VALUE PREPOSITION- Once Innovative, Now Classic, Always Authentic

CURRENT BRAND PORTFOLIO

PERFORMANCE- Focus on the athlete, “Innovate to perform,”

 Stella McCartney- A hip-hop line targeted women. Trendy, hip-hop spirit, luxury.

Respect me emphasize on its image and concentrate on style not only focused on

sneakers.

 Adistar fusion- Adidas and Polar Electro have formed a partnership to introduce the

world’s first completely integrated training system. Called “Project Fusion” , it

seamlessly integrates Polar heart rate and speed and distance monitoring equipment into

adidas apparel and footwear.

 Adidas MBA (basketball Line) Adidas is exclusive provider uniform and apparel

provider for NBA, WNBA and NBA Development League. Especially US market which

soccer is not a popular sport, Adidas performance targets mostly basketball and baseball.

ORIGINALS- Looking to our past for inspiration and direction for the authentic and

contemporary products of the future

“Once innovative, now classic, always original”

 Respect me (Missy Elliott: Co-branding with hip-hop singer Missy Elliott Stylish and

hip-hop luxury)

 My Addidas- (Run-DMC Run-DMC made a fashion statement by wearing their Adidas

sneakers with no laces. A hip-hop line targeted men. Run-DMC sings “my adidas” first

then Adidas gave him a product line.)

  Material of the world (Fashionable, unique Ethnic fashion theme) Adidas shows various

global materials and designs through this line. Premium type of global design line one

jacket cost around $350.

 City Campaign (I love “city”) increased brand Image It is a general type of global

design line. Cheaper price than material of the world- sneakers are around $80-100.

STYLE AND FASHION- Look and attitude of sport bug in a new, more sophisticated

interpretation, “Inspired by the future of sport and fashion”.

BRAND DIFFERENTIATION

ADIDAS PUMA

NIKE

Reason for being To offer most To create a fl ash To create trendy,

practical, functional, look that people are dressy, well-being
sports wear envisioning to be sports wear
with cultural heritage adventurous
Value proposition Once Innovative, Trying something Fashionable, well-
Now Classic, Always adventurous, being lifestyle
Authentic celebrity- like
Differentiation cultural marketing / Spots wear + not athletic like:
support for events technology dressy
diverse products, new materials,
fashionable affiliations, ,
focus on marketing
football/basketball
Persona simple, neat, practical adventurous, woman who care
and professional energetic, self- about their life style
expression trendy hipsters
Range of authority Best sports wear victory, star trendy, well-being

Relationship With fashion designer support for sports Puma-Ferrari

Yamamoto : Y-3 games World cups
Musicians : Missy ipod
Elliot experts
-Respect me
Audience diverse ages / Diverse ethnic woman, late 20s
generation- neat young teenagers,
increasing focus in boomers
North America
Commentary Impossible is Nothing Just do it
Bringing up sport endless experiments, Focus on driving
Heritage self-expression shoes and race suits