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How Adidas Became the Shoe Industry’s Unwitting Racial Equality Case Study

Sheena butler-young, deputy editor.

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What does it take to drive change?

Over the past few weeks, as the coronavirus pandemic was sweeping across the United States, another storm was forming.

An eight-minute video depicting the killing of George Floyd, an unarmed black man, at the hands of a white police office in Minneapolis laid bare decades of racial inequality in the country. Amid mass protests and national unrest, black people and their allies shouted resoundingly: Enough is enough.

To be sure, scores of footwear (and other) brands swiftly joined the chorus. Both the players that have always been vocal on social issues and those that have been historically quiet released marketing messages supporting Black Lives Matter and made financial commitments to the cause.

Adidas was no different.

In addition to a historic retweet of longtime rival Nike’s video calling for an end to racial injustice, the Germany-based brand took to its social media accounts to post its own anti-racism message.

But behind the scenes, at the North American headquarters of the shoe industry’s second-largest brand, something big was brewing.

Early Rip Currents

In November 2018, in a letter addressed to then-newly minted Adidas North America president Zion Armstrong, an employee purporting to speak on behalf of minorities at the company urged the new leader to “diversify representation” in the firm’s upper ranks, alleging racial and ethnic disparities .

Around the same time, multiple sources — identifying as racial and ethnic minorities — told FN that white leaders at the athletic brand’s Portland, Ore.-headquarters had failed to promote and treat people of color fairly.

“North America senior leaders foster, encourage and reward an exclusive all-white environment made up of the same individuals that are consistently promoted and spotlighted,” said one employee at the time, who accused the brand’s leaders of withholding opportunities from African-Americans, Asians, Hispanics and other minorities while unjustly promoting their white counterparts. “They ostracize people of color and cultivate a high school ‘clique’ environment.”

The influx of negative stories from minority staffers came as Adidas was clocking double-digit growth in the North America market and riding the wave of a massive revival, boosted by its collaborations with A-list music artists and fashion influencers like Kanye West and Pharrell Williams.

In 2019, the company would add to its superstar roster the ultimate “get” of present-day entertainers, Beyoncé — all while enjoying the now-estimated billion-dollar success of West’s Yeezy franchise.

But as months dragged on, little was changing internally.

In fact, in July 2019, a new crop of Adidas minority employees — namely Asian and LGBTQ staffers — came forward to detail new claims of being disenfranchised at the brand.

“The people who are rising at the company are [predominantly] white males,” said one employee, who identified as both Asian and LGBTQ. “I have requested mentorship meetings with senior leaders at the brand — whom I’ve often seen having these kinds of meetings with young white males in the cafeteria — but my meetings always end up being canceled.”

Meanwhile, black employees brought to light more claims of facing discrimination at work, describing instances that left them “sad” and “defeated.”

A Surging Tide

Early this month, 13 black employees at Adidas united to form a coalition with the explicit goal of yielding swift and permanent change in how the company supports its black team members and community at-large — with an added emphasis on pushing the brand’s top management in Germany to drive the organizational reset.

On June 2, the group — then representing about 100 employees — delivered to Adidas North America management, including president Zion Armstrong, a 32-page deck, dubbed “Our State of Emergency.”

In addition to claims that management “doesn’t grasp the discrimination minorities might face” and that “the difference in perception is largest in Germany,” the document had listed four major “asks.” The coalition had demanded the company invest in its black employees; the black community; the fight for racial justice and change for black people — and demonstrate accountability.

As top execs mulled the demands, hundreds of minority staffers had agreed among themselves to a sit-out, in which they would all turn on their “out of office” emails until they had received the details of a go-forward strategy from management.

Meanwhile, other employees, organized by Julia Bond, an assistant designer for Adidas Originals apparel, had started gathering at the company’s HQ daily to protest purported discrepancies between the brand’s public messaging around racial justice and its own treatment of minority employees. Bond and her supporters had also asked management for an apology regarding the company’s treatment of black team members.

Calming Seas?

Last week, Adidas leaders held a meeting in which they laid out several major steps the company planned to take “immediately” to address pass wrongs and create a better culture that is inclusive of black employees.

“First, we need to give credit where it’s long overdue: The success of adidas would be nothing without Black athletes, Black artists, Black employees, and Black consumers. Period,” the brand wrote in chain of tweets, which included a photo with the words “Black Lives Matter.” “It’s time to own up to our silence: Black Lives Matter. Here is how we are committing to change across People, Communities, and Accountability.”

The company pledged to, among other things, increase to $120 million its investment in programs that support black communities over the next four years. What’s more, it promises that 30% of all open internal and external positions will be filled with black and Latinx talent, while 50% of all open positions will be filled with diverse talent. Adidas further committed to enforce a “zero tolerance” policy on racial discrimination, noting, “If there is evidence of retaliation, offenders will be terminated. To ensure fairness and safety, we are putting in place a third-party investigator to govern our policy and keep us accountable.”

It concluded, “This is our commitment to the Black community and the world. We can change, and we will. This is just the start.”

By several accounts, it’s a critical series of steps that represent a marked tide change for the brand, but according to insiders, it puts the footwear industry only marginally closer to where it needs to be in terms of racial equality.

Like many black thought leaders, historian Crystal deGregory told FN she believes much work remains — and the price that many have paid in order to yield progress is far too great.

“Black sacrifice of life and limb in public service, public defense and even public death is not enough to warrant the dismantling of the systemic and structural racism that is as complicit as stolen, copied and commodified black culture for sale,” deGregory said. “Maybe this time there will be real change — [moves] that begin to upend white supremacy and its weaponizing of racism, changes that seek and secure black freedom without condition. This will fundamentally [shift] what it is like to be both black and white in America.”

As more citizens are galvanized to speak out, for many companies, it may just be a matter of time before the next shoe drops.

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How Adidas Became the Shoe Industry’s Unwitting Racial Equality Case Study

Click here to read the full article.

What does it take to drive change?

Over the past few weeks, as the coronavirus pandemic was sweeping across the United States, another storm was forming.

More from Footwear News

Influential Black Leaders from Design, Streetwear and High Fashion on Engaging in Uncomfortable Discussions & Enacting Change

How to Become an Adidas Product Tester

UPDATED Adidas Employees Are Calling for HR Chief's Resignation, Say She Dismissed Race Issues as 'Noise'

An eight-minute video depicting the killing of George Floyd, an unarmed black man, at the hands of a white police office in Minneapolis laid bare decades of racial inequality in the country. Amid mass protests and national unrest, black people and their allies shouted resoundingly: Enough is enough.

To be sure, scores of footwear (and other) brands swiftly joined the chorus. Both the players that have always been vocal on social issues and those that have been historically quiet released marketing messages supporting Black Lives Matter and made financial commitments to the cause.

Adidas was no different.

In addition to a historic retweet of longtime rival Nike’s video calling for an end to racial injustice, the Germany-based brand took to its social media accounts to post its own anti-racism message.

But behind the scenes, at the North American headquarters of the shoe industry’s second-largest brand, something big was brewing.

Early Rip Currents

In November 2018, in a letter addressed to then-newly minted Adidas North America president Zion Armstrong, an employee purporting to speak on behalf of minorities at the company urged the new leader to “diversify representation” in the firm’s upper ranks, alleging racial and ethnic disparities .

Around the same time, multiple sources — identifying as racial and ethnic minorities — told FN that white leaders at the athletic brand’s Portland, Ore.-headquarters had failed to promote and treat people of color fairly.

“North America senior leaders foster, encourage and reward an exclusive all-white environment made up of the same individuals that are consistently promoted and spotlighted,” said one employee at the time, who accused the brand’s leaders of withholding opportunities from African-Americans, Asians, Hispanics and other minorities while unjustly promoting their white counterparts. “They ostracize people of color and cultivate a high school ‘clique’ environment.”

The influx of negative stories from minority staffers came as Adidas was clocking double-digit growth in the North America market and riding the wave of a massive revival, boosted by its collaborations with A-list music artists and fashion influencers like Kanye West and Pharrell Williams.

In 2019, the company would add to its superstar roster the ultimate “get” of present-day entertainers, Beyoncé — all while enjoying the now-estimated billion-dollar success of West’s Yeezy franchise.

But as months dragged on, little was changing internally.

In fact, in July 2019, a new crop of Adidas minority employees — namely Asian and LGBTQ staffers — came forward to detail new claims of being disenfranchised at the brand.

“The people who are rising at the company are [predominantly] white males,” said one employee, who identified as both Asian and LGBTQ. “I have requested mentorship meetings with senior leaders at the brand — whom I’ve often seen having these kinds of meetings with young white males in the cafeteria — but my meetings always end up being canceled.”

Meanwhile, black employees brought to light more claims of facing discrimination at work, describing instances that left them “sad” and “defeated.”

A Surging Tide

Early this month, 13 black employees at Adidas united to form a coalition with the explicit goal of yielding swift and permanent change in how the company supports its black team members and community at-large — with an added emphasis on pushing the brand’s top management in Germany to drive the organizational reset.

On June 2, the group — then representing about 100 employees — delivered to Adidas North America management, including president Zion Armstrong, a 32-page deck, dubbed “Our State of Emergency.”

In addition to claims that management “doesn’t grasp the discrimination minorities might face” and that “the difference in perception is largest in Germany,” the document had listed four major “asks.” The coalition had demanded the company invest in its black employees; the black community; the fight for racial justice and change for black people — and demonstrate accountability.

As top execs mulled the demands, hundreds of minority staffers had agreed among themselves to a sit-out, in which they would all turn on their “out of office” emails until they had received the details of a go-forward strategy from management.

Meanwhile, other employees, organized by Julia Bond, an assistant designer for Adidas Originals apparel, had started gathering at the company’s HQ daily to protest purported discrepancies between the brand’s public messaging around racial justice and its own treatment of minority employees. Bond and her supporters had also asked management for an apology regarding the company’s treatment of black team members.

Calming Seas?

