Most people have the strong brand image association of the 3 diagonal stripes with Adidas. Not only has its famous image help drive its success, but the company is coming out with new marketing techniques in order to finally surpass its rival, Nike, in the sport retail industry. Adidas has been using athlete endorsement, including David Beckham and Venus Williams, and team sponsorship, including AC Milan and Liverpool FC, to legitimize its products by showing that high status athletes perform at a high level using their product. Sponsorship is not limited to just sport teams, as they sponsored the Beijing Olympics, opening themselves up into the newly emerging Chinese market. This can allow Adidas to take hold of the leadership of the new market and surpass Nike, opening itself up internationally as opposed to competing for the top position in the American market only. Adidas is making its point of differentiation against competitors its leading research and development into more technologically advanced products, luring consumers in through quality and innovation, with advanced products leading to improved athletic performance. Adidas’ new marketing strategies may be the approach that causes it to surpass Nike in the sports retail industry.
http://www.mcafee.cc/Classes/BEM106/Papers/2009/Adidas.pdf
http://en.wikipedia.org/wiki/Adidas_sponsorships
http://www.boston.com/business/redesign/business/gallery/sports_endorsements?pg=6