adidas’ Post

Thank you LinkedIn and adidas for the cool post! As a long-time adidas brand fan and soccer enthusiast since age 8, I keep a pair of superstars and sambas in my closet. The Dassler Brothers' story is a fantastic example of competition, brand positioning, and game theory within marketing, strategy, and economics tactics so this is very timely as I’m about to take world reknown Professor Alexander Chernev EMBA marketing strategy course Northwestern University - Kellogg School of Management. Aligning with a brand that I can relate to has been important in my career, and education. Leading procurement for major brands like #Barbie and #adidas allowed me to work closely with some of the world's best #marketing teams, and agency and marketing partners globally. And being able to obtain a business degree with a marketing focus from USC Marshall School of Business and as an MBA candidate at Northwestern University - Kellogg School of Management, reminds me of how fantastic it is when life comes full circle connecting my personal experiences with brands that I can relate to. Reading about the feud between the Dassler Brothers and the subsequent rivalry between adidas and Puma brought back memories. Both brands have a special place in my heart from early in life, especially adidas iconic Copa Mundial that perfectly suited my soccer needs to those shiny new Superstars and Sambas that I could never wait to wear. The proximity of adidas and PUMA Group Global HQs in Herzo, Germany, reminds me of the major sport brand HQs near Portland, Oregon, such as Nike and adidas, showcasing the significance of talent acquisition for these giants. Proximity competition is an age old game that has stood the test of time! As an Adi Alum, I'm grateful for the impact this brand has had on my life, and now this brand (and thankfully the world) allows me to embrace comfort and style in my day-to-day work attire. So I’ll end by asking one question… Team #Puma ❤️🤍 or Team #adidas 🖤🤍? 👟 #brandloyalty #soccerfan #fashion

How focusing on creating a clear consumer alignment will allow you to win the race. Last week, I was so happy to see the continued success of F1 and Puma in North America. A few years ago, the puma brand was struggling to get Motorsport or F1 going in NA. We understood the hard core fans, but the brand at the time could not breakout outside the older traditional consumer and make it a lifestyle growth engine. My team and I went to the global motorsports team in Germany and pitched a strategic idea around focusing on the US youth culture consumer to re-energize the brand ( as the business was declining double digits). The plan was based around connecting the assets like BMW, Ferrari, etc beyond the hardcore fan. Collectively, we developed a strategy around bring in the right partners, focus on products that were relevant for the market, creating a clear distribution with the end consumer in mind, tiered plan to not just sell the product but to make it aspirational and combine both our knowledgeable and passionate teams. We aligned to collaborate with great partners like meek mill, roc nation, The Weeknd, Rihanna, etc, and with the global partners. With my great team of product mangers and strategist like Ian Forde, David Ballin, Beth Greenfield, etc, we expanded the product range while focusing on silos that would expand and ignite the brand appeal. This started to unlock the opportunity and paved the way for the like of ASAP Rocky, and Rihanna among other to further embrace the brand and sport, taking it to the next level. The future looks bright, not just because cities like Vegas and Miami are putting millions into it but because there is a clear connection to the youth culture and streetwear consumer communities now ( just look at who attended Vegas).I couldn’t be more happy for a great passionate groups lead by Thomas Josnik Robert Knapp, etc (and some of the other that have moved on like Mathias Mehburger ) and the success they had and will have in the future. It shows if you combine a clear strategy, passion, teamwork, clear consumer focused and build it over time, everything is possible. Congrats team and keep building!!!!💪🏾 #teamwork #pumalife #consumerinsights #strategicpartnerships #strategicforesight #branddevelopment

When creating a #brand, names play an important role. Do you know where the names of brands #Adidas and #Puma come from? ▪️ Adidas: The name comes from the company's founder, Adi (Adolf) Dassler. His previous company was simply called #Dassler. However, when he and his brother Rudolf Dassler had a falling out and parted ways, by agreement, no one could use the Dasler name anymore. ▪️ Puma: This is already the name of Rudolf Dassler's company. At first, he called it Ruda, as you understand, these were the initials of his name. However, since the word was not so harmonious and impressive, the word was slightly changed, leaving the same vowels, and the first letter was visually similar. 🎥So when you have time, know that there is a very interesting #film about Adidas and Puma called "Adidas Vs. Puma: The Brother's Feud". 

