Herbert Hainer Chairman, CEO; Adidas Group Photo By Courtesy Photo
BOSTON — Adidas AG last week focused on its potential bright spots for 2010, rather than the difficulties of the past year.
After reporting a 65 percent drop in fourth-quarter profits, the German footwear company said it sees a promising year ahead for its Reebok brand — particularly in the toning category — and that it expects the upcoming soccer FIFA World Cup to boost overall company sales this year. The firm guided currency-neutral annual sales to increase in the low-to-mid-single digits. Earnings per share are seen between 1.90 euros to 2.15 euros, though below estimates for 2.41.
Regarding Reebok, Herbert Hainer, Adidas Group CEO, said on a quarterly conference call that the brand “can now see the first truth of success demonstrating the validity of the strategic priorities we have set for the brand.” Among its recent achievements, the EasyTone product helped the brand’s fourth-quarter sales rise 4 percent currency neutral in North America for the first time since Adidas acquired Reebok. Hainer said Reebok will continue its focus on toning.
Specifically, the Reebok toning product will expand beyond women’s and walking to men’s and casual. TrainTone will launch for gym training, Hainer said, while RunTone will debut for running. He said the brand’s whole toning offering should sell more than 5 million pairs in 2010.
Another Reebok product launching in March is ZigTech for men’s running and training, which Hainer said is targeted at achieving “a unique energy and cushioning system [that] reduces stress on muscles by up to 20 percent.”
Hainer added that the World Cup and a new campaign for Adidas Sport Style should also boost sales in the lifestyle segment.
Christopher Svezia from Susquehanna Financial Group noted in a report that although Adidas has forecast sales growth for 2010, “significant investments in marketing and retail expansion will likely keep a return to historical margins at a more moderated, multiyear pace.”
In 2010, Adidas expects to bow 150 new stores and remodel around 200.
Last Wednesday, Adidas reported that net profit for the three months ended Dec. 31 fell to 19 million euros, or $28.1 million at average exchange, on sales that declined 5 percent to 2.46 billion euros, or $3.63 billion.
By brand, Adidas sales decreased 4 percent to 1.74 billion euros, or $2.57 billion, while total Reebok sales fell 8 percent to 412 million euros, or $608.5 million.
Retail sales rose 7 percent in the quarter to 497 million euros, or $734.1 million, with comparable-store sales up, the company said, though Adidas brand comps fell 2 percent. Reebok’s comp-store sales increased 12 percent, and it had a strong performance from its e-commerce division.
Adidas said full-year profits declined 62 percent to 245 million euros, or $341.7 million, on sales that slid 4 percent to 10.38 billion euros, or $14.48 billion. Sales in the Adidas brand were down 4 percent for the year at 7.52 billion euros, or $10.5 billion, while Reebok sales fell 7 percent to 1.6 billion euros, or $2.24 billion.
One of the great privileges of our job is spending quality time with the wily old veterans of the shoe biz. After decades in the trenches, they’re usually obstreperous, charismatic and wildly entertaining story tellers. In the case of Reebok, Paul Litchfield is all that, and a corporate treasure to boot. After joining the firm in 1985, Paul was the project manager for Pump and also oversaw the development of Hexalite and ERS. Challenged by Paul Fireman to ‘make Pump work’ within a few measly months, Paul accepted the gauntlet and helped push Reebok to become the world’s biggest footwear brand by the late ‘80s. Now Vice President of Advanced Concepts, Paul is still a hard charger, designing and refining the next generation of Reebok innovation.
CLARKS DESERT BOOTS AUCTION FOR CHARITY
Celebrating 60 years in business, Clarks have banded together a host of VIP artists, designers and celebrities to customise and personalise the brand’s signature Desert Boot. With each shoe up for auction at www.clarks.nl and www.clarks.be, all proceeds will go towards War Child - a relief and development agency dedicated to providing immediate, effective and sustainable aid to children affected by war. We were lucky enough to get a closer look at all twenty shoes currently on sale, from artists such as DJ Mr. Wix, fashion-illustrator Piet Paris and image-stylist Dyanne Beekman co-operated. Have a peek and if you're down for the cause, make sure to put your bid in at Clarks today!
VINTAGE SNEAKERS - KERSO (UK CASUALS)
Kerso is well known in vintage trainer circles as a knowledgeable participant in the UK’s most enduring style movement, simply known as the Casuals. With a love of football only matched by a penchant for obscure trainers and Euro sports fashion, the Casual persona defined a peculiar English sense of fashion and tradition which is still influential today. Regarding himself as a ‘trainer wearer’ rather than a collector, Kerso may be in his own words an ‘anally retentive sad bastard’, but at least he still cares! Let’s rewind the clock as Kerso gives us a tour through this most enigmatic phenomenon that is a total mystery to the sneaker scene today.
NEW SNKR FRKR X AIAIAI EARBUDS!
Introducing the Sneaker Freaker x AIAIAI earbuds. This is the first collaboration for the Copenhagen-based electronics company and we are delighted to be their virgin partner! Designed using the classic Sneaker Freaker corporate colours, these minty morsels look good enough to eat. The subtle grey speckle on the ear piece and Y-pipe add a veneer of sneaker-smarts to the aesthetic equation! Whether you’re on the subway, running a marathon or riding your pushbike, you’ll welcome the knowing nods of your fellow commuters as they admire your connoisseur status.
A pedestrian walks past a Li Ning advertisement in Beijing on 2010
Bloomberg
When Li Ning first came to the American West, he shocked the world by winning six Olympic medals in gymnastics — three of them gold — during the 1984 Los Angeles Games. Prior to 1984, the People's Republic had never even won an Olympic medal, and Li Ning was China's undisputed star of the L.A. Games, becoming an instant Chinese sports legend.
