INTRODUCTION Adidas is a multinational sporting goods company, headquartered in Herzogenaurach, Germany. It is located within the textile industry.

HISTORY His original name Gebrüder Dassler Adidas Schuhfabrik was created by Adolf Dassler (Adi) along with his brother Rudolf Dassler in the early 1920's. Both managed to place their products on the German team athletics in 1936. During the war, produced the famous Panzerschreck (German bazooka). Rudi was mobilized, while Adi stayed in Germany. Soon we had problems. (Adi Dassler)

HISTORY Rudi Dassler founded his own factory, PUMA AG in 1948. As a result, Adi Dassler took control of the company and decided to rename the company as "adidas”. In 1950. Adidas was already a household name in Germany but worldwide would know the brand, when in the World Cup in 1954 the German team played the final with Adidas boots.

HISTORY During the next years, Adolf Dussler was a pioneer in using the highest sports stars to advertise their products as: Muhammed Ali, Jesse Owens and Pelé. Next to his son, Horst, managed to create an empire that reached its peak until the late 80's.

HISTORY After the death of Adi Dassler in 1978, his son was the head of Adidas. Horst was only president until 1987, when he died at age 51. After this event, the company began to go through a serious crisis, mainly due to the thrust of Nike. In 1990. Adidas was bought by Bernard Tapie for € 244 millions. However, he went bankrupt in 1992 and the Credit Lyonnais Banks sold Adidas to Robert Louis Dreyfus. As CEO of the company, he  manages to restructure the company and be among one of the big four: Nike, Reebok, Puma and Adidas.

HISTORY In 1997. Adidas buys French manufacturer Salomon ski equipment and create Adidas-Salomon AG. In 2001. Herbert Hainer takes over as CEO of the company. In 2002. Adidas-Salomon is the first sports brand to launch the Customization Experience. Customers of Adidas products create and devise their ideal products. In 2004. Adidas launched the first microprocessor running shoe, “the adidas 1”, the result of over 20 years of development. In 2005. Adidas announced the sale of the company Salomon Group for € 485 million to the company Amer Sports of Finland. That same year, Adidas bought Reebok for 3.8 billion dollars, competing with Nike in USA.

HISTORY In 2006. Adidas announced an agreement for eleven years, to be the official apparel supplier of the NBA. And with famous players as: Kevin Garnett, Tim Duncan, Tracy Mcgrady, Derrick Rose and Emanuel Ginobili. Actually, Adidas captures more attention than his main competitor, Nike.

BUSINESS PHILOSOPHY The culture that contains the basic principles of this organization is presented through three types: Vision: "Our passion for sport can contribute to a better world“. Mission: "Being the world's leading brand sporting products" Values: Performance, Passion, Integrity and Diversity. Analysis of Adidas's corporate identity will be assumed by his behaviour, procedure commercials and marketing tactics.

BUSINESS PHILOSOPHY Marketing: Market strategies, sales, market research, market positioning and the use of a set of tools aimed at customer satisfaction. This aspect of marketing is presented with four tools also known as the Four P Grundy: product, price, distribution and advertising or promotion square. Products. It is currently the European leader in sporting products (footwear, apparel and accessories). These products are found throughout the world, his distinctive "three stripes" appear in both high-level sports competitions, streets and shops.

BUSINESS PHILOSOPHY Prices. Acording to users the prices are appropriated to the quality, comfort, durability and design. Distribution. Means that the product is accessible.  Adidas seeks differentiation, each product in the right place.  The outlets are essential where customers take 50% of purchasing decisions. Adidas is the first brand to launch the Customization Experience. Advertising or promotion. Adidas has partnerships with football federations of countries (Spain, Korea, Germany, Argentina, etc.) with clubs (Real Madrid, AC Milan, Liverpool, Chelsea, etc.). Also sponsors sporting events as FIFA World Cup, UEFA Champions League, Tour France and Olimpic Games.

BUSINESS PHILOSOPHY Publicity and Communication. In this section the most important elements are their slogans: “Adidas is all in” and “Impossible is Nothing”. Their advertising campaigns are in high demand and get attract a large number of clients. The brand is carried around the world thanks to celebrities as: David Beckham, Zinedine Zidane, Lionel Messi, Derrick Rose, Katy Perry, Maria Sharapova, etc.

DEVELOPMENT PRODUCT The brand is divided into three styles of clothing: Adidas Originals. Adidas Perfomance. Adidas Style.

ADIDAS ORIGINALS Dedicated to clothing (jeans, sweaters, shirts, etc.). This category began to be marketed in 1977. The logo is formed by a species of maple leaf.

ADIDAS PERFOMANCE Dedicated to all kinds of sportswear (shirts, socks, boots, balls, etc.). The logo consists of three vertical stripes. Here Adidas works with different sports: Basket. Equip a lot of NBA players. Its most famous product is Adizero CrazyLight D.Rose 2.

ADIDAS PERFOMANCE Football. The most important products in this section are the F50, Predator and Adipure. We can also find the brand in football clubs and nations.

ADIDAS PERFOMANCE Tennis & Golf. Adidas takes over some of its previous products and redesigned to provide the highest quality to customers in these two sports.

ADIDAS PERFOMANCE Running. Adidas offers customized training for consumes. It focuses their products on the cotidian sport. Training. In this section, Adidas has a wide range of products for sports training and improvement. Their most popular products are: TechFit, Clima, Clima Pace, Adiscape, Perfoamnce Essentials and Adizero trainer. Women. Adidas has a range exclusively for women, as VRV, Adilibria, Clima365 and Adizero.

ADIDAS STYLE It is the combination of Adidas Originals and Perfomance. It offers more exclusivity among their products. They are divided into: Adidas NEO Label. Designed for young audiences.

ADIDAS STYLE Adidas Y-3. The brand seeks the latest fashion trends. Their main customers are women. Model 1. Model 2. Adidas Porsche Design Sport. Engineered luxury sportswear. Focused on the male audience. It is divided into five categories: Driving. Water / Snow. Golf. Running/Fitness and Tennis.

CONCLUSSION Adidas  is the brand leader in sporting goods in Europe and second in the world. Continues to grow as this year is estimated to increase profits despite the global crisis stronger. So Adidas will continue to offer quality, comfort and design in all  products.

PERFOMED BY: Ivan Castro Rodera.