Adidas-Reebok Merger Essay Example

also continued: “History has shown us that just because two giant companies combine doesn't necessarily guarantee them the top spot. In truth it usually ends up a failure”.

Emerging Markets: Emerging markets are far more varied and volatile than mature ones. For example: the average income per person in China is around $3,500 and in India $1,000. Cultural complexities are confounding and tastes are extraordinarily fluid. People who are not used to brands flit easily from one to another.

Adidas is constantly trying to adapt to this issue. Adidas has created two kinds of shops—“local” ones that specialize in sportswear designed for Asian bodies and “global” ones that sell the same products as in the West. The shopping mall beneath the company’s regional headquarters in Shanghai has one of each kind.

Technological: ClimaCool ™ Technology

ClimaCool™ is the adidas technology designed to keep feet cooler and drier. It combines maximum functionality through a unique 360° ventilation system with progressive and stylish design. Each part of the shoe “breathes”, combining moisture management and maximum ventilation. The result is a shoe that helps the foot maintain its optimal temperature. With a new and highly visible technology, ClimaCool™ is adidas keystone.

AdiPrene ® Technology

Protection for one’s heel. Exclusive to adidas, adiPRENE® is an elastic material which responds to the cushioning needs of your moving foot. adiPRENE® absorbs impact forces, providing superior cushioning and protection. An adiPRENE® insert also provides both long-term cushioning and comfort.