This year, Li is back on the West Coast — or rather, his eponymous sportswear company is — setting up its first U.S. retail store in Portland, Ore., not far from the headquarters of archrival Nike. This isn't the first time China's biggest shoe company will go toe to toe with Nike, which has aggressively marketed itself in China. But for once, it won't have home-court advantage. Eyes are on the Portland area, also home to Adidas America and Columbia Sportswear, to see if Li Ning can once again surprise the world by taking on American powerhouses in their own backyard and transform Li Ning into one of China's first global consumer brands. (See 10 cool ways to get in shape.) Despite the growing political influence of China, try asking an American to name a Chinese company and you're not likely to get much of an answer. While South Korea has Samsung and Hyundai, and Japan has Sony and Toyota, in the U.S., China is largely associated with the mass production of low-end goods, with few of its own international brands. To battle China's reputation for cheap imitations, Li Ning has hired top designers from Portland's rich pool of shoe-design talent and placed its high-end sportswear in an airy showroom in a Portland's chic Pearl district. (See pictures of Olympic shoes.) The products in the Portland store do not shy away from Li Ning's origins, highlighting apparel for popular sports in China like badminton, table tennis and kung fu — games you won't find front and center at nearby Niketown. Li Ning consciously decided not to shed its Chinese identity as it expands overseas, hoping instead to ride the growing influence of Chinese culture. Jay Li, the general manager of Li Ning USA, predicts that as Chinese soft power expands, China's tastes "will become part of the fabric of mainstream culture." Says Li: "When the tide starts to turn, we want to be one of the brands to bring a new, modern China to the rest of the world." Even if most Americans don't know the Li Ning name yet, many will remember the man. After his historic 1984 performance, the tycoon leaped back into the Olympic spotlight — literally — during the opening ceremony at the 2008 Beijing Games. Suspended by cables, Li soared into the air and ran a slow-motion aerial lap around the Bird's Nest before lighting the Olympic cauldron in front of an estimated 4 billion television viewers — much to the annoyance of Adidas, which had spent some $80 million to sponsor the Games. (See pictures of the Beijing Olympics opening ceremonies.) Less than two years later, Li Ning the company is still soaring. In March, Li Ning Co. reported a more than 30% rise in profit in 2009. Li Ning started his sportswear company in 1990, building it into a giant, with 2009 sales considerably more than $1 billion. With 7,249 branded stores in China, Li Ning has surpassed Adidas to become the No. 2 sports-apparel company in the country. Unlike an Adidas or a Nike, 99% of Li Ning's revenue comes from within China. But this won't be the case for long. Li Ning has signed a deal with Champ Sports, where 67 of its retail outlets in the U.S. will start selling Li Ning products. Li Ning Co. is also testing the waters in Singapore with a new showroom and has collaborated with Dutch rapper Ali B for a line of clothing in Europe. Jay Li says Li Ning will not rush its growth internationally, but he's confident it will become a global player. "We have aspirations to be a global brand, and we will eventually get there," he says. Jay Li isn't the only one who thinks Li Ning is poised to break out. The Credit Suisse Research Institute released a report at the end of February calling Li Ning one of the 27 "Great Brands of Tomorrow." (Watch a video about running barefoot.) Just rebranding Chinese products won't be enough for Li Ning to compete globally. The company also needs to deliver products that will help its élite athletes excel, a process Jay Li says is "half science, half art." Li Ning runs a "Global Innovation Center" in the same building as its Portland retail store, where footwear designers and biomechanic engineers lured from the likes of Nike, Converse and Adidas mix with designers from Li Ning's Chinese staff. On the wall, the innovation center has two clocks — one set to Portland time and one set to Beijing time. "This fusion comes through in our products," Jay Li says. Nike isn't shaking in its boots yet, but permanent dominance in American sportswear is never a shoo-in. When Li Ning opened its Portland retail store to the public for an hour on Feb. 15 for its grand opening, sneaker heads lined up for five hours to be among the first to own a pair of BD Dooms, basketball shoes named after NBA point guard Baron Davis. Jay Li admits they lined up "not because of Li Ning but because we have a world-class basketball shoe." (It probably also helped that Baron Davis himself was in the store giving autographs.) Priced between $99.99 and $149.99, a pair of BD Dooms does not come cheap, but the kicks have at least one high-profile fan. Davis says NBA superstar LeBron James asked him during a game, "Yo, B.D., why do your shoes look better than everyone else's?" The answer — a team of young, talented designers working for a Chinese company that has the cash to sign up an NBA star — could usher in China's first global apparel brand. As Li Ning's slogan says, "Anything is possible." See TIME's Pictures of the Week.
