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. The (B) case looks at the choices made in 2010 and examines the current situation.
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
Germany
Adidas, Consumer Goods, Sportswear, Consumer Goods, Sports Equipment
2010
Available Languages
English
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