We choose Adidas shoes as our commodity chain project.
(Photo retrieved from http://www.adidas-group.com/en/group/history/ )
Adidas is one of the biggest sports manufacturers in the world. It’s a multinational corporation, which designs and manufactures sports apparels and accessories. They have employees more than 53,731 people in over 160 countries, produces more than 660 million products unites every year, and generate sales of 14.5 billion euros (approximately 15.76 billion dollars) in 2014. Because they want to provide various perspectives products for athletes or fashionistas, they embrace a multi-brand strategy. In the Adidas Group, they have Adidas Performance for competitive sports, Reebok for active sports, Reebok Classic for casual sports, and Adidas originals and Adidas style for sports fashion.
(Photo retrieved from http://www.adidas-group.com/en/group/profile/ )
Because Adidas is a large and a multinational company, we think they must have many multinational activities during their operations. Due to globalization, being international and being global are the keys to success in the industry. Inspired by Nike’s sweat factory scandal, which has an enormous impact in the whole world, we want to know more about this commodity chain. As a big competitor to Nike, do Adidas have the same situation and strategy? We are going to talk about the following 6 activities:
- extraction of raw materials
- manufacturing process
- design
- transportation
- marketing
- recycle process
For each activity, we will talk about the locations it happens, the reasons of picking locations, and its social or environmental impact.
Map link:https://www.google.com/maps/d/edit?mid=z7uh5gJjyJ2w.kRmIK1MWlqgI
adidas shoes commodity chain 