When Adidas entered the marketplace some 50 years ago, its focus was to produce shoes crafted specifically for soccer and running. Establishing the brand as the choice for professional athletes eventually parlayed into preference in the mainstream. When Adidas outfitted some 6,000 athletes in the 1996 Olympics, winning 220 medals, including 70 gold medals, the brands apparel sales increased by 50%. In the late 1960s, Adidas broke into the leisure and apparel sector. Adidas claims that, "the brand values of the company – authenticity, inspiration, honesty and commitment – are derived from sport." Endorsement deals with world-class athletes such as David Beckham, Kobe Bryant, and tennis-star Anna Kournikova have helped the brands popularity sky-rocket to the top.
Reinvention was key, not only for the Adidas marketing strategy, but also for its product line. Team sports such as soccer and basketball will always be a fundamental part of sporting competition. Today, however, individual, 'no-rules' sports such as snowboarding, inline skating and surfing have grown into significant categories. Adidas strives to cater to every corner of the market, catering to it's athletes and sports fans alike. Retro NBA, NHL, and NFL tees have become quickly popular, giving fans a fashionable "old school" product to support their favorite team with. Look to Adidas for retro Denver Nuggets and Colorado Rockies tees to be the most stylish fan on your team's bench! |