When Wayne Gretzky lit the Olympic torch at this year's Winter Games in Vancouver, organizers didn't take any fashion chances. Canada's hockey hero was adorned in gear from an Olympics official sponsor, the Hudson's Bay Company. Organizers had reason to be diligent with the clothing showcased at the torch lighting -- arguably the most impactful and symbolic moment of the Games. Because less than two years earlier, a Summer Olympics sponsor -- Adidas -- was successfully ambushed by rival athletic footwear and clothing company Li Ning. Indeed, the threat posed to sporting events sponsors by ambush marketing seems to grow every year -- and ambush marketers will no doubt be targeting the next major event on the global sporting calendar, the 2010 FIFA World Cup in South Africa. When a firm invests hundreds of millions of dollars in a sponsorship, and many millions more on marketing efforts to exploit that sponsorship, it embarks on a promotional journey that may help establish it as the uncontested brand in its category: Consider Coca-Cola, Visa, and McDonald's as examples. At the same time, it exposes itself to an array of counter-attacks by competitors who have either chosen not to exploit the sponsorship opportunity, or who have simply not had the resources to do so. Our recent study showed that the persistent effectiveness of ambush marketers leaves Olympic sponsors and those of other major sporting events particularly vulnerable -- costing them not only their financial investment, but also ultimately their customers. We examined data from the 2008 Beijing Summer Games -- which saw Olympic sponsor Adidas ambushed by globally lesser-known Chinese company Li Ning. The Chinese company's namesake founder, Li Ning, was China's most decorated Olympian, and it was he who lit the Olympic flame at the 2008 opening ceremony. Data collected after the closing of the Beijing Games isolated what we call the "Li Ning effect" -- being incorrectly identified as an official sponsor as a result of clever ambush marketing. In the footwear category at least, Li Ning was the clear brand winner of the 2008 Olympics, in spite of the millions Adidas spent to secure a sponsorship. Amidst the background noise of multiple sponsorships, this highly poignant event stuck in people's memory such that when they were asked to recall who the official sponsor of athletic footwear was for the Beijing Games, more of our respondents thought it was Li Ning than Adidas. The return Li Ning received via its minimal investment in sponsorship -- lobbying, perhaps? -- was almost infinite. And while Adidas undoubtedly enjoyed some benefits from its sponsorship efforts, the company invested heavily to achieve these. Given this, it needs to be reiterated to would-be sponsors: Don't naively put yourself in a position to be ambushed. Remember, large sporting events provide optimal venues and occasions for this to happen. This does not mean that firms should abstain from sponsorship; large global events can provide superlative opportunities for marketing communication. However, walking into sponsorships and blithely ignoring the lessons from the Li Ning affair would be asking for trouble. If you do decide to sponsor a major event, anticipate and behave as though an ambush will happen. While organizations such as the International Olympics Committee and various governments build protective walls around, and enact legislation for event sponsors in order to protect them from ambush marketing, ambush marketers have become increasingly cunning. Much like computer viruses that become smarter and more lethal as antivirus software becomes more sophisticated, today's ambush marketers don't merely resort to hanging banners outside a stadium or placing numerous ads in local newspapers. To this end, we offer seven lessons marketers should remember when sponsoring major events: - Expect the unexpected -- ambush attacks won't come in a form you anticipate. - Event organizers won't always keep their word. - Don't rely on governments to protect you -- their own interests will always trump yours. - Be constantly aware of the likelihood of an ambush. - Remember that customers don't care -- they won't share your moral indignation regarding an ambush event. - Don't overreact to an ambush -- it will only compound the problem. - Sponsorship is only the first stage of marketing in an event setting -- a firm needs to be proactive in all marketing efforts and defensive in anticipating ambush. --- - Leyland Pitt is a professor of marketing at Simon Fraser University's Faculty of Business Administration. Michael Parent is an associate professor of management information systems at SFU Business. Their study, Event sponsorship and ambush marketing: Lessons from the Beijing Olympics, appears in the March issue of Business Horizons. The study was co-written with Pierre Berthon of Bentley University and Peter G. Steyn of Lulea University of Technology.
Great things come from small beginnings and that is certainly the case for global sportswear apparel manufacturer Adidas (ADDYY). The company began life in the home of one Adi Dassler, who decided to make sports shoes in his family home. The operation soon outgrew its modest production facilities and with the help of his brother Rudi, Dassler Brothers Shoe Factory was born.
As with all successful sports related brands, the brothers recognised the value of promoting their product through association with top athletes. The brothers provided running shoes to a number of athletes in the 1928 Olympics, in addition to the running star of the time, Jesse Owens in the 1936 Olympics.
World War II upset the apple cart somewhat, with the factory turned over to the manufacture of anti-tank weapons. The brothers subsequently went their separate ways after the war, deciding that they could no longer work together after a long running feud. Adi renamed the company Adidas in 1949, while Rudi established Puma. The brothers never again spoke to each other and the companies remain bitter rivals to this day.
The late 1980s and early 1990s were a chequered period for Adidas. The company was bought by one Bernard Tapie. Although Mr Tapie had a record of rescuing bankrupt companies, he eventually went bankrupt himself, having borrowed too heavily for the Adidas acquisition. Control passed in 1993 to his friend Robert Louis-Dreyfus.
Adidas’s fortunes improved under the new ownership. The company made a major acquisition in 1997, bringing the ski wear manufacturer Salomon into the fold. The deal also brought with it golf company heavyweights Taylormade and Maxfli. The addition of these strong golfing brands allowed management to open up another front against major competitor Nike, who has a significant presence in golf.
Although management sold Solomon and Maxfli in 2005 and 2008 respectively, the company retains their golf division through Taylormade-Adidas golf.
Adidas’s campaign against Nike strengthened in 2006 through the acquisition of their UK rival Reebok. The acquisition lifted Adidas to the number two position in the ranks of the world’s athletic shoe brands, which is of course the heart of the company.
Financials
The table below shows Adidas’s ROE, in conjunction with other key ratios, for the financial years to 31 December 2000 through to 2008.
As the data shows, although the company’s ROE has weakened from the 2000 high of 24.3%, it has remained reasonably consistent around an average of 20.7%. We would also note that the company’s ROE figures received a boost in the earlier years from a considerably higher level of debt, as shown by the net debt to equity ratio well in excess of 100% through to 2002.
Return on Capital (ROC) accounts for variable levels of debt, providing a truer picture of profitability. On this metric, the picture is more positive with considerably less volatility.
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The Associated PressInSouth Africa, above left, actress Charlize Theron holds the officialmatch ball “Jabulani” during the 2010 World Cup draw on Friday. Struggling with slow sales this year, German sporting goods maker Adidas Group is betting on its sponsorship of the 2010 World Cup soccer tournament and related new products to give its business a high-flying kick against Nike and other rivals.
The 60-year-old corporation, with 39,000 employees and $16.2 billion in net sales last year, is rolling out a mammoth marketing campaign to capitalize on the soccer championship that will be watched by more than a billion people around the globe.
That global strategy is showing up this weekend in the Portland area, home to Adidas' U.S. headquarters, where retailers set up new Adidas displays.
Based on past marketing battles, expect to see some big guns.
Adidas, Nike and, to a lesser extent, Puma compete fiercely to sponsor major international soccer tournaments and teams and secure endorsements of superstar players.
