Tuesday Shoe Day: Adidas

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          Adidas AG is a German multinational corporation that designs and manufactures sports shoes, clothing and accessories. The company is based in Herzogenaurach, Bavaria, Germany. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company (including Ashworth), Rockport, and 9.1% of FC Bayern Munich. Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear and other sports and clothing-related goods. Adidas is the largest sportswear manufacturer in Europe and the second biggest in the world, after Nike.

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            Adidas was founded in 1949 by Adolf Dassler, following a family feud at the Gebrüder Dassler Schuhfabrik company between him and his older brother RudolfRudolf had earlier established Puma, which quickly became the business rival of Adidas. Both the Adidas and Puma companies still remain based in Herzogenaurach, Germany to this day. The company’s clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas‘s current official logo. The company revenue for 2012 was listed at €14.88 billion.

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           Adidas, like other sports brands, is believed to engender high consumer brand loyalty. Brand loyalty towards Adidas, Nike Inc., Puma AG and several other sportswear brands was examined in a recent study. The study found consumers did not exhibit unduly high loyalty towards such brands.

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          During the mid to late 1990s, Adidas divided the brand into three main groups with each a separate focus: Adidas Performance was designed to maintain their devotion to the athlete; Adidas Originals was designed to focus on the brand’s earlier designs which remained a popular life-style icon; and Style Essentials, which dealt with the fashion market; the main group within this being Y-3 (which is a collaboration between Adidas and renowned Japanese fashion designer Yohji Yamamoto – the Y representing Yamamoto and the 3 representing the three stripes of Adidas).

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          Adidas is all in is the current global marketing strategy slogan for Adidas. The slogan aims to tie all brands and labels together, presenting a unified image to consumers interested in sports, fashion, street, music and pop culture. There appears to be connection with the phrase “all-in” meaning “exhausted” in some English speaking nations.

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          Celebrities wearing Adidas

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Gerard Butler

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Lana Del Rey

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David Beckham

To know more about Adidas, just go here: http://www.adidas-group.com/en/

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