rewrite the following ppt words about adidas verbatim, but this time, put appropriate UWE in-text citation reference everywhere it's needed

Founded in Germany in 1949 by Adolf Dassler
Second-largest sportswear manufacturer globally
Iconic three-stripe logo symbolizing strength, speed, and endurance
Mission: “to be the best sports company in the world”
Owns Reebok and partners with top athletes, sports teams, and designers

Presentation Objectives: Brand value proposition, market positioning, customer perception, emerging market trends, a new sub-brand idea
Importance of Brand Management: Customer perceptions and relationships, Differentiates a brand, Supports market position, Drives success
Goal: Enhance adidas’ brand value, market position, and customer engagement to support its mission of becoming the world’s best sports company (Adidas, n.d)


Founded by Adolf “Adi” Dassler in 1949
Origins date back to 1920s with the Dassler brothers’ shoe company
1936 Olympics: Jesse Owens wears Dassler shoes, winning four gold medals
1949: Three-stripe logo debuts on adidas shoes
Expansion into various sports categories and acquisition of Reebok 
   in 2006
Partnerships with prominent 
   designers and athletes


Key milestones in the adidas brand’s evolution
1. 1949: Adi Dassler establishes adidas and introduces the three-stripe logo.
2. 1954: The German national football team wins the World Cup wearing adidas’ screw-in stud shoes, further bolstering the brand’s reputation in sports innovation.
3. 1970: Adidas becomes the official ball supplier for the FIFA World Cup.
4. 1980s-1990s: The brand expands from sports shoes into the broader sportswear and equipment market, including apparel, accessories, and sports equipment.
5. 2006: Acquisition of Reebok bolsters the adidas Group’s presence within North America and strengthens its position in the global sports market.
6. 2010s: Continued expansion of adidas’ product offerings, with notable partnerships including Y-3 with Yohji Yamamoto, collaboration with Kanye West on Yeezy, and partnerships with high-profile athletes such as Lionel Messi and James Harden.
7. 2015: Introduction of the Parley for the Oceans initiative, showcasing adidas’ commitment to sustainability by using ocean plastic waste to create performance footwear and apparel.
8. 2020: Adidas announces a partnership with Allbirds, another sustainability-focused footwear brand, aimed at creating the lowest carbon footprint sports shoe possible.


Mission: To be the best sports company in the world
Three-pillar strategy: Speed, Key Cities, Open Source
Core values: Passion, Integrity, Innovation, Teamwork
Emphasis on sustainability, inclusivity, and employee well-being


Brand Identity: Adidas logo and three-stripe mark
Brand Meaning: Innovation, quality, passion for sports
Brand Response: Customer loyalty, recognition, emotion
Brand Relationship: Athletes, teams, designers, partnerships


Performance, innovation, style, and sustainability focused
Targets athletes at all levels and consumers in sports and leisure
Key sports categories: football, running, basketball
Diversification into lifestyle wear, designer collaborations, and niche markets
Emphasis on innovative technologies and sustainability initiatives


Nike: Market leader, performance, style, strong marketing, and innovation
PUMA: Performance, innovation, style; lower price range, targeting younger consumers
Under Armour: Focused on performance wear and innovative technologies
Lululemon: Wellness-aligned, high-quality, comfortable, and fashionable products
Fashion Collaborations: High-end, exclusive partnerships with sportswear companies


Product Innovation: Cutting-edge technologies and designs, e.g., Boost, Primeknit, Futurecraft 4D
Collaborations: Partnerships with influential designers and celebrities, e.g., Yeezy, Y-3, Pharrell Williams
Sustainability: Industry-leading sustainable practices, e.g., Ocean Plastic shoes, ZeroDye system


Perceptual Mapping: Visualize brand perceptions based on innovation, price, quality, and sustainability
BCG Growth-Share Matrix: Compare market share and growth potential of adidas’ product categories


Social Media Sentiment: Product comments, brand attributes, customer experiences, events & partnerships
Online Reviews and Comments: Product quality, customer service, comparisons with competitors
Customer Surveys: Likelihood to recommend, brand perception, purchase considerations


Strengths: Innovative products, stylish designs, commitment to sustainability, influential collaborations
Improvement Areas: Sizing inconsistencies, limited availability of popular products
Opportunities: New product development, service offerings, marketing campaigns that resonate with customers


