Essay On Adidas

Repositioning, is the process of changing a company’s current strategies by either changing the image of their brand or product. The company I chose to write about is Adidas, since I am such a shoe person and know a lot about shoes, and what brands are popular. I will talk about their repositioning strategies, that have made them very successful the past three years and how they are knocking Nike and Under Armor off the shelfs. I will also talk about how they began repositioning themselves very early on, that have brought them where they are today.

Adidas, is manufactured in Europe and they sale manly stuff for fitness, sports, young adults, and adults. When I was in High School “Nike” was always very popular when it came to their clothing

Nike was doing so well that Adidas didn’t even began to catch up, they still remained well known but they still were not as popular as Nike at the time. This failure of Adidas happened because of their original positioning strategies, the quality was bad and they missed out on good opportunities, one of those being “passing up a sponsorship with Michael Jordan, he ended up signing with “Nike”. One thing that Nicholas mentions in this article, is about how they wanted to use ideas from the original maker of Adidas, “Adi Dassler’s” they needed to use his ideas and passion to help the company. His ideas were to keep the athletes happy by giving the them what they wanted. This is how they began their success that is still used as a strategy today. Adidas focuses more on the quality of the shoe rather than the color and look. Adidas designed their very first successful brand “Originals” which today is a 2.8 billion business, and the shoes still remain popular today, there has been 60 million pairs sold (Nicholas). With that being said Adidas still did not have good tactics, they started to drop sales and they needed something to help them rise back up to the charts. Adidas stayed pretty well off but never out beat Nike, they were always rivals, you could see some teams wearing Adidas and some wearing Nike. Adidas

Adidas targets many consumers all over the world, they are very popular for their comfortable shoes “they are a very flexible shoe”. Adidas has also worked very hard to different themselves from Nike. If you look at a pair of Nikes and then a pair of Adidas shoes it is very easy to see the difference between the two. Adidas has a very modern look with a foam shaped bottom and can be seen wearing them with casual clothes and athletic clothes. As for Nike, they are more designed for sports, and the bottom of their shoes are very thin with less comfort. I just bought my first two pairs of Adidas shoes this past year and their advertising strategies has defiantly achieved their goals. They are comfortable and well made. So, with that being said I would say that Adidas has done a very good job with repositioning themselves and using new designs to better their brand; and they were all achieve by good quality shoes, using their original concept, and keeping customers satisfied with different products advertised all the time. I would say that they have achieved well and are going to beat Nike off the shelves soon. I love Adidas