Last week, Adidas leaders held a meeting in which they laid out several major steps the company planned to take “immediately” to address pass wrongs and create a better culture that is inclusive of black employees.

“First, we need to give credit where it’s long overdue: The success of adidas would be nothing without Black athletes, Black artists, Black employees, and Black consumers. Period,” the brand wrote in chain of tweets, which included a photo with the words “Black Lives Matter.” “It’s time to own up to our silence: Black Lives Matter. Here is how we are committing to change across People, Communities, and Accountability.”

The company pledged to, among other things, increase to $120 million its investment in programs that support black communities over the next four years. What’s more, it promises that 30% of all open internal and external positions will be filled with black and Latinx talent, while 50% of all open positions will be filled with diverse talent. Adidas further committed to enforce a “zero tolerance” policy on racial discrimination, noting, “If there is evidence of retaliation, offenders will be terminated. To ensure fairness and safety, we are putting in place a third-party investigator to govern our policy and keep us accountable.”

It concluded, “This is our commitment to the Black community and the world. We can change, and we will. This is just the start.”

By several accounts, it’s a critical series of steps that represent a marked tide change for the brand, but according to insiders, it puts the footwear industry only marginally closer to where it needs to be in terms of racial equality.

Like many black thought leaders, historian Crystal deGregory told FN she believes much work remains — and the price that many have paid in order to yield progress is far too great.

“Black sacrifice of life and limb in public service, public defense and even public death is not enough to warrant the dismantling of the systemic and structural racism that is as complicit as stolen, copied and commodified black culture for sale,” deGregory said. “Maybe this time there will be real change — [moves] that begin to upend white supremacy and its weaponizing of racism, changes that seek and secure black freedom without condition. This will fundamentally [shift] what it is like to be both black and white in America.”

As more citizens are galvanized to speak out, for many companies, it may just be a matter of time before the next shoe drops.

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Three Stripes Business Model of Adidas

One brand that dominates the mindshare while consumers think of Hip Hop and sporty brands is Adidas. So much so that Adidas is now one of the most desirable sportswear brands. Adidas produces various sports equipment across different types of sports. But then the question is what is the business model of Adidas that is helping the brand rule the sportswear industry across all the sports (obviously next to Nike).

As of 2020, Adidas had a turnover of  €19.844 billion  and has approximately  62,285 employees  worldwide. From establishing itself as one of the best sportswear, it has also been working towards establishing itself as one of the best CSR companies globally (as of 2020).

How it all Began?

The foundation for Adidas was laid in  1920 by Adolf Adi Dassler , a 20-year old German who was an extremely passionate athlete. He started producing shoes outside his mother’s laundry room using limited materials available post WW1. Initially, he did not intend to sell sneakers and had completed his apprenticeship in a bakery before he started selling his sneakers to produce the best shoes for passionate athletes.

He understood the need for high-quality sports equipment and regularly visited the athletes to seek feedback on what these athletes truly desired. Such observations and a genuine desire to help athletes further encouraged Adolf to develop products that would better the consumers’ lives.

Currently, Adidas has products in the  following category  

• Accessories and Gear

In July 1924, the business was established as “Dassler Brothers Shoe Factory” (Gebrüder Dassler Schuhfabrik), which was later joined by his elder brother. It was only in 1936 that the brand found true success when Adi gifted shoes to the gold medallist Jesse Owen an American track-and-field star, who also made a world record in the 1936 Berlin Olympics. The business became quite successful and was selling 200,000 shoes each year until WWII hit.

After WWII in 1947, the brothers had a clash and they split. Rudolf formed another shoe company known as Puma, which is now considered one of the strongest rivals of Adidas.

Fun Fact: The complete form of Adidas is  ‘All Day I Dream About Sports.’ Initially, in 1949  the logo was a spiked shoe hanging in between the letter ‘d’

Adidas logo developed its famous three strips from the original founder Karhu Sports, who was short on capital post-WWII. The owners decided to sell the trademark of their logo for €1,600 and two bottles of whiskey. As per Economic Times , The three-stripes of the Adidas logo represent a mountain, pointing out challenges and goals people need to overcome.

It was only in 1971  that the brand unveiled the three-stripe Adidas logo in the form of a leaf called the “trefoil.” This version was later replaced in 1990 by the current logo, shaped like a triangle for the Equipment Line but later became the corporate logo, though the trefoil logo can still be found on some Adidas original products.

Adidas Business Model is based on integrating hip hop culture and sports

In 1970  the brand delivered its football for the 1970 World Fifa Cup and designed the ball in such a way that it would increase the visibility on the black and white screen, and this soon led to one of the most successful and famous partnerships of Adidas providing footballs to Fifa World Cup after that.

In 1986, the brand expanded and entered the hip-hop culture and soon became a household name and a lifestyle. Unknown to Adidas, the hip hop group Run DMC wrote a song about their shoes, “My Adidas,” and held up the 3-Stripes shoes during the concert in front of 40,000 fans – amongst which was an Adidas employee, and it led to an unexpected partnership.

It was the first time that sport and art were merging, which led to the brand’s growth over a much larger audience and customer base. This led Adidas to develop new ways of marketing, which was considered as of the critical areas of the company, which led to its success and allowed it to achieve a competitive advantage.

Adidas Marketing Strategy

One of the most famous taglines of Adidas is ‘ Impossible is Nothing,’  which focuses on the importance of fitness and the importance of striving for something that a person truly desires and is also one of the primary marketing strategies for the company.

Furthermore, it has also sponsored many world sports events such as FIFA, UEFA, NBA, Cricket & Olympics. At the same time, it is also known to provide the best products which are comfortable, long-lasting, and beyond the ordinary.

Moreover, it also takes advantage of 6 major cities, which helps shape the trend and the buying decisions of the targeted customers.  These cities are Los Angeles, London, Shanghai, New York, Tokyo, and Paris. In the UK, it primarily focuses on selling soccer products, whereas it focuses on basketball and baseball in the US. Adidas ensures that the marketing strategy meets the needs of consumers globally.

The collaboration of Adidas with various athletes and significant-tech companies has allowed it to enhance innovation with branding and marketing. This has led to the development of a more vital relationship with the customers ensuring customer loyalty. It also collaborates with celebrities which includes music and fashion icons. Thus, the strategy is to build must-have designs that reach out to more than just sports fanatics.

This can be seen when Adidas created Yeezy with Kanya West. It turned out to be one of the fastest-growing footwear lines and, in 2021, was valued between $3.2-$4.7 bn. This has allowed it to expand the customer base and reach out to those customers who are not sports fans.

Yeezy is worth as much as $3 billion, according to a Bank of America valuation. Kanye West made about $147 million from Yeezy shoe royalties last year. That's more than his entire music catalog is worth – valued at $110.5 million by the Valentiam Group. https://t.co/YJ90ZOvIbA — Kim Bhasin (@KimBhasin) April 27, 2020

Nike also has a powerful marketing strategy. Do check out!

Adidas’ powerful distribution network

Another competitive advantage that Adidas has is its distribution channel. Globally it has around 2500 stores. The global supply chain of Adidas extends to various tiers from manufacturing partners to raw materials such as cotton, leather, and natural rubber and the use of technology.

The majority of the products are produced by 132 manufacturing partners worldwide. At the end of 2020, 61% of the strategic suppliers had worked for more than ten years, and 30% worked for more than 20 years.

As of 2020, it outsources most production and has 500 independent factories globally that manufacture products in more than 49 countries. Its supply chain has different types of business partners and also has multiple layers. As of 2020, the top 4 countries in terms of sourcing volumes were:

How Adidas is adding sustainability to its business model

Back in 2015, Adidas collaborated with Parley for the Oceans, an environmental organization. One of the primary goals of Adidas is to double the number of recycled sneakers. In 2021, Adidas aims to produce 17 million pairs of shoes with recycled plastic waste collected from beaches and coastal regions, after more than 15 million in 2020.

Sustainability is an integral part of the Adidas business philosophy. We have continued to invest in sustainability initiatives during the coronavirus pandemic, and we will significantly expand our range of sustainable products in 2021. Adidas chief executive officer Kasper Rorsted in a press release.

Furthermore, it is also currently focusing on eliminating the use of fur and focusing more on using plant-based leather, recycled cotton, and eco-friendly shoes to achieve by 2050 complete global neutrality.

As per the company’s press release , six out of ten Adidas articles are made from sustainable materials. By 2025, nine out of ten will be sustainable as the company expands and further innovates its 3-loop system: recycled loop (made from recycled materials), circular loop (made to be remade), or regenerative loop (made with natural and renewable materials). adidas has been researching fully recyclable or biodegradable materials for some time already and aims to only use recycled polyester in every product from 2024 onward.

Moreover, the sustainability bond amounting to €500 million was issued in September 2020, which was five times oversubscribed. The proceeds from the offering are planned to be used in targets like achieving recycled materials, investing in renewable energy production, and supporting underrepresented communities.

Adidas 2021 Business Strategy- Own The Game

In 2021 Adidas released its next five-year strategic cycle where ‘ Own the Game ‘ puts higher preferences to the consumer than everything else by acknowledging the role they have in shaping the trends in the industry. The “Own The Game” strategy of Adidas centers around a shift towards a DTC-led business model.

As part of the new strategy, Adidas aims for its direct-to-consumer business to account for half of its total sales by 2025 and contribute more than 80 percent to the company’s targeted revenue growth until then. By 2025, Adidas aims to triple its members to around 500 million, all while doubling its e-commerce sales to around $10 billion. In addition, Adidas’ own retail stores will be digitized with fully-fledged omnichannel capabilities.

Furthermore, the successful delivery will also ensure brand credibility, improve the consumers’ experiences, and push the boundaries of sustainability. Another aim of this strategy was to begin the formal process of divesting Reebok, which was needed to ensure the independent growth of each other and exploit its capabilities.

