has steadily lost status as a sports brand since it was acquired by Adidas in 2005, especially in the US. However, it has retained credibility in lifestyle areas such as yoga and aerobics, not least through sponsorship of the new style of intense CrossFit training. As a result, the Reebok logo was relaunched this week without the "vector" emblem it has used for the past decade, instead adopting the delta symbol it uses for its joint venture with CrossFit. According to chief marketing officer Matt O'Toole, "The new brand mark signals a clear purpose for our brand [as] a badge for those who pursue a fuller life through fitness. We believe the benefits of an active life go beyond the physical benefits and impacts your whole self and your relationships with others. It is our symbol of change - an invitation to take part, and to unlock your true potential. It's not a logo, it's a symbol, a way of life."

Adbrands Weekly Update 16th Jan 2014: Adidas promoted Eric Liedtke to the role of executive board member for global brands in 2014, succeeding Erich Stamminger, who is leaving the company. 

Adbrands Weekly Update 14th Nov 2013: Adidas posted a decline in revenues and profits for its 3Q ending September, slipping further behind rival Nike, which had delivered another strong quarter in its latest results to August. The German sportswear giant blamed currency fluctuations, bad weather and difficult comparisons against the same period last year, which was boosted by the Olympics. All sportswear companies are also suffering from a downturn in the golfing market. That's a particular challenge for Adidas in North America, where its golf business is more important than in other markets. Even at constant currency rates, Adidas Group's regional revenues, including the contribution from Reebok, slipped by 5%. Researcher SportsOneSource said that Adidas Group has now slipped into 3rd place in the US running market, overtaken for the first time by Asics. However Adidas reaffirmed its existing forecast for the full year, predicting a lift from growing excitement for next year's FIFA World Cup.

Adbrands Weekly Update 3rd Oct 2013: Ads of the Week: "Basketball Is Everything". The gripping new spot from 180 LA for Adidas Basketball celebrates the anticipated return to NBA action this Saturday of Derrick Rose, sidelined for a whole year as a result of injury. Chicago Bulls fans will go wild if and when he returns to the court. Fame, money, possessions count for little for players to whom basketball is everything. Very cool.

Adbrands Weekly Update 25th Jul 2013: DDB was selected to handle the Adidas Originals global account, previously managed by Sid Lee. 

Which agencies handle advertising for Adidas? Find out more from the Adbrands Account Assignments database

Who are the competitors of Adidas? Nike and Puma and see also Clothing & Fashion Sector index

Latest news about Adidas? Click here for recent headlines from Adbrands Weekly Update

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also:

The Adbrands Company Profile of Adidas summarises the company's history and current operations. Subscribers may access the following website links: 

Adidas website

Adidas  TaylorMade
Reebok Adidas Golf
Y-3 Adidas Originals

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