Last year, Nike paid a reported $64 million a year to grab sponsorship of the French national team from Adidas, for 2011 to 2018. That's four times what Adidas was paying.
In 2007, Adidas went to arbitration to retain sponsorship of the German national team, for which Nike had offered $67 million a year over eight years - five times what Adidas was paying. That same year, Adidas unsuccessfully tried to snatch Brazil's team, reportedly offering $40 million, more than triple what Nike was paying.
Considering the functionality and how the foot works dictates how we fabricate our shoes. Adidas has been one of the major elements of sports and fashion world since 1920, delivering high-tech athletic footwear. The main aim is to design shoes that work with the foot, not against it, to facilitate you reach your maximum level of performance and ease. Adidas will release their 2010 Star Wars footwear and apparel collection. The collection is made up of Star Wars footwear and clothing that pays proper respect to the key characters from the first Star Wars film. This collection is jam packed with goodies that any Star Wars fan will appreciate. Look for this collection to hit adidas Originals accounts early 2010. Global street wear icon adidas Originals is proud to announce a unique collaboration with one of the world’s best known and loved brand marks: STAR WARS. This stellar Spring/Summer 2010 collection fuses iconic STAR WARS characters and scenes with classic adidas Originals footwear and apparel silhouettes. For this new styles adidas shoes, people love to own one pair. “To work with Lucas film in bringing a timeless story to life on our products is great. Like adidas Originals, the STAR WARS brand has a long and rich history of being a leader, leaving an indelible mark on pop culture. For fans of the films, sneaker heads or those that love fun and fresh designs, the collection gives you the chance to find the force or join the dark side.” Inspired by the galactic saga, the STAR WARS collection consists of limited edition as well as mass distribution footwear, apparel and accessories for men, women and kids. Classic adidas Originals track tops and several legendary sneaker styles are represented with characters and scenes from the epic saga in reinterpreted versions. Popular shoes have its reason to be popular. Adidas has continued to add momentum through the years. Many attribute this to adidas’ excellence, stylishness and repute. Currently Adidas is the largest provider of athletic shoes in Europe. It is the factory for the whole world. Majority of sports enthusiasts like wear adidas sports shoes.
As popular as Adidas is as a sports and fashion brand, Adidas watches are perhaps not quite the obvious brand to go for as you mainly associate the label with clothing and sports orientated footwear. In recent years however, Adidas watches have grown in popularity, particularly in the sports industry and have become renowned for being durable, functional and of course highly reliable. Indeed in the past year Adidas watches have proven to be a highly regarded brand with budget friendly price and the style adaptable to all ages.
Adidas Watches – Enhance Your Sports Performance
If you are a sports enthusiast, then you need a timepiece that will go the distance and support your active lifestyle. Adidas watches are the perfect choice as they serve these very purposes as well as looking super cool and stylish and are fantastic if you are a keen runner or generally very active. There are many different models in the range, some of which incorporate features such as an alarm, 10 ATM, an interval timer, a 200 lap measurer, shadow, timer, vent strap, referee mode, and even a training timer. There are also Adidas watches designed specifically for women and these include functions such as an alarm, 10 ATM, an interval timer, timer, vent strap, and 10 lap measurer. As well as styles for specifically men and women, Adidas watches also have some unisex models within the collection which are very much of a classic style and incorporate the same key features. Adidas Watches – Something for All the Family
Of course, style is a huge selling point and as well as being designed primarily to serve a purpose, Adidas is highly regarded as a fashion brand which allows people to look great whilst on the go. Adidas watches can be worn by adults and children and the brand is becoming increasingly popular among teenagers who like the vivid colours that the range has to offer. The Oddity Candy Adidas watches are a prime example of this. Some of the timepieces also feature a Velcro strap which is perfect for ensuring that the watch isn’t going to break within a month and great for kids! Adidas watches also look very adult and so children also like this appeal. At between £30 and £60, Adidas watches aren’t going to leave a huge dent in your bank account and therefore make the perfect choice for children and of course, if you yourself are on a budget yet desire a great quality and stylish looking timepiece.
Adidas watches offer a wide choice of models and you can be sure to find something for every age. Simplicity is the key and Adidas tend to focus on styling their watches with bright and cool colours and offering plenty in the way of features. Overall they are watches that will ensure durability whilst playing sports and will endure physical activity as well as enhancing your sports performance with some of the key features.
Germany had a massive impact on the story of the training shoe. In the year of 1920, adidas was launched on the world. For the first time adidas trainers appeared in the Olympics games, Amsterdam in 1928. The Adidas brand was being promoted in 1956, at the Melbourne Olympics.
This was the first sports sponsorship. Adidas then split out from trainers into footballs and clothing in the year 1961. Adidas added the three stripes to its trainers to reinforce the shoe and add extra stability to the foot; the trademark that is now recognized around the world was launched. At the 1964 Tokyo Olympics, 83% of all athletes sported footwear with the familiar Adidas 3 stripes.
Currently adidas manufactures a huge variety of trainers, covering all forms of marketplaces and sports under two small logos. The adidas originals collection bears the classic trefoil logo, and the adidas equipment range under the three-stripe logo.
Substance generally carries one of the widest ranges of Adidas trainers online, which includes adidas retro trainers and reissues of dead stock classic adidas trainers. In our exclusive range of adidas trainers, you can find toby black canvas shoe, adidas originals adi 14 trainers black, adidas originals superstar vintage white, adidas originals touring brown, adidas originals adi 14 trainers white, adidas originals tennis vintage black and many more.
Stan Smiths are regarded as the best selling trainers by Adidas ever; with over 32 million sold, but as a substitute there are also Adidas Ilie Nastase and Adidas Rod Laver styles. Adidas tennis trainers are also been highly accepted. Adidas have labelled their tennis trainers with the names of tennis legends from the 70's, which today offers them that retro essence.
