Hanson Wu's Site

Adidas is a brand that has been around for a long time, as one of the leaders in sports and sport-celebrity fashion. In my opinion, the key to their success has been adapting to the changes of the market. For example, when suddenly the fashion trend was towards classics – they shipped out a new line of adidas originals which appealed especially to young trendy adults. Not only do they keep up with the trend, but by establishing a seemingly “higher class” internal line of clothing, they get to charge higher prices without too much added cost. Also, I think adidas has done a great job with targeting key famous sports figures – examples being Andy Murray and Caroline Wozniacki (long before she was world #1) in Tennis and Dwight Howard in basketball. They’re also obviously the greatest stakeholders in soccer/football.

I definitely believe Adidas is a company that knows its place in its environment – with a simple goal of providing quality sports clothing and equipment with a vision of letting athletes excel while utilizing their products. With a proven track record, willingness to morph with the market and superstars endorsing the products – its easy to see how they’ve come so far from being a pure sneaker brand to an athletics powerhouse.