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 17th Jul 2014: Adidas was quick to scoop up the contract to become the new kit supplier to Manchester United, following Nike's decision last week to surrender the business when its current term expires in 2015. Nike said the significantly higher price demanded by the club for renewal didn't represent good value. Yet despite Man U's dismal performance on the pitch last year, Adidas has agreed to pay 750m for a ten-year partnership. That's more than three times the 23.5m per year Nike currently pays, and over double what Adidas already pays for a similar partnership with Real Madrid. This latest deal represents another financial triumph for Manchester United, following its seven-year $559m deal with Chevrolet and $240m from insurer Aon to sponsor its training kit and ground.

Adbrands Weekly Update 12th Jun 2014: Ads Of The Week: "House Match". TBWA\ChiatDay follow up Leo Messi's dream with another likeable spot in which star players get to behave like real people. In fact, of course, footballers really do all sit around with each other all day playing video games. (When they're not making ads, that is). What happens next in this spot is, we feel, rather less common. Victoria is going to be seriously p*ssed off when she gets home.

Adbrands Weekly Update 29th May 2014: Ads Of The Week "The Dream". Only two weeks to go now, and here comes the first big blast from official World Cup sponsor Adidas, featuring all its key endorsement partners, including Mr Ubiquitous Leo Messi. TBWA\ChiatDay in Los Angeles developed the spot, proving that Americans do understand "soccer" after all, and it's helmed by Brazilian director Fernando Mereilles, best known for the extraordinary City Of God movie. We're relieved to see that Messi still dreams about football and not about sponsorship contracts  - oh hang on, they're one and the same here. Great editing anyway, and a nice job of building the tension for kick-off.

Adbrands Weekly Update 24th Apr 2014: Adidas named Mark King as president of its North America division, overseeing the Adidas and Reebok brands. He takes over from Patrik Nilsson, who is returning to his native Sweden as CEO of premium fashion brand Gant

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."

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

Subscribers only: 
Adbrands profile 
Account assignments and selected regional contact information

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

Subscribe to Adbrands.net and access the profile and website links


Adbrands.net. All rights reserved Mind Advertising Ltd 1998-2014