Our adidas trainers further consists of adidas originals tobacco trainers musbro, adidas originals superstar 1 chalk, adidas originals universal black, adidas originals adicolor low mahoga/tecbl, adidas originals adi 14 trainers khaki, adidas originals century lo y3 trainers sun, pointer seeker 111 canvas chocolate, adidas originals porsche design cl black trainer, adidas originals cup 68 leather ld, adidas originals universal lux and more.
If you need more information on Adidas Trainers, feel free to get in touch with Substance Designer Clothing. With Substances rare and exclusive mix of brands we hope to provide our clients with a sense of individuality and class!
David Beckham, with AC Milan players, Kaka and Clarence Seedorf, meet winners of "Adidas Sign for AC Milan" at an Adidas store in Dubai Festival City.
All three AC Milan players, David Beckham, Kaka and Clarence Seedorf, appeared at Adidas store in Dubai Festival City yesterday to meet with competition winners. The ‘Adidas Sign for AC Milan’ competition ran across the UAE from 10 to 27 December 2008. Five winners from 1050 participants were chosen to meet the adidas football legends, experiencing a 30 minute session which saw the players answer questions, sign photos, jerseys, boots and other sportswear. A runner up to the competition received an AC Milan jersey signed by the team members. David Beckham no doubt enjoys getting the limelight. Justifying his move from the Los Angeles Galaxy to AC Milan on loan until March, Beckham said his former pop star wife Victoria will visit him once or twice a week. He admitted that it will be difficult for him to be away from his family but his sons, Brooklyn and Romeo need to stay in the US to continue with their education. Kaka, officially the best player in the world in 2007, feels Beckham still has the right stuff to help Milan during his stay. Clarence Seedorf, who has won the European Cup four times, said Beckham was the "new kid on the block" and the other players are not jealous of the attention he gets. Beckham is set to make his debut in the Dubai Football Challenge game against Hamburg tomorrow at the Sevens - kick off 7pm, before the more serious stuff starts in Serie A as the league resumes after its break.
adidas opened its largest brand centre worldwide last week. located in beijing, china the building is
approximately 3200sqm and consist of four floors. the building designed by shop architects new york,
features protruding glass and mirrors intended to reflect movement of oncoming pedestrians and traffic.
each level offers consumers interactive experiences. whilst visiting the brand centre consumers can
test their level of fitness, how they balance on their feet, their speed and jumping ability. the instore
and website design, designed by start creative allows user to obtain this information, normally only available
to professional athletes. consumers can also compare their results to famous athletes and how they can
enhance their skills. new products and technologies designed by adidas especially for the beijing olympics
will be displayed in the olympic brand launch centre space. the adidas brand centre is part of a new
entertainment and shopping district in chaoyang, beijing.
A sibling fallout created two of the world's biggest sporting brands – and has split a German town for 60 years
Before the fall-out . . . Rudi Dassler (left) and brother Ali (right) with German sports minister H Waitzer in 1930 On a cold but sunny day last month, a stream of nervous-looking players, male and female, ran on to a football pitch in the southern German town of Herzogenaurach. The match was an attempt to heal the wounds of a bitter family argument that has split the town for 60 years – and fuelled the fortunes of two of the world's most powerful sporting brands. "The split between the Dassler brothers was to Herzogenaurach what the building of the Berlin Wall was for the German capital," says local journalist Rolf-Herbert Peters. Except that, whereas the Berlin Wall fell 20 years ago, the antagonism between Adidas and Puma is still obvious to any outsider visiting the town. These two global brands were founded 60 years ago after successful shoemaker brothers Adi and Rudi Dassler fell out bitterly. They disbanded their 25-year-old company, the Gebrüder Dassler Schuhfabrik, which had made shoes for legendary athlete Jesse Owens among others, and formed rival manufacturers on opposite sides of the river Aurach, which runs through the centre of Herzogenaurach. And here the headquarters of these two giants remain today, barely a couple of miles apart. What started the spat between the brothers is a point of contention. Town chronicles mention it only in passing as "internal family difficulties", but the most common explanation is that Rudi (apparently the better-looking one) had an affair with Adi's wife, Käthe, for which he was never forgiven. But many other accusations fly, over who was the more enthusiastic Nazi (both joined the party in 1933), or who really invented the screw-in soccer boot studs that helped Germany's national team secure its World Cup final victory over Hungary on a soaking pitch in Berne in 1954. Many also point to a night in 1943 when Herzogenaurach was under allied bombardment. Adi and his wife apparently clambered into an air raid shelter to hear Rudi, who was already there with his wife and family, declare: "The Schweinhunde (pig dogs) are back." Adi insisted he had meant the RAF, but Rudi refused to believe him. The enmity has divided the town ever since, determining which pubs its 23,000 citizens drank in, the butchers they frequented, who cut their gravestone and which football team they supported. "There was a time when you'd have risked the wrath of colleagues and family if, as an employee of one company, you married the employee of the other," says Klaus-Peter Gäbelein of the local Heritage Association. "Even religion and politics were part of the heady mix. Puma was seen as Catholic and politically conservative, Adidas as Protestant and Social Democratic." In business terms, it is Adi who has won. Adidas is by far the bigger company, employing 39,000 compared with Puma's 9,000. But it is the nature of the Adi- and Rudi-driven rivalry that has given both firms their fighting spirit, trying to outdo each other by securing endorsements with the world's top sportsmen and women. "Listen, we have the fastest man in the world on contract," says Ulf Santjer from "underdogs" Puma, referring to Jamaican sprinter Usain Bolt. "We have the football world champions Italy, and Madonna wears our products – we're not doing badly." Though the rivalry split the town, and meant that (officially at least) Adi and Rudi didn't speak to each other, even when Rudi lay on his deathbed in the 1970s and the priest called Adi to his bedside, the townspeople seem largely grateful for the rift. "Without the row we would not now be home to these two global players," says Gäbelein. The Dassler brothers were building on Herzogenaurach's manufacturing traditions – which