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

2. | Agenda History Products Position on the market Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

3. History 1949 -18- August The foundation Agenda History
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
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

4. The foundation 1978 The transition Agenda History Products Position
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%.
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

5. The foundation 1997 adidas-Salomon AG Agenda History
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
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

6. two distinct market segments:
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
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

7. 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
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

8. 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
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

9. It combines two of golf’s strongest brands:
Agenda
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)
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

10. Corporate Structure Agenda History Products Position Sponsoring
Adidas AG
Adidas
Reebok
TaylorMade
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

11. Informations and factse Structure
Agenda
History
Financials
Turnover :
€7,11 billion
Operating profit:
€920 million
Employees:
18,678 million
Financials
Turnover :
€2,33 billion
Operating profit:
€109 million
Employees:
6,751 million
Financials Turnover : €804 million Operating profit: €65 million Employees: 1,393 million
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

12. Description of the different brands
Agenda
History
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
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

13. Adidas AG chart-development from 1998 till 2008
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

14. Worldwide presence Agenda History Products Position Sponsoring
Productions locations:
- Europe, North Africa, Turkey %
Asia %
America %
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

15. Sporting goods manufacturers
Agenda
Adidas is after Nike the biggest Sporting goods manufactures
Nike turnover from about 12 billion EUR
Pumas turnover is about 2 billion EUR
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

16. 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
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

17. Football Clubs: they sponsor many football clubs all over the world
Agenda
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  
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

18. 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 )
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

19. 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
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann

20. Thank you very much!
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann