write a  concise conclusion section and a References section (Harvard system of referencing) for the following write-up

Slide 2 & 3: Introduction

- Brief introduction of adidas

Adidas AG, a multinational corporation founded in Germany in 1949, is one of the world’s leading sportswear, footwear, and equipment manufacturers. It is the second-largest sportswear manufacturer globally, after Nike. The company was founded by Adolf Dassler, the brother of Rudolf Dassler, who eventually started Puma, another popular sportswear brand. The brand, known for its signature three-stripe logo, has grown to become a significant player in the global sports industry, with products catering to professional athletes, sports teams, and individuals seeking high-quality performance apparel, footwear, and accessories. Adidas has its global headquarters in Herzogenaurach, Germany, and employs over 60,000 people globally. Adidas has a long and illustrious history in the sports and fashion industries. The brand’s logo is iconic, consisting of three parallel stripes that represent strength, speed, and endurance. The stripes were originally added to sports shoes to provide greater stability but were soon incorporated into the brand’s identity.

Adidas operates under a mission “to be the best sports company in the world.” It illustrates this by maintaining innovative product designs, using advanced technologies, and investing in sustainability initiatives. In addition to its core adidas brand, the company also owns Reebok and has forged numerous partnerships with top athletes, sports teams, and leading designers across various sectors.

- Overview of the presentation’s objectives
The goal of this presentation is to delve into the adidas brand’s DNA to understand its values, voice, triumphs, and setbacks. By critically analyzing adidas’ brand value proposition, market positioning, customer perception, and emerging market trends, we will gain insight into the brand’s current state and identify opportunities for growth. Building on this analysis, the presentation will introduce a new sub-brand idea with a clear value proposition and future positioning strategy, supported by evidence and trends.

The presentation will cover the following objectives:
1. To critically review the current adidas brand value proposition
2. To critically discuss the market positioning of adidas
3. To critically evaluate customer perception of adidas
4. To investigate emerging market trends that adidas could capitalize on
5. To introduce a new sub-brand idea, including key value proposition and future positioning

- Importance of brand management for businesses
Effective brand management is crucial for any business, as it helps shape customer perceptions and sets the foundation for robust relationships between a brand and its customers. A well-managed brand can help a company stand out from competitors, strengthen its market position, and drive growth.

Meanwhile, a poorly managed brand can harm a company’s reputation, diminish customer loyalty, and hinder its ability to compete effectively in the market. As a global brand, adidas must continually monitor, evaluate, and refine its brand management strategies to ensure it remains at the forefront of the sports industry and meets its customers’ evolving needs and preferences.

In sum, our comprehensive analysis of the adidas brand will provide valuable insights to help the company further enhance its brand value, market position, and customer engagement, ultimately supporting the mission of becoming the best sports company in the world.


Slides 4-6 : Brand Heritage 

- Overview of the adidas brand’s historical development
Adidas, founded by Adolf “Adi” Dassler in 1949, has a rich history rooted in innovation, quality, and a passion for sports. Its origins date back to the 1920s when Adi Dassler and his brother Rudolf started a shoe company, Gebrüder Dassler Schuhfabrik, in their mother’s laundry room. The brothers’ innovative sports shoes gained recognition at the 1936 Olympics, where Jesse Owens wore them while winning four gold medals.

However, disagreements between the two brothers led to the dissolution of their partnership, and Adi Dassler formed adidas while Rudolf established PUMA. The iconic three-stripe logo made its debut on adidas shoes in 1949, and the brand continued to gain fame through endorsements with prominent athletes and national teams.

Over the decades, adidas has evolved and diversified its product offerings, targeting various sports categories, including running, football, basketball, and training. The acquisition of Reebok in 2006 reinforced the company’s position in the sports market, and partnerships with designers such as Yohji Yamamoto and Stella McCartney added a high-fashion dimension to the brand.

- 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.

- The adidas brand’s mission, values, and beliefs
Adidas’ mission is to be the best sports company in the world, expressing this through the brand’s three-pillar strategy: Speed, Key Cities, and Open Source. These pillars aim to foster innovation, focus on crucial urban markets, and encourage collaboration among athletes, consumers, and partners.

