ADIDAS- Alba Ranchal Muñoz


Adidas is a German multinational sportswear company headquartered in Herzogenaurach, Germany. The company originally called “Gebrüder Dassler Schuhfabrik” was founded by Adolf Dassler in the early 1920s along with the help of his brother Rudolf Dassler, who for personal differences with Adolf Dassler founded PUMA AG in 1948. As Consequently, Adolf Dassler took control of the company and decided to rename the firm as “adidas”. The name of the company comes from the name of its founder, “Adi” is the diminutive of Adolf, and “gives” the first syllable of the surname “. With more than 60,000 employees in more than 160 countries, Adidas produces morethan 850 million units annually and generates sales of 19,000 million euros. The brand has different logos with which to identify it. As part of the Munich Olympic Games in 1972, Adidas would present the famous clover as a new logo that, like stripes, would remain in force despite the years. With this, Adidas, in addition to being present at the most important sporting events in the world, would continue to expand intoother disciplines such as tennis and even mountaineering. In the early 1990s, the traditional clover became a triangle that represents a significant message: it symbolizes a mountain that represents the challenges to be overcome.


The main target audience for Adidas is of around 13-30 yer old consumer who are involved in any given discipline or sport. Adidas makes high end. High quality products for all sports, so this will interest this audience at ir’s affordable price, especially if their discipline is football as a teenager (teenagers go mad for the new pair of Predator football boots released just about once a year). Mostly male based, and mainly working-middle class families or individuals. Along with this audience, there is also the smaller audience of those who aren’t into sports. They shop at Adidas for the big logo’s and the look of the shoes for a fashion statement. These are between 16-25,working-middle class both males and females.