Through its partnership with Parley for the Oceans and Dry dye technology, it is already walking green in terms of its operational sustainability. About 96% of Adidas supplies are environment friendly and ISO certified. Consumers make buying decisions based on the brand’s products and reputation. The best innovations of Adidas to the industry till now have been its ranges of Ultra Boost, Primeknit and Bounce sneakers which have been termed as the “greatest running sneakers ever”. The sales of their shoes reflect how well the brand is benefitting from its innovations. The brand has seen an upsurge in sale by 30% in North America from the year 2015 to 2016, with a leap in sales of Ultra Boost of 98%. With its strategic innovations in line with environmental best practices and technological evolution, Adidas sales have grown from 10% to almost 40% in two years, as per Daishin Sugano, co-founder of Goat (shoe resale app) (Carayannis et al., 2015)
Despite all massive efforts to evolve as the most sustainable brand in the market, Adidas sales were seen to fall in America from 2016 to 2017. This is due to close competition from its rival brand Nike, which took advantage of Adidas’s poor product turnaround which is approximately 18 months. In 1980, Adidas lost many of its endorsements to Nike as they had passed a potential endorsement deal with Michael Jordon at that time. According to Forbes, even after 30 years, the Jordon brand is earning revenue of billions of dollars for Nike. Adidas invested heavily in Nike with a $3.8 billion acquisition in 2005 (Mahdi et al., 2015). Reebok was already in bad shape and Adidas had to divert its resources from the main brand to improve Reebok’s condition. Adidas has been focusing hard on business innovations but it should also focus on its main brand in America which has different mind-set from Germany. The major areas of concern for Adidas are to bring more American flavour to its brand and reduce the turnaround time of its products to at least 6 months from the current 18 months.
澳洲论文代写Advanced Thesis网站平台是一家论文代写信誉高的留学教育机构，其中有24小时专业客服为留学们提供随时在线咨询服务，还有一些硕士论文代写、paper代写、essay代写、report代写、assignment代写等论文服务，澳洲论文代写Advanced Thesis 会以专业认真的教学态度来帮助留学生们完成学业目标，从而顺利拿到专属自己的学位证书！而且以上提供的论文范文，未经授权任何人不得私自转发，如有发现将依法追究其法律责任！