started in the middle-ages when it produced textiles and, later, shoes and carpet-slippers – when they began their joint enterprise on returning from the first world war. Their father Christoph, a shoemaker, passed on the tips of the trade, and so it was that Adi gathered the tools and equipment left by retreating first world war soldiers and "shaped their first shoe, a cross between a carpet slipper and a running shoe", while Rudi "took on distribution and general management", according to Rolf- Herbert Peters, author of The Puma Story. Their mother's laundry room became the company's headquarters. "The cramped laundry . . . housed the nucleus of a future global company which would revolutionise the sport and fashion worlds," says Peters. Neither company is now controlled by descendants of their founders – the brothers are long since dead, and Puma is majority-owned by the French luxury goods maker PPR, while Adidas is owned by lots of small shareholders. Nevertheless the companies still keep their headquarters in Herzogenaurach. Manufacturing may have long since moved to distant corners of the world, but the factory workers have been replaced by young, sporty employees from many nations who concentrate on design, marketing and brand awareness and communicate in English. This town of cobbled streets and half-timbered houses still matters to both companies. It's almost as if moving away to nearby Nuremberg or Erlangen would be admitting defeat. "It's always good to have a heritage – it's your history and your experience combined," says Kirsten Keck, Adidas's spokeswoman, showing me around its World of Sport. On display are the friction-stretched long-jump shoes worn by Owens at the 1936 Olympics, gymnast Nadia Comaneci's white floppy Adidas gym shoes in which she was awarded a 10 in Montreal in 1976, and Muhammad Ali's customised high-ankled boots, worn when he fought George Foreman in 1974. On the wall is a photograph of Adi and Rudi, pre-fall- out, playing ice hockey on the frozen Aurach river which would become the dividing line between their companies. Both businesses are expanding their presence in the town, building plush "brand centres", catwalk-style complexes and showrooms of their most successful products. In a time of recession, the cranes that dominate the skyline as workmen finish the Adidas complex, Laces, and Puma's new establishment, Plaza, are a welcome sight, and the message is clear: "We're here to stay" – and, of course: "We will not be outdone". The wonderfully named mayor, German Hacker, tells me that, even when it came to the recent football match, it would not have done any good for the town's morale to have one "firm" beat the other. "This match was diplomatic down to the last blade of grass." Even the ball was co-branded. (It is somewhat disappointing to find out it was a "management versus workers" game, which the bosses won 7-5.) "For anyone who grew up here this was an extraordinary affair," says Hacker. "It would have been impossible 30 years ago. But the mood in the town has changed. The families no longer run the companies and we have people from 85 different nations living here now, everyone from graphic designers to engineers, and the companies are run by two young and dynamic heads." What the town is crying out for, but will probably never get, is a shoe museum. "The companies would never be able to decide on a common story," smiles Gäbelein. Instead, visitors are left to their own devices. In the stillness of the town's cemetery, few of those tending the graves are even aware that both brothers are buried here. But after some time I find them, Adi's granite gravestone nestled in a bed of purple pansies and, at the opposite end of the cemetery, Rudi's final resting place, marked by an Angel carved in stone next to a fir tree. And yet, before they died, the brothers may, in fact, have been reconciled, according to several people I meet (some of whom only dare speak about it in whispered tones). "In 1974, just six months before Rudi's death, they got their drivers to take them to a secret meeting in Nuremberg for half a day," says Helmut Fischer, the peace match referee and Puma's in-house historian, referring to conversations he has had with those closest to the inner workings of the Dasslers' empires, including their chauffeurs and housekeepers. "But they could never tell their wives, and certainly not their workers, because it would have been bad for business."
Kazuki returns to adidas with his Spring/Summer range for ObyO, this time stepping outside the tech wear we've come to love from past collections and bringing mad heat with some dope vintage-inspired looks. Keeping in line with his strong streamlined designs, Kazuki has created a range that encompasses not only the streets but also 'After-Five' wear with tailored 'Team Manager' suits and shirts. Again, the highlight will be the sneaker drops this time using the Mentos, AG, Gipfel and of course the MT80 boot. Look for the range to drop at all good adidas Originals stores in the next month.
CLIENT: Internationally leading fitness footwear and
apparel manufacturer adidas originated in Germany, and
in the 1980s became a favorite of the emerging rap and
hip-hop music scenes. It remains a fashionable,
avant-garde brand, even remanufacturing vintage apparel
and footwear designs that consumers demand
CHALLENGE: adidas needed an intranet on which
employees and vendor-partners could access the latest
Corporate Identity resources and brand guidelines. The
Overland Agency’s intent was to build a site that acts as
the central warehouse and toolbox for the adidas
brand, housing their expandable array of identity
elements. adidas wanted the ID site built in Flash to
allow for animation and seamless integration of sound
and video. However, the brand ID site had to be
housed in adidas' existing intranet structure, an
XML-based content management system.
SOLUTION: Recognizing that the site serves as a
brand-building tool, Overland needed to measure it
against the highest standards of design and
functionality. To develop such a site, it was essential to
create it in close partnership with adidas. Working
closely with their IT departments internationally, we
found a way to make it all come together seamlessly.
We also animated the entire Brand Guidelines area,
which contains multiple subsections of deep content
covering Corporate and Consumer Brand Guidelines,
to allow for the easy, worldwide understanding of dos
and don'ts. Most recently, Overland added video to
the intranet to illustrate adidas’ partnerships with
global media stars such as hip-hop artist Jay-Z, who
wears adidas in a music video.
RESULT: The finished product was designed to act
more like a software application than a website. At the
same time, it effectively supports adidas’ brand identity
and visual language in look and feel. Above all else, this
site presents a live, highly “connected,” and up-to-themoment
window into the adidas brand, for inspiration
and accurate performance of employees and authorized
vendor-partners alike.