The brand seeks to empower people through sports by adhering to its core values – passion, integrity, innovation, and teamwork. These values are reflected in numerous initiatives, including sustainable product design, inclusive sizing and representation in campaigns, and investments in employee development and well-being.

Adidas is a brand that believes in the transformative power of sports, working tirelessly to create products and experiences that enable people to harness this power and improve their lives.

- Visual representation using elements of the brand heritage model
An effective framework for examining adidas’ brand heritage is Keller’s Brand System Model. It comprises four components
1. Brand Identity (Adidas Logo and Three-Stripe Mark): Adidas’ iconic logo, featuring three stripes, represents the unity, quality, and performance associated with the brand.
2. Brand Meaning (Innovation, Quality, and Passion for Sports): The key elements of adidas’ brand meaning include innovation in sports equipment and apparel, high-quality products, and a genuine love for sports in all forms.
3. Brand Response (Customer Loyalty, Recognition, and Emotion): Adidas elicits strong responses from consumers, including loyalty, recognition of the brand and its values, and emotional connections to sports, performance, and self-improvement.
4. Brand Relationship (Athletes, Teams, Designers, and Partnerships): Adidas has cultivated robust relationships with professional athletes, sports teams, designers, and partners, fostering collaboration and contributing to the brand’s continued growth and relevance.

This slide provides a high-level overview of adidas’ brand heritage, encompassing both its history and the key elements that contribute to its current identity, meaning, response, and relationships in the global sports industry.


Slide 7&8: Market Positioning

- Overview of the adidas brand’s market positioning
Adidas occupies a prominent position in the sports and athleisure market, targeting consumers who prioritize performance, innovation, style, and sustainability. As one of the top sportswear and footwear brands globally, adidas competes against well-established players such as Nike, PUMA, and Under Armour, as well as newer entrants like Lululemon and premium fashion collaborations (e.g., Louis Vuitton × Nike). Adidas positions itself as a brand that supports athletes at all levels, from grassroots to professionals, and consumers seeking fashionable, functional, and sustainable products for sports and leisure.

Over the years, adidas has maintained a strong presence in key sports categories, such as football, running, and basketball. It has also diversified into lifestyle wear, designer collaborations, and niche markets such as skateboarding, outdoor activities, and various fitness niches. Adidas’ market position is further strengthened by leveraging innovative technologies, such as Boost cushioning and Primeknit uppers, and engaging in various sustainability initiatives, including the use of recycled materials and partnerships with Parley for the Oceans and Allbirds.

- Analysis of competitors in the market landscape
Adidas’ primary competitors in the global sports and athleisure market include:
1. Nike: The market leader in sportswear and athletic footwear, Nike focuses on a blend of performance, style, and brand appeal. Nike is known for its strong marketing capabilities, athlete endorsements, and innovative product designs.

2. PUMA: Founded by adidas founder Adi Dassler’s brother Rudolf, PUMA competes in similar categories as adidas, with a focus on performance, innovation, and style. However, PUMA occupies a slightly lower price range and targets younger consumers.

3. Under Armour: A challenger brand specializing in performance wear and innovative technologies, Under Armour has gained popularity among athletes and fitness enthusiasts. However, it has struggled in recent years to appeal to broader lifestyle and fashion-conscious consumers.

4. Lululemon: Originally focused on yoga and women’s activewear, Lululemon has expanded into men’s apparel and broader athleisure categories. Lululemon’s appeal comes from its alignment with wellness trends and its high-quality, comfortable, and fashionable products.

5. Fashion Collaborations: High-end fashion brands collaborating with sportswear companies (e.g., Louis Vuitton × Nike or Gucci × North Face) present competition from a style and exclusivity standpoint, but their high price points and limited availability make them less accessible for the average consumer.