In conclusion, Adidas surely has blended the culture of hip-hop and sports and has successfully captured the interests of the consumers, giving comfort its highest priority. Adidas has built a business model that observes consumer trends and maintains high-quality manufacturing and innovative materials. Adidas has already pledged to strengthen its innovation mindset across all areas of the company over the coming years in order to continue to enable ground-breaking innovations.

-AMAZONPOLLY-ONLYWORDS-START-

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Kashish M is an Undergraduate student from the Middle East. Apart from listening songs and learning new languages and exploring different culture over time she developed interests in writing and gained interest in exploring different parts of the accounting/finance world.

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Adidas Marketing Strategy: How Adidas lives by what they believe in "Impossible is Nothing"!

Learn about adidas's conic marketing strategy and advertising campaigns. read how adidas aces the 4ps of marketing mix - product, price, promotion & placement..

• overview#goto" data-overview-topic-param="adidas">About Adidas
• overview#goto" data-overview-topic-param="strategy">Adidas' Marketing Strategy
• overview#goto" data-overview-topic-param="vs">Adidas vs Nike
• overview#goto" data-overview-topic-param="unique">Unique Marketing Strategy
• overview#goto" data-overview-topic-param="campaigns">Memorable Marketing Campaigns
• overview#goto" data-overview-topic-param="key">Key Takeaways

Adidas is a recognizable name to not just sports fanatics but everyone, right from children to adults. Started as a shoe company in Germany, today Adidas owns a market cap of more than 21 billion euros!

Venturing into sports equipment and sporting apparel brand has made it the fastest-growing footwear lines. As of 30th June 2022, the company's sales were $24.559 billion .

Founded and headquartered in Herzogenaurach, Bavaria to sell soccer products to athletes, today Adidas is one of the best sporting goods company that is competing for neck-to-neck with Nike footwear in this monopolistic sportswear market .

In this article, we will understand how Adidas' manufacturing process and branding enable the Adidas marketing strategy to build a company that has lasted for 73 years.

About Adidas company

Source - GamePlan

Adolf Dassler founded the firm at his mother's house for selling soccer products, where he was joined by his elder brother Rudolf in 1924. Both the brothers split, post which Rudolf created the famous Puma brand, while Adolf continued with Adidas.

The company acquired Reebok in 2005 and repositioned Reebok to align with Adidas' brand values. A series of such acquisitions allowed Adidas to gain market share and dominance in the sporting goods industry.

Adidas' marketing strategy

Adidas has worked for more than 70 years to build the brand that it is today. The Adidas strategy for marketing emphasizes quality, innovation, diversification, and heavy-budget advertisements to stay as one of the best brand in a competitive market.

Let's analyze the same using 4P marketing analysis:

Adidas Brand Target Market

For its marketing strategy, Adidas' target audience includes athletes and youth between the age group of 20 to 30. Another target audience of the Adidas brand is 13 to 18-year-old athletes as they believe the youth are the future generation of prominent athletes.

Source - Adidas

But overall, Adidas has taken an approach of broad customer development as a result of which their target market includes people of any age or demographic passionate about sports culture and being fit.

Source - keishelleeadidas

Adidas' product lines include a range of t-shirts, hoodies, shorts, sporting equipment, etc apart from shoes. Their apparel includes sweaters, shorts, tracksuits, jackets, swimsuits, sports bras, hoodies, and other items.

To produce such products with good quality in a scalable manner, Adidas collaborates with many researchers, creators, designers, and open source innovations to shape its sporting goods. For example, Adidas partnered with Parley for the Ocean to use the plastic waste from oceans and beaches for manufacturing shoes.

You can learn more about the innovation and watch documentaries - Adidas X Parley shoes

Overall, the brand's product portfolio is well-rounded, offering outstanding options in many vital areas.

To compete with Nike which had started to sell sporting equipment, Adidas too released its collection of backpacks, sunglasses, goggles, and watches to capture the market. This includes training equipment and yoga accessories too.

Source - Adidas Hardware

As mentioned, the Adidas marketing strategy also targets young audiences as a part of diversifying its product portfolio. It has a dedicated collection called Adidas Neo that sells casual footwear for young adults and children.

Adidas, even though has premium pricing, indeed keeps in mind its major competition across Puma, Nike, and other upcoming startups to price its products. It also follows the skimming pricing strategy, where newly launched products are kept at premium prices, and their value drops as they get out of fashion.

The Adidas brand spends a ton of money on traditional advertising methods. This includes billboards, TV, newspapers, magazines, etc. To compete with Nike, one of its strategic growth areas is to leverage digital marketing with social media, influencer marketing, and paid ad spending.

Adidas is also very actively involved in sponsoring sports teams, which includes big names like Real Madrid, England, South Africa cricket teams, United Kingdom Football, etc. Many professional athletes also form a part of its influencer campaigns.

Distribution Strategy

Source - Infinity Mall

Adidas, with its high speed manufacturing prowess and production process, has more than 500 independent factories across 55 countries. All its products are available in its own retail stores in malls, independent showrooms, other mega marts like Walmart, online stores like Amazon/Myntra, and its own eCommerce store for direct purchases.

The two sportswear giants' competition - Adidas vs Nike

Adidas and its main competitor Nike have nurtured their own sports fans in a fierce competition ruled by marketing spending. Consumers are loyal and both products are in high demand, but looking at their marketing strategy, one can find many differences stemming from their business ideology and country of origin.

Adidas has focused on tennis and soccer players, while Nike has focused on basketball and runners as its target audience. Within their segments, both have diversified to make sporting goods and equipment to cater to all their needs.

Their country of origin also plays an important role in how these brands market themselves. Being a U.S-based Brand, Nike focuses on its domestic market and many of its products are suited to American taste.

While Adidas, which is a German brand, has designed its products more suited to European feet and weather conditions. Its speedy manufacturing processes and production processes are enabled by German technology. Their German branding which is known for product excellence is indeed a unique selling point that gains potential consumers' trust across the world.

What makes Adidas' marketing strategy unique?

Building a company that lasts more than 70 years requires consistent branding efforts and adaptive business operations. Some key aspects of the Adidas marketing strategy that helps it stand out include:

Adidas digital marketing strategy

Source - SocialInsider

Adidas has its own eCommerce store is today one of its fastest growing revenue channel. For targeting the younger crowd which is more online, it's even more important today to maintain a strong digital marketing strategy. Its social media posts promote sustainability, action, inspiration, and a modern outlook.

To achieve this, Adidas itself went into digital transformation to become a digital company. Today, the company spends most of its marketing budget on digital campaigns and social media - as per MarketingWeek digital analysis of the brand.

Strategic Cities

Adidas makes its presence strong in certain cities of strategic importance and that are culturally influential. This includes prominent names like Paris, Tokyo, London, Shanghai, Los Angeles, and New York.

It is known that these cities influence fashion trends across the world. Many other strong competitor of Adidas also focus on these cities to ensure success there, post which they distribute the product worldwide. This forms a concentrated marketing strategy that helps reduce overall marketing efforts and budget if done right.

Memorable marketing campaigns by Adidas

Adidas' ads successfully create excitement and espouse inspiration to its viewers. They have worked with several professional athletes, musicians, actors, and influencers who align with its brand values. Some notable ad campaigns include:

Your future is not mine

This ad targets the younger generation, a customer segment that is of growing importance for the Adidas company. With futuristic visuals, the ad inspires one to take the future into your hands.

Muhammad Ali VS Laila Ali

The Impossible is Nothing campaign is a unique one, where they use technology to rework Muhammad Ali's images from his real-life matches to compete against his daughter, Laila Ali. This Adidas-created ad is a great use case of using AI for taking creative execution for ads to another world.

Partnership with Kanye West

Adidas partnered with Kanye West to release branded footwear - Adidas Yeezy and accessories that would appeal to his fans. Recently, due to Kanye's unfavorable behavior, the company cut ties on this deal, though it will continue to sell its shoes.

Key takeaways from Adidas marketing strategies

If you're working on building a retail business, there is a lot to learn from the Adidas marketing strategy and the founding story as well.

Here are some major takeaways:

Focus on building a quality supply chain

The Adidas company is successful today due to its strong focus on ensuring its product quality is at par with what its upper middle class and above target market find appealing. If you have good quality products, you can always sell, upsell and cross-sell across the world. Adidas ensures its products are also consistently available worldwide.

Don't neglect digital marketing

Adidas started to lose its market share with Nike due to its lackluster digital presence. Recently, it has vowed to regain its share by making digital as a key part of its overall marketing strategy. In today's age, one cannot neglect to be a digital company, especially post-pandemic.

Target the root cause of trend formation

Adidas smartly focuses on key cities that are responsible for fashion trends than doing any spray-and-pray approach to sell across the world. Adidas works to ensure the people of these cities use its products, while the rest gets taken care of via word of mouth.

Adidas is today's world's number 2 brand, just behind Nike. With its recent digital transformation, the Adidas digital marketing strategy would again create fierce competition in the sports retail market. If you enjoyed this case study, you can also get more retail-marketing insights from Nike's marketing strategy or beverage brands like Pepsi , Gatorade , and Monster Energy .

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Adidas Case Study And SWOT Analysis

Adidas was founded by Adolf Dassler and his elder brother Rudolf Dassler in the early 1920s and is now recognized as one of the most famous global manufacturers of sports products. Adidas is developing its products to serve customers’ needs at best possible level. Adidas works on its products by incorporating new fashion trends and technology and making them more sport-specific. Today, we will discuss the Adidas marketing strategy, marketing mix, and market analysis through SWOT analysis in this case study. 

There are three main areas of marketing where Adidas sees an increase in its mix of sales and investment. 

• First, the company is expanding into new places, such as developing new products and services, enterprising in new fields, and moving from production to development for upkeeping. 
• Second, Adidas’s presence on social media platforms is increasing as people seek out its products for fresh flavors and ingredients. 
• And third, Olympics-related advertising will continue to be a major part of Adidas’s marketing strategy.

