Competitors - Adidas

Adidas - 

Adidas is a multinational company, founded in Herzogenaurach, Germany, that designs, produces and manufacturers shoes, clothes and accessories. It's the largest sportswear manufacturer in Europe and the second largest in the world, after Nike. 

Target audience: Around the age of 13-30 year old customers, who are involved in sport. High quality products are made so it will interest this audience at an affordable price, especially for teenagers. They work to please all types of customers, male, female and all different ages. They also have an audience for Adidas Originals who are between the ages 16-25 who shop for the big logos where they aren't into sports, they shop as a fashion statement. 

SWOT (Strengths, Weaknesses, Opportunities, Threats):

Strengths:

- Effective celebrity endorsements from David Beckham, Linoel Messi 

- Strong, Effective marketing techniques, focussing on the sports technology, promoting that if you buy Adits you'll be better at sports

- They know their target audience and delivers to their needs

- One of the leaders in sporting technology 

- Extremely recognisable household name and logo 

Weaknesses: 

- Focuses on football boots too much, there's a big wide selection of them

- Good marketing techniques but let down by small showing and distribution of advertising 

- Links with sweatshops and unethical working conditions 

Opportunities:

- Growth of differing technologies gives the brand more platforms and mediums on which to expand their advertising 

- Opportunity to always stay at the forefront of sports technology 

- Expand fashion marketing through more fashion based endorsements rather than sports 

Threats: 

- Nikes growing market share in sportswear, mainly footwear

- Some endorsements went wrong, for example. Kobe Bryant has been in the tabloids for illegal activity, giving the brand the wrong sort of image they want to put across 

- Cheap knock offs 

- Growth of global and international sales and outlets could cause problems in including different marketing techniques to suit these different demographics 

Social media:

Facebook, 35M likes  

Instagram, 23.1M followers

Twitter, 3.56M followers 

Youtube, 863,229 subscribers 

Pinterest, 194.2K followers