The Resurgence

Chapter one of our text and Adidas seem to come together so well because Adidas clearly has a management team that believes in and implements the importance of strategy. A firms strategy can be described as that particular company's theory on how to attain high levels of performance in the markets within which it operates. Obviously, Adidas has done some great strategizing because there was a point when companies such as Nike kept a competitive edge on Adidas but here recently Adidas has done a great job of breaking barriers and reaching the masses like never before.

Adidas found themselves and stopped trying to directly compete with their top competitors and it has worked for them. Everywhere you go, you see more and more Adidas on peoples feet. They not only have stylish shoes but they are affordable enough for everybody to afford. Adidas took an approach to specifically target the mellennial because they are aware of two things, the first being that we love fashion. Secondly, they know we are willing to spend money on just about anything if we like it enough. The first big move the company strategized was partnering with Kanye West to bring a shoe to the market. Kanye is one of the most influential artists of our time so when he does something, people follow. This was a brilliant move by Adidas because it brought more attention to the entire brand.

Underneath is an article that explains the partnership between Adidas and Kanye that took the fashion world by storm.

http://theconversation.com/how-kanye-west-and-adidas-are-conquering-the-millennial-market-66035

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