In the case of Maori reduction, in order to succeed in business, Adidas had to do a good job in every detail. For example, Like his competitors, Adidas contract out the production processes to cut costs. But with help of ReD’s, Adidas also manufacture glamorous products, just the same as those described in U.S. rapper mentioned in the lyrics, and now he collaborate with the excellent designers. ReD has some weird policy. He employs scholars to study the motivational factors of customers closely, they have a lot of anthropologists and ethnologists. ReD is aimed at Adidas design staff on basic skills training, and then let each of them spend 24 hours stay with a customer together: they eat breakfast together, exercise and do yoga together, and find out why they exercise. In a related project, a doctoral student of anthropology work for ReD mailed disposable camera to dozens of customer, ask them to photographed something which encourage them to take exercise. Carnes said that:” in the respondents of 30 female, 25 people returns a little black dress photos. The company used to think most customers exercise because of they are good at a sport; in fact, for most people, slim is their “movement.”
Researchers have spent several weeks stay together with the professional or amateur division football club from Bayern Munich, how long spikes is not their question, but factors of decide a football player in a decade success or not . They know that top European clubs have been able to skillfully skills necessary to the church of football. Can not be taught, and can only be trained to a small extent, is speed. So they transformed Adidas spikes into an Lightweight football boots. In 2010, it becomes sales champion immediately – and it emits the most goals scored in World Cup. Intimate study of the customer also affect the aesthetic design. Adidas get the job of design the “Tabard” in 2012 London Olympic Games host country work. ReD find that as far as the patriotic spirit of the British is concerned, they are not interested in traditional elements of representative, for example, double-decker bus and royal family. Then ReD told the selected designers StellaMcCartney, consider “unconventional British.”
She caused a sensation, put the red of British Union Jack only placed on shoes, stockings and decorations, put m word flag placed on some shirts, M is so large that almost can not be identified. Remove some criticism at first, this is a great success in business. Depth study of national identity have also been brought into the next year’s World Cup soccer shirt design. When Russians were asked what made them proud, “nothing appears after 1970,” Carnes said. Instead, they referred to the Tuo Dostoevsky, the Second World War and the victory of space race. So Uniforms of Russia’s will be characterized from the perspective of performance Gagarin orbit .
In 2014, Adidas has a 27 € hundred million sales target for the football division, but in 2010 – the Previous World Cup year sales 15€ hundred million. Overall, in 2015 the company would like to achieve total sales of seventeen billion euros, while operating profit margin grew by 11% (now 8%). Although some of their strategy sounds ridiculous, but stock analysts seem convinced that they will continue to be successful.
Adidas takes over Reebok (another sportswear company) in 2006, this decide is a rare mistake. They spent more than expected time to get back on track. Erwan Rambourg, an HSBC analyst said that the main risks faced by Adidas is that it used to win the United States and spending huge market share in China with little success. The strong euro is another risk. But many admirers of adidas believe that the company strictly trained diet and its strategy for new product development should help it cross any obstacle.