Adidas: Leadership and Management - Essay Example

Adidas is the most appreciated and most preferred brand in the entire world and is well known for the unbeatable strategy it uses to capture the market. Adidas is a German sports attire manufacturer and Adidas Group has launched its products in many other areas like accessories and Adidas women, etc. Its stands at second position among all the sports goods manufacturers and it has given a new passion and love for the sports to the sports lovers. It was incorporated in 1948 and Adolf Dassler was the first man who brought this idea to the world of supporting sports.

It has developed a huge brand portfolio like Reebok, Golf, and Nike, etc (Adidas group, 2012). It has achieved many milestones from its corporation and has become the most favorite brand in the field of each sport. No other brand has such a wonderful success and more distinguished history from its incorporation as Adidas had and no other brand is that stronger connection with sport than Adidas. Adidas is everywhere! Yes, it is, it is at the place where the best meet to the best, like the FIFA World Cup or the NBA All-Star Game, but also everywhere else around the globe where sports are simply played, watched, enjoyed and celebrated (Adidas history, 2012).

“Impossible is nothing” is the central message of a global brand campaign launched by Adidas (Adidas history, 2012). Each product of Adidas speaks for itself, for its quality with a promise of giving the best performance. Its products reflect the spirit of its founder Adolf Dassler and his passion towards the sports. The main purpose is quite simple and interesting: is to make athletes better. Therefore, innovation is at the core of all Adidas Sport Performance products. Adidas has targeted all the sports lovers as its customers and all the customers of sub-brand are, with no doubt, are those who are athletics, sports person, sports lover and the one who is directly or indirectly associated with the sports (Adidas group, 2012).

While Adidas has a pivotal strength with the 20- to 29-year-olds, going forward a clear focus will be the high school athlete and the 14- to 19-year-olds.