Marketing Mix of Adidas

Here is Adida’s marketing mix comprised of the 4Ps of marketing: Product, Place, Price, and Promotion.

Product:  This product that Adidas markets under its various labels, such as energy boost, running, football training, tropical heat wear, etc.

Place:  This is a place where these products primarily sell out depending upon the developed region.

Price:  Adidas is aggressive in promoting prices to enjoy a competitive position. In this area, Adidas believes the price will be dictated by the market’s demand, not its shortages or excesses. In 1964 when Adidas began pricing shoes at $12 vs. Nike at $15, Shoe sales went down, but once set price, they stayed the same, becoming more attractive to prospective buyers versus new entrants with their much lower prices.

Promotion:  This refers to the strategies of Adidas for attracting consumers to purchase its products, whether it is competition, direct marketing campaigns, or social media messaging and advertising.

Adidas differentiation strategy

Adidas focuses more on the broad differentiation strategy. The corporate level strategy of Adidas focuses on innovation, trying to produce new products, services, and processes to cope with the competition. The group’s multi-brand portfolio gives them an important competitive advantage. That created a global sales function responsible for commercial activities, and international brands serve accountable for the marketing of both brands.

The global sales function was split into two departments, wholesale and retail. That catered to the various needs of both these business models . It has been done to sustain their corporate-level strategy for the long run so that these divisions could emphasize and work hard in their respective departments to make the most of their efforts.

They implemented a multi-brand strategy by having a diverse brand portfolio, allowing them to cater to all market segments, from players to almost everyone. It helped them to keep a unique identity and concentrate on their core competencies.

Adidas’ digital marketing strategy

Adidas uses a straightforward digital marketing strategy to communicate with its current and potential customers. By implementing this strategy, they have been able to take competitive advantage with their top competitor, Nike. By changing the behaviors of consumers with this digital transformation, Adidas has to change how they work. The use of technology has helped Adidas connect with more consumers and build stronger relationships with customers.

Six components aid Adida’s digital marketing strategy, including:

• Digital and technology
• High-speed manufacturing
• Personalized experience to create strong relationships with customers
• Open-source innovations and collaborations
• Strategic cities include London, LA, New York, Paris, Tokyo, and Shangai.
• Improve portfolio of both brands, i.e., Adidas and Reebok.

Creative Idea

Creative Insight: 

The past year has witnessed the growing popularity of Instagram Reels with millennials and Gen-Z audiences. Thus, harnessing the popularity & impact of Instagram Reels was the approach to creating visually appealing and stirring content that drove product heat and led the campaign story #OpenForum

Visual Storytelling & Content Output :

Social media has played an important role in bridging information gaps. In contrast, brands have ensured that Indian consumers access the best global launches on the same day as consumers in other parts of the world.

An Instagram campaign was undertaken that engaged 50+ creators from various fields to bring the campaign message to life and drive appeal for the launch of the new Adidas sneakers through relevant storytelling.

View this post on Instagram A post shared by I S H A B H A N S A L I (@ishabhansali)

SWOT Analysis of Adidas

SWOT analysis is the method of measuring the organization and its environment, whether internal or external. It is the first stage of planning, which helps marketers focus on the key issues an organization can face.

SWOT stands for Strengths, Weaknesses, Opportunities, and threats. Adidas’ strategy analysis focuses on Strengths and Weaknesses, which represent the company’s internal environment. In contrast, the other two represent the external environment with direct and indirect impacts on the business.

• The brand recognition of the product it’s well-reputed.
• High-quality products.
• Provides a diverse range of products (shoes, bags, shirts, perfumes, toiletries, etc.)
• Obeys environmental laws (Adidas has never been accused of pollution)
• Adidas’ policies and management safeguard employees’ rights.

Weaknesses                                              

• Online stores are offered only to the USA or some locations in Europe.
• Customer services are not functional, which creates problems, especially in the case of e-marketing
• Price is interwoven to high quality.

Opportunities

• Outsourcing web development and e-commerce/marketing to a third party is possible.
• The growing market for sports apparel
• Joint Venture with partners around the world to increase participation in athletics.
• Unstable economic environment
• Competition at the supply chain management level
• Nike’s strong reputation in the sports industry

Related: Amazon Case Study: Marketing and Advertising Campaigns

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Adidas “Speedfactory”: Delivering what customers want, when and where they want it

Adidas, the giant sportswear manufacturer with more than $ 19.0 Billion in revenues, sold 360 million pair footwear in 2016 and produced 97% of total footwear volume in Asia. [1] However, “Speedfactory” project that Adidas initiated under the umbrella of German Government’s “Autonomic for Industry 4.0” program seems that it will innovate supply chain operations in sportswear industry soon. [2]

In last years, with the increased penetration and higher service level of e-commerce customers in consumer goods market has become more used to expedited deliveries. Change in customer expectations does not only affect delivery operations, but also increased the pressure to manufacture faster and adopt to changes in customer demand more quickly. Furthermore, competition in fast moving fashion market incentivized companies to offer customized products, which required complex inventory management and production processes, to differentiate. At the end of the day all of these challenges led companies to focus more on supply chain operations.

A pioneer technology and process design

Adidas, who appeared to be the first player in sportswear market to come up with a solution to rapidly changing trends and long supply chain processes, developed “Speedfactory”, a new plant design, to manufacture footwear in local markets with robots and additive manufacturing such as 3D printing to enable speed, precision and responsiveness. [3] “Speedfactory” has multiple advantages. First, it decreases setup time significantly by eliminating retooling of conventional machines and instruction of manual workers in design changes. [4]. Secondly, it decreases number of units kept in inventory because “Speedfactories” will be located in local markets and will eventually shorten shipping time. Today even for a popular design in the market it can take two or three months to replace inventories in stores. [4] Third, “Speedfactory” project includes a digital virtual a computer model to simulate footwear’s production in order to speed up production preparations. Therefore, “Speedfactory” will allow Adidas to customize faster and smaller batches of products and offer customers a broader product range. [5] For example, Mi Adidas, online sales channel which allows product customization, currently requires 4-6 weeks for delivery and Adidas targets to decrease delivery to 4-5 business days with “Speedfactory”. [6]

Journey to create a network of connected “Speedfactories”

In October 2017, Adidas announced its first product series AM4, which would be produced in first “Speedfactory” facility in Ansbach, Germany. [3] In an industry where shipping of a new footwear design from the initial design sketches might take up to 18 months Adidas plans to release individually designed and manufactured shoes in six key cities around the world in 2018. [4][5] Paul Gaudio, Adidas Global Creative Director, defines “Speedfactory” as an enabler to co-create unique product solutions based on individual athlete needs and desires, delivering what they want, when and where they want it. [3] In short term another “Speedfactory” facility will be opened in Atlanta, US in 2017 as a next step and each facility will have production capacity up to 500,000 pairs of footwear per year. [1] According to the current information in the market Adidas plans to use “Speedfactories” to complement current production facilities instead of replacing them. [4] On the other hand, in an interview Gerd Manz, senior innovation director in Adidas, stated their vision to create a network of connected “Speedfactories” in key markets to integrate information exchange in terms of production techniques, local trends, material or capacity availability. [7]

Footsteps of an innovation or disruption

Regarding the role of current manufacturing facilities in Asia and product development cycles in the market there are two key concerns which should be addressed by Adidas management. One concern is the effect of new manufacturing methodology on company’s internal processes and the other concern is effect of rapid manufacturing on first mover advantage and barriers to copy a product. To begin with company’s internal processes, first the transition from current manufacturing methodology and plants requires a detailed transition plan and the most challenging issue is to make this transition without a disruption in operations. Secondly, giving too many customization opportunities to customers might create an undesired confusion in customers and lead to decrease in sales. Third, effect of using robots and additive manufacturing on variety of materials which can be used in production should be evaluated. On the other hand, Adidas should seek ways to protect itself from copy cats when automated manufacturing methodology becomes ubiquitous in the market in the long run.

In my opinion one important question to answer about “Speedfactory” is how to position it in supply chain operations both to create a competitive advantage today and preserve it when this technology becomes ubiquitous in the market tomorrow. (748 words)

Pathways to Just Digital Future

[1] Adidas AG, 2016 Annual Report, p 65-68,  https://www.adidas-group.com/media/filer_public/a3/fb/a3fb7068-c556-4a24-8eea-cc00951a1061/2016_eng_gb.pdf , accessed November 2017

[2] Adidas AG, “Speedfactory/Future of Manufacturing”, https://www.adidas-group.com/media/filer_public/2013/11/27/adidas_speedfactory_factsheet_en.pdf , accessed November 2017

[3] Adidas AG, “Adidas Launches AM4 Project in Landmark Moment for Speedfactory Facility”, https://www.adidas-group.com/en/media/news-archive/press-releases/2017/adidas-launches-am4-project-landmark-moment-speedfactory-facilit/ , accessed November 2017

[4] “Adidas’s High Tech Factory Bring Production Back to Germany”, The Economist , January 2017, https://www.economist.com/news/business/21714394-making-trainers-robots-and-3d-printers-adidass-high-tech-factory-brings-production-back , accessed November 2017

[5] Stephanie Pandolph, “Adidas Uses Speedfactory to localize Shoe designs”, Business Insider , October 2017, http://www.businessinsider.com/adidas-uses-speedfactory-to-localize-shoe-designs-2017-10 , November 2017

[6] Man Mohan S. Sodhi and Christopher S. Tang, “Supply Chains Build for Speed and Customization”, MIT Sloan Management Review , June 2017, http://sloanreview.mit.edu/article/supply-chains-built-for-speed-and-customization/ , accessed November 2017

[7] “Interview to Gerd Manz, Adidas Group: Customers want to be part of creation process, Sustainable Brands Madrid , http://sustainablebrandsmadrid.com/blog/interview-gerd-manz/ , accessed November 2017

Student comments on Adidas “Speedfactory”: Delivering what customers want, when and where they want it

This is a very interesting Cenk, as many other companies making products will face a similar challenge in the coming years. First, as customization is trend becoming more trendy every day, I do believe that Adidas will have a competitive advantage by being the first to address this issue. In fact, not only Adidas will be able to offer a customized product faster, but they will also reduce costs, from inventory up to labour costs. To answer the question you’re asking, there are 2 things to consider: the first one is to really understand where Adidas finds today a competitive advantage: is it by reducing the labour cost in its factories? not having to ship products worldwide? or delivering faster the product to the customer? I believe their biggest advantage is the responsiveness they are able to provide for any given product: if a product is not well received by the market, they are able more quickly to adjust it and deliver the products its customers want. Regarding the expansion of the technology in the future, Adidas will have to come up with more exclusive and limited edition product that Speedfactories will make profitable to produce.

