Adidas is a German sports brand and one of the top ten popular sporting goods brands in the world. Known as the world's number one sports brand. It was founded by Adolf Dassler in 1949. Adidas was originally founded by two brothers. After parting ways, Adolf's brother Rudolf Dassler opened the sports brand Puma.
1.？ brand positioning
Adidas brand is divided into three series: Adidas sports performance series, marked by three stripes and endless slogan of sports; Sports classic series marked by clover; The sports fashion series is characterized by simplicity and fashion.
2. Brand communication
Horst, the eldest son of Adi Dassler, pioneered the establishment of a "pyramid" promotion model for the Adidas brand, and took the lead in visually linking the brand with athletes, sports teams, large-scale competitions and related sports activities. Under his advocacy, Adidas became a company that gave free sports shoes to excellent athletes and signed a long-term contract with sports teams to provide sports shoes and socks, so that people could see excellent athletes wearing Adidas' new products in many leading competitions.