- Differentiation strategy for the value proposition
Adidas differentiates itself from competitors primarily through product innovation, collaborations with influential designers and celebrities, and sustainability initiatives. These unique selling points create a compelling value proposition for the adidas brand:

1. Product Innovation: Adidas invests significantly in research and development to create cutting-edge technologies and designs that enhance athletic performance and comfort. Examples include Boost cushioning, Primeknit uppers, and Futurecraft 4D printed midsoles. These innovations differentiate adidas from its competitors by offering superior performance and a distinct look.

2. Collaborations: Adidas has leveraged high-profile partnerships with designers and celebrities to create buzz and excitement around the brand. Kanye West’s Yeezy line, Yohji Yamamoto’s Y-3, and Pharrell Williams’ collaborations all contribute to the brand’s fashion-forward image and provide unique offerings that captivate consumers and elevate the brand’s cachet.

3. Sustainability: Adidas is an industry leader in sustainable practices and eco-friendly product offerings. From manufacturing processes to recycled materials, adidas goes the extra mile to showcase its commitment to the environment. Examples include the Ocean Plastic shoes made in partnership with Parley for the Oceans and the ZeroDye system that significantly reduces water and energy consumption during product manufacturing.

- Frameworks to support analysis
To better understand where adidas sits alongside its competitors and the factors that contribute to its market position, you can use frameworks such as:

1. Perceptual Mapping: This technique can help visualize how consumers perceive different brands based on dimensions such as innovation, price, quality, and sustainability. By mapping adidas and its competitors on these dimensions, you can discern the brand’s relative strengths and weaknesses.

2. BCG Growth-Share Matrix: This model compares the market share and growth potential of product categories in the adidas portfolio. It can help understand which product lines are the most important for adidas and which ones have room for improvement and investment.

In conclusion, this slide demonstrates adidas’ strong market positioning within the sports and athleisure market. Adidas differentiates itself from competitors through constant innovation, unique collaborations, and a robust commitment to sustainability. However, it is essential for adidas to continuously evaluate its value proposition, stay ahead of industry trends, and watch its competitors to maintain its leading position in the global sports industry.


Slide 9: Customer Perception

- Overview of customer perception of the adidas brand
Adidas is widely perceived as a leading sportswear brand that combines performance, quality, and style. Its innovative product offerings, designer collaborations, and athlete endorsements contribute to its strong reputation and appeal among consumers of all ages and activity levels.

Adidas has a global brand presence and appeals to a diverse customer base, from professional athletes to sports enthusiasts and those seeking fashionable athleisure wear. The brand is also recognized for its commitment to sustainability, which resonates with environmentally conscious consumers. Overall, the adidas customer perception is characterized by a balance of performance, style, and sustainability.

- Analysis of social media, online comments, and customer surveys
To better understand customer perception of the adidas brand, we can analyze various data sources, including social media sentiment, online reviews and comments, and customer surveys. This analysis can help identify recurring themes and common opinions regarding the brand.

1. Social Media Sentiment:
Analyzing brand engagement and customer sentiment on social media platforms, such as Instagram, Facebook, Twitter, and YouTube, can provide insights into consumer opinions, preferences, and concerns. Key findings could include:

- Product-related comments: Customer feedback might focus on the performance, design, and quality of adidas products (e.g., the boost technology, stylish collaborations with designers, and overall fit and comfort).

- Brand Attributes: Consumers might associate adidas with innovation, quality, and sustainability, and share their views on how these values influenced their purchasing decisions.

- Customer Experiences: Consumers may discuss their interactions with the brand in-store and online, including experiences with customer service.

- Events & Partnerships: Social media reactions to new product launches, celebrity endorsements, and sports event sponsorships (e.g., FIFA World Cup) can help gauge the effectiveness of these marketing efforts.

2. Online Reviews and Comments:
Reviewing comments and ratings on e-commerce platforms, such as Amazon and Zalando, can offer insights into customer satisfaction levels, product performance, and areas for improvement. Key findings might include:

- Product Quality: Reviews may reveal satisfaction with product durability, comfort, and performance, as well as any concerns about sizing, manufacturing defects, or color discrepancies.

- Customer Service: Consumers might mention experiences with the return process, order fulfillment, or customer support, which can highlight adidas’ strengths or identify areas requiring improvement.

