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SUPERBRANDS ANNUAL 2011 SuperbrandsDigital.com adidas.com ADIDAS Brand Values adidas is the fi rst genuine sports brand, When Adolf ‘Adi’ Dassler founded adidas in 1949 his goal was to provide every athlete with founded by a true athlete whose one guiding principle was to create equipment that makes the best possible equipment. The three-stripe motif has since become one of the world’s athletes better. It is this ethos that made Adi Dassler authentic then, makes the adidas most instantly recognisable brands. Comprising two divisions that refl ect two distinct brand authentic today and will continue to do market segments – Sport Performance and Sport Style – the brand is driven by its belief so tomorrow. Summer Games that a top fashion designer Promotion that ‘impossible is nothing’. has worked with a leading sports brand to Following on from House Party in 2009, adidas Passion is at the heart of sport and it is this design competition wear for both the national continued to ‘Celebrate Originality’ in 2010 with same passion that guides the adidas brand, Olympic and Paralympic Teams. The Street Party brand campaign, featuring ensuring it continues to innovate in every area David Beckham, Mr Hudson, Agyness Deyn, of business. In conjunction with its sponsorship of the Snoop Dogg and Noel Gallagher. London 2012 Games, adidas has introduced adidas is determined to ensure its commitment a community participation initiative called To promote its sponsorship with the 2010 FIFA to athletes and sport is uncompromised, adiZones, which has seen the installation of World Cup™, adidas also created one of the unwavering and forever. It will continue to local community multi-sports areas – in the year’s most viewed YouTube videos with the sponsor, advise, listen and support with the shape of the London 2012 logo – across the Star Wars Cantina creative, which featured a same resolve as Adi Dassler. UK. The 40 adiZones have been introduced to host of stars including Snoop Dogg, Daft Punk break down barriers to sports participation and and David Beckham. Launched in the build up to make physical activity more accessible; they to the fi rst England World Cup match, Cantina are free to use and are open all day, every day. became an overnight success with more than Inclusive to all but targeted at engaging youth, 4.6 million views on YouTube. the adiZones are intended as a clear sporting legacy from the Games. Jonny Wilkinson, Jess Ennis, Andy Murray and David Villa, meanwhile, came together to Recent Developments promote the launch of the miCoach app. The The new adidas F50 adiZero – the lightest television campaign saw the athletes in training football boot ever made, weighing only using the real-time coaching device. 165g – debuted at the 2010 FIFA World Cup™ in South Africa. Worn by some of the world’s To promote the association between Lionel Product the Fashion Group – heralded as the future of most skilful players, such as Lionel Messi, Messi – arguably the best football player in Things you didn’t know adidas products are divided into two distinct sportswear, including Y-3 and Porsche Design David Villa, Thomas the world – and the adidas F50 about adidas market sectors: Sport Performance and Sport; and adidas NEO – marketed as a fresh, Müller and Diego football boot, adidas fl ew Sport Style. The guiding principle of the adidas young and accessible, sport-inspired label. Forlán, the boots Messi into London for a day In December 1970, Muhammad Ali Market Sport Performance division is to help athletes played their part of activity that kicked off with fought Argentinean boxer Oscar The sporting goods market is dominated by a achieve the ‘impossible’ by equipping them Achievements in 43 goals – more his surprise appearance on Bonavena in New York’s Madison few global brands including adidas. In addition with the best products on the market. While As Offi cial Sportswear Partner for London than double that of Hackney Marshes, arriving Square Garden. For this fi ght, Ali asked there are various smaller players as well as a adidas Sport Performance brings its passion 2012, adidas will design and produce the any other boot at by helicopter. adidas to produce a special boxing growing number of traditional fashion labels for groundbreaking products to athletes offi cial kit for Team GB and ParalympicsGB. The the tournament. shoe just 24 hours before the fi ght that are trying to enter the market. across the sporting spectrum, it focuses on partnership underpins its long heritage with the During November and started – a shoe inspired by the elegant four key categories: football, running, training Olympic and Paralympic Games that stretches The award-winning December 2010, adidas movements of female dancers. The It is adidas’ ambition to be the leading sports and basketball. back to 1928. miCoach device was also launched in Originals celebrated London talent solution: a unique three-stripe boot brand in the world, by providing unique product 2010. miCoach is an interactive training system through its We Are London campaign: its with red tassels. concepts spanning apparel and footwear Sport Style, the brand’s style division, offers In July 2010, adidas announced the that motivates athletes to reach their individual biggest ever campaign in the capital, featuring for professional athletes through to sports- creative and inspirational products, from appointment of leading British fashion designer training goals – just like a personal coach. emerging local talent and star artists such In 1986, Run-DMC released ‘my adidas’, inspired premium fashion. adidas’ commitment street fashion to high fashion. The division Stella McCartney as creative director for its The real-time training aid keeps its user at the as Bashy, Scorcher, Devlin, Loick Essien and a song about adidas trainers called to product innovation and its rich heritage encompasses: Originals – vintage clothing, adidas Team GB ranges, overseeing the design correct level of activity for their heart rate. In Maxsta. We Are London aimed to celebrate the Superstar. The song helped to make the differentiates the brand from competitors and retro shoes and urban wear that blend timeless of both athlete kit and fan wear for the adidas 2010 the smartphone miCoach app won Stuff diversity of ‘young London’ through interactive trainers not just culturally acceptable provides a solid platform for future growth. 