Adidas, the running shoes market

Adidas, le marché des chaussures de running

Sylvie Hertrich and Ulrike Mayrhofer ()
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Sylvie Hertrich: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: In January 2015, the adidas brand launches the new running shoes model "Ultra Boost" in New York. The event organized for this global launch brings together journalists, bloggers, people who practice sports and fashion icons. Equipped with the "Boost" sole, the new product offers a unique comfort and lightness, thus responding to the expectations of running adepts. According to the company, the new model is the "most accomplished running shoe ever developed". With this launch, adidas intends to reinforce its presence on the highly profitable running shoes market, which enjoys a period of strong growth. In 2014, 9 million pairs of shoes are sold in France and the market value is of 405 million euros. 7.8 million French people (3.4 million of them are women) declare that they practice running at least once a month. Considering the craze for running, adidas has decided to multiply its marketing actions in order to increase its market-share which amounts to 18.4%. Asics and Nike are the major competitors, notably on the "performance" segment, characterized by products with high added value. Developed in close collaboration with the marketing team of adidas France, this case-study presents the marketing plan for running shoes. The case covers detailed information about the adidas group, the sport shoes market, the competitive environment, and the different segments of the running market. The students are asked to prepare a marketing-plan for running shoes of adidas France: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).

Keywords: Sports marketing; marketing plan.; Marketing du sport; plan marketing. (search for similar items in EconPapers)
Date: 2015
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Published in 2015

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01205745

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