- Comparisons with Competitors: Consumers may provide comparative insights on adidas products vis-à-vis competing brands, such as perceived differences in pricing, design, and performance.

3. Customer Surveys:
By conducting customer surveys, adidas can gain valuable insights into customer preferences, needs, and opinions, including:

- Likelihood to Recommend: Measuring Net Promoter Scores (NPS) can help gauge brand loyalty and the likelihood of customers recommending adidas to friends and family.

- Brand Perception: Survey questions can assess how customers associate various attributes (e.g., innovation, style, sustainability) with the adidas brand compared to competitors.

- Purchase Considerations: Understanding key factors influencing customers’ brand and product choices can provide adidas with insights to refine its positioning and strategies.

- Key insights and takeaways

After analyzing customer perception data from social media, online reviews and comments, and surveys, several key insights and takeaways could emerge:

- Strengths: adidas is well-regarded for its innovative products, stylish designs, and commitment to sustainability. Its collaborations with designers, celebrities, and athletes enhance its cachet and appeal to a diverse range of customers.

- Improvement Areas: Customer feedback may highlight specific issues to address, such as sizing inconsistencies and limited availability of popular products. Addressing these concerns could further bolster adidas’ reputation for quality and customer satisfaction.

- Opportunities: Understanding customer preferences and identifying gaps in the market can help adidas develop new products, service offerings, or marketing campaigns to better resonate with existing and potential customers.

In conclusion, this slide on customer perception highlights the importance of understanding customers’ thoughts, feelings, and preferences regarding the adidas brand. By regularly monitoring and analyzing feedback from various sources, adidas can continue to build stronger connections with its customers, capitalize on its strengths, and address areas of improvement to reinforce its position as a leading global sportswear brand.


Slide  10-11: Emerging Trends

- Overview of emerging market trends relevant to the adidas brand
To maintain its position as a leading player in the sports and athleisure market, adidas must stay ahead of industry trends and seize opportunities that align with its core values and business objectives. Key emerging trends that the adidas brand could capitalize on include:

1. Acceleration of e-commerce and direct-to-consumer retail channels
2. Greater focus on sustainability and ethical production
3. Increasing demand for functional and versatile athleisure wear
4. Growing emphasis on health, wellness, and mental well-being
5. Technological advancements in product design and manufacturing
6. Virtual and digital experiences replacing traditional physical events

- Analysis of trend potential and opportunities for the brand
1. Acceleration of e-commerce and direct-to-consumer retail channels: The rapid growth of online shopping, especially during the COVID-19 pandemic, has emphasized the importance of a strong digital presence and seamless e-commerce experience for consumers. Adidas can capitalize on this trend by investing in digital marketing, enhancing its website and mobile app, implementing technologies such as augmented reality for virtual try-ons, and offering personalized shopping experiences to build customer loyalty.

2. Greater focus on sustainability and ethical production: With consumers becoming more environmentally conscious and seeking ethical brands, adidas has the opportunity to expand its range of sustainable products, improve transparency across its supply chain, and communicate its commitment to eco-friendly practices. Initiatives like Parley for the Oceans and partnerships with fellow sustainability-driven businesses like Allbirds are prime examples of this trend.

3. Increasing demand for functional and versatile athleisure wear: The popularity of athleisure wear – blending comfort, performance, and style – continues to grow, as people seek versatile clothing suitable for both sports and casual settings. To capitalize on this trend, adidas can develop and expand its range of fashionable, functional, and comfortable apparel catering to various sports, fitness activities, and everyday occasions.

4. Growing emphasis on health, wellness, and mental well-being: As consumer focus shifts to holistic wellness, incorporating mental and emotional health alongside physical fitness, adidas has the opportunity to develop products, services, or marketing campaigns that support overall well-being, such as apparel designed for relaxation or mindfulness practices, stress-reducing materials, or wearable technology that tracks mental health data.

5. Technological advancements in product design and manufacturing: Advancements in materials, manufacturing processes, and wearable technology offer opportunities for adidas to develop innovative, cutting-edge products that elevate athletic performance, enhance comfort, and minimize environmental impacts. By staying at the forefront of these advancements, adidas can ensure its continuing relevance and appeal to performance-driven consumers.

