1. NIKE – “Just Do It”
On May 30, 1971, an incorporated called NIKE was found. Actually, NIKE’s predecessor was Blue Ribbon Sports, a company created by Phil Knight, the CEO of NIKE and Coach Bill Bowerman in 1964. Its products are all-encompassing: sports clothing, shoes, sports equipment, etc. By its outstanding achievements, NIKE keeps proving the words from its founder, Bill Bowerman once said: «As long as you have a body, you are an athlete. And as long as there are athletes in the world, Nike will continue to grow stronger! «The language of Nike is the language of sports. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of «Just Do It» and theSwooshlogo.
2. ADIDAS – “Adidas Is All In”
When Adidas started up, though it was just a small firm, it had aimed at the world market. Therefore, during its early period, Adidas had regarded products technology innovation as its motivation to explore market and enhance brand awareness. «Function always the first» and «Giving athletes the best» is the principle of the corporate brand development. The brothers split up in 1947,with Rudi forming a new firm that he calledRuda– fromRudolfDassler, later rebrandedPuma, and Adi forming a company formally registered asAdidas AGfromAdiDassler on 18 August 1949. Adidas clothing and sports shoes are usually with three-parallel designs, which is also characteristic of adidas.«Adidas is all in»is the current global marketing strategy for Adidas. The slogan aims to tie all brands and labels together, presenting a unified image to consumers interested in sports, fashion, street, music and pop culture. «Impossible is Nothing»was the previous mainstream marketingsloganfor Adidas.
3. REEBOK – “ I Am What I Am”
Reebok International Limited, a subsidiary of the German companyAdidas since 2005,is a producer ofathletic shoes,clothing, and accessories. The name comes from theAfrikaansspelling ofrhebok, a type of Africanantelopeorgazelle. In 1895, Joseph William Foster his ideas progressed he joined with his sons, and founded a shoe company namedJ.W. Foster and Sons. In 1958, two of the founder’s grandsons Joe and Jeff Foster renamed the companyReebok in the United Kingdom, having found the name in a dictionary won in a race by Joe Foster as a boy.In 1979, Paul Fireman, an American sporting goods distributor, saw a pair of Reeboks at an international trade show and negotiated to sell them in the U.S. In 2006,FC BarcelonaandFrancestrikerThierry Henry signed a deal to join the«I Am What I Am»campaign on August 1, 2006. Ryan Giggs has also done«I Am What I Am»commercials. Also, on August 1, Andriy Shevchenko started his endorsem*nt deal with the company.
4. PUMA – No slogan!
Puma is a major Germanmultinational companythat produces athletic and casual footwear, as well assportswear, headquartered in Germany. The company was formed in 1924 asGebrüder Dassler SchuhfabrikbyAdolfandRudolf Dassler. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities,AdidasandPuma. Both companies are currently based in Germany. Following the split from his brother, Rudolf Dassler originally registered the new-established company asRuda, but later changed toPuma.Puma’s earliest logo consisted of a square and beast jumping through aD, which was registered, along with the company’s name, in 1948. Puma’s shoe designs feature the distinctive «Formstrip»,with clothing and other products having the logo printed on them. In terms of slogan, Puma is the only sports manufacturing company that does not have a slogan.
5. FILA – “Power Style”
Filais one of the world’s largest sportswear manufacturing companies. Founded in 1911 in Italy, Fila has been owned and operated fromSouth Koreasince a takeover in 2007. Headed by chairman and the current CEOYoon-Soo Yoon, Fila has offices in 11 countries worldwide. Fila was created inPiedmont, by the Fila brothers in 1911. It originally started by making clothing for the people of the ItalianAlps, now manufacturing sportswear for men, women, kids and athletes. The slogan of FILA is “Power Style”, which supports its products always are artistic and quality.
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