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The brand with the 3 stripes


product

trendy eco-friendly adidas shoes

recycling old shoes to make fashionable

what is adidas?

for 80 years, adidas has been providing, not onlynational, but
global consumers state-of-the-artfootwear.

today, the adidas group is a global leader in thesporting goods
industry and offers a broadportfolio of products.
1


our strategy is simple: continuously strengthen ourbrands and
products to improve our competitiveposition and financial
performance.
1

2
adidas originals
Our mission

In today’s society, people are looking to be more


fit and healthy but still stylish.


To the economy, a more cost efficient solution ismost desired.

Adidas must take advantage of this problem andturn it into an
opportunity.

With advanced technology and recycledmaterials, adidas can
create a new line ofproducts that hold true to the distinct adidas
stylein a fashion appeal.

Shis inexpensive yet aesthetically appealingproduct line will
allow adidas to cater to theyounger and lower income
marketplace.
3. Consumer Needs

shoes that last longer and cost less
money

innovate eco-friendly shoes thatsatisfies the consumers

finding a way to purchase recycledshoes by helping the
environment
Secondary data:Market research

statistics show purchases of the adidas brand inthe
united states:

approximately 80% male

approximately 20% female

adidas is one of the top 25 places that peopleshop in new
york.

consumers purchase adidas because they areknown for
providing maximum level of comfortwhile supplying an
aesthetic appeal.

customers are willing to purchase the eco friendlyshoes
that benefit the environment rather thanmanufactured
and processed shoes.
Swot Analysis

Opportunities

adidas is endorsing famous people that can reach
outtowards consumers by style and preference.

adidas is improving in efficiency by expanding
moreproduct/service lines and creating innovative
products.

adidas changes its products based on consumer’s lifestyles
and keeps a strong brand name.

threats

adidas is dealing with pirated/fake imitations that are
soldcheap and affects brand image.

competition with other brand names domestically
andinternationally.

promoting internationally can affect with the money
valueof its products.
Segmentation/Targeting

primarily males (generation y)

primarily age: 18

24 years old

secondary ages: 12-17

tertiary ages: 25-34

follow:

tumblr blogs

highsnobiety

lookbook.nu

hypebeast

single and trendy

income between $25k to $100k per year

big spenders or are dependent on parents; not
moneysavers.
Product/Service

eco-friendly shoes

recycled/ used shoes craved and developedto produce a
new line of Trendy shoes

colors will be dictated by the colors of therecycled shoes
and can be customized to theusers desires

comes in all sizes and provide maximum levelof comfort

this new technology of reusing old shoes willbe later
developed into the athletic side ofthe shoe industry
Price

price skimming

start off with a higher price, then lowers later

relatively low cost, but still able tomaintain high quality

customers may receive discounts if theybring in old pair
of shoes (only 1 percustomer).

fraction of higher quality products

prices will range from $39.99 to $69.99depending on
the lifestyle and demand.
Place

debut stage: online websites

adidas.com

footlocker.com

finishline.com

expansion stage: personal stores in new york

adidas originals

footlocker

finishline

final stage: retailers and outlets in new york

outlet malls

individual boutiques

brand store malls like macys, bloomingdales,nordstroms