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Case Title:

Adidas in the USA: Bouncing back?

Publication Year : 2006

Authors: Roopa Devi, Aruna.N

Industry: Sports and Sports Related

Region:USA

Case Code: BBP0037B

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Adidas had always developed state-of-the-art sports footwear, apparel and accessories. However, rival Nike had toppled Adidas from the leadership position in the USA, using its strengths as a marketer. Adidas took over Reebok in 2005 to strengthen its place in the USA market. It also capitalized on its position as an official sponsor of FIFA World Cup 2006 to launch aggressive campaigns. But analysts were skeptical of Adidas’ success in the USA, considering Nike’s marketing muscle.

Pedagogical Objectives:

  • To discuss about the fight between Adidas and Nike
  • To understand how Adidas was strengthening its position in the US.

Keywords : Adidas, Nike, Reebok, US, Rival, FootwearFIFA World Cup, Brands & Branding Case Study, Sponsorship, Competition, Market Share, Mergers, Advertsing campaigns, Football, Brands, Olympic games

Contents:

  • History of Adidas in the USA
  • How Louis Dreyfus revived Adidas
  • Adidas - Reebok Merger
  • Adidas, the Product Innovator
  • The Superstar story
  • Adidas versus Market Savvy Nike
  • 2006 FIFA World Cup
  • Other Challenges for Adidas

  • Adidas' Game Plan
  • Future Outlook
  • Future Outlook
  • Adidas-Major Milestones
  • Adidas' Innovative Products
  • Advertising Slogans
  • Adidas and Reebok :Major Sponsorship and Endorsement Deals

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