innovation and technological management in Adidas shoes

1. Presented By:
Ruchira Mishra
Sohrab Kakar
Dhananjay Dutta
Amit Namadas
Neeraj Sharma
Bidish Goswami
Deepak Srivastav

2. Background Information
• Headquarters- Herzogenaurch, Germany
• Employees- 46,254 as of December 2012
• Website- www.adidas.com

3. Timeline….
• 1920 Adi Dassler made his first shoes in
Herzogenaurach near Nuremberg in Germany at the
age of 20.
• 1925 Developed the first special shoes for soccer and
track and field.
– Studs and spikes where introduced for the first time.
• 1947 After World War
– Adi Dassler started with 47 workers
– Made post war shoes using canvas and rubber from
American fuel tank.

4. Timeline Cont.
• 1948 The two brothers Adi and Rudi Dassler split up
due to dispute.
• 1948 Adidas registered as a company named after its
founder “Adi” and “Das” Dassler.
– Rudi, on the advice of an advertising agency changed his
company to Puma.
• 1954 Breakthrough came when Germany won the
Soccer World Cup wearing boots with screw in studs
by Adidas in Hungary.
• 1960 Adidas apparel for competition and training
was produced.

5. Timeline Cont.
• 1991 Adidas equipment was launched.
• 1992 A younger target was addressed with
street ball.
• 1995 In Germany stock market, Adidas was
one of the most interesting new listings.

6. Timeline Cont.
• 1996 Adidas equipped 6,000 Olympic athletes from
33 countries.
– Adidas athletes won 220 medals, including 70 gold.
– Apparel sales increase by 50%.
• 1997 Adidas AG obtained the Salomon Group with
the brands Salomon, TaylorMade, Mavic and Bonfire.
• The new company is named Adidas-Salomon AG.

7. Timeline Cont.
• 2001 first Adidas original store opened in
Berlin followed by Tokyo in December.
• 2002 Adidas opened its new North American
headquarters downtown Portland, Oregon.
• Sales reached 6.3 billion and net increase of
14% to 260 million.

8. Timeline Cont.
• 2004 Adidas partnership with Stella
McCartney.
• 2008 Adidas-Salomon AG bought Reebok.
• 2010 Adidas was the Official Sportswear
Partner for the Olympics in Beijing.

9. Current executive board
•
•
•
•
•
CEO: Herbert Hainer
Chief Financial Officer: Robin J. Stalker
Global Brands: Erich Stamminger
Global Operations: Glenn S. Bennett
Global Sales: Roland Auschel

10. Products and Revenue
• Products :Footwear, sportswear, sports
equipment, toiletries
• Revenue €14.488 billion (2012)
• Profit €1185 million (2012)

11. Brand Ambassadors
• Global : David Beckham, Kaka and Messi
• India: Rohit Sharma

12. International Challenges and
Competitors
• Nike challenges Adidas in home market
• Adidas Acquires Reebok to challenge Nike
• Competitors
– Nike
– Puma
– Others
• Amar Sport
• Rossignol

13. Market Share
• Nike
– 24% in Indian Market
• Adidas and Reebok
– 32% in Indian Market
– Reebok gave Adidas a 18% share in footwear
market
• Puma
– 5.6% in United States

14. Global Market
• Number of Employees
46,254
• Merged with Reebok
• Global market share of 35%
• Product line is widely ranged

15. Global Issues
• Europe and India
– Slow Growth
• Due to rising costs of resources
• China
– Big Boom
• Due to increasing popularity of sports

16. Technologies used on Adidas
footwear
• Viscous material in the heel that absorbs
shock, reducing stress on the body.
• Elastic cushioning in the forefoot that provides
an ultra-dynamic push-off.
• Series of lightweight running shoes.
• A freely moving heel system that provides a
smoother, more natural foot strike, resulting
in reduced stress.

17. Technologies used on Adidas footwear
• Padding located in the rear of the shoe that
secures the heel in place and improves stability.
• A lightweight midsole that provides stability and
support
• Outsole cleats that have been injected onto a thin
base, providing flexibility, weight reduction and
durability.
• An outsole specifically designed for optimal grip
on soft and uneven surfaces.

18. Adidias lab
http://www.youtube.com/watch?v=d8igXmpC3z
I