International Business Adidas' Global Market Research Proposal

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The fact that it occurs only once every four years also means that its visibility and permeation of cultural awareness is far overshadowed by the daily hum of sports broadcast and sports coverage.

Adidas appears to have misjudged the American market in spite of its success with the McGrady shoe. This should be seen as a precedent to be repeated rather than an isolated success.

The new slogan which contends that 'Nothing is Impossible' may resonate with the buying public. However, it lacks many of the qualities which make 'Just Do it' so iconic a tagline. The imperative which is present in the Nike tag is simply not found in the 'Nothing is Impossible' concept. Something more of an adage or a motivational phrase than a company slogan, it lacks the Nike slogan's clear sense of action and urgency. Instead, it posits a claim that many may be apprehensive to respond to for its hyperbolic nature. The simplicity and generality of Nike's slogan is one of its core strengths. This is something that the newly suggested Adidas slogan does not offer to consumers.

The high-tech Adidas may be useful for demonstrating that the company remains innovative in the area of shoe design. With respect to PR, the prohibitively high pricetag on the high-tech shoe suggests that it is unlikely to be a high seller. However, it is also an historically effective mode of marketing for Adidas to pair such a shoe with a vaunted athlete such as David Beckham or Reggie Bush. By creating a visibility and a positive association to a successful and popular professional athlete, Adidas may not significantly increase sales of the shoe but it will have the opportunity to associate its product with a positive sports endorsement.

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This could have the effect of improving sales and visibility across the boards, even as the high tech shoe remains something of a luxury item and a demonstration of innovation.

The acquisition of Reebok was clearly one of the company's strongest moves. Reebok already has established a strong affiliation with many professional athletes, and with the professional sporting tradition, in the United States. It would be wise for Adidas to parlay this positive exposure into its own ingratiation of the American marketplace. Reebok's recognition in the U.S. market makes it an ideal vehicle for establishing a connection between the Adidas brand and American athletic competition.

Naturally, Adidas' connection to the Beijing Olympics would produce significant opportunity to reach the world community. Its global positioning strategy would be well served in this context, with the enormity of the event making sponsorship a unique opportunity. Though we have discussed the shortcoming in this strategy as a way to approach the American marketplace, the global community is as a whole a great deal more enthusiastic about the Olympic sporting heritage. The Beijing Olympics promise an audience of….....

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