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					SUPERBRANDS ANNUAL 2011                                                                                                                                                                                                                                   ADIDAS

                                                                                                                                                                                                                                                                             Brand Values
                                                                                                                                                                                                                                                                             adidas is the first genuine sports brand,
When Adolf ‘Adi’ Dassler founded adidas in 1949 his goal was to provide every athlete with                                                                                                                                                                                   founded by a true athlete whose one guiding
                                                                                                                                                                                                                                                                             principle was to create equipment that makes
the best possible equipment. The three-stripe motif has since become one of the world’s                                                                                                                                                                                      athletes better. It is this ethos that made
                                                                                                                                                                                                                                                                             Adi Dassler authentic then, makes the adidas
most instantly recognisable brands. Comprising two divisions that reflect two distinct                                                                                                                                                                                        brand authentic today and will continue to do
market segments – Sport Performance and Sport Style – the brand is driven by its belief                                                                                                                                                                                      so tomorrow.
                                                                                                                                                                 Summer Games that a top fashion designer               Promotion
that ‘impossible is nothing’.                                                                                                                                    has worked with a leading sports brand to              Following on from House Party in 2009, adidas        Passion is at the heart of sport and it is this
                                                                                                                                                                 design competition wear for both the national          continued to ‘Celebrate Originality’ in 2010 with    same passion that guides the adidas brand,
                                                                                                                                                                 Olympic and Paralympic Teams.                          The Street Party brand campaign, featuring           ensuring it continues to innovate in every area
                                                                                                                                                                                                                        David Beckham, Mr Hudson, Agyness Deyn,              of business.
                                                                                                                                                                 In conjunction with its sponsorship of the             Snoop Dogg and Noel Gallagher.
                                                                                                                                                                 London 2012 Games, adidas has introduced                                                                    adidas is determined to ensure its commitment
                                                                                                                                                                 a community participation initiative called            To promote its sponsorship with the 2010 FIFA        to athletes and sport is uncompromised,
                                                                                                                                                                 adiZones, which has seen the installation of           World Cup™, adidas also created one of the           unwavering and forever. It will continue to
                                                                                                                                                                 local community multi-sports areas – in the            year’s most viewed YouTube videos with the           sponsor, advise, listen and support with the
                                                                                                                                                                 shape of the London 2012 logo – across the             Star Wars Cantina creative, which featured a         same resolve as Adi Dassler.
                                                                                                                                                                 UK. The 40 adiZones have been introduced to            host of stars including Snoop Dogg, Daft Punk
                                                                                                                                                                 break down barriers to sports participation and        and David Beckham. Launched in the build up
                                                                                                                                                                 to make physical activity more accessible; they        to the first England World Cup match, Cantina
                                                                                                                                                                 are free to use and are open all day, every day.       became an overnight success with more than
                                                                                                                                                                 Inclusive to all but targeted at engaging youth,       4.6 million views on YouTube.
                                                                                                                                                                 the adiZones are intended as a clear sporting
                                                                                                                                                                 legacy from the Games.                                 Jonny Wilkinson, Jess Ennis, Andy Murray
                                                                                                                                                                                                                        and David Villa, meanwhile, came together to
                                                                                                                                                                 Recent Developments                                    promote the launch of the miCoach app. The
                                                                                                                                                                 The new adidas F50 adiZero – the lightest              television campaign saw the athletes in training
                                                                                                                                                                 football boot ever made, weighing only                 using the real-time coaching device.
                                                                                                                                                                 165g – debuted at the 2010 FIFA World Cup™
                                                                                                                                                                 in South Africa. Worn by some of the world’s           To promote the association between Lionel
                                                      Product                                                 the Fashion Group – heralded as the future of      most skilful players, such as Lionel Messi,            Messi – arguably the best football player in                Things you didn’t know
                                                      adidas products are divided into two distinct           sportswear, including Y-3 and Porsche Design       David Villa, Thomas                                                 the world – and the adidas F50                      about adidas
                                                      market sectors: Sport Performance and                   Sport; and adidas NEO – marketed as a fresh,       Müller and Diego                                                      football boot, adidas flew
                                                      Sport Style. The guiding principle of the adidas        young and accessible, sport-inspired label.        Forlán, the boots                                                      Messi into London for a day
                                                                                                                                                                                                                                                                              In December 1970, Muhammad Ali
Market                                                Sport Performance division is to help athletes                                                             played their part                                                      of activity that kicked off with
                                                                                                                                                                                                                                                                              fought Argentinean boxer Oscar
The sporting goods market is dominated by a           achieve the ‘impossible’ by equipping them              Achievements                                       in 43 goals – more                                                   his surprise appearance on
                                                                                                                                                                                                                                                                              Bonavena in New York’s Madison
few global brands including adidas. In addition       with the best products on the market. While             As Official Sportswear Partner for London           than double that of                                                 Hackney Marshes, arriving
                                                                                                                                                                                                                                                                              Square Garden. For this fight, Ali asked
there are various smaller players as well as a        adidas Sport Performance brings its passion             2012, adidas will design and produce the           any other boot at                                                       by helicopter.
