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Friday, July 18, 2014

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The classic three-stripes have come a long way since they were first worn by Olympic record-breaker Jesse Owens. Packed with apparel, footwear and accessories for every athletic endeavor, the adidas Performance store at Dubai Outlet Mall stocks products that are guaranteed to enhance your workout, whether on or off the pitch, the court, the tracks or in the gym. From ClimaCool, the signature range of apparel and footwear that offers 360-degree ventilation to jerseys of club champions Bayern Munich, Chelsea and Real Madrid, the adidas Performance store invites you to go all in, no matter what your sport or passion.

Things are now definitely on track and, if the current marketing slogan, “Impossible is Nothing", is anything to go by, the company is brimming with confidence. This is not surprising when you consider that Adidas now consistently out-performs the rest of the sector and has enjoyed eight years of consecutive double digit net income growth. It is now the world's number two sports apparel manufacturer with total sales for 2007 of €10.3bn and profit growth of 9%.Walk along any high street and it is clear that wearing sports clothing is definitely a fashion statement, and possibly an indication of athletic prowess. Adidas recognised this trend early on and has developed high-performance sports lines in collaboration with the likes of Stella McCartney, Yohji Yamamoto, Porsche Design and Rolland Berry. That said, the company does not sacrifice its commitment to improving sporting performance and aims to launch at least one major new technology or technological evolution per year. Even more than its peers, Adidas has put performance at the heart of its product portfolio and invests specifically to support this. R&D projects involve collaborations with professional and amateur athletes including Zinedine Zidane, Michael Ballack and Allyson Felix. In addition, Adidas works with clubs such as AC Milan and Bayern Munich to test and optimise products. Over recent years this has led to development of technologies such as ForMotion, which supports the core adistar and Supernova families, as well as the next generation of the Response and BOUNCE running shoes.Alongside providing performance products, Adidas recognises that consumers make purchase decisions based not only on brand but also on availability, convenience and breadth of product offering. As a result the company has been refining its distribution proposition, concentrating on expanding its own outlets or ‘controlled’ space and improving retail relationships. There are now over 1000 Adidas stores around the world and, in the run up to the Beijing Olympics the company opened an average of two stores a month in China. By 2010, the aim is to generate at least 30% of the group’s revenues through controlled space.To keep its brand in the public focus Adidas has also sponsored sportsmen and women for many years. In 2008, 295 footballers, 64 rugby players, 71 tennis players, 24 basketball players and 8 golfers all benefited from its three stripe logo. One of the first prominent endorsers of Adidas equipment was American running legend Jesse Owens, the gold medalist at the 1936 Summer Olympics. As well as sponsoring the Beijing Olympics Adidas is also supporting the 2012 Olympic Games in London in a deal worth around $200 million: in this sector such brand awareness is critical. Going forward, Adidas is also embracing a number of niche sports and lifestyle activities fuelled by the current trends in individualism, health and wellbeing with, for example, a new woman's Yoga range. As it aims to take over world number 1 position in the sector from Nike, Adidas will be innovating incessantly both within existing sports and outside the core.By 1925 the Dasslers were making leather Fußballschuhe (Adi was an avid soccer player) with nailed studs and track shoes with hand-forged spikes. Beginning with the 1928 Olympics in Amsterdam, Adi's uniquely designed shoes began to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler's track shoes when he won gold for the USA at the 1936 Berlin Olympics. By the time of his death in 1959, Dassler held over 700 patents related to sports shoes and other athletic equipment. In 1978, he was inducted into the American Sporting Goods Industry Hall of Fame as one of the founders of the modern sporting goods industry.Adi and Rudi split up in 1948 when Rudi founded Puma (one of adidas' biggest competitors in Europe) and Adi renamed his firm by combining elements of his name. In the 1970s, adidas was the top athletic shoe brand sold in the US. Muhammad Ali and Joe Frazier were both wearing adidas boxing shoes in their "Fight of the Century" in 1971. Adidas was named the official supplier for the 1972 Munich Olympic Games. Although still a strong, well-known brand today, adidas' share of the world sports shoe market dropped over the years, and what began as a German family business is now a corporation (adidas-Salomon AG) combined with the French global concern Salomon. In 2004 adidas bought Valley Apparel Company, a U.S. company that held licenses for outfitting more than 140 U.S. college athletic teams. In August 2005 adidas announced that it was purchasing the American shoemaker Reebok. Currently, adidas ranks number two in worldwide sales, after first-place Nike and third-ranked Reebok. But the adidas world headquarters are still located in Adi Dassler's hometown of Herzogenaurauch.

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