If you are someone who is into eCommerce or any kind of branding, I am sure you must know what unique selling proposition is.
The reason being it gives clarity and the boost to build your business and outrank the competitors in your industry. But its not just observing the competitors. In this post, I am going to explain to you how the prominent brand ‘Adidas’ is using the unique selling proposition to build their empire. Keep reading…
It is not a question to ask, and everyone knows what Adidas is.
Adidas brand is one of the best sportswear brands in the world. Market research shows Adidas’s main competitors are Nike, Under Armour and Puma. In 2019 Adidas had their brand value worth 13.35 Billion US dollars.
Adidas has three main product categories, which are Hardware, Apparel, and Footwear. In 2019 footwear recorded 57% from overall sales volume.
According to statista, in 2019 Adidas sales improved in the footwear segment up to 13.5 Billion euros.
The above data shows how it has grown into a successful brand. Moreover, Adidas has an interesting history you would love to know.
History of Adidas
Adolf Dassler and Rudulf Dassler are brothers who made their first shoe in 1920. They made this first shoe with canvas after growing their small shoe business. Their first shoe factory named “Dassler brothers shoe factory” was started in 1924. The very next year they manufactured football boots and spikes for athletes.
The year 1928 was an important year for Dassler brothers. In that year, in the Amsterdam Olympic games German 800 meters runner won the Gold medal with Dassler spikes. Next in 1936 US athletes Jesse Owens won 4 gold medals wearing Dassler shoes. After those winning moments, the company grew in 12 industries with 100 employees.
Unfortunately, in the year 1948 brothers ruined their relationship and Rudolf separated from the business and he found Puma at the age of 49. But, Adolf continued his business with 47 employees and re-registered the business as Adidas. From the beginning branding strategy was making shoes for athletes
In 1954 a miracle happened in Adidas. In Bern Switzerland, the German team won the football world cup wearing Adidas shoes against the unbeatable Hungarians. Adidas’s ‘Screw-on stud Lightweight boots’ became the success of the German team when the final match was played in heavy rain.
After that Adidas became a popular brand among all sporting events including sports crowd and the athletes. From that day the company started making a rapid growth and became an iconic global brand.
Unique selling proposition of Adidas
Now we are in the most interesting part of the post. Let’s clarify what this unique selling proposition or USP is all about?
In simple words, a Unique selling proposition means, “How does a company stand out among their competitors through their business model”. It is also called as unique selling points.
Through Adidas slogan, they have highlighted what they can do but competitors can’t.
“Impossible is nothing”
Unique selling proposition of Adidas is to make light and convenient sports apparel that other competitors don’t make.
At the same time, Adidas wants to make the people buy their brand. What Adidas has been doing different is that they are listening to their customers and be creative in their outcome. Adidas is using questionnaires in their stores and social media polls to receive their customer’s ideas and suggestions into their business. From this method, customers add value to business and indeed there will be a growth in their sales.
Usually, any brand or business owner would make their products as to how they want it to be. But Adidas marketing strategy goes beyond any other business by addressing their potential customers need and desires. They asked feedback from customers on what they would like to have more from them and also what wrong they do. That was accepted by their target audience and in return added a unique value to their products. That is all about the unique selling proposition of Adidas.
Not only that Adidas is making sportswear for the field but also they make off-field cool fashions for sporting stars like Von Miller.
With all the above information I tried to explain what is the unique selling proposition of Adidas. It was not about to behold on one point. It has a combination of products as well as customers. I love the Adidas international marketing strategy as it builds the brand with customers.
If you are an ecommerce owner there is a lot to learn from big brands like Nike Adidas etc. You can start applying those to your audience and see how things will start changing in your business and others lives.
Thank you and See you again!
Indika is the founder of ecom hustler.com.And director of Bluechip mind. He runs his own digital marketing agency.
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