fhdw carroll-scott– beii – weber / truch / horenkamp / beckmann/ lehmann

FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

• History• Products • Position on the market• Sponsoring

| Agenda


• 1949 -18- August The foundation – adidas is registered as a company, named after its

founder: 'Adi' from Adolf and 'Das' from Dassler

• 1954 The 'Miracle of Bern‚• They are wearing adidas soccer boots

which for the first time feature removable studs

• 1974 The "adidas" team wins

History

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Sponsoring

History


• 1978 The transition – After Adi Dassler's death, Adi's wife Käthe, his son

Horst, and his daughters carry on the business.

• 1995 adidas goes public• Flotation of the company on the Frankfurt

and Paris Stock Exchange

• 1996 A splendid year– 6,000 Olympic athletes – 220 medals

• including 70 gold. – Apparel sales increase 50%.

The foundation

Agenda

Products

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History


• 1997 adidas-Salomon AG– adidas AG acquires the Salomon Group

• 2,5 Milliarden Euro– brands

• Salomon/ TaylorMade/ Mavic and Bonfire

• 2005 Sale of Salomon• 485 Mio. Euro

• 2006 adidas acquires Reebok– 3,1 Mrd. Euro

The foundation

Agenda

Products

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History


-clear mission : -“to be the leading sports brand in the world”.

-two distinct market segments: -Sport Performance and Sport Style

-Sport Performance: -supports athletes in all sports - four key categories: running, football, basketball and training.

-Sport Style: -leading supplier of authentic sports lifestyle products with its originals line

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-five global priorities: running, football, basketball, training and Originals.generates over 80 % of the growth until 2010

-well-defined and segmented distribution approach and a premium-price strategy

-positions itself as a top brand in all markets.

Agenda

History

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• a consumer-driven brand • a balanced sales split between sport and

lifestyle • “Women’s and running “ = two global

category priorities • an American-inspired creates and markets sports and lifestyle

products (global)

Agenda

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Sponsoring


• It combines two of golf’s strongest brands: – 1) TaylorMade (focused on clubs and balls) – 2) adidas Golf (focused on footwear and

apparel).

• mission: to be the leading performance golf company (sales and profitability)

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Adidas AG

Adidas Reebok TaylorMade

Corporate Structure

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Financials Turnover :

€804 millionOperating profit:

€65 million Employees:

1,393 million


€2,33 billionOperating profit:


6,751 million


€7,11 billionOperating profit:


18,678 million

Informations and factse Structure

Agenda

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Sport- and lifestyle products

Clear focus lies on Running, Football, Basketball and other global performance categories

Sport- and lifestyle products

Reebok is the world’s largest manufacturer of hockey equipment

Reebok partnerships with many of the top professional sports leagues in the world

TaylorMade offers a full range of golf

hardware and accessories. It is a

leader in the industry and the number one Supplier of metalwoods

Description of the different brands

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Sponsoring


Adidas AG chart-development from 1998 till 2008

Agenda

History

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Worldwide presenceProductions locations:- Europe, North Africa, Turkey 27 %- Asia 51 %- America 22 %

Agenda

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Sporting goods manufacturers

• Adidas is after Nike the biggest Sporting goods manufactures

• Nike turnover from about 12 billion EUR

• Pumas turnover is about 2 billion EUR

Agenda

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World Championship

• since 1956 partner of the International Football Federation

• official match ball is produced by adidas

• right of preemption concerning advertising spaces and television advertising

• 250 millions licensing costs

Agenda

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Sponsoring


Football Clubs:

• they sponsor many football clubs all over the world

• e.g. : – Schalke 04– Hamburger SV– Real Madrid– FC Chelsea– FC Liverpool– all teams of the Major Soccer League and

many nacional teams

Agenda

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other sports:

• main sponsor of all important tennis tournaments e.g.: – Wimbledon– Australian Open– French Open

• partner of the NBA ( National Basketball Association ) and many golf tournaments ( US Open, PGA Championship )

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Product Endorsement:

• they use many famous sportsmen to underline their activties

• e.g. : – Michael Ballack– Oliver Kahn– David Beckham – Ana Ivanovic– Mario Ancic – Kevin Garnett

Agenda

History

Products

Position

Sponsoring


Thank you very much!


fhdw carroll-scott– beii – weber / truch / horenkamp / beckmann/ lehmann

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