Acceleration of e-commerce and direct-to-consumer retail channels
Invest in digital marketing, website and mobile app; Implement AR for virtual try-ons; Offer personalized shopping experiences
Greater focus on sustainability and ethical production
Expand sustainable product range; Improve supply chain transparency; Highlight eco-friendly initiatives (e.g., Parley for the Oceans)
Increasing demand for functional and versatile athleisure wear
Develop and expand fashionable, comfortable, and functional apparel
Growing emphasis on health, wellness, and mental well-being
Create products or services supporting overall well-being; Explore stress-reducing materials or wearable mental health tech


Technological advancements in product design and manufacturing
Develop innovative products utilizing material and tech advancements
Virtual and digital experiences replacing traditional physical events
Leverage VR and gamification for consumer engagement; Host virtual product launches and online fitness programs
Key Points:
Evaluate trends based on alignment with adidas’ core values, target market, and strategic objectives; Prioritize trends with potential for growth and sustainability; Adapt business strategies to capitalize on evolving consumer preferences.Develop and expand fashionable, comfortable, and functional apparel
Conclusion
By staying ahead of emerging trends, adidas can maintain its competitive edge and support its mission to provide the best products and experiences for its customers.


Why adidas Mindful? Addresses the growing demand for products supporting mental well-being in conjunction with physical fitness; Fills a gap in the current sportswear and athleisure market.
Key value proposition: High-quality, sustainable materials for enhanced mental well-being; Soothing colors, unique patterns, and versatile styles; Innovative wearable technology for mental health tracking and improvement; Partnerships with mental health and wellness organizations and experts.



Aligns with key market trends: Embraces technology through wearable tech and virtual reality experiences; Leverages social media and online platforms for promoting mental health conversations; Embodies sustainability through eco-friendly materials and ethical practices; Meets evolving consumer preferences for holistic wellness.
Future positioning: Establishing adidas Mindful as the go-to-choice for combining athletic performance with mental well-being; Offering a distinct value proposition that sets adidas apart from competitors; Reinforcing the interconnected nature of physical and mental health.
Conclusion: Adidas Mindful capitalizes on the growing trend of holistic wellness; Fills a gap in the sports and athleisure market; Contributes to the overall growth of the adidas brand.


Why launch adidas Mindful? Meets the growing demand for holistic wellness products; Diversifies and extends the adidas brand portfolio; Reinforces commitment to sustainability and social responsibility
Benefits for the existing adidas brand: Aligns with core values of passion, integrity, innovation, and teamwork;  Addresses diverse consumer needs and preferences; Strengthens the sustainability narrative; Enhances the overall brand reputation


Integration with key trends: Leverages wearable technology and virtual experiences; Creates a powerful social narrative for health-conscious consumers; Commitment to sustainability and responsibility through eco-friendly materials and practices; Focus on evolving consumer preferences for mental and emotional well-being
Gap in the market:Performance-driven, style-conscious brand that specifically targets mental and emotional well-being; Caters to consumers seeking products for mental health and mindfulness, combined with athletic performance and quality


Actionable recommendations:
1. Product Development: Innovate products focused on performance, comfort, style, and mental well-being
2. Sustainable Practices: Align with adidas’ commitment to sustainability and highlight in marketing materials
3. Marketing and Communication: Collaborate with mental health professionals, influencers, and organizations; use digital channels to engage with the target audience
4. Customer Experience: Enhance digital and physical channels, incorporate technology for seamless shopping experience
5. Partnerships: Forge strategic collaborations for engaging experiences and educational resources
6. Measuring Success: Establish KPIs and customer feedback loops for continuous improvement


KPIs and customer feedback loops:
1. Sales Growth: Track sales revenue, volume, and average order value
2. Market Share: Assess sub-brand’s market share compared to competitors
3. Brand Awareness: Monitor awareness levels through surveys, social media, and search engine data
4. Customer Satisfaction: Evaluate satisfaction levels using NPS and CSAT surveys
5. Customer Retention: Monitor repeat purchases and customer loyalty
6. Social Media Metrics: Examine engagement and reach on social media platforms


The comprehensive analysis 
    of the adidas brand provides
    valuable insights into its brand 

The proposed adidas Mindful sub-brand
    aligns with the growing demands and 
    an opportunity to tap into a new market 
    segment.

By implementing the key recommendations, 
    adidas can strengthen its market position, 
    engage with the wellness-conscious consumer, 
    and reinforce its commitment to sustainability and
    innovation, ultimately supporting its mission of 
    becoming the best sports company in the world.