BACKGROUND IN THE COMPANY

Adidas is a The german language company founded by Adolf (" Adi”) Dassler, by whom the name Nike came to be, in the town of Herzogenaurach in 1949. He was an sportsman and a shoe manufacturer and his purpose was to give every sportsperson with the greatest equipment. At present, Adidas is the leading brand beneath the Adidas Group that as well Adi Dassler Source: http://www.adidas-group.com/de/spirit ofsports/assets/SoS_Story_Image/1949. digital owns Reebok and Taylor Made The game of golf. Adidas is usually split into two divisions – Sport Performance and Sport Style (See Figure 1).

Figure one particular: Adidas Group Structure

Resource: http://www.adidas-group.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdf

Nike Sport Overall performance

The guiding principle of the Adidas Sport Efficiency is " Play to Win”. Inspired by the motivation of creator Adi Dassler, Sport Functionality brings interest for great products to sports athletes in all sports activities, allowing them to be faster, more robust, smarter, much cooler and organic. The main focus of Sport Performance is upon five crucial categories: football, basketball, operating, training and outdoor.

Adidas Sport Design

Adidas Sport Style houses two teams. The Originals Group is the real, iconic sportswear label pertaining to the street as well as its message is usually Celebrate Appearance.

The Fashion Group is defined as the continuing future of Sportswear and includes labels Y-3, Porsche Design Sport, Adidas SLVR and Nike NEO. Through these several labels, Nike brings genuine sportswear to the full spectrum of lifestyle buyers.

(Cited http://www.adidas-roup.com/en/investorrelations/assets/pdf/annual_reports/2010/ GB_2010_En. pdf file, 27 May 2011).

Nike Originals – Celebrate Originality

The Originals Group allows Nike to increase their reach in the lifestyle market, without losing view of it is long traditions as the original performance brand. Original units Group can be geared specifically toward consumers who could possibly be less effective sports members, but who are design setters and elegance...

References: The Adidas Group, 2011. Twelve-monthly Reports 2010, (online). Readily available from: http://www.adidas-group.com/en/investorrelations/assets/pdf/annual_reports/ 2010/GB_2010_En. pdf format. Cited twenty seven May 2011. The Nike Group, 2011. History, (online). Available via: http://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/History-e.pdf. Offered 27 May well 2011. The Adidas Group, 2011. Company logo History, (online). Available via: http://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdf. Mentioned 27 May 2011.