The Birthplace of Adidas: Herzogenaurach, Germany. An small and secluded enclave of Bavaria, Germany.
- 1945: Adolf Dassler founded Adidas following a feud with brother Rudolph.
- The feud had a profound impact on the trajectory of Adidas’s history and the history of the sports industry.
- 1954: The German team wore exclusive Adidas footwear in their win over the heavily favored Hungarian national team in the World Cup Finals.
- Following the World Cup, Adidas and the infamous and innovative three stripe design gained international brand recognition.
Adolf built his company upon the foundations that all efforts should strive towards what is “only the best for the athlete.” He was dedicated to creating performance based products.
Adolf and Rudolph Dassler founded Dassler Shoes in 1924, which officially became Adidas in 1945.
Today, Adidas is the biggest sportswear manufacturer in Europe.
Globally, it is the world's second largest sportswear maker after Nike inc.
"Nike’s business is still by far the largest, generating $3.74 billion in sales in the most recent period versus $877.6 million for Adidas and $827 million for Under Armour."
"The adidas Group's global net sales amounted to about 16.92 billion euros in 2015."
“Adidas is a truly global sports brand. Therefore, everything we do is rooted in sports. Everything that happens in sports happens in moments. Every moment is a chance for the athlete to start over and take today.”
10 mentions per hour
Average Passion score = 26/100
Positive to negative mentions 3.2:1
5.3% Sentiment Change in the last year
MALE voice 76%, FEMALE voice 24%
Top Headline: “Today Marks an Important Day in the Future of Adidas as Premier Footwear Brand as They Unveil the First Model to come from Their New Speedfactory” (September 26, 2016)
21% sentiment change
Theme = expectation
Adidas Futurecraft M.F.G
Largest Negative Topic: Franz Beckenbauer, one of Germany's greatest soccer players and the president of the 2006 World Cup local organising committee
Created a line with Adidas involving 2 types of shoes as well as apparel
News broke that he was being investigated for corruption in Germany winning the bid to host the 2006 World Cup
5.8 mentions per hour
Average Passion Score 25/100
Positive to Negative Mentions 3.6:1
-4.9% Sentiment Change in the past year
MALE Voice 75%, FEMALE Voice 25%
Adidas & Kanye West collaboration: Yeezy's.
All 7 Yeezy releases have sold out instantaneously.
“Adidas racked up 78.8 million likes on its account, @adidasoriginals, likely due to the insane popularity of its Yeezy Boost collaboration with Kanye West."
- Nike, even across its @nike, @nikesportswear, and @jumpman23, couldn't keep up with the popularity of Yeezy.”
Successful brand perception is heavily built upon the foundations of high profile athletes and celebrities, such as the likes of Kanye West.
Collaboration with Kanye and other highly noted celebrities has helped Adidas rebrand itself within the past few years. Celebrities are creating their own customized Adidas shoes, pulling in customers from all across the US.