Adidas is a german born company that focuses on sporting goods and clothing and are the second biggest in the world in the market category of sporting goods.
Adidas also own a bunch of other sporting goods companys including reebok sportswear and rockport footwear.
Adidas was founded in 1949 by Adolf Dassler. In the 1990s Adidas reached into the cricket market by signing Indian batsman Sachin Tendulkar and made a custom pair of shoes for him which he still wears while playing matches. Since 2008, Adidas has sponsored the cricket bat used by Tendulkar. It created a new bat, ‘Adidas MasterBlaster Elite’, personalized just for him.
The brand opened their biggest store yet in Beijing china which spans four stories of a building and is dubbed the companys center by PR strategists, and in this store they have every single product that they manufacture available for sale and on display.
The Adidas store showcases 27 different shoes worn by separate olympic contenders and the store is full of high tech gadgets that can test the skill of shoppers as they shop with interactive games and tests.
Adidas has grown sixty percent in China since opening and are focusing more and more in that region especially now that Chinese have become very competitive and play a big role in the olympics.
As Herbert Hainer the CEO of the Adidas group put it; “We are laser-focused on our mission: we strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle!”
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