When adidas entered the marketplace some 50 years ago, its focus was to produce shoes crafted specifically for soccer and running. Establishing the brand as the choice for professional athletes eventually parlayed into preference in the mainstream. In the 80's, Run DMC furthered adidas’s street cred with the rap “My adidas,” paying homage to their favorite shell-toe. But by the early 90's, Nike
and Reebok were out-marketing adidas – even in Germany, its own turf. Kids weren’t interested in the sneakers their parents wore, and adidas found itself forgotten in the back of the closet, heading for the Goodwill
The new millennium has since brought about an adidas renaissance; the brand has steadily regained market share over the past five years to become the world's number two athletic shoe company (behind Nike). How did it go about repositioning to once again be among the coolest of kicks?
Adidas claims that, "the brand values of the company – authenticity, inspiration, honesty and commitment – are derived from sport." Historically, this sensibility was demonstrated through early and continued involvement with Olympic athletes, as well as active sponsorship of major global sporting events – like the World Cup. Today these events provide an ample playing field for sportswear companies to duke it out for representation and thus market share. Adidas’s rapid growth in Asia, where revenue rose by 15 percent to US$ 878M last year, may be further propelled in Japan and Korea when those two nations host the World Cup this year – an event which is expected to garner 2.5M spectators and one billion TV viewers worldwide. However, the key to revitalized success seems to lie in the considerable endorsement deals adidas has developed with world class athletes. Recent sports figures representing adidas don’t only score high marks in their game – they also score high in their celebrity quotient. British football star David Beckham’s relationship with adidas has no doubt lent itself well to the brand’s visibility in the UK. Recently dubbed "Captain of England," Beckham led his team to victory in the 2000 FIFA World Cup. It doesn’t hurt that he’s married to a highly visible, ex-Spice girl and is often seen in the tabloids sporting the adidas logo. With Europe as adidas’s largest market, exposure like this reflects in the numbers; sales grew seven percent to US$ 2.7 billion, last year. Stateside, Kobe Bryant is another example of a winning adidas endorsee. The LA Laker and youngest NBA all-star player is an athlete with substantial celebrity leverage. This translates directly into sales, young men who idolize Bryant want to play basketball like he does, and thus will want to wear what he wears. The equally compelling Russian born, American-bred tennis star Anna Kournikova also meets these criteria. She’s a young, brilliant professional athlete whose celebrity extends well beyond the world of tennis – like Bryant and Beckham she’s captured the public’s interest in mainstream newspapers, magazines and tabloids.
Reinvention was key, not only for the adidas’s marketing strategy, but also for its product line. On its website, adidas acknowledges that "The markets and industry in which we compete are transforming rapidly, paced by the evolution – or revolution – in how 'sports' are defined. Team sports such as soccer and basketball will always be a fundamental part of sporting competition. Today, however, eclectic, individual, 'no-rules' sports such as snowboarding, inline skating and surfing have grown into significant categories. Activities such as golf, hiking and mountain biking, which used to be seen as lifestyle and leisure activities, are now part of mainstream sports." Increased product offerings in these categories have undoubtedly contributed to a better score for the brand.
To keep up with the competition, adidas generates close to 60 new foot-friendly designs each year. The adidas credo is to regard shoes as feet, resulting in a product with superior fit and performance capabilities. Tactics have been revised in getting these products out for consumption. As a result, products have been repositioned in higher-end and sports specialty stores. As their main competitor has sprinkled flagship NikeTown stores throughout the US, Europe and Australia, adidas has also embarked on a foray into retail. The first adidas-Solomon megastore launched in Paris last year to capitalize on the brand awareness in that market; France scored victories in both the 1998 World Cup and 2000 European Cup football championships. Word on the street is the brand hopes to eventually roll out this concept to more cities in Europe and North America. Adidas continues to prove itself as a brand built to last through a game plan of reinvention. With the recent acquisition of a lifetime partnership with Orlando Magic's Tracy McGrady (basketball) and its heavy involvement with 2002 World Cup, it continues to strike savvy deals that capitalize on the star power of young athletes and increase its visibility in the marketplace. It appears that team adidas has honed its strategy to become a revitalized contender in today’s competitive sporting goods market and is now duly recognized as the sneaker of yesterday and today.
Vaportek lining creates a brethable pad that steers moisture away from the body
Ergonomic padding system flows with the natural movement of the arm during play
Ultralight EVA foam provides the ultimate comfort and protection without adding extra weight
Product DescriptionThe Millennium Pro Gear embodies the tough, hard-working player. The MPG Protective Series combines impact protection, increased mobility, and masimum comfort into a no-nonsense series of equipment. The MPG Series provides the best all around protection in lacrosse. . . . More >>
Product DescriptionTwisted sidewall design that allows for maximum pocket depth and superior ball retention. Made with a super tough durable nylon blend that keeps the head stiff and rigid during play. . . . More >>
Product Description#4458 Offers superior range of motion, comfort and outstanding protection. Features high impact ABS custom injection molded shoulder caps for maximum protection. Warrior's tough single density protection foam offers cushioning throughout the pad. Armadillo Shoulder Cap design allows for a greater range of motion without sacrificing protection or comfort. Adjustable waist straps with D ring adjustments to fit lots of body shapes. . . . More >>
STX exclusive, oval shaped wires across face for enhanced vision and impact resistance
Low profile design for minimal visual interference in all directions (patent pending)
Form-featured contoured silicone molds to the face for maximum comfort, fit and cleaning ease. Anti-microbial agent to minimize breakouts due to perspiration
Eye protection of choice for top Women¿s Division I teams including Duke, Georgetown, Hopkins, Maryland and Princeton
Product DescriptionThe STX Duel lacrosse handle has a 7/8 inch diameter, so it is slightly smaller in diameter than the other STX composite handles. It has an octagon shape, and it is very lightweight and strong. It has the soft, rubberized finish. The handle is 100% composite. Comes available in White finish. . . . More >>
Product DescriptionThis FC Barcelona ball is perfect to play or just display. This ball is a #5 and it is an official FC Barcelona Merchandise.
