Adidas- The ruling apparel for US
"Adidas clothing and shoe designs typically feature three parallel bars and the same motif is incorporated into Adidas's current official logo. Until the 1970s Adidas was the market leader in the US but its rival Nike, the US based company overtook with an aggressive marketing and redefining their product offering. The company underwent a crisis in the 1990s due to the death of its founder Adi Dassler and leadership change.
The company could not however, retaliate Inspite of a turnaround in 2000 with a new leadership. Also due to shipping problems to the United States, the company suffered problems in its expansion plans. The prime reason being the shipping would take up to 14 days of time, where as its competitor Reebok could do the same overnight.
The game changer came in the way of Adidas-Reebok merger which made the Adidas Group closer in the race behind Nike. With the takeover the group's North America sales doubled. With the acquisition, a focus on increasing the brand's apparel offerings and sharpening the brand's image was set. This allowed them for an expansion of global position and in gaining a broader presence in key markets. Also, it replaced Reebok as the official apparel supplier to the American National Basketball Association for the next 10 years. Today, with the combined strengths of these two giants, the Adidas group is focusing on becoming general footwear as well as its current image of being an athletic sportswear brand.The company has greatly benefited by taking advantage of Reebok's existing distribution infrastructure in the U.S.
In its attempt to capture the emerging markets, Adidas saw a significant sales growth in Latin American market to gain greater reach over Nike. The group has to prevent external competition in these markets by forming strategic partnerships with local apparel manufacturers in attempt to control local manufacturers' competitive strengths. The ?a(?micro-A') marketing has to focus on professional athletes and teams to develop a reputation for the product.
Since it has replaced Reebok as official supplier of NBA it can test the product with professional athletes. This could prove useful for marketing as future marketing of Adidas products and can rest on the success of the ?a. Then it can focus on consumer marketing. Adidas has made a fast paced move in its growth in the US market and a continued aggressive marketing could make them outperform their competition and gain the No.1 spot.