Thank you for this article Cenk, really enjoyed reading about an application of 3D printing that was less obvious to me. I generally agree with your concerns around (i) a smooth transition towards a speed-factory model, (ii) possible consumer confusion due to ‘over-customization’ and (iii) the impact on raw material choices. I would like to add one more concern and slightly push back on your fourth concern (risk for copy cats if automated production picks up speed). One additional concern is that Adidas needs to build a sound business case to pressure-test the assumed financial gains of its speed factory model – machines or suitable raw materials might be very costly to procure. Second, I feel that the risk of copy cats is present regardless of the technological manufacturing platform: even without access to advanced automation, it is feasible to counterfeit Adidas and other fashion wear in a low-cost manner. In the European Union alone, the fashion industry loses around 28 billion USD annually to counterfeited clothing and footwear. [1]

‘Fighting the $450 Billion Trade in Fake Fashion’, The Business of Fashion, https://www.businessoffashion.com/articles/intelligence/fighting-the-450-billion-trade-in-fake-fashion , accessed December 1, 2017

Really interesting article Cenk. This “Speedfactory” will certainly help Adidas to better serve the increasingly changing customer demands in a more quickly way, creating a differentiating competitive advantage in this age of fast fashion. On the other hand, I agree that it could build a cost advantage in terms of labor and handling lower inventories. Your concerns on the internal impact and the potential consequences at the customer level make a lot of sense, too.

Nevertheless, I wonder to know if this capital-intensive model would be profitably scalable. Considering that Adidas’ intention is to develop several Speedfactories in local markets, I am skeptical about the real savings this project could deliver to Adidas as a whole company (transportation costs and labor are typically much lower than this kind of technology).

My other concern is how Adidas will maximize the connectivity between these automated factories and the customers’ demand. While e commerce is a well developed distribution channel in the US, I am not so comfortable with this model to attend lower develop economies, such as Latin America and SE Asia, where internet and electronic payment methods have little penetration. Likewise, how Adidas will manage this issue with current distributors and retailers in a market where product trial and touch and feel is so important?

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Adidas Case Analysis

Adidas AG is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade golf company (including Ashworth), Runtastic, an Austrian fitness technology company and 8.33% of German football club Bayern Munich. Adidas’ revenue for 2016 was listed at €19.29 billion.

The company was started by Adolf Dassler in his mother’s house; he was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic events. To enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to utilising canvas and rubber. Dassler persuaded U.S. sprinter Jesse Owens to use his handmade spikes at the 1936 Summer Olympics. In 1949, following a breakdown in the relationship between the brothers, Adolf created Adidas, and Rudolf established Puma, which became Adidas’ business rival.

Adidas’ logo is three stripes, which is used on the company’s clothing and shoe designs as a marketing aid. The branding, which Adidas bought in 1952 from Finnish sports company Karhu Sports, became so successful that Dassler described Adidas as “The three stripes company”. The brand name is uncapitalized and is stylized with a lower case “a”.

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Adidas and Reebok Merger Case Study: Adidas and Reebok are the world leading multinational companies producing sportswear and sports equipment. Reebok is considered to be the oldest company of this type, because it produces sportswear since the end of the 19th century. Adidas on its turn is a quite younger company and it appeared in […]

Adidas – Case Study 2

1. What is Adidas‘ corporate strategy? Has the corporate strategy changed with restructuring? – Lead the sporting goods industry. – Provide athletes with the best possible equipment to optimize their performance. – Market penetration, gain access to all markets in which they can compete. – Develop and expand into new markets and express interest in […]

Adidas Swot and Pestel Analysis

This report is representing and discussing the SWOT and PESTEL analysis of Adidas sports’ wear company. Adidas, a German company with roots in Herzogenaurach near Nuremberg, tells a quintessential success story. The work of brothers Adi and Rudi Dassler, Dassler Brothers Shoe Factory focused on creating the best shoe for each sport and was one […]

Adidas Future Plan

Group is the world’s second-largest sporting goods company and had net sales of IJS$ 7. 74 billion in 2004. Adidas‘ product range includes shoes, apparel and accessories for basketball, golf, soccer, fitness and training. The company has over 14,000 employees, 110 subsidiaries and sources from 840 factories across the world. 0 per cent of the […]

Adidas: SWOT analysis and Michael Porter’s Five

These sports have been replaced in market share by sports such s baseball, basketball, football, and fitness activities like aerobics. Ideas has not developed the marketing mix to compete in these sports and fitness activities. The participation by women in these sports is growing, yet Ideas has neglected this market by remaining a preferred supplier […]

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Top Adidas Marketing Campaigns: A Case Study on marketing campaigns of Adidas

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Impact of COVID-19 on the Advertising Industry: Panoramic Analysis

Top H&M Marketing Campaigns: Case Study on Marketing Campaigns of H&M

Source: Yahoo Images

The footwear branding and shoe advertising history of the company is quite interesting, meaning that it has seen a lot of ups and downs throughout its journey. However, facing all kinds of competitions and hurdles, only made the Adidas branding game stronger. And what we see today of the brand is mostly because of its smart and strategic marketing campaigns. 

Looking closely at the market, it is considered the “good guy” because most of Adidas’ advertising is practical and people-related, even though it features high-profile celebrities and athletes. The image of the brand Adidas in the eyes of the audience is seen as inspiring and motivating in exchange for how naturally its campaigns are styled. 

The emphasis of Adidas’ branding has always been on creating a positive impact in people’s minds. Let’s dive into the case study of the marketing campaigns of Adidas

What is Adidas?

Adidas is a multinational corporation, based in Germany that manufactures footwear, clothing, and related accessories. Founded by Adolf Dassler in 1924, the sportswear company has more than 2,000 stores all over the world. Starting from the development of spiked athletic shoes, called spikes, the brand now produces all sorts of footwear, sportswear, and accessories for men, women, and children. 

Leaving behind top companies like Reebok, Puma, Lululemon, Jordan, etc., it has become the largest footwear manufacturer in Europe. The brand has maintained its image as inclusive and diverse, as witnessed by the earliest logo consisting of three leaves, in which the left is for North and South America, the top for Europe and Africa, and the right for Asia.

Due to its constructive branding and pragmatic image, it is preferred by prominent athletes and famous personalities. One interesting thing about the company and its marketing is it is seen as a brand for the typical audience, keeping in mind its sustainability at reasonable prices. All the products offered by the company are considered to be highly functional, environment-friendly, and qualitative.

Why does Adidas do marketing?

The competition in the sports industry has become tougher than ever as people now have realized the profound scope of athletics. And since Adidas is the second-largest player in the sportswear industry, it needs to keep up its game in order to maintain its position above the rest companies and step up to beat the topmost company. And that is exactly why Adidas needs marketing campaigns.

Also, there always are new products launched through the company, and in order to make sure that the target audience is aware of new collections and lines, marketing is necessary. Marketing campaigns, along with, promoting the brand and its products, provide some credibility and assurance to the customers. People get an overall idea of what they are about to get into.

Apart from this, it has a reputation to maintain. People, unknowingly build certain expectations from such organizations, and marketing campaigns help keep up a positive image. Adidas advertising helps the corporation display its core values and ethics to the public out there.

Top Marketing Campaigns (Offline) Case Study: Adidas  

Here is a list comprising marketing campaigns of Adidas, that helped the brand make it to the top of the industry.

Impossible Is Nothing

This was the most popular and powerful campaign of Adidas branding. The idea of the campaign was inspired by the great athlete, Muhammad Ali’s words. The campaign started in the form of a commercial advertisement, featuring Muhammad Ali himself with other prominent athletes like David Beckham, Zidane, Platini, etc. The voice-over and the background music were specially composed to complement the motivational and athletic vibe of the video.

In this ad, all these athletes were shown playing football with ordinary kids on the street, bridging the gap between famous stars and common people.  The idea and vibe of the entire commercial were very inspiring and encouraging to go the extra mile. And that’s what grabbed the attention of the viewers and made it one of the best ads of all time.

Just Browsing, Thanks!

This was literally the smoothest and most appealing marketing campaign ever. It was launched in the form of a poster that featured Derrick Rose and a collaborated line of shoes, called “D Rose 3.5.” Derrick Rose is a basketball player, and he can be seen jumping to pick a pair of shoes in the poster ad as well. 

The interesting catch of this campaign was that the brand introduced a contest in which the shoes from the collection were placed 10 feet high, and whoever jumped that high will get those sneakers for free. This idea drove a lot of traffic to the stores and energized the target audience. Also, this ad made it to the Cannes Lions International Festival of Creativity 2014 as a nominee. 

Take The Deal, Dare to Create

This Adidas advertising campaign was launched to promote their new boot collection and introduce their soccer brand, Adidas Football. Some of the most popular football players like Lionel Messi and Paul Pogba were featured in the commercial advertisement. The theme of the ad produced a very sci-fi and energetic vibe with the use of upbeat music and neon colors.

Additionally, people were highly fascinated with animation and visual effects. This marketing campaign’s motive was to inspire people to build something unique and special of their own by going bold or taking the deal. Successfully, the commercial ad received about 2.5 million views in just 2 minutes on YouTube.

