As the designated first-level partner and official sportswear partner of the 2012 London Olympic and Paralympic Games Organizing Committee (LOCOG), adidas, the world’s second largest sportswear and equipment manufacturer, won the 2012 London Olympics Marketing rights and franchise. It will provide the British Olympic Association (BOA) and the British Paralympic Committee (BPA) with a full range of sports equipment and provide clothing for Olympic officials, London staff and volunteers, and the right to sell belts at London Olympic venues and sports stores. Branded or unbranded sports equipment.
Adidas accounted for the London Olympics business opportunities. It was precisely because of the accusations of public opinion that the exclusive operation of the Olympic brand had caused public opinion. It was also due to the London Olympic Organizing Committee’s investigation of the “sweatshop†incident in Cambodia. In the past 12 months, Adidas shares rose by 18%. However, the opening of the London Olympics had little effect on Adidas' recent share price. As of the close on the 25th, Adidas shares fell 1.06% this week.
Rooted in Olympic genes
According to the British "Daily Telegraph" report, Adidas has currently invested a total of 100 million pounds (about 154 million U.S. dollars) in the London Olympic Games, becoming one of the largest sponsors of the Olympic Games. Adidas Global CEO (CEO) Hilbert Heiner said, "London Olympics is a great opportunity for Adidas, and we will become the leading brand in the UK's largest European sportswear market."
Adidas, founded in Nuremberg, Germany, is the second largest sportswear manufacturer in the world after Nike. According to Adidas' quarterly report this quarter, the company's net profit rose 38 percent to 289 million euros (about 351 million US dollars), revenue growth of 14% to 3.8 billion euros (about 4.6 billion US dollars), both exceeded expectations. Adidas believes that top events such as the London Olympics and the European Football Championship will stimulate sales growth while benefiting from fast-growing emerging markets. It is expected that the group's net profit will increase by 12% to 17% this year, which is higher than the previously expected increase of 10%. 15%; sales will increase by 5% to 9%.
As a sports brand with a history of nearly one hundred years, the Olympics and sportsmanship are genes that Adidas has. Adidas and its brand originated from the founder Adolf Adi Dassler and began producing footwear in 1920. Dassler is both a shoemaker and amateur athlete who is obsessed with track and field. In 1926, the Dasler family opened a factory for the manufacture of special lightweight running shoes and soccer shoes. In 1948, Dasler was split into two due to family conflicts. One of these companies is called Hummer, owned by the brothers of Adolf Dassler, and the other is now Adidas.
Since its inception, Adidas has always taken the lead in the global sporting goods market. The world's first pair of skates, the first pair of multi buckle shoes, and the first pair of rubber-molded soccer spikes were born in Adidas.
In 1972, Adidas launched the "Shamrock" trademark for the first time. "Shamrock" represents a higher, faster and stronger Olympic spirit. It also represents the map of the world, which implies connecting the three continents together. "Shamrock" only appears on Adidas's classic series. All other products use the "three-bar" trademark. This trademark is called the "three lines of victory."
However, since the 1970s, due to the neglect of the jogging movement in the United States, the world's largest sports product market, gradually rising, coupled with poor internal management, Adidas was surpassed by its new rival Nike. In the 80s and 90s of the last century, Nike began to become the industry leader with a market share of 50%, and Adidas' market share dropped rapidly. In 1989, the Daslers sold Adidas to the French Bernard Tapil. Shortly thereafter, Bernard Tapil sold Adidas control to a consortium of several French banks.
Dealing with an exclusive issue
At the beginning of the Olympic Games, the Olympic Games was a grand gathering of amateur players who were purely pursuing the spirit of competitive sports. Nowadays, commercial sponsorship has become indispensable to the Olympic Games and the Olympic Games have a clear commercial flavor. The British government passed the latest legislation, the London Olympics and Paralympic Games Act 2006, to provide legal protection for the commercial interests of Olympic sponsors.
According to the British "Daily Mail" reports, the London Olympic Organizing Committee sent about 250 uniformed "brand policemen" to the streets of London to ensure that London merchants do not "steal" Olympic logos. In the Olympics area, except for Adidas, McDonald's and other official sponsors of the Olympics, no one else is permitted to engage in profits related to the Olympic Games. The report said that the London Organizing Committee for the Olympic Games also stipulated that the pupil honor guard team that appeared at the opening ceremony of the London Olympics could only wear adidas sports shoes with or without a brand name.
Local media criticized the London Olympic Organizing Committee for "taking too stringent measures to protect the interests of sponsors, and the Olympic Games lost their original flavor and deviated from the original concept and original intention of the Olympic spirit."
