ADIDAS VS NIKE

The company Adidas was founded in the early 1920s as Gebruder Dassler
Schuhfabrik, in Herzogenaurach in Germany. Adolf Dassler designed a pair of
sport shoes in 1925 and few years later he and his brother Rudolph were
selling special shoes for tennis players and began design specific shoes for
different sports. The family company split in 1948. After the split, Adolf (Adi)
Dassler founded Adidas and his brother Rudolph founded Puma. The three-
stripe logo was designed in 1941 by Adi Dassler and he registered it as a
trademark for Adidas after the split. The strength of Adidas was its product
innovation. Adi Dassler registered more than seven hundred patents. Adidas
began selling its shoes in the United States after 1968 and in few years the
company dominated the American market. The most important marketing
breakthrough was the active promotion of global sporting events, especially
the Olympics. The connection of Adidas to the Olympics has a rich heritage.
At the 1972 Olympic game in Munich, every official wore Adidas. Activities:
manufacture and distribution of textiles, shoes and appliances for sport and
related products. Adidas has 107 subsidiaries in 20 countries, and exports to
160 countries. Exploitation of the registered trademark “Adidas” is made
where ever it is an opportunity. Activities of the company and its subsidiaries
are directed from Adidas-Salomon AG's headquarters in Herzogenaurach,
Germany. Products: Adidas - Footwear, apparel, and hardware such as bags
and balls. Salomon - Winter sports incl. skis, snowboards, snowblades, ski
boots and bindings, inline skates, hiking, apparel. Mavic –Cycle components,
Bonfire – Snowboard apparel. Arc'Teryx - Outdoor apparel, climbing
equipment, Cliché –Skateboard equipment, footwear and apparel, Taylor
Made-Adidas Golf - Golf equipment, golf apparel, golf shoes and finally,
Maxfli - Golf balls, irons and accessories In the early 1980s Adidas has sales
of $1 billion, and their brand-building model began to lose power. In
America, the largest sports market, Nike had built a successful business in
part of riding the explosive growth of running and jogging among casual
users. Adidas focused mainly on athletes in
team sports so they did not participate in the boom of the 1980s. Mostly
therefore Adidas was overtaken by Nike at that time. In 1990, Adidas was
holding on to just a two to three percent share of the U.S. market. Between
1988 and 1992 Adidas total sales dropped from nearly $2 billion to $1.7
billion. In the same period, Nike’s sales went from $1.2 billion to more than
$3.4 billion. From being the U.S. market leader in the late 1970s, Adidas’s
market share dropped to 3 percent in 1992. The European market shares
dropped while Nike’s shares grew. Adidas also have had problems with the
upstream value activities in their value chain. Traditionally, the company
have their own factories and wholly owned subsidiaries. What happened in
the '70s and forward, during the Adidas recession, was that Adidas was
unable to ship products when it was needed, and they had a long supply
chain - it took 18 months to get a new shoe into the market. This time is now
reduced by 50%. Methods used are e.g. reducing transporting times trough
bypassing warehouses and deliver directly to retailers. Today Adidas aims to
have new products closer to the market. In 1997Adidas AG acquired the
Salomon Group with the brands Salomon, Taylor Made, Mavic and Bonfire.
The new company is named Adidas-Salomon AG.

Question: How have Adidas used the instrument branding, and which roll did
it play in the competition between Adidas and Nike? Draw Kapferer’s Identity
Prisms of Adidas & Nike to explain.

About us

ITC's Wills Lifestyle presents a complete fashion wardrobe that

complements every facet of your personality at work, when you are
relaxed, while you party and for those special occasions. Discover a
tempting range of designer wear, work wear, relaxed wear, Club Wear and
fashion accessories.

Wills Signature
Presenting an exquisite line of designer wear, that brings to you the magic
of fashion's grandest celebration - Wills Lifestyle India Fashion Week.

Wills Classic
Showcasing the epitome of new age luxury. Featuring the finest shirts,
crafted in Italy. Complemented by exquisite suits and jackets, made by
European master craftsmen. Experience a new language of charming
sophistication this season.

Wills Sport
Vibrant designs create magic in breezy fabrics. Racy stripes and
enchanting details add charm to the purest linen and cotton.

Wills Clublife
Club Wear inspired by the allure and intrigue of the dark. Sensuous fabrics
and seductive patterns add to the magical enchantment. Charm in style.

Fashion Accessories
Wills Lifestyle offers the customer a complete wardrobe of fashion
apparel and accessories. This season a wider choice of accessories will be
offered across ties, cuff links, socks, caps, hand bags, wallets, belts and
eyewear.

Essenza Di Wills
Enjoy an exclusive range of fine fragrances and bath and body care
products for men and women.

Fiama Di Wills
Fiama Di Wills range of premium shampoos and shower gels, combine the
goodness of gentle exotic naturals and power of effective science to give
you gentle and effective care.

Our Stores
Wills Lifestyle is a chain of exclusive specialty stores providing a truly
international shopping experience through world-class ambience,
customer facilitation and clearly differentiated product presentation. Our
stores have established themselves as preferred shopping destinations in
the prime shopping districts across the country. At Wills Lifestyle,
customers can browse at leisure, and shop in a relaxed and pleasing
atmosphere. Every Wills Lifestyle store offers an international retailing
ambience, reflecting the most contemporary trends in store design, thereby
creating a splendid backdrop for the premium offering.