                                                                                                                                                                                                                                                                              adidas to produce a special boxing
growing number of traditional fashion labels          for groundbreaking products to athletes                 official kit for Team GB and ParalympicsGB. The     the tournament.
                                                                                                                                                                                                                                                                              shoe just 24 hours before the fight
that are trying to enter the market.                  across the sporting spectrum, it focuses on             partnership underpins its long heritage with the                                                                              During November and
                                                                                                                                                                                                                                                                              started – a shoe inspired by the elegant
                                                      four key categories: football, running, training        Olympic and Paralympic Games that stretches        The award-winning                                                         December 2010, adidas
                                                                                                                                                                                                                                                                              movements of female dancers. The
It is adidas’ ambition to be the leading sports       and basketball.                                         back to 1928.                                      miCoach device was also launched in                                  Originals celebrated London talent
                                                                                                                                                                                                                                                                              solution: a unique three-stripe boot
brand in the world, by providing unique product                                                                                                                  2010. miCoach is an interactive training system            through its We Are London campaign: its
                                                                                                                                                                                                                                                                              with red tassels.
concepts spanning apparel and footwear                Sport Style, the brand’s style division, offers         In July 2010, adidas announced the                 that motivates athletes to reach their individual      biggest ever campaign in the capital, featuring
for professional athletes through to sports-          creative and inspirational products, from               appointment of leading British fashion designer    training goals – just like a personal coach.           emerging local talent and star artists such
                                                                                                                                                                                                                                                                              In 1986, Run-DMC released ‘my adidas’,
inspired premium fashion. adidas’ commitment          street fashion to high fashion. The division            Stella McCartney as creative director for its      The real-time training aid keeps its user at the       as Bashy, Scorcher, Devlin, Loick Essien and
                                                                                                                                                                                                                                                                              a song about adidas trainers called
to product innovation and its rich heritage           encompasses: Originals – vintage clothing,              adidas Team GB ranges, overseeing the design       correct level of activity for their heart rate. In     Maxsta. We Are London aimed to celebrate the
                                                                                                                                                                                                                                                                              Superstar. The song helped to make the
differentiates the brand from competitors and         retro shoes and urban wear that blend timeless          of both athlete kit and fan wear for the adidas    2010 the smartphone miCoach app won Stuff              diversity of ‘young London’ through interactive
                                                                                                                                                                                                                                                                              trainers not just culturally acceptable
provides a solid platform for future growth.          1970s and 1980s designs with sports styles;             brand. It is the first time in the history of the   magazine’s Mobile App of the Year award.               sounds and sights.
                                                                                                                                                                                                                                                                              but a true fashion statement.

 1928                    1949                        1970                        1982                         1995                   1996                         1997                      2005                          2006                   2010                         As Official Sportswear Partner of the
 Adi Dassler equips      adidas is registered as a   adidas introduces the       The Copa Mundial is          adidas goes public     At the Atlanta Olympics      adidas acquires the       The Salomon Group is          Reebok is acquired,    On the back of a             Beijing 2008 Olympic Games, adidas
 Olympic athletes with   company, named after its    Telstar ball for the FIFA   launched. It will go on to   with the flotation of   6,000 athletes from 33       Salomon Group and         sold. The new adidas          marking the start      successful 2010 FIFA         supplied more than three million
 shoes for the very      founder: ‘Adi’ from Adolf   World Cup™. It features     become the world’s best      the company on the     countries wear adidas,       the brands Salomon,       Group focuses on its core     of a new chapter in    World Cup™, adidas           products to federations, volunteers,
 first time.              and ‘Das’ from Dassler.     32 hand-stitched panels     selling football boot.       Frankfurt and Paris    winning 220 medals           TaylorMade, Mavic         strength in the athletic      the history of the     further strengthens its      officials and others. Shoes for 27
                                                     and is the first white                                    Stock Exchanges.       between them.                and Bonfire, becoming      footwear and sportswear       adidas Group.          leadership in football by    different sports were created as part
                                                     football to be decorated                                                                                     adidas-Salomon AG.        markets as well as the                               reaching sales in excess     of the Made For Beijing range.
                                                     with black pentagons.                                                                                                                  growing golf category.                               of 1.5 billion euros.