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Case Study

Adidas and route 2015 (A)

10 pages

December 2013

Reference: IMD-7-1488

Adidas was founded in the 1920s and by the 1970s grew to be the world leader in athletic shoes. In the 1980s and 1990s it enjoyed successes as well as suffered setbacks, and undertook a series of mergers and acquisitions. By 2010, it is once again focused on athletic shoes and apparel, and is considering how best to grow in the face of stiff global competition – what regions, what channels, what brands.

Learning Objective

Examination of the evolution of a company, and the strategic choices it faces to prosper.

Keywords

Sports Footwear, Sportswear, Sports Equipment, Strategy, Global Strategy

Settings

World/global, Germany
Adidas, Consumer Goods, Sportswear, Consumer Goods, Sports Equipment
2010

Type

Published Sources

Available Languages

English

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Adidas and route 2015 (A)
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