6. Virtual and digital experiences replacing traditional physical events: As traditional live events are increasingly replaced or supplemented by digital experiences, adidas can leverage technologies like virtual reality or gamification to engage consumers, host virtual product launches, and offer online fitness programs that cater to a broader audience.

- Rationale behind choosing specific trends to focus on
An effective approach to selecting trends to focus on involves analyzing each trend’s alignment with adidas’ core values, target market, and strategic objectives, as well as its potential for growth and long-term sustainability. By prioritizing trends that support its mission to be the best sports company in the world and resonate with its customers’ evolving preferences, adidas can optimize the likelihood of successful exploitation and long-term success.

In conclusion, this slide highlights emerging market trends that hold potential opportunities for the adidas brand to capitalize on. By aligning its business strategies with these trends and continually monitoring evolving consumer preferences, adidas can maintain its competitive edge in the sports and athleisure market and support its ongoing mission to provide the best products and experiences for its customers globally.


Slides 12&13: New Sub-Brand Introduction

- Introduction of the new sub-brand idea
Considering the analysis of adidas’ market positioning, customer perception, and emerging trends, the introduction of a new sub-brand, “adidas Mindful” can be proposed. adidas Mindful focuses on combining performance, comfort, and style with mental well-being, mindfulness, and relaxation, resulting in a product line that caters to the growing consumer demand for holistic wellness and self-care.

This sub-brand will target consumers who prioritize mental health and well-being in conjunction with physical fitness, seeking products that support their mindfulness practices, stress relief, and overall wellness.

- Overview of key value-proposition and future positioning
The key value proposition of adidas Mindful revolves around four main aspects:

1. Materials: adidas Mindful products will utilize high-quality, sustainable, and innovative materials designed to enhance mental well-being, such as soft, breathable fabrics, moisture-wicking properties, and stress-relieving textures.

2. Designs: With a focus on soothing colors, unique patterns, and versatile styles, adidas Mindful will offer designs that promote relaxation and mental well-being, suitable for both fitness activities and lounging at home.

3. Technology: By incorporating wearable technology, products within adidas Mindful can help users track and improve their mental health – for example, through heart rate variability monitoring, sleep tracking, or mindfulness activity recommendations.

4. Partnerships: adidas Mindful will collaborate with dedicated organizations and experts in mental health, mindfulness, and wellness to create engaging experiences, content, and educational resources for the growing health-conscious consumer base.

For future positioning, adidas Mindful will be established as the go-to-choice for consumers seeking to combine athletic performance with mental well-being. The sub-brand’s unique offerings and marketing strategy will emphasize the interconnected nature of physical and mental health and offer a distinct value proposition that sets adidas apart from competitors in the sports and athleisure market.

- Integration with trends around technology, social, sustainability, and consumer preferences
Adidas Mindful will integrate with key market trends and evolving consumer preferences in the following ways:

1. Technology: By incorporating wearable technology and online experiences, like virtual reality-guided meditation sessions, the sub-brand aligns with the increasing digitization of the fitness and wellness industries.

2. Social: Collaborations with influencers, mental health professionals, and well-being-focused organizations will promote a broader conversation around mental health and well-being on social media and online platforms.

3. Sustainability: Develop products with eco-friendly materials and ethical manufacturing practices, in line with adidas’ existing commitment to sustainability and meeting consumer demand for green products.

4. Consumer Preferences: Recognizing the growing interest and demand for holistic wellness, adidas Mindful offers a unique product line that caters to health-conscious consumers prioritizing mental well-being in addition to physical fitness.

- Gap in the market that the sub-brand fills
Adidas Mindful addresses the gap in the market for sportswear and athleisure products specifically designed to enhance mental well-being and relaxation, in addition to athletic performance. As the focus on holistic wellness grows, existing sportswear brands have yet to establish a dominant presence in this niche. Adidas can leverage its market positioning, reputation for innovation, and sustainability efforts to create a unique and compelling sub-brand that caters to this burgeoning consumer segment.

