The Brand I love

“ADIDAS”
POSITIONING
Positioning Statement
“For sporty, athletic and fashionable individuals who are into healthy and modern lifestyle.
Adidas seek to lead global sportswear industry innovating new products and brands with a desire
of improved sporting lifestyle. We are devoted to continually enhancing our brands and
products”
The brand I choose “Adidas” and
Competitors
I adore adidas and use it almost everyday. At work or at gym, I have my adidas sneakers. In terms
of making a perceptual map I have selected the below mentioned competitors and also have
selected the measured categories as “Comfort”, “Fashion” and “Overall Acceptance” identifying
the ground adidas has on sportswear and lifestyle industry
Competitors.
◦ Nike
◦ Puma
◦ Reebok
◦ New Balance (NB)
◦ ASICS
◦ VF Corporation
◦ Skechers
 Perceptual Mapping
Perceptual Mapping Fashionable

Comfort Fashion Overall Acceptance

Brand
1-10 1-10 1-10
Nike Adidas
Adidas 9 10 9
Nike 8 10 8
Puma 7 7 7
Reebok 6 5 5
Skechers ASICS Puma
New Balance (NB) 8 4 6
ASICS 4 7 3
VF Corporation 3 4 5
Reebok
Skechers 2 7 4

High Comfort
Low Comfort
VF Corporation New Balance (NB)

Less Fashionable
Points of parity and Differences
The points of parity between the mentioned companies before are given below:
◦ Athletic Clothing and Equipment brands
◦ Same category of products and campaigns
◦ Have their own individual electronic performance technology
◦ Globally established brands
◦ All have brand ambassadors representing the brands worldwide
The points of difference between Adidas and other companies are mentioned below:
◦ Areas of endorsement
◦ Quality of the products
◦ Logos of each brands
◦ Unique Designs
◦ Comfort
◦ Fashion
Justification of position of Perceptual
Map
Adidas, Nike and Puma are three most renowned sportswear brands and competitors around
the world. Adidas and Nike are always competition against one another in terms of market
position, endorsements and even on celebrity affiliations. As per my research and also being an
user of adidas I have measured the map into categories of comfort, lifestyle and overall
acceptance and though Nike were very close but with the uniqueness that adidas shows through
its different line of products it seems that it is more balanced as a brand in consumer
perceptions