In order to understand the brands background and gain a clear understanding of the way in which the brand works, in order to create a new product/service that coincides with the way they develop; I researched into the brand, and researched their timeline of the brand from its beginnings till present day.
Timeline:
Adidas today:
Core Values:
- Performance: Sport is the foundation for all we do and executional excellence.
- Passion: Passion is at the heart of the company and it is always moving forward, innovating, and improving.
- Integrity: The company are honest, open, ethical, and fair. People trust Adidas to adhere to their word and their beliefs.
- Diversity: The company takes people with different ideas, stregnths, interests and cultural backgrounds to make the company succeed. They encorage healthy debate and difference of opinion.
Brand Values:
- Authenitc
- Passionate
- Inspirational
- Innovation
- Committed
- Honest
Brand Attitude : NOTHING IS IMPOSSIBLE
Key Markets:
- North America
- Russia
- Greater China
Adidas Inovation:
Colour changing shoe:
- UV light responsive new technology used to test fashion boundaries and needs.
- Major mainstream use of underground tech, making new innovation open to the public.
- Strategic release before NBA All Star event in New York, aiming towards their target demographic to impress for the event, increasing sales and coverage.
Berlin Transport Ticket:
Adidas and the Berliner Verkehrsbetriebe (BVG) public transport system have created a collaboration to provide a fashionable and cheaper alternative transport ticket to the public of Berlin.
- Pushing fashion boundaries.
- Wearable advertising.
- Improving the public sector of the area.
- Providing cheaper transport for the audience.
- Entering the brand into the arena of wearable tech.
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