“Impossible is Nothing” Adidas Start their journey with this slogan. Contrary to popular belief, the name Adidas does not stand for “all day I dream about sports.” According to the company’s website, “The name Adidas dates back to 1948 and comes from the name of the company’s founder, Adolf Dassler. By putting together his nickname Adi and the first letters of his surname, the name Adidas was born.” As we know currently it’s the world famous brand for sports item. They already reach their positioning at top level. Adidas established their positioning based on cresting beliefs and values. They start with "impossible is nothing" slogan. Which create beliefs to the customers.
Adidas has direct and indirect both types of competitors in market. Some direct competitors are Nike, Fabletics, Athleta, Under armor. And here Nike is the close competitor of Adidas. Both of them have strong brand value. Adidas is strong global brand and it has lots of celebrity and athlete endowments and stripes known worldwide. They have also new yoga and fashion forward clothes and finally an strong social media presence for influence and all this things give competitive advantages to Adidas.
Here is some youtube link of Direct competitors
https://www.youtube.com/watch?v=PXyOlxiU5Kk
https://www.youtube.com/watch?v=qIdsDu8eyJs
On the other hand Adidas has some indirect
competitors also… They are like, Gap, Reebok, J crew and American apparel.
POP and POD:
For getting competitive advantages Adidas always try to develop new Points of
priority and points of difference.
Here is the some Video link of Adidas, Which are focused on their POP and POD.
1. https://www.youtube.com/watch?v=jR1XQsCiAKE
Here is the some Video link of Adidas, Which are focused on their POP and POD.
1. https://www.youtube.com/watch?v=jR1XQsCiAKE
POD
|
ü Durability:
Adidas is known as producing most durable
and flexible product. They are also produce fastest shoes.
ü Impossible
is nothing: it makes values
and beliefs of the customer.
ü Brand
name for Football : Since it’s a sportswear brand,
Adidas is a brand name for sports.
ü Beyond
Limitation : Differentiating
ü All
in or nothing: Desirability
ü Be
the Difference
|
POP
|
ü Run
yourself better with Adidas (categorical)
ü Together
We can (competitive)
ü Equality
is acceptance (competitive)
ü Performance
is in our sole (categorical)
|
In a nutshell I can say that Adidas have strong
brand position in sportswear market. In spite of all the technology that
supposedly goes inside a typical sports shoe, if you take away the logos, it s
almost impossible to differentiate between a Nike, a Reebok and an Adidas. So, Adidas
have instead focused on differentiating themselves by converting their brands
into cultural currency. Even non-athletic types have four pair of sports shoes
one for jogging, one for trekking, one for cross -training and one for tennis. Since
now-a-day the world are becoming more technological base, Adidas should do
something relate with technological. They can make their product using more
technology and the best things is doing something by joint venture with tech
company like apple, Samsung, google etc. Which make Adidas more strong in global sportswear
market.
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