Charlotte Tilbury Beauty Cheering you on as you support and encourage young #women across the world to challenge the status quo and take on Formula 1 with F1Academy! If young girls can see it, they can imagine it, they can become it. 💄40% of F1 fans are female What does this mean for #retail? A growing fan base, celebrity sightings, team collaborations, and new product spin offs #affordable to #mainstream #consumers, after launching almost 75 years ago 💄Netflix's "Formula 1: Drive to Survive" 6th season is scheduled to premiere today. With its increasing popularity, race wear will continue to infiltrate #apparel and #style. 💄 F1 total revenue grew to $2.57B in 2022, +20% over 2021 💄2022 saw record attendance at 5.7M, +36% over 2019 💄2021 F1 global TV audience of 1.55B 💄Only the beginning for the U.S. as NASCAR still dominates; U.S. averaged 1.21M viewers per race in 2022 💄Major brands already in on the action include Salesforce, ROLEX, HEINEKEN Beverages, MSC Cruises, PUMA Group, Tommy Hilfiger, etc. 💄What new #brands will jump in as sponsors in 2024? Love this Puma x Scuderia Ferrari x June Ambrose jacket 🔗 to several articles in comments

Have you ever shared your cell phone number with 60,000 people? 🤯 I know this sounds like a crazy number. But, #adidas CEO Bjørn Gulden, did that very recently. He joined the company last year, after achieving the feat of 3X sales for the archrival Puma. He addressed the employees in a town hall meeting and shared his contact number (in the light of current challenges at the company). Hence, every employee gets direct access to him, surpassing the railings of hierarchy and blockades of fear. He got hundreds of messages he tried to respond to or decided to take up recurring issues in monthly meetings. I was dumbfounded when I read this in an article by Inc. This instance may not apply to all of us directly. But 2 key takeaways for me here - 👉If you are willing to listen and be accessible, you will earn the trust of someone more than being a prick and playing the upper hand. 👉The more accomplished, the more humble they are. We don't need false appearances to exert our power or show our success. We can be grounded and still hold our heads high. When were you pleasantly surprised with someone’s humility or approachable attitude? Tag them and let them know they are appreciated.  🤗

𝐖𝐨𝐦𝐞𝐧 𝐚𝐧𝐝 𝐅𝐨𝐫𝐦𝐮𝐥𝐚 𝟏: 𝐰𝐡𝐲 𝐚𝐫𝐞 𝐭𝐡𝐞𝐲 𝐟𝐚𝐥𝐥𝐢𝐧𝐠 𝐛𝐚𝐜𝐤 𝐢𝐧 𝐥𝐨𝐯𝐞 𝐰𝐢𝐭𝐡 𝐢𝐭? 🙄 I am always very careful when it comes to speaking and writing about women and motorsport. As a woman who has been working in motorsport for over 20 years, I think I can give my non-biased opinion on this topic, but I am always very cautious of not being misinterpreted or biased, or even more...boring. That's why I am happy to share this interesting article written by my boss Riccardo Tafà which analyses in a very straightforward way why the test Jessica Hawkins did with Aston Martin F1 Team is important. 👉 It is important not only because she is the first female Formula 1 test driver in over five years (everyone has already written and talked about that), but also because it gives us the opportunity to underline what Formula 1 has done in recent years, making great strides in cultivating a new passionate fanbase. Yes, because women are an increasingly interesting audience in motorsport, and they are increasingly interested in following motorsport. As Riccardo says: 𝐓𝐡𝐢𝐬 𝐬𝐡𝐢𝐟𝐭 𝐭𝐨𝐰𝐚𝐫𝐝𝐬 𝐚 𝐦𝐨𝐫𝐞 𝐝𝐢𝐯𝐞𝐫𝐬𝐞 𝐟𝐞𝐦𝐚𝐥𝐞 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐜𝐨𝐮𝐥𝐝 𝐛𝐞 𝐨𝐧𝐞 𝐨𝐟 𝐅𝐨𝐫𝐦𝐮𝐥𝐚 𝟏’𝐬 𝐦𝐨𝐬𝐭 𝐢𝐦𝐩𝐨𝐫𝐭𝐚𝐧𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬 𝐢𝐧 𝐫𝐞𝐜𝐞𝐧𝐭 𝐭𝐢𝐦𝐞𝐬. If the sport continues to welcome more women, both on and off the track, it promises to become richer, more diverse and, without a doubt, more exciting. Totally agree with him, as there is so much more to do and to achieve both within the industry and outside it, as sponsors and partners investing in it. The photo I have chosen for this post is one I took a few days ago while walking in London. A young, very cool girl was wearing a replica bomber jacket (unfortunately not original) with some brands related to the world of two and four wheels. I spot a lot of them, proving that motorsport is also trending in fashion at the moment.  Go to any vintage markets in London and you'll find some original merchandising stuff and loads of fake ones. 😎 𝗧𝗼 𝗺𝘆 𝗺𝗼𝘁𝗼𝗿𝘀𝗽𝗼𝗿𝘁 𝗰𝗼𝗹𝗹𝗲𝗮𝗴𝘂𝗲𝘀: 𝗴𝗲𝘁 𝗼𝘂𝘁 𝘁𝗵𝗲 𝗼𝗹𝗱 𝘁𝗲𝗮𝗺 𝘂𝗻𝗶𝗳𝗼𝗿𝗺𝘀 𝗮𝗻𝗱 𝗺𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘄𝗮𝗿𝗱𝗿𝗼𝗯𝗲𝘀, 𝗶𝘁 𝗶𝘀 𝗰𝗼𝗼𝗹 𝗻𝗼𝘄! Read more on our feature 👇 https://lnkd.in/ehp28tJY #Motorsport #Womeninmotorsport #professionals