Your Future Is Not Mine

This marketing campaign was designed to introduce and promote new NMD shoes and sneakers from Adidas Originals. The campaign was launched with a video ad that shows a lot of young adults walking toward their future. A powerful track by Daisy Hamel Buffa named “Your Future Is Not Mine” was also composed which perfectly complemented the video.

The whole idea of this campaign was directed at the younger generation i.e. the millennials and GenZs telling them that they should walk on their own unique paths. An optimistic message of believing in one’s aspirations and creating their own future is given out by Adidas. The ad received a huge positive response from the viewers.

There Aren’t Plenty Of Fish In The Sea Anymore

As the name suggests, this ad was a green campaign launched by Adidas, in collaboration with Parley, a non-profit organization that looks after oceans. The brand very smartly used the cause marketing here to promote their new collection of shoes that are made of plastic removed from the oceans and seas.

This Adidas advertising was designed in a way that looked like an awareness poster rather than a promotional ad. Showing environmental concerns and spreading awareness about how oceans are getting toxic attracted customers to the brand. Subconsciously, it buttered up the brand image as well.

Adidas Performance

This marketing campaign was launched in the 90s when the company was on the verge of bankruptcy, and this was an attempt to get back in the game. The most important thing about this marketing campaign was the introduction of its new logo, the 3 stripes. This marketing campaign advertised the innovative technologies and changes in the branding process used by the brand. 

Also, the motive was to promote the new equipment line called “Adidas Performance”. The collection was specially designed for professional athletes and their high-functioning needs. Staggeringly, this marketing campaign proved to be a success in the market.

Adidas Style

This marketing campaign of Adidas was also launched with the important motive of introducing the newest logo, a circle with 3-claw-like stripes. It represented the company’s take on fashion-oriented projects. The audience was impressed with the new trendy collection that included more than just footwear.

The collection featured a line of stylish line of clothing, shoes, and accessories created in collaboration with Yohji Yamamoto, the famous Japanese fashion designer. The line was named Y-3 and became really popular among people.

Concluding all the above points, it can be derived that Adidas advertising has always been inspiring and motivational ads that people can relate with. The brand smartly strategizes and collaborates with high-profile athletes and celebrities that put them and common people on the same level. The sportswear company has also used the idea of cause marketing to show its concern and responsibility toward the environment. The brand has never failed to put out its moral values and ethics. 

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Adidas Case Study – Best Ideas for the Real Fans

In 2023, the German sportswear maker Adidas AG celebrates its 74rd anniversary. After all these years into the game, the brand is as popular as ever. Adidas constantly improves its designs, collaborating with celebrities like Beyonce, Kylie Jenner, and Pharrell Williams. A student can learn many helpful business lessons from the Adidas case study!

• 🤔 Adidas Facts
• 💡 Adidas Case Study Ideas
• 📈 Marketing Plan
• ☎️ Supply Chain
• 🦖 Sustainability Strategy
• 🤓 Crisis Management
• 📱 Social Media
• 👟 Adidas Vs. Nike
• 🎾 Adidas Vs. Reebok
• 🔥 35 Adidas Case Study Examples

🔗 References

🤔5 facts about adidas people don’t know.

• The company was founded in 1924 by Adolf Dassler, a shoemaker’s son. However, the most recognized trademark with the three stripes was not Dassler’s original idea. He purchased it from the Finnish shoe brand for two whiskey bottles and €1600.
• Adidas’s iconic sneakers “Stan Smith,” were initially named after Robert Haillet , the French tennis star. However, Stanely Smith was considered a better candidate to represent the tennis shoe model.
• There was a park in Boston called “Adidas Park,” where nobody but people with Adidas Adidas brand clothes were allowed.
• Adidas was the first to make a microchip for their sneakers to check the amount of calories athletes burn.
• Michael Jordan, the world-famous basketball player, almost signed a deal with Adidas before going for the Nike shoe brand. Check out our Adidas research topics to learn more surprising facts about the company!

💡 Adidas Case Study – Ideas for Any Taste

Numerous external and internal factors influence Adidas’ financial performance. When doing an Adidas case study, a student can focus on the company’s marketing approach, supply chain , or CSR policy. Here’re some more ideas!

• The history of Adidas company.
• Corporate values and mission.
• The role of Adidas’ executive board.
• Key products and collaborations.
• Manufacturing process.
• Supply chain.
• Strategic management.
• The global presence and market influence.
• Employment and internships at Adidas.
• E-commerce and digital marketing.
• Advertising campaigns.
• Target customers.
• Official sponsorship.
• Key market competitors of Adidas.
• Sustainability principles.
• Adidas’ environmental initiatives.
• Criticism of a company.
• CSR policy.
• Crisis management.
• Adidas’ financial figures.

📈 Adidas Marketing Plan

• Adidas uses marketing to build a bond with the audience Adidas interacts with its customers with the help of social media and ads. It creates a strong bond that makes the customers come back for new purchases. The brand works to create excitement around the world of sports on a personal level.
• Adidas takes inspiration from the cities The company carefully determines which items sell better and in what specific areas. For example, in London, Adidas primarily focuses on selling soccer-related products. Meanwhile, the main product focus in New York is basketball or baseball.
• Adidas collaborates with athletes Collaborating with professional athletes helps Adidas enhance its creativity in branding. Adidas’ partnerships also include major music and fashion artists to reach out to people who are not into sports. For example, When Adidas had a deal with Kanye West to create Yeezy footwear, it became one of the most popular footwear lines in the industry.

☎️ Adidas Supply Chain Case Study

• Subcontractors,
• Material providers,
• Adidas’ Speedfactory Speedfactory is a factory where robots do most of the work. Products are assembled using 3D printing, which increases the efficiency of mass customization. Compared to the months it takes to make a sneaker using the traditional supply chain, Speedfactory completes production in a few days.
• Adidas’ Click and Collect program To make the consumer experience easier, Adidas has created a multidimensional purchasing program—” Click and Collect “. It enables consumers to choose how they prefer to shop. For example, if the product a customer wants to order is available at the online shop, they can reserve it immediately and take it from any store.

📘 Adidas Case Study Ethics

• Adidas’ anti-discrimination policy Adidas Company believes all employees have the right to work in a safe and respectful environment with equal opportunities. The company has a Legal & Compliance department that investigates all reported violations of the company’s policy.
• Adidas’ integrated management system policy for health and safety Adidas has created an integrated management system (IMS) approach to ensure all operations happen safely and healthily. This policy controls the performance of the whole organization, including all the brands and locations.
• Adidas supporting the employees during COVID-19 When the pandemic hit, Adidas continued to pay workers during the shutdown period, including the migrant workers who could not return to their residences. Moreover, Adidas provided earlier cash and year bonuses to help workers meet their daily needs.
• Adidas joining the fur-free initiative In 2021, Adidas announced joining the global Fur-Free Retailer program . Frank Henke, senior vice president of sustainability at Adidas, says that the number of their vegan products is growing. For example, the famous sneakers Stan Smith and Superstar are already available as vegan versions.

🦖 Adidas Sustainability Strategy

• An overview of Adidas’ sustainability Consumers ranked Adidas as number 53 out of the 100 most sustainable brands . While the brand is already seen as sustainable, there is still room for improvement. For example, Adidas promises that by 2025, nine out of ten of its products will be sustainable.
• Adidas sustainability targets Adidas applies the Three Loop Strategy when creating its products: sportswear is made from recycled materials, made to be remade, or made with renewable materials. By 2030, the company promises to reduce greenhouse gas emissions by 30%.
• Adidas & Allbirds eco-collaboration In 2020, Adidas and Allbirds announced a collaborative project to find solutions for reducing the industry’s emissions. Two sports brands also wanted to show that competitors can work together. They collaborated to create a running shoe that clocks in at just 2.94kg CO2 per pair.
• Kermit the Frog in Adidas’ latest sustainability campaign In 2021 Adidas released a 60-second commercial where Kermit talks about the danger of climate change. The loveable frog character says it’s not easy to be green. The campaign shows Adidas’ commitment to lowering its carbon footprint and using only 100% recycled polyester.

🤓 Adidas Crisis Management

• Adidas social media crisis In 2017, on the second day of the Annual Boston Marathon , Adidas sent an email to all the participants, saying: “Congrats, you survived the Boston Marathon.” It was a huge mistake, considering that Islamic terroristic actions occurred four years earlier near the marathon’s finish line. It took Adidas less than four hours to publicly apologize on social media.
• Adidas handling its PR crisis In 2018, US prosecutors charged ten people, including Adidas’ director of global sports marketing, with bribery and fraud. When the scandal got public, Adidas’ share price dropped 2.5%. Soon Adidas responded via email, saying that the company is committed to ethical business practices and is ready to cooperate with the authorities.
• Adidas losing out in China After the Coronavirus pandemic, statistics reveal that Chinese shoppers prefer their local brands to Western companies. As a result of the boycott, Adidas’ sales there fell 16% in the second quarter. For now, Adidas assumes that the company will soon see a steady recovery in China.

📱 Adidas Social Media Case Study

• An overview of Adidas’ social media strategy The most striking feature of Adidas’ branding strategy is that it’s more than selling sportswear. It’s about pitching a lifestyle. Adidas’ catchy taglines are one of the most recognized slogans of modern brands. Another characteristic is that Adidas has powerful collaborations with athletes, singers, and designers.
• Adidas’ campaign “She Breaks Barriers” This initiative began in 2019 from a social media post where Adidas asked athletes to share the challenges and barriers they face. Using the collected responses, they developed a campaign to address inequality for female athletes. The company’s goal is to give women in sports more visibility.
• Adidas’ campaign “End Plastic Waste” In 2020, Adidas started a massive social media campaign with the message “End Plastic Waste.” This hashtag is in the top 10 hashtags used by Adidas on Instagram. Later Adidas made a documentary on its YouTube channel about its contributions to ending plastic waste.

