Adidas has a clear mission – “to be the leading sports brand in the world”. To accomplish this mission, the brand comprises two divisions that reflect two distinct market segments: Sport Performance and Sport Style. Product and marketing initiatives at adidas primarily focus on five global priorities, which are expected to generate over 80 % of the brand’s top-line growth until 2010: running, football, basketball, training and Originals. The adidas brand attitude “impossible is nothing” drives all brand communication initiatives and helps strengthen the brand’s bond with consumers. With a well-defined and segmented distribution approach and a premium-price strategy, adidas clearly positions itself as a top-notch brand in all markets.
The adidas Sport Performance division has one guiding principle: to equip all athletes to achieve their own impossible. While adidas is proud to support athletes in all sports, the Sport Performance division is mainly focused on four key categories: running, football, basketball and training. The adidas Sport Style division is a leading supplier of authentic sports lifestyle products with its originals line. in addition, its Y-3 collection offers cutting-edge sports fashion products to fashion-forward consumers.
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