In conclusion, the introduction of the adidas Mindful sub-brand seeks to capitalize on the growing trend of holistic wellness, combining performance, style, and mental well-being in one cohesive, targeted product offering. By filling a gap in the sports and athleisure market and aligning with key market trends and consumer preferences, adidas Mindful can establish a strong foothold in the wellness space and contribute to the overall growth of the adidas brand.


Slides 14&15: Rationale for the New Sub-Brand

- Explanation and justification for launching the new sub-brand “adidas Mindful”
The rationale for launching adidas Mindful as a sub-brand lies in three significant factors that align with adidas’ values, strategic goals, and market trends:

1. Growing consumer focus on holistic wellness: Consumers’ increasing emphasis on mental health and well-being demonstrates a rising demand for products and services that support a more comprehensive approach to wellness. Introducing a sub-brand that directly caters to this need allows adidas to reach and resonate with health-conscious consumers seeking more than just physical fitness solutions.

2. Expanding the adidas brand portfolio: By adding a new sub-brand that combines athletic performance with mental well-being, adidas can diversify and extend its existing product range, providing broader appeal to consumers with varying preferences and addressing an untapped market segment.

3. Reinforcing commitment to sustainability and social responsibility: Leveraging adidas’ strong commitment to sustainability and social responsibility, adidas Mindful will integrate eco-friendly materials and ethical manufacturing practices, while promoting mental health awareness and mindfulness practices, further establishing adidas as a responsible, values-driven brand.

- How the sub-brand complements and works for the existing adidas brand
The introduction of adidas Mindful enhances the existing adidas brand by providing the following benefits and complementing the current product portfolio:

1. Alignment with brand values: adidas Mindful’s focus on enhancing mental well-being aligns with the adidas core values of passion, integrity, innovation, and teamwork by providing products and experiences that empower consumers to improve their lives holistically.

2. Addressing diverse consumer needs: By combining performance and mental wellness, adidas Mindful offers a unique value proposition that caters to the broader needs and preferences of the brand’s global consumer base.

3. Strengthening the sustainability narrative: adidas Mindful’s commitment to using eco-friendly materials and ethical practices bolsters the existing sustainability initiatives of the adidas brand, further positioning it as an industry leader in this space.

4. Enhancing brand reputation: By providing innovative, high-quality products that focus on consumers’ mental well-being, adidas Mindful helps strengthen the brand’s reputation as a pioneer in performance and well-being solutions, setting it apart from competitors.

- How the sub-brand integrates with trends around technology, social, sustainability, and consumer preferences
Adidas Mindful integrates seamlessly with notable trends in technology, social, sustainability, and evolving consumer preferences:

1. Technology: The sub-brand leverages wearable technology and virtual experiences to enhance consumers’ mental well-being, aligning with the growing importance of digital solutions within the industry.

2. Social: Combining trends in health, wellness, and mindfulness with adidas’ signature style and performance, adidas Mindful creates a powerful social narrative that resonates with today’s health-conscious consumers.

3. Sustainability: By using eco-friendly materials, ethical manufacturing practices, and forging partnerships with organizations focused on mental health, adidas Mindful reinforces its commitment to sustainability and responsibility.

4. Consumer Preferences: The sub-brand focuses on meeting the evolving preferences of consumers, who increasingly seek products and services that cater to their mental and emotional well-being, in addition to their physical needs.

- What gap the sub-brand fills in the market

Adidas Mindful fills a gap in the market as a performance-driven and style-conscious brand that specifically targets mental and emotional well-being. Recognizing the consumer shift towards a more holistic approach to wellness, the sub-brand caters to those looking for products that support mental health and mindfulness practices, combined with the athletic performance, innovation, and quality synonymous with adidas.

In conclusion, the rationale for launching the adidas Mindful sub-brand is based on its synergistic fit with the existing adidas brand, addressing an untapped market segment, and aligning with key trends in technology, social issues, sustainability, and consumer preferences. By seizing this opportunity, adidas can capitalize on the growing demand for holistic wellness products and enhance its brand image while providing consumers with innovative, stylish, and wellness-focused offerings.