Our Milestones
The brand has created a distinctive identity in the premium western wear
market. In the past it has been declared"The Most Admired Women's wear
Brand of the Year" and the "Most Admired Exclusive Retail Chain of the
Year" at the Images Fashion Awards. This year, it has been declared the
"Most Admired Fashion Brand of the Year - Fashion Forward". Wills
Lifestyle has also been accredited as a Superbrand by the Superbrand
Council of India. Club Wills, the loyalty program of Wills Lifestyle has
also won the award for "Customer and Brand Loyalty in the Retail Sector
(Large Format Stores) at the recently concluded 2nd Loyalty Summit.

Looking Ahead
As the country's most admired fashion brand, Wills Lifestyle looks
forward to an exciting tomorrow of change. Our customers will enjoy the
coming up of more exclusive Wills Lifestyle stores in the emerging
premium mall catchments
FAQ's
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Press

ITC in blitzkrieg to make Wills Lifestyle pan-Indian

Hindustan Times Business, November 02 2010

Biggest fash bash

Hindustan Times - HT City, October 22 2010

Malkha Decoded

The Times of India, Delhi Times, October 22 2010

Sneak Peek

The Times of India, Delhi Times, October 22 2010

Tahiliani gets the grand finale

Hindustan Times, Ht City, September 30 2010

Wlls Lifestyle introduces AW' 10 collection

Daily Excelsior, September 14 2010

Autumn winter 2010 collection launch

The Indian Express, september 8 2010

ITC to open 100 retail stores this fiscal

The Finacial Express, Aug 24 2010

WLS 2nd store in Hyderabad

Business Standard, May 10 2010

Raising a toast

Elle, May 2010

The new face of summer

Mid Day, April 23 2010

Tracking networking sites gets fashionable

The Economic Times, April 01 2010

Wearable fashion at its best

HT, March 29 2010

I do whatever comes naturally to me

DNA, March 29 2010

ITC Lifestyle looks beyond metros

Financial Chronide, March 25 2010

Sheetal to get candid shots at fashion week

The Asian Age, March 24 2010

Talent hunt for aspiring fashion designers

The Statement, March 18 2009

WLS to tap smaller towns

The Statement, March 10 2009

Bright colours create splash on day 4

Asian Age, The Age Mumbai

Fashion week: Bigger and better

The Pioneer, 23 March 2010

WLS makes its summer presence felt

Hindustan Times, March 20 2010

Farah Replaces Gul

TOI Delhi Times, March 16 2010

WLS India Fashion Week in Delhi

TOI Delhi Times, March 14 2010

Starry Collection

The Times of India, October 30 2009

Dramatic Finale

HT City, October 30 2009

Ghazab Jodi on ramp

The Asian Age, October 29 2009

Gul’s so TWEET

DNA, October 23 2009

Twitter face for WIFW

TOI Delhi Times, October 22 2009

Gul Panag to be Twitter face for Wills fashion Week

The Pioneer, October 22 2009

Wills Lifestyle Targets 50 stories by 2012

The Economic Time, October 21 2009

The Announcement of Rohit as the Grand Finale

Hindustan Times, October 7 2009

It’s Gudda for the Grand Finale

Hindustan Times, October 7 2009

WLS to set up stores at ITC – run hotels

Hindu Business Line, March 16 2009

Wills Lifestyle reworking strategy

Business Standard, March 12 2009

ITC eyes 20% growth for Wills Lifestyle

Economic Times, 2009

Getting ‘high’ Manish

Delhi Times, October 21 2008

The Grand Finale

HT City, October 21 2008, New Delhi

And so it ended on a high note

HT City, October 21 2008, New Delhi

The Joker in the pack

The India Express, October 21 2008, New Delhi

Colours of Fashion

The Asian Age, October 21 2008, New Delhi

Wills Lifestyle Look of the day

HT City, October 18 2008, New Delhi

All’s well

HT City, October 18 2008, New Delhi

Wills Lifestyle Look of the day

HT City, October 17 2008, New Delhi

WIFW gets off to a rocking start

The Statesman, October 16 2008, New Delhi

KAT on the Catwalk

The Hindustan Times, March 18 2008

Riot of Colours

Sahara Times, March 9 – 15 2008

Wills Lifestyle Look of the day

The Times of India, March 14 2008

Retailer takes designer wear to mass market

The Asian Age, March 13 2008

Bips all the way

The Hindustan Times, March 13, 2008

Wills Lifestyle fashion parade begins

The Financial Express, March 12 2008

100 more Wills Lifestyle stores in a year

The Times of India, February 27 2008

ITC mulls more Lifestyle stores, ties up with design cos

The economic Times, February 27 2008

It’s all decided

The Hindustan Times, February 23 2008

The Fun after the Finale

The Times of India, September 12 2007

Designer Rohit Bal during his show at Wills Lifestyle India Fashion Week

Business Standard, September 11 2007

Fantasy Finale

The Times of India, September 11 2007

A creation by Designer Rohit Bal at the Grand Finale

The Tribune, September 11 2007

Wills Lifestyle Look of the day

The Times of India, September 11 2007

Shilpa walks the ramp for Tarun Tahiliani

The Times of India, September 11 2007

Wills Lifestyle opts for major image makeover.

The Times of India, September 11 2007

ITC puts the Spotlight on lifestyle retailing business

The Economic Times, August 23 2007

As grand as it gets

The Hindustan Times, August 19 2007

Fashion Fiesta

The Hindustan Times, August 17 2007

Global Luxury Survey

Time Style & Design, Fall 2007