Awesome History of Adidas Marketing

Adi Dassler is the founder of Adidas Brand, who is a shoe maker and an amateur athlete, as well. He became a merchant in 1926, when its family owned a factory of Lightweight running shoes and soccer shoes. And in 1948, familial difference occur among the Adi Dassler brothers, and the company was divided into two, one of them named Puma belonged to his brother; and another one is Adidas, till now.

Adidas ever gained high honor in sporting and sports products field. The meaning of Dassler to Adidas is the same as Phil Knight to Nike; the former one overpassed the second more. Dassler is not only a amateur athlete but also an entrepreneur and inventor who is keen on art, quality and creativity. He frequently learnt from the athletes advises, took part in the track and field events, and listened to the athletes requirement for the sneakers(Adidas ClimaCool). "Function First" was the main theme in the every product, and "Offer the athlete the best" was the slogan of the company then.

From the beginning, the creativity was the drive of Adidas production. Adi Dessler was a man who made lots of technological breakthrough. He owned over 700 patents. Adidas made the first pair of skating boots, the first pair of track shoes with multi-spikes, and the first pair of rubber casting football cleats, and so on. Especially the kind of soccer shoes with rotatable spikes were regarded as the key point in the success of Germany Team winning the 1954's World Cup game.

Apart from the creative and function products, Adidas owns a talent marketing man of Horst Dassler who was setting up a model of marketing strategy called Pyramid. The strategy is to connect the products with the athletes, sports teams and sports events(ClimaCool Ride Shoes). With the strategy and his advocacy, the Adidas became the first company who was providing the brilliant athletes with free sneakers and the first company who was providing the sneakers, socks for sports teams under contract.

Indeed, Adidas did very good job that in the year of 1980, the total sale reached one billion US Dollars, its main products took the share of 70 percent over the market. The company was producing 150 kinds of sneakers, the daily production of 24 factories over 17 countries reached 200,000 pairs. And Adidas sold its products over 150 countries.

Adidas ClimaCool