adidas and marketing
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How has adidas regained its brand image and become a competitive player in the us athletic footwear market? What would I recommend adidas do to continue its comeback? Would I build on the current strategies or recommend new ones? Justify your recommendations
Adidas started to regain its brand image by focusing on the production of high demand shoes, it has returned to its position of "the company who makes sports products for the serious athlete. The organisation is now matched to the needs of three groups of sport-orientated consumers:
Sports performance division which is aimed at athletes of all performance levels
Sport heritage which targets trend setters seeking street wear of authentic origin
Sport style focuses on young cosmopolitan consumers looking for an exclusive look.
Under each of the three groups adidas aims to provide a product for almost every genre of sports consumer for e.g. in the sports performance category their five top priorities are football, running, basketball, tennis and training. Within these categories they aim to introduce exiting new products.(www...