For the betterment and selling of the product company can take advantage of entering into the Asian market. Adidas also lies in entering in the female market which provides an opportunity for Adidas to compete head to head with Nike in an unclaimed market (Mahony, Madrigal & Howard 2000, pp
However these athletic are usually willing to pay higher price for their customization and ingrain their favorite number into the performance footwear and hardware, they also want their ordered products to be comfortable and their customer values should be provided from style, price and performance. The sport style of Adidas is a mix of hip-hop mixture and college age demographic (Mason 1999, pp
They have forced supply chain partners to adopt and implement international standards and practices for the benefit of skilled labor in the production house where Adidas shoes are manufactured. They are asked to supply all the facilities, room, training and encouragement because this can improve the production of Adidas shoes (Morrow 2003)
The implementation of these guidelines and standards are due to the team of auditors and the third party monitoring and evaluation. Adidas also chose the higher rates of supplier and best quality for its products (Walker, Kent & Rudd 2007)
In 2008, for example, research and development expense was just €81 million, compared with marketing and sales expenses of €2,984 million. So while the company makes headlines, for example, for making a shoe with a microchip embedded (Bajak, 2005), such developments are used more for publicity purposes than to actually trade on technological development