By Danica D’Almeida | Sem 4 | Fashion Communication

adidas
INTRODUCTION

Adidas is a German multinational corporation that designs

and manufactures sports shoes, clothing, and accessories head-
quartered in Herzogenaurach, Bavaria. It is the largest sports-
wear manufacturer in Europe and the second biggest in the
world.
It is the holding company for the Adidas Group, which con-
sists of the Reebok sportswear company, TaylorMade-Adidas
golf company (including Ashworth), 9.1% of FC Bayern Mu-
nich , and Runtastic, an Austrian fitness technology compa-
ny. Adidas revenue for 2012 was listed at €14.88 billion.
Adidas was registered on 18 August 1949 by Adolf Dassler,
following a family feud at the Gebrüder Dassler Schuhfabrik-
company between him and his older brother Rudolf.[1] Ru-
dolf had earlier established Puma, which quickly became the
business rival of Adidas and is also headquartered in Herzoge-
naurach. The company’s clothing and shoe designs typical-
ly feature three parallel bars, and the same motif is incorpo-
rated into Adidas’s current official logo. The brand name is
appropriately uncapitalized, with a lower case “a”
The brand works out 3 major lines which are Adidas Perfor-
mance, Adidas Original, and Adidas style.
Why do i like this brand?

They truly went their own direction with style and are still finding ways to re-
fresh their clothes and shoes while staying true to their roots. Nike makes some
good performance oriented stuff, but is lacking heavily in the more casual sports-
wear game. That’s where I see the major difference between the two brands. Plus, I
find Adidas quality to be better, even if it might be a marginal difference. When it
comes to the performance of their running and workout stuff, I think it’s hard to
compare. Everyone requires something different from their clothes and shoes. It’s
just so hard to pinpoint one universal form of measurement in situations like that.
Ultimately, I go to Adidas because the brand keeps me coming back. It’s about how
a brand is portrayed, and the meaning of the word ‘brand’ is important to me as a
consumer. Adidas has found a way to make their brand nostalgic for not only people
that have worn it for years, but also people who have never worn it at all. It’s pretty
unique.

Have you ever visited your brand offline?

Yes, several times. Mostly in mumbai stores

What kind of product they offer?

Adidas’ product line includes tennis, golf, cricket, basketball, lacrosse, volleyball, rug-
by, gymnastics, skateboarding, baseball, field hockey, and kabaddi gear, running and
lifestyle shoes, soccer shoes, and other sport utilities. Adidas also sells deodorants, fra-
grances, aftershave, and lotions, as well as watches, sunglasses, caps, and socks.
WINDOW DISPLAY
Adidas transforms the good old window shopping into an interac-
tive digital window concept for a trendy and exceptionally easy
shopping experience. With or without the help of smartphones,
the customers can shop at Adidas Neo whenever and however
they want. German Teenagers are going to be the first to test
this six-week pilot project in the window of the Adidas Neo Label
store in Nuremberg.

The new front window is like a perfectly functioning virtual

store containing life-size products. The intuitive interface of the
touch-screen enables the buyer to find their desired products in
life size, and then directly transfer them from the Adidas Neo on-
line store and to their smartphone. To do so, shoppers have to sim-
ply select an URL on their smartphone and type in a PIN digit.
After that, users may change product descriptions, share items on
social media channels or via e-mail and save merchandise to either
buy it directly of later on.
In addition, the buyer can use a life-size digital model to present
the range of Adidas Neo garments in a fun and exciting way.
TBWA\Helsinki created an interactive window display
for adidas NEO. Passers-by could dress up an interactive
mannequin with different clothing of the adidas NEO la-
bel and put her in different positions.
With the use of QR code they could drag and drop items
into a virtual shopping bag to save it, share it with
friends and purchase.