This ball is a perfect way to show that you are a Barca fan. THE DESIGN OF THIS SOCCER BALL CAN CHANGE IF THIS ONE EXACTLY IS NOT AVAILABLE WHEN YOU PLACE YOUR ORDER. . . THANK YOU. . . More >>
Dual Soccer Nets - Set of Two Nets - 8' H x 10'W each
Fiberglass, shock-corded Frame with Nylon Net assembles in moments
For outdoor use, secures firmly into ground 6-8" deep for best results
Sturdy, weather resistant net stops the hardest shots
Quick and Easy to set up and breakdown
Product DescriptionLarge 10' wide x 8' high net is great practice for Soccer, Tee ball, Golf, Tennis and more. Assembles together quickly with lightweight fiberglass and alumninum frame that rests in the ground approx 6-8" deep. Stops the hardest of shots. . . . More >>
Product DescriptionSoft synthetic lining. High comfort. Hard shell. Highly protective front plate. EVA. Soft and durable cushioning backing material. Compression sleeve. Support of blood back-flow to the center of the body and easy fixation tool for the guard. About adidasThe vision of company founder Adolf Dassler has long become reality, and his corporate philosophy the guiding principle for successor generations. The idea was as simple as it was brilliant. Adi Dassler’s. . . More >>
Authentic & Official. Embroidered official Mexico national team badge.
Embroidered official logo. 2010 FIFA World Cup badge included.
ClimaCool.
100% Polyester.
Note: Soccer Jersey Only.
Product DescriptionMexico fans: Always a major force in the North & South America continent, nobody can ever count Mexico out in any World Cup tournaments, especially for the upcoming 2010 World Cup in South Africa. Especially with the development of more players playing professionally in Europe, Mexico looks stronger as a team for many more years to come. Therefore, you do not want to miss out on this new awesome looking super national away jersey of #18 A. GUARDADO (premier Mexico n. . . More >>
Lightweight, low profile shin guards for novice players
Removable plastic shield and compressed air capsules for ankle protection
Soft foam backing for comfort
Elastic strap system for a secure fit
Product DescriptionThe lightweight, low profile Zephz® Swirl Soccer Shin Guards are great for the novice player. Each shin guard features a removable plastic shield and compressed air capsules for ankle protection. Soft foam backing adds comfort while the elastic strap system provides a secure fit. . . . More >>
Product DescriptionCountry: Italy #149387 COVER: 32 panels of hand stitched PU. BLADDER: Latex bladder and valve for shape and air retention. NFHS. . . . More >>
Product DescriptionEvoShield Black Spartan Wrist Guard No more tape. Cotton is old news. The EvoShield Spartan Wrist Guard is the newest design from EvoShield. Before you hit the field, slide on your Spartan and take on anything that comes your way. - Baseball Catcher Accessory. . . More >>
Product Description- They feel like a leather ball when hit. , - They will not damage aluminum bats. , - They will not sting your hitters hands. , - They are the same size and weight as leather balls. , - Sting-Free Dimpled style balls are specifically designed for use with all pitching machines. , - Unique sting-free formula. ,. . . More >>
Product DescriptionFranklin MLB POP-UP Pitchers Targets To Go features: Patented pop-up design goes from storage bag to practice session in less than one minute An ideal training aid for all ages in either baseball, softball or teeball Silk screened catcher and strike zone target make for in game feel Patent pending collection system gathers balls thrown in the strike zone in an easy to remove collection bag Heavy duty oxford nylon construction over. . . More >>
Fit: Loose--Generous cut for ultimate comfort and ease of layering.
Fabric Type: Microfiber--Soft, lightweight fabric with a silky feel, designed from very fine synthetic filaments
Fabric Type: Piqué--A middle or heavyweight fabric with a small, raised v-pattern or honeycomb texture
Performance Technology: Under Armour® HeatGear® --For when it's hot. HeatGear® technology wicks perspiration off your skin, rather than absorbing it. It's engineered with UA's Moisture Transport System to deliver core temperature regulation and maximum breathability.
Anti-Microbial--Anti-microbial treatments provide permanent odor protection by inhibiting the growth of bacteria and mildew in the fabric.
Product DescriptionUnder Armour Mens HeatGear T-Shirt. . . Engineered For Performance! The cornerstone of your wardrobe starts with a HeatGear t-shirt. Moisture wicking fabric technology keeps you cooler and drier than the standard cotton t-shirt. An increase in core body temperature can cause muscle fatigue and slow an athlete's reaction time. HeatGear t-shirts allow you to maintain core body temperature to maximize your performance. Under Armour Mens HeatGear Zone II T-Shirts Feature: . . . More >>
Product DescriptionThe Sling Equipment Bag has over 1 1/2 cubic feet of internal storage holding a helmet with a face mask and other miscellaneous equipment. . . . More >>
Allows players to practice outside of a batting cage
Hopper style ball feeder has the capacity for 60 balls for continuous pitches
Ball automatically pitches every 5 seconds
Set includes: 12 mini EVA foam baseballs, 1.5" in size
Replacement balls available #14940
Product DescriptionProven to be a fun and effective coaching tool! Helps teach tracking and focusing on the ball from release to impact zone! Perfect training tool for baseball and softball players. Assembled size: 5 ?? x16 ?? x 7 ?? Allows players to practice outside of a batting cage. Portable lightweight design. Hopper style ball feeder has the capacity for 60 balls for continuous pitches. Height adjustment for pitch angle. Ball automatically pitches every 5 seconds. Set. . . More >>
Product DescriptionThe Nike Dri-Fit Anklet socks are a wonderfully comfortable sock made of 72% polyester, 20% nylon, 7% cotton, and 1% spandex. These socks feature the following: Dri-Fit fabric wicks sweat away to help keep feet dry and comfortable Ribbed midfoot offers support in the arch with a snug, comfortable feel Reinforced heel and toe. . . More >>