International Olympic Committee President Roger argued for this: "It is undoubted that the Olympic Organizing Committee will protect the interests of Olympic sponsors. There must be no benefit for a company to invest a lot of money in the Olympic Games."
The London Olympic Organizing Committee stated that in order to successfully host the Olympic Games, at least 700 million pounds must be raised from sponsors. If you do not provide policy protection for the "Olympic Brand", it is impossible to raise this huge sum of money.
"Sweatshop" was investigated
On the eve of the opening of the London Olympics, Adidas was caught in the sweatshop door in Cambodia and was facing investigations by the Olympic Organizing Committee. Subsequently, the company announced that it will shut down its factory in China in October. Its move to increase industrial transfer has drawn market attention. Adidas announced on the 18th that it will close its only factory in Suzhou, which is located in Suzhou Industrial Park, and may move to Southeast Asia in the future.
A survey by the China Securities Journal found that Adidas products currently sold on the Beijing retail market have been produced in many Southeast Asian countries such as Vietnam, Cambodia and Thailand. According to the “Wall Street Journal†report, currently, labor costs in Vietnam, Malaysia, Cambodia and other countries are only about one-third of China’s. The rapid increase in the cost of the Chinese market has caused the “Made in China†advantage to cease. It is expected that there will be more in the future. Many manufacturing companies "fly southeast." Yi Dinghong, a professor at the School of Labor and Human Resources at Renmin University of China, pointed out that the current labor cost of manufacturing in China has already begun to surpass Southeast Asian countries.
However, chasing low-cost Adidas in Southeast Asia, Cambodia is also due to the "sweat factory" faced by the London Olympic Organizing Committee. According to the "Daily Telegraph" report, factory workers of Adidas who produce licensed products for the London Olympics in Cambodia have a weekly wage of only 10 pounds (about 15 US dollars) and are suspected of violating the agreement signed with the London Olympic Organizing Committee.
According to reports, at Adidas Cambodia's Phnom Penh suburban factory, workers need to work 10 hours a day, work 6 days a week, and pay an average of £10 a week. According to an agreement signed between the London Olympic Organizing Committee and Olympic goods manufacturers, Olympic sponsors must provide workers with adequate basic living security wages. Adidas’ wages paid to Cambodian workers were accused of violating this agreement. A spokesman for the London Organizing Committee for the Olympic Games said this week that the Olympic Organizing Committee attached great importance to this allegation and will investigate the matter.
A Adidas spokesperson said that Adidas has not violated its agreement with the London Olympic Organizing Committee. "The average wage of Cambodian factory workers is 84 pounds per month (about 130 U.S. dollars), which is much higher than the Cambodian minimum wage."
Rooted in Olympic genes
According to the British "Daily Telegraph" report, Adidas has currently invested a total of 100 million pounds (about 154 million U.S. dollars) in the London Olympic Games, becoming one of the largest sponsors of the Olympic Games. Adidas Global CEO (CEO) Hilbert Heiner said, "London Olympics is a great opportunity for Adidas, and we will become the leading brand in the UK's largest European sportswear market."
Adidas, founded in Nuremberg, Germany, is the second largest sportswear manufacturer in the world after Nike. According to Adidas' quarterly report this quarter, the company's net profit rose 38 percent to 289 million euros (about 351 million US dollars), revenue growth of 14% to 3.8 billion euros (about 4.6 billion US dollars), both exceeded expectations. Adidas believes that top events such as the London Olympics and the European Football Championship will stimulate sales growth while benefiting from fast-growing emerging markets. It is expected that the group's net profit will increase by 12% to 17% this year, which is higher than the previously expected increase of 10%. 15%; sales will increase by 5% to 9%.
As a sports brand with a history of nearly one hundred years, the Olympics and sportsmanship are genes that Adidas has. Adidas and its brand originated from the founder Adolf Adi Dassler and began producing footwear in 1920. Dassler is both a shoemaker and amateur athlete who is obsessed with track and field. In 1926, the Dasler family opened a factory for the manufacture of special lightweight running shoes and soccer shoes. In 1948, Dasler was split into two due to family conflicts. One of these companies is called Hummer, owned by the brothers of Adolf Dassler, and the other is now Adidas.
Since its inception, Adidas has always taken the lead in the global sporting goods market. The world's first pair of skates, the first pair of multi buckle shoes, and the first pair of rubber-molded soccer spikes were born in Adidas.
