Source: China Net
“We will let Adidas reappear Glory and once again become the best sports brand in the world.” One year ago, Adidas Global CEO, who debuted for the first time after the new performance, was ambitious at the 2022 financial report conference.Essence
Today, this vision is gradually becoming a reality.In this special year in 2024, after the new brand attitude “You Got this” was widely recognized by consumers, Adidas ushered in another 2023 “answer sheet”.
Adidas’s 2023 financial report shows that in the past year, its global revenue was 21.427 billion euros, which was the same as the previous year (the same below) with the same year. If the influence of Yeezy was removed, the year -on -year increase was 2%; the operating profit was 268 million euros.It is nearly 1 billion euros higher than expected to be in early 2023.
From the perspective of the area, the performance of Greater China is bright.According to the financial report, in 2023, the Adidas Greater China achieved revenue of 3.190 billion euros, an increase of 8.2%year -on -year.
At the conference call of 2023, talking about how to seize the “2024 Sports New Year” opportunity, Gutden said that compared with the short -term sales boost, it pays more attention to the long -term impact of the enthusiasm of consumers’ sports on the Olympic Games.”Adidas is adopting a more concise and dynamic brand vision, advocating a new brand claim of‘ I like no ’, and continues to increase brand popularity.”
Accelerate the original intention of the regression movement, the innovation movementscience and technologyRemove the brand’s heat recovery
Looking back at Gutiden for one year, Adidas has accelerated the “return of the return movement”.As Gutiden said, “Active and aggressive employees and powerful Adidas culture are the most important factor in rebuild Adidas’ unique business models.” This original intention continues to gain consumer emphasis on consumer, and the brand’s popularity continues to warm up.
Products are the best expression of the brand’s original intention.Adidas accelerates innovative sports technology applications to provide better sports performance for professional athletes, bring a better sports experience to daily lovers, and better enjoy the joy of sports.
For example, the lightest racing running shoe in the history of the brand history has set off a “speed hurricane” in the Berlin and New York Marathon Grand Slam events last year, bringing a lot of attention and needs to the entire Adizero racing series.According to Adidas’s financial report, the sales revenue of Adizero series in 2023 increased by more than 50%.
It is worth mentioning that this “speed hurricane” is still blowing this year.In the first marathon Grand Slam event in the Tokyo Marathon this year, Adizero Adios Pro EVO 1 won the men’s championship and refresh the record record and the fastest record in Asia in one fell swoop.
While helping professional athletes, Adidas also allowed top sports technology to “inclusive” daily sports enthusiasts.The “Supernova Super Star” series of running shoes, which was released shortly before, was based on the top medium -bottomed technology that was originally equipped with racing running shoes Adizero series. Adidas developed the “comfort” needs of daily jogging, making them easierEnjoy the fun of running.
Actively support the mass movement, and the attitude of the new brand has been widely recognized
Adidas accelerates the “return of the movement of the movement” in the beginning of the brand’s original intention and concept of “changing life through exercise” to sports enthusiasts with substantive actions.
Taking the Chinese market as an example, Adidas continued to sponsor mass competitions such as the Beijing Marathon, the Shanghai Half Marathon, and the Chongli 168 Super Cross Country, and continued to burn the public movement enthusiasm.At the same time, Adidas also joined hands with the China Children’s Foundation, Suzhou Huihu New Education Development Foundation, and Ed Foundation to launch public welfare activities to continue to support the development of young people and rural sports, so that more groups participated in the movement.
Since the beginning of this year, the influence of “changing life through exercise” has accelerated.On the 75th anniversary of the establishment of the brand, Adidas released a new brand attitude “you get this”, encouraging more people to find the purest likes for sports, enjoy the most true happiness of sports, change life through exercise to change lifeEssenceAccording to incomplete statistics, the brand’s attitude of the attitude has exceeded 1 billion times, and the playback and interaction of the official Instagram in Adidas surpassed other related videos released before.
In the post -epidemic era, more and more people recognize that exercise is becoming a lifestyle.
For example, the director of the Sports Culture Development Center of the State Sports General Administration said in an interview with the Xinhua News Agency in December 2023 that outdoor movement was taken as an example, pointing out that the movement is becoming “paying attention to health, pursuit of freedom, and inhabitation of the soul.The attitude of yearning for “yearning.Internationally, some experts have pointed out that “the sense of discipline and commitment in sports, as well as a sense of belonging, team, and friend emotions, bringing a lifetime of physical and emotional benefits, it is an important part of many people’s lives.”
As David Ogway said “Father of Brand Image Management”, “” Relying on discount promotion can establish an image that cannot be destroyed, and only the image that cannot be destroyed can make your brand a part of people’s lives. “In”Under the movement of “changing life” and “you get this”, Adidas has achieved the goal of “re -growing growth in 2023”, which is getting closer to its next goal, that is, “Adidas in 2024 hopes to become a familyBetter company. “