👟 Adidas Vs. Nike Case Study

• Ultraboost,
• Adidas vs. Nike: the business model Adidas’ business focuses on creating innovative products to fulfill customers’ specific needs. For example, the company has unique speed models in its supply chain, which helps Adidas to respond quickly to consumers’ needs. On the other hand, the main focus of Nike has been building solid and promising networks and partnerships with celebrity athletes like Michael Jordan.
• Adidas vs. Nike: marketing strategies Adidas opens its doors to all athletes and other consumers worldwide on its social media websites. The company has a “Calling All Creators” campaign to collect customers’ opinions and build new partnerships. In the case of Nike, the company heavily relies on its storytelling abilities. Their marketing campaigns are often built around telling real stories.

🎾 Adidas Vs. Reebok Case Study

• Adidas vs. Reebok: brands’ history The story of Adidas begins in the 1900s in Bavaria, Germany when the founder Adolf Dassler started making running shoes for athletes. When Robert Louis Dreyfus became the new CEO, he bought the Reebok company in 2005. Reebok was founded in Bolton, United Kingdom, by Joseph William Foster in 1958. The company aimed at making innovative footwear but only became wide-known after Adidas AG finally bought it.
• Adidas vs. Reebok: materials and manufacturing Adidas uses natural and synthetic materials for production. One of Adidas’s sustainable initiatives, “Made to be remade,” makes it possible to return worn-out shoes. Reebok has product lines made from plant-based materials, recycled plastic waste, and organic cotton. The company’s unique footwear technologies, like Reebok Pump, provide athletes with better traction.
• Adidas vs. Reebok: pricing strategies Price is an essential element of the marketing mix of Adidas. The brand charges premium prices for its high-quality products. Adidas’ sportswear is aimed at high-end customers. On the opposite, Reebok has a very flexible pricing policy. When the company introduces any new product, they keep a low pricing strategy until customers’ demand rises.

🔥 Adidas Case Study – 35 Best Examples

• Adidas Group’s financial statement analysis. This paper analyzes Adidas Group’s financial performance over the years and how it can be improved.
• Adidas: new service development . The essay describes the five features of Adidas’ services and determines their impact on the company’s performance.
• Adidas shoes: a situation analysis . This paper provides Adidas’ SWOT analysis and compares the company with its key competitors in the market.
• Adidas company’s position and performance. This paper analyses Adidas’ products and the company’s value chain to reveal what changes should be made to increase the profit.
• Marketing strategy of Adidas in the UAE . This essay is dedicated to Adidas’ marketing position in the United Arabic Emirates and how the company has won the citizens’ trust.
• Adidas company’s vision, mission, and competition. This paper reflects on Adidas’ business vision and mission and how they have evolved.
• The case of the Adidas and Nike sneakers market . This essay focuses on the strengths and weaknesses of the two top sneakers brands.
• Sustainability in the Dutch sneakers industry: Adidas and Nike . This essay sample identifies consumer perception of the two competing brands and their effects on the companies’ CSR practices.
• Nike and Adidas products: price and income elasticity . This paper reviews the income elasticity of Nike Company and Adidas Company.
• Adidas: digital marketing analysis . This paper focuses on Adidas’ social media marketing and mobile marketing strategies.
• The Nike Inc.: opportunities and challenges . The author of this essay explores the existing challenges in the sportswear industry with the example of Nike.
• Nike: strategic operations management . This paper considers Nike’s operation strategies to satisfy customers’ demands in the market.
• Nike Inc.’s financial and strategic analysis. This essay provides a SWOT analysis of Nike company, Adidas’ key competitor in the market.
• Nike’s project failure with the supply chain system. In this essay, the author lists the main weaknesses of sports brands’ supply chains and how they can be fixed.
• Nike Golf: company analysis and evaluation project . This essay analyzes one of Nike’s brands and its market presence.
• Nike promotion and distribution strategy . This writing provides an overview of Nike’s promotion strategy and the company’s marketing tools.
• Reebok company’s market environment. This paper analyzes the market environment and strategic position of Reebok company.
• Puma company’s international business strategy. This paper focuses on Puma’s marketing strategies to maintain leadership in the international sportswear market.
• Under Armour: company issues analysis . This essay analyses the business challenges Under Armour has faced in the sports shoe market.
• Changing footwear industry: impact of online shopping . This paper investigates the macro-level changes that footwear retailers are undergoing in the era of online shopping’s increasing popularity.
• Work conditions and labor practices at Adidas.
• Adidas company’s human resource development policy.
• SWOT analysis of Adidas company.
• Analysis of Adidas’ promotion strategy.
• Effects of globalization on Adidas company.
• Adidas’ business code of ethics .
• The role of marketing research at Adidas.
• Adidas’ e-marketing and online presence.
• Adidas company’s strategic management.
• Adidas company’s social media marketing.
• Global supply chain at Adidas company.
• The analysis of Adidas’ current CSR report.
• Comparison of Adidas’ and Nike’s product hierarchies.
• The analysis of Adidas’ corporate culture.
• Adidas company’s decision-making strategies.
• What is supply chain management? | IBM
• Adidas | History, Products, & Facts | Britannica
• What Is the Executive Board of a Corporation? | Small Business – Chron.com
• (PDF) Sourcing Practices of Adidas | Vasant Kothari – Academia.edu
• adidas Sustainability | End Plastic Waste | adidas US
• Recycling Basics | US EPA
• SWOT Analysis: How To With Table and Example

Walmart Case Study | Best Case Study Topics

Mcdonald’s supply chain issues – a case study on supply and demand analysis.

An Insight into Adidas Supply Chain Strategy

Adidas is one of the world’s leading brand names in sports apparel and shoes, and its efficient supply chain management has played a key role in its success. From its focus on sustainability to its use of technology, Adidas has proven that it understands the importance of a well-running supply chain. With an in-depth look into the company’s supply chain, we can gain insight into how Adidas continues to be a leader in the industry. Read on to find out more about Adidas’ supply chain strategy.

Table of Contents

Overview of Adidas Supply Chain Strategy

Adidas is one of the leading global sportswear manufacturers, with more than 50,000 employees and over 900,000 stores worldwide. The company has invested heavily in its supply chain, resulting in a complex network of suppliers, manufacturers, and distribution centers. Its supply chain is driven by a demand-driven strategy, with production decisions based on customer preferences.

The company has also invested in technology to improve its supply chain efficiency, such as its software platform, which manages product flows and inventory levels.

Adidas has mostly outsourced its manufacture. The company’s supply chain is international, diverse, and involves a number of business partners. It collaborates with almost 700 independent manufacturers who create goods in more than 50 countries. The top five nations by region in terms of supplier sites in 2018 were:

• Asia: China , Vietnam , Korea , Indonesia and India
• America: United States , Brazil , Argentina , Canada and El Salvador
• EMEA: Germany , Turkey , Italy , United Kingdom and Spain

Adidas hierarchically manages its supply chain, with its headquarters in Herzogenaurach, Germany, at the top. This is followed by regional offices that manage the supply chain for their respective regions. Orders are placed with suppliers and manufacturers from these regional offices, and the products are shipped to distribution centers. The distribution centers then ship the products to retailers and customers. This hierarchical structure allows the company to efficiently manage its supply chain, ensuring that orders are fulfilled quickly and accurately.

In the previous blogs, we looked into the supply chains of famous and leading companies, which you can read about each of them in the section below.

Key Elements of Adidas Supply Chain Strategy

Adidas has implemented several key elements in its supply chain strategy to ensure efficiency and accuracy. These elements include:

• Strategic Sourcing: Adidas invests in strategic sourcing to secure the best quality materials at competitive prices. It also uses a network of global suppliers to ensure access to the latest materials and technologies.

• Demand Forecasting: Adidas uses demand forecasting techniques to anticipate customer needs and plan for production accordingly. This helps the company ensure that it has the right product mix to meet customer demands.

• Product Customization: Adidas offers customers the ability to customize their products, which allows the company to produce products that meet specific customer needs. This helps it reduce waste and ensure that it produces the right products for the right customers.

• Quality Control: Adidas has implemented stringent measures to ensure its products meet the highest standards. It has a team of quality assurance experts that inspect products at every stage of the manufacturing process.

• Distribution: Adidas has invested heavily in its distribution network to ensure its products are delivered quickly and accurately to customers. It utilizes various transportation methods, such as air , land , and sea , to ensure its products are delivered on time.

• Technology: Adidas has invested in technology to help it manage its supply chain more effectively. This includes its software platform, which manages product flows and inventory levels. The company also utilizes advanced analytics to understand customer needs and preferences better.

Analyzing the Benefits of Adidas Supply Chain Strategy

Adidas’ supply chain strategy has proven to be beneficial for the company.

Its strategic sourcing efforts have enabled it to secure the best quality materials at the most competitive prices.

Its demand forecasting techniques have enabled it to anticipate customer needs and plan production accordingly.

Its product customization options have enabled the company to produce products that meet specific customer needs.

Its quality control measures have ensured that its products meet the highest standards.

Its distribution network has enabled it to deliver products quickly and accurately to customers.

And its technology investments have enabled the company to manage its supply chain more effectively.

All of these elements have enabled Adidas to improve its efficiency and effectiveness, resulting in improved customer satisfaction and higher revenues.

Assessing the Challenges of Adidas Supply Chain Strategy

Adidas’ supply chain strategy is not without its challenges. The company faces the challenge of managing its global suppliers , which requires excellent stakeholder coordination and communication.

Additionally, the company faces the challenge of managing its complex network of distribution centers, as this requires a great deal of planning and coordination.

Furthermore, the company faces the challenge of managing its product flows and inventory levels, which requires excellent precision and accuracy.

Finally, the company faces the challenge of managing its technology investments, which require many financial resources and expertise. All of these challenges can be difficult to manage and negatively impact the company’s efficiency and effectiveness.

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What is Adidas supply chain strategy?