In 1972, Adidas launched the "Shamrock" trademark for the first time. "Shamrock" represents a higher, faster and stronger Olympic spirit. It also represents the map of the world, which implies connecting the three continents together. "Shamrock" only appears on Adidas's classic series. All other products use the "three-bar" trademark. This trademark is called the "three lines of victory."
However, since the 1970s, due to the neglect of the jogging movement in the United States, the world's largest sports product market, gradually rising, coupled with poor internal management, Adidas was surpassed by its new rival Nike. In the 80s and 90s of the last century, Nike began to become the industry leader with a market share of 50%, and Adidas' market share dropped rapidly. In 1989, the Daslers sold Adidas to the French Bernard Tapil. Shortly thereafter, Bernard Tapil sold Adidas control to a consortium of several French banks.
Dealing with an exclusive issue
At the beginning of the Olympic Games, the Olympic Games was a grand gathering of amateur players who were purely pursuing the spirit of competitive sports. Nowadays, commercial sponsorship has become indispensable to the Olympic Games and the Olympic Games have a clear commercial flavor. The British government passed the latest legislation, the London Olympics and Paralympic Games Act 2006, to provide legal protection for the commercial interests of Olympic sponsors.
According to the British "Daily Mail" reports, the London Olympic Organizing Committee sent about 250 uniformed "brand policemen" to the streets of London to ensure that London merchants do not "steal" Olympic logos. In the Olympics area, except for Adidas, McDonald's and other official sponsors of the Olympics, no one else is permitted to engage in profits related to the Olympic Games. The report said that the London Organizing Committee for the Olympic Games also stipulated that the pupil honor guard team that appeared at the opening ceremony of the London Olympics could only wear adidas sports shoes with or without a brand name.
Local media criticized the London Olympic Organizing Committee for "taking too stringent measures to protect the interests of sponsors, and the Olympic Games lost their original flavor and deviated from the original concept and original intention of the Olympic spirit."
International Olympic Committee President Roger argued for this: "It is undoubted that the Olympic Organizing Committee will protect the interests of Olympic sponsors. There must be no benefit for a company to invest a lot of money in the Olympic Games."
The London Olympic Organizing Committee stated that in order to successfully host the Olympic Games, at least 700 million pounds must be raised from sponsors. If you do not provide policy protection for the "Olympic Brand", it is impossible to raise this huge sum of money.
"Sweatshop" was investigated
On the eve of the opening of the London Olympics, Adidas was caught in the sweatshop door in Cambodia and was facing investigations by the Olympic Organizing Committee. Subsequently, the company announced that it will shut down its factory in China in October. Its move to increase industrial transfer has drawn market attention. Adidas announced on the 18th that it will close its only factory in Suzhou, which is located in Suzhou Industrial Park, and may move to Southeast Asia in the future.
A survey by the China Securities Journal found that Adidas products currently sold on the Beijing retail market have been produced in many Southeast Asian countries such as Vietnam, Cambodia and Thailand. According to the “Wall Street Journal†report, currently, labor costs in Vietnam, Malaysia, Cambodia and other countries are only about one-third of China’s. The rapid increase in the cost of the Chinese market has caused the “Made in China†advantage to cease. It is expected that there will be more in the future. Many manufacturing companies "fly southeast." Yi Dinghong, a professor at the School of Labor and Human Resources at Renmin University of China, pointed out that the current labor cost of manufacturing in China has already begun to surpass Southeast Asian countries.
However, chasing low-cost Adidas in Southeast Asia, Cambodia is also due to the "sweat factory" faced by the London Olympic Organizing Committee. According to the "Daily Telegraph" report, factory workers of Adidas who produce licensed products for the London Olympics in Cambodia have a weekly wage of only 10 pounds (about 15 US dollars) and are suspected of violating the agreement signed with the London Olympic Organizing Committee.
According to reports, at Adidas Cambodia's Phnom Penh suburban factory, workers need to work 10 hours a day, work 6 days a week, and pay an average of £10 a week. According to an agreement signed between the London Olympic Organizing Committee and Olympic goods manufacturers, Olympic sponsors must provide workers with adequate basic living security wages. Adidas’ wages paid to Cambodian workers were accused of violating this agreement. A spokesman for the London Organizing Committee for the Olympic Games said this week that the Olympic Organizing Committee attached great importance to this allegation and will investigate the matter.
A Adidas spokesperson said that Adidas has not violated its agreement with the London Olympic Organizing Committee. "The average wage of Cambodian factory workers is 84 pounds per month (about 130 U.S. dollars), which is much higher than the Cambodian minimum wage."
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