Slide 9: Key Recommendations

Based on the comprehensive analysis of the adidas brand and the introduction of the new sub-brand adidas Mindful, the following actionable recommendations can help support the successful implementation of this new sub-brand strategy:

1. Product Development: Develop and expand the range of adidas Mindful products, with a focus on clothing, footwear, and accessories that combine performance, comfort, style, and mental well-being elements. Incorporate innovations in materials and technology that enhance mental well-being, relaxation, and mindfulness practices throughout every stage of product development.

2. Sustainable Practices: Align adidas Mindful with adidas’ commitment to sustainability, using eco-friendly materials and ethical manufacturing practices. Highlight these practices in marketing materials and communications to further establish adidas as an industry leader in corporate responsibility and environmental awareness.

3. Marketing and Communication: Implement a targeted marketing campaign showcasing the unique value proposition of adidas Mindful and its focus on mental well-being. Collaborate with mental health professionals, influencers, and organizations to strengthen credibility and promote stories and experiences related to the sub-brand’s offerings. Utilize digital channels, such as social media, content marketing, and virtual events, to engage and connect with the target audience.

4. Customer Experience: Invest in enhancing the customer experience across digital and physical channels throughout the customer journey – from awareness to purchase and post-purchase interactions. Incorporate technology, such as augmented reality for virtual try-ons and personalized product recommendations, to create a seamless and engaging shopping experience for customers.

5. Partnerships: Forge strategic partnerships with organizations and experts in mental health, mindfulness, and wellness to create engaging experiences, content, and educational resources that align with adidas Mindful’s focus on mental well-being. Leverage these partnerships to establish credibility in the wellness space and reach a broader audience.

6. Measuring Success: Establish key performance indicators (KPIs), such as sales growth, market share, awareness levels, and customer satisfaction metrics, to evaluate the sub-brand’s performance and success. Continuously monitor and refine the sub-brand strategy based on customer feedback, market trends, and internal performance evaluations to ensure ongoing alignment with the core adidas brand and business objectives.

Steps to measure and monitor success (e.g., KPIs, customer feedback loops)

To gauge the successful implementation and performance of adidas Mindful sub-brand, adidas can track and monitor the following KPIs and implement customer feedback loops:

1. Sales Growth: Track sub-brand sales performance by monitoring various metrics, including total sales revenue, sales volume, and average order value.

2. Market Share: Assess the sub-brand’s market share within the sports and athleisure market, specifically within the mental well-being niche, compared to competitors.

3. Brand Awareness: Monitor brand awareness levels among the target audience. This can be measured through surveys, social media engagement, and search engine data.

4. Customer Satisfaction: Evaluate customer satisfaction using metrics like Net Promoter Score (NPS) and customer satisfaction (CSAT) surveys, which measure customers’ likelihood to recommend the sub-brand and their overall satisfaction levels with the products and experiences offered.

5. Customer Retention: Assess the customer retention rate, analyzing repeat purchase behavior and customer loyalty for the sub-brand.

6. Social Media Metrics: Examine social media engagement (likes, comments, shares) and reach (impressions, followers) to evaluate the effectiveness of sub-brand related campaigns and content.

In addition to KPI tracking, implementing customer feedback loops is crucial in understanding customers’ experiences, preferences, and improvement opportunities. Feedback can be collected through various channels like post-purchase surveys, online reviews, social media comments, and direct customer interviews or focus groups.

By continuously monitoring and evaluating the sub-brand’s performance using these KPIs and feedback, adidas can make data-driven decisions and refinements to ensure the successful growth and long-term sustainability of the adidas Mindful sub-brand.

In conclusion, the key recommendations outlined in this slide provide a framework for implementing, monitoring, and refining the adidas Mindful sub-brand strategy. By aligning with market trends, consumer preferences, and the core adidas brand values, the adidas Mindful sub-brand offers a unique opportunity to tap into a growing niche within the sports and athleisure market and further reinforce adidas’ position as a market-leading, innovative, and responsible brand.