Adidas supply chain strategy is focused on creating a more efficient and transparent supply chain that is better integrated and more responsive to customer needs. This includes improvements to the company’s logistics, manufacturing, and sourcing processes, as well as better collaboration with suppliers.

What steps has Adidas taken to improve its supply chain?

Adidas has implemented a range of processes and initiatives to improve its supply chain. These include digitalizing and automating processes, increasing visibility and traceability throughout the supply chain, and improving supplier collaboration and engagement.

How has Adidas’ supply chain strategy impacted its business?

Adidas’ supply chain strategy has enabled it to become more agile and responsive to customer needs, improve its sustainability initiatives, and reduce costs associated with warehousing and transportation. Additionally, the company has seen an increase in efficiency and productivity, improved customer satisfaction, and better inventory management.

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Yeezy’s History Case Study

• Written by 440 Industries
• Brand History , Case Study , Yeezy
• November 19, 2021

Introduction

The trendy brand Yeezy has, over time, continued to live in the hearts of all. In discussing Yeezy History as a case study , there’s, of course, an unavoidable name. The brand is not only popular because of its affiliation with the Grammy rap artist Kanye West. It is also famous for its fleet of unique products which they release in the market since their inception into the footwear industry.

We cannot mention the brand name without mentioning the name Kanye . This is no shocker as the rap artist has proven and shown determination over time. Even better, he has always gone ahead and worked for whatever it was. We’ve seen him try, and of course, excel in a list of things.

Kanye, who started in the hip-hop industry originally not as a rapper, has continued to climb the ladder of success. Starting initially as a beat producer, he didn’t lose sight of the goal. His debut album College Dropout in 2004 was a real head-turner.

His impact on the Hip hop fashion brand, over time, influenced people’s appearances and finally led to the launching of his shoes. It was still in Kanye’s habit to do more that his first partnership with Nike was born.

In the 2008 Grammy Awards Los Angeles, the first Nike Air Yeezy debuted. It was named Air Yeezy 1, and this was in tribute to his mom, who was recently deceased. Let’s talk about Yeezy’s history. It’s a brand you would want to know all about, its available products. 

• Yeezy’s history
• Yeezy’s Price List
• Products in Yeezy’s History
• How to identify Real vs Fake Yeezy’s

Yeezy’s History

Nike air yeezy’s history.

Yeezy’s first-ever Nike Air Yeezy 1 production was limited in April and May in 2009. In the same year, there was another launch of silhouettes with Louis Vuitton. He, however, didn’t use the brand name Yeezy, as he named them after his close friends. His barber, manager, and vocal collaborator.

The numbers were in his favour with the launch results, and the fans were happy, so it was a win-win situation. After the build-up of fans waiting for a second edition of the Nike Yeezy Air, it wasn’t until two years later that they finally put it out in the open. It was first seen on Kobe Bryant and Robert Rodriguez.

In 2012, a year after the initial release of the Nike Air Yeezy 2, a new design of Pure Platinum and Black/Solar Red Styles was released. And yet again, it was a significant hit. It left fans in an uproar. There was no doubt that it was a win.

Things turned south with the partnership with Nike over time. According to Kanye, he was not allowed to release new products as often as he wanted. He complained they were denying him some rights he should be having over the partnership.

After a series of unfriendly back and forth, publicly calling out and its likes, the contract finally came to an end. It lasted for 5 years. In 2013, after the release of Air Yeezy 2.

Adidas Yeezy Season

Despite being known as the Adidas Yeezy collaboration , it is a collaboration between the German sportswear manufacturer Adidas and the ever-soaring rap artist and entrepreneur Kanye West. It hasn’t always been the case with the brand.

The release of the first product was in February 2015. After the confirmation of their collaboration, Yeezy season 1 was launched.

From there, it was the top for both parties as Yeezy seasons. Seasons 1, 2, and 3 all recorded commendable sales after release. His status in the entertainment industry was also a significant plus. This gained the brand various endorsements and celebrity appearances on the release occasions of the various seasons.

Numbers they say don’t lie. And so, in 2019, due to the progress of the collaboration, there was an extension of the contract between both brands. Their partnership continued, and in January 2018, they were already in their 6th season.

Yeezy’s History Price List 

A series of products from the Adidas Yeezy collaboration have various price tags that all products are undoubtedly worth. Here are some of the products and price tags from 2019 and 2021.

• It was in 2021, the YZY Boost 350 V2 came in Ash blue and Ash stone. They both sold for $220.
• The YZY Boost 380 came in Covellite and Yecoraite Ref at $230 pere.
• Yeezy 450 came in Cloud white, at $200
• YZY 500high had Shale warm and Mist slate, at $220 each.
• The YZY Foam runner sells for $80 in Sand and Moon grey colors.
• YZY Boost 700 is $240 in Sun color
• Yeezy 700 V2 in Cream is $300
• The Yeezy QNTM in Sea teal is $250
• Yeezy 700 V3, Kyante $200
• In 2019 The YZY Powerphase collection came in Quiet grey, Clear brown, and Simple brown. This all sold for $120.
• Still 2019 The YZY Boost 3500 V2 came in Black, Synth, Landmark, Antlia, and Cloud white Ref. They all went for $220 except for the Landmark Ref, which may go as high as $260.

Products made in Yeezy’s History

Over its long years of being in the market, a good number of products have made it to the market, and some of them include;

Yeezy Boost 750

After the partnership between Yeezy and Adidas, the Yeezy Boost 750 in light brown color was released in December 2013. The initial number that they released was 9000 pairs, and they all sold out in 10 minutes. It was later made available for retail in February 2014.

Yeezy Boost 350

It was the brands’ introduction to prime Knit technology. They first made it with a combination of petroleum base ethylene-vinyl acetate. A second version was, however, made in 2016 and was called “Beluga.”

As part of the Yeezy season 1 collection, it came in various colors. The release was in October 2015 and was sold at specific online and retail stores.

Yeezy 350 Cleat

The Cleat was a football boost cleat and made its first appearance at the NFL kickoffs. They, however, did not conform with the NFL uniform policy due to the color of its base. 

Yeezy Powerphase Calabasas

The release of the retro sneakers was in March 2017. It was followed by the release of a tonal grey of the design in December 2017 and a core black shortly after in March 2018. It was an upgrade from an 80’s trainer in the Adidas collection. 

The announcement of the release was in December 2017, with pre-order options available for March 2018. After its initial colorway of desert rat, it came in another colorway known as slate.

Yeezy slide

The first-ever released slides were with EVA foam. Its release was in December 2019 in bone color.

Yeezy Foam Runner

It is the first Adidas Yeezy shoe in the United States, and it was first exclusive through the Yeezy supply in June 2020. The first series had a color named “Ararat.” 

How to identify real vs fake Yeezy product

As with every other renowned product, there is a significant threat that is their common enemy: fake products. However, let’s discuss some pointers in Yeezy’s history that these fake products cannot get right. This, of course, is a plus for the rest of us that want the real thing. Some of them include ;

• Shipping details; so if you purchased your shoes from an online store, there are details that you should watch out for. Every shoe comes with a tag that contains the serial number and the size of your shoe. This detail is also on the box of your shoe. Since every Yeezy shoe has its serial number, you would want to ensure that the details on the shoe and the box match.
• Middle stitching is a giveaway; you would have noticed the usual heavy stitching in the middle of your Yeezy shoes by now. The stitching of the original usually extends to the outsole every time.
• The logo on the side. The logos on the sides of the shoe are usually on equal sides. Putting the pair side by side can tell if one is off. You can check and compare its fonts with those used to write the YZY and the Adidas logo.
• Wave pattern; the wave pattern of Yeezy is a signature, and they can never go wrong with it. This is why you can quickly tell a counterfeit. The signature wave has a bit of irregularity and goes towards a sideways pattern. The counterfeits might attempt taking their patterns up and down.

When it comes to Yeezy’s history, Kanye is an important name. Some other brands have collaborated with Kanye, aside from Adidas’s collaboration. He collaborated with Bape, and they both created the then “College Dropout” shoes following his song. It didn’t, however, make as many sales as his recent products.

He also worked with Louis Vuitton, where he did a couple of shoe designs. There was at some point a partnership with Giuseppe Zanotti. And as mentioned earlier, a partnership of 5 years with the renowned Nike brand. The Yeezy history is, however, incomplete without mentioning its clothing options.

The collection had a series of sweat pants and jackets. Even though the footwear collection gets massive sales, the same does not apply to the clothing collection. It was still in the beginning phase of his partnership that Adidas announced they would no longer be part of the clothing line .

After the declaration of Adidas, Kanye had no partners for the clothing line. They, however, reintroduced it into their contract.

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Amazon is Having a Secret Sale on Adidas Right Now

Including our favorite Samba and Ultraboosts models.

Every product was carefully curated by an Esquire editor. We may earn a commission from these links.

Currently, you can score anywhere from 20 to 40 percent off the viral Adidas Sambas (depending on your size), along with iconic Stan Smiths , and even the best-selling Adidas Grand Court 2.0 . We even found our favorite Adidas Ultraboost running shoes for 50 percent off, in case you're looking for a new pair to help you train for your next marathon.

Adidas Samba Classic Sneaker

It's not easy to find these classic Adidas styles—like Sambas, Gazelles, and Spezials—at prices this good. That said, the brand, and especially those classic styles, has been in the spotlight a lot this past year, thanks to some designer collabs, celebrity endorsements, and TikToks obsession with creating new trends. Whether you love the brand's golf shoes or staple white sneakers , now's the ideal time to stock up on a pair (or two) without making your wallet suffer.

Since this isn't technically an official Amazon sale like Prime Day or the Big Spring Sale, there's no way to know how long these deals will last. For all we know, these sneakers could go back to being full price within the next hour. So, if you see a price you like, don't hesitate.

Adidas Grand Court 2.0 Tennis Shoe

Adidas Stan Smith Low Top Sneaker

Adidas Ultraboost 23 Light Running Shoe

Adidas Ultraboost 22 Cool.RDY Running Shoes

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