Adidas is a German multinational corporation. Its headquarter is situated at Herzogenaurach. The company was founded in the year 1949. It was founded by Adolf Dassler. The company is named after the establisher of this organization.
Adidas corporation was at first started in the year 1924. At that time the company was under Rudolf Dassler and Adolf Dassler. But after the split of the company during the world war II and the company was named after Adidas AG.
In the year 1997 the Solomon group came under the Adidas AG.
The Adidas group received the recognition of the British rival Reebok.
It can be said that Adidas mainly aims at the youth. Specifically the consumer of the Adidas group is mainly expanded to the people who are engaged in sports profession.
The expense of the Adidas products are much higher and thus people who are from the upper middle class family.
Adidas has brought a new revolution in the women wear. Adidas has able to target the group of women who are interested in sportswear.
Adidas mainly is assigned to the production of the footwear, clothing and accessories and sportswear.
Adidas accessories consists of slide style sandals, watches, eyewear, bags, baseball cups and socks. Moreover it also consists of huge range of male and female deodorants, perfumes, aftershaves and lotions. Adilettee was the first sandal made by the Adidas. Then the Santiossage and Adissage are the type of sandal which is wearable both by male and female. Thus it has brought a change in inventing this type of footwear which is useful to both male and female.
In present day technology is very important may be in daily life or in any industry. Slowly technology is taking the place of wearable industry. Wearable technology is taking the place of wearable products of different renowned brands like Adidas. It can be said that the engineering world is capturing the market of sports wear. One can observe that sports have already begun paddling in this new wave of wearable technology and in running sports.
Key Conclusion
Adidas who is one the pioneer of the sports industry is also launching tech products. Adidas is mainly doing this in order to sustain its same position in the industry. Adidas launched Adidas miCoach Smart Run watch This type of watch is very helpful in training purpose of the players. This watch measures the runner’ heart rate of the runner and the Bluetooth music is helping in listening the song.
Competitors of Adidas like Nike are also launching products like this. In baseball sports wired shirts are innovated in order to measure the pitcher’s effectiveness, arm movement and techniques. Adidas has also introduced football with sensor which looks like a general football.
Adidas industry has dominance in wearable industry for a long time. But recently due to the emergence technology in every s field may be its sports or in other accessories Adidas has to renovate its products . Its need a huge investment in research and development, manufacturing and processing. So, definitely the societal and cultural change is highly affected Adidas which has to apply new strategies to maintain its position.
References
Choi, H., Ko, E., Kim, E.Y. and Mattila, P., 2015. The role of fashion brand authenticity in product management: A holistic marketing approach. Journal of Product Innovation Management, 32(2), pp.233-242.
Hertrich, S. and Mayrhofer, U., 2015. Adidas, the running shoes market. HAL.
Nufer, G., 2016. Sports events and social media marketing. International Journal of Economics, Commerce and Management, (3), pp.16-28.
Shank, M.D. and Lyberger, M.R., 2014. Sports marketing: A strategic perspective. Routledge.