1970s and 1980s designs with sports styles; brand. It is the fi rst time in the history of the magazine’s Mobile App of the Year award. sounds and sights. but a true fashion statement. 1928 1949 1970 1982 1995 1996 1997 2005 2006 2010 As Offi cial Sportswear Partner of the Adi Dassler equips adidas is registered as a adidas introduces the The Copa Mundial is adidas goes public At the Atlanta Olympics adidas acquires the The Salomon Group is Reebok is acquired, On the back of a Beijing 2008 Olympic Games, adidas Olympic athletes with company, named after its Telstar ball for the FIFA launched. It will go on to with the fl otation of 6,000 athletes from 33 Salomon Group and sold. The new adidas marking the start successful 2010 FIFA supplied more than three million shoes for the very founder: ‘Adi’ from Adolf World Cup™. It features become the world’s best the company on the countries wear adidas, the brands Salomon, Group focuses on its core of a new chapter in World Cup™, adidas products to federations, volunteers, fi rst time. and ‘Das’ from Dassler. 32 hand-stitched panels selling football boot. Frankfurt and Paris winning 220 medals TaylorMade, Mavic strength in the athletic the history of the further strengthens its offi cials and others. Shoes for 27 and is the fi rst white Stock Exchanges. between them. and Bonfi re, becoming footwear and sportswear adidas Group. leadership in football by different sports were created as part football to be decorated adidas-Salomon AG. markets as well as the reaching sales in excess of the Made For Beijing range. with black pentagons. growing golf category. of 1.5 billion euros. SUPERBRANDS ANNUAL 2011 SuperbrandsDigital.com adidas.com ADIDAS Brand Values adidas is the fi rst genuine sports brand, When Adolf ‘Adi’ Dassler founded adidas in 1949 his goal was to provide every athlete with founded by a true athlete whose one guiding principle was to create equipment that makes the best possible equipment. The three-stripe motif has since become one of the world’s athletes better. It is this ethos that made Adi Dassler authentic then, makes the adidas most instantly recognisable brands. Comprising two divisions that refl ect two distinct brand authentic today and will continue to do market segments – Sport Performance and Sport Style – the brand is driven by its belief so tomorrow. Summer Games that a top fashion designer Promotion that ‘impossible is nothing’. has worked with a leading sports brand to Following on from House Party in 2009, adidas Passion is at the heart of sport and it is this design competition wear for both the national continued to ‘Celebrate Originality’ in 2010 with same passion that guides the adidas brand, Olympic and Paralympic Teams. The Street Party brand campaign, featuring ensuring it continues to innovate in every area David Beckham, Mr Hudson, Agyness Deyn, of business. In conjunction with its sponsorship of the Snoop Dogg and Noel Gallagher. London 2012 Games, adidas has introduced adidas is determined to ensure its commitment a community participation initiative called To promote its sponsorship with the 2010 FIFA to athletes and sport is uncompromised, adiZones, which has seen the installation of World Cup™, adidas also created one of the unwavering and forever. It will continue to local community multi-sports areas – in the year’s most viewed YouTube videos with the sponsor, advise, listen and support with the shape of the London 2012 logo – across the Star Wars Cantina creative, which featured a same resolve as Adi Dassler.
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    Taking a Closer Look at the Moral Fabric of Athletic Footwear AN INDUSTRY ANALYSIS © 2020 Center for a Humane Economy. All Rights Reserved. SUMMARY Signicant developments in plant-based fabrics, plastics, and other synthetic products have spurred a sharp reduction in the amount of leather in footwear in the last decade, particularly in athletic shoes. The total number of shoes containing leather has declined by tens of millions in recent years. When you hear the name Stella McCartney, you might initially think of a high-end fashion show with models striding down the runway, cameras clicking, from New York to Paris to Milan. McCartney is also known for items suited to a dierent kind of runway — the track and eld kind. Her latest collection of shoes and athletic wear for adidas launched in March 2009, marking over a decade of collaboration between the fashion icon and the tness powerhouse. McCartney’s athletic wear line does not just strive for good-looking apparel. It’s also animal-friendly. Her line shuns leather, fur, feathers, wool, or other animal products. The McCartney brand equals cruelty-free. Adding to the sustainability credentials of these products, about 70 % of the fabrics McCartney uses come from recycled materials. Last year adidas released a cruelty-free shoe assembled with heat rather than glue that also addresses the international disposal of millions of pairs headed for landlls. According to Eric Leidtke, adidas’ executive board member responsible for global brands, “Futurecraft Loop is [the] rst running shoe that is made to be remade.” The key to its recyclability is the shoe’s design, which utilizes only a single ingredient – thermoplastic polyurethane – rather than the typical 12-15 materials which make recycling so dicult.