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When adidas entered the marketplace some 50 years ago, its focus was to produce shoes crafted specifically for soccer and running. Establishing the brand as the choice for professional athletes eventually parlayed into preference in the mainstream.

In the 80's, Run DMC furthered adidas's street cred with the rap "My adidas," paying homage to their favorite shell-toe. But by the early 90's, Nike


and Reebok were out-marketing adidas – even in Germany, its own turf. Kids weren't interested in the sneakers their parents wore, and adidas found itself forgotten in the back of the closet, heading for the Goodwill

The new millennium has since brought about an adidas renaissance; the brand has steadily regained market share over the past five years to become the world's number two athletic shoe company (behind Nike). How did it go about repositioning to once again be among the coolest of kicks?

Adidas claims that, "the brand values of the company – authenticity,......

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Approximate Word Count: 880
Approximate Pages: 4 (250 words per double-spaced page)

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