Proposal
“How Adidas has developed a niche market for their brand Adidas Originals”
Adidas is a sportswear manufacturer established in Bavaria in 1920 and has since become a global company that is synonymous with many world sports.
In 2002 the brand was segmented into three divisions;
Adidas Performance
Adidas Heritage (Originals)
Adidas Sports Style (Y-3)
Adidas Heritage (Originals) was a line formed in 2002 that caused the fundamental shift form the traditional and apparel structure.
The main driving forces in Adidas changing the structure of their company was to focus on the individual needs of their consumers.
Adidas Heritage (Originals) is a line of casual sportswear that has a retro feel. Designs are influenced by 1940’s – 1980’s and more recently influenced by stars of music and fashion.
Such was the success of the brand that a number of Adidas Originals Stores have been opened around the world.
Adidas Originals was developed as a small clothing line and has grown to a number of stores. They have carved a niche in the market that other sportswear companies have followed. I intend to discover how Adidas has carved itself this market share.
I intend to write an essay detailing not only the history of Adidas Originals but also the conscious marketing decisions that has enabled them to become a brand in their own right.
In my conclusions I hope to discover that Adidas has changed the marketing of sportswear and has defined a model for other companies to follow.
Proposal
“How Adidas has developed a niche market for their brand Adidas Originals”
Adidas is a sportswear manufacturer established in Bavaria in 1920 and has since become a global company that is synonymous with many world sports.
In 2002 the brand was segmented into three divisions;
Adidas Performance
Adidas Heritage (Originals)
Adidas Sports Style (Y-3)
Adidas Heritage (Originals) was a line formed in 2002 that caused the fundamental shift...