7,535 $m
Sporting Goods
The adidas brand is successfully building on its “All In” global campaign, which launched ahead of the London 2012 Summer Olympic Games with an integrated marketing push. Continuing to “Take the Stage” with endorsements from athletes and pop icons, the sports giant is effectively communicating its brand values: diversity, athleticism, performance, and healthy lifestyles. Those efforts have helped adidas strengthen its position as a leader in its sector. The brand has experienced sustainable growth with the launch of NEO, a line of colorful sneakers targeting tweens and teens with ads featuring celebrities (pop stars Justin Bieber and Selena Gomez) and Boost!, its new high-tech shoe that aims to revolutionize marathon running. Although Q1 2013 results reported a slight decrease in revenue, gross margin increased 2.4 percentage points to a record level of 50.1 percent. The upcoming FIFA World Cup in Brazil is a major focus, with high hopes for a range of innovative football products to achieve record category sales. Well-targeted pricing and meeting consumer needs have made the brand successful both from a business performance and brand-building perspective. It appears adidas is closing the gap in innovation with its competitors and is benefiting in terms of consumer perceptions of the brand. Internally, the brand is recognized as a key element for sustainable growth. Externally, consumers are embracing adidas’ product development, investment in new technologies, and digital presence.