For those who love, or even those with just a passing interest in marketing & sport, the summer of 2024 is such a mouthwatering prospect - Euro 2024, The Olympics, Wimbledon, The Open & The GAA Championships. Credit, where credit is due, but adidas (right on the eve of Euro 2024) have kicked it all off with a terrific campaign "Hey Jude". Littered with visuals and audio that evoke memories all sports fans can relate to, interspersed with visuals of retro outfits and Adidas Originals and garnished with a helping of some of their other key brand ambassadors (Beckham, Wrighty & Lampard) - it crescendos magnificently with the combination of the famous audio and 'Jude' Bellingham. It's another cracker of a content piece from their #YouGotThis series - which does such a good job of bringing Adidas global and multi-sport world under one roof and each piece of content features a brilliant choice of music. Landing on socials initially, it'll be interesting to see if/how the campaign evolves via other media throughout the tournament. Whether you're a brand partnering with a rightsholder, an athlete, a team - this summer is such an invitation to treat - a time to play with your brand and messaging and have it reflect or amplify the audience you want to appeal to. #sponsorship #marketing #sport #heyjude #advertising

If you have a WSJ subscription or can get access to the article, well worth reading about the CEO of Adidas, Bjørn Gulden. Impactful thoughts; “👟 Our industry isn't that complicated," "There was a culture of finding reasons not to do things." ⚽ From his days playing soccer, he remembered how some players would "hide" on the field, seldom making errors but achieving nothing. He felt that a similar fear had paralyzed Adidas. "Just do it! Break some rules!" said Gulden. 🚀 Let's embrace a culture of action and innovation! In our industry, simplicity is key. Don't be afraid to take risks and challenge the status quo. Remember, success often comes from stepping out of our comfort zones. Let's make a difference and achieve greatness together! 💪 #ActionOverInaction #Innovation #ChallengeConvention #MakeADifference #WSJ #adidas #workculturematters

Brother Against Brother: The Adidas and Puma War The story of Adidas and Puma is more than a business saga; it's an epic about family drama, ambition, and the birth of two global sport empires. 🌟 In 1924, in the heart of Germany, the Dassler brothers came together to create sports shoes. However, their journey together was cut short in 1948 due to sharp disagreements and differing opinions. The feud was so severe that the brothers parted ways not only in business but also in life. 🌪️ 👟 Adidas: 'Adi' Dassler turned his name into a brand that symbolizes innovation and style. 🐆 Puma: 'Rudi' chose the path of innovation, presenting the world with football shoes with cleats. From a small family business, a global duel grew that spans every continent and every sports arena. ✨From hip hop to street fashion, Adidas and Puma have left their mark in every corner of culture. 🏆Sponsoring sports icons, including the well-known footballer Pelé who wears their boots.

The function of a trademark is to be a “source identifier” for goods and services in the market. So it is meant to be distinctive, and therefore the possibility of a misleading similarity is always a factor to be observed. In this case, adidas seems to believe the LivGolf symbol can cause a confusion to consumers - which is a long stretch considering the different proportions, stripe orientation and many other obvious visual differences that should suffice to dismiss any likelihood of confusion. Interesting to see what arguments will prevail in this case!