Capstone – Project Charter

Adidas Proposed Project Scope

A Collaboration Between

Engagement Synopsis

adidas Proposed Project Scope

Business Challenge: How can adidas deepen and maintain the loyalty of today’s generation of Runners against Specialist Running brands (e.g. Brooks, ASICs)?


  • What are the advantages/disadvantages of a Sport Generalist brand (e.g., adidas, Nike) and how can these be leveraged in Running footwear?
      • What are the key differences in today’s generation of Runners perception of Generalist Running brands (e.g. adidas, Nike) vs. Specialist Running brands (e.g. Brooks, ASICs)?
      • What differences are there in the buying process for Runners purchasing Specialist Running footwear? What opportunities or obstacles do you foresee?
      • What are the advantages/disadvantages of a Sport Generalist brand (e.g., adidas, Nike) and how can these be leveraged in Running footwear?
      • How can a Sport Generalist brand leverage their advantages and negate their disadvantages vs. Specialist Running brands?
      • Are there any specific opportunities that make sense?
  • How could you reinvent the relationship between running brands and consumers?
      • What new business/service models have proved successful in other consumer product categories, and what learnings can be taken from these? 
      • How can adidas go beyond product with value-added services while still embedding product as a branded consumer experience?
      • What could be a disruptive evolution of how Running Footwear brands service Running consumers? How would this benefit the brand and the consumer?
  • How can adidas leverage its Direct-to-Consumer online business platform to strengthen its relationship with Running consumers?
    • What are the advantages and disadvantages of a consumer shopping experience in a Direct-to-Consumer online environment?
    • What learnings can be taken from best-in-class DTC Online environments in other consumer product categories?
    • What are the top 3 opportunities to enhance the consumer experience and drive incremental business in the DTC space? How would you implement them and what metrics would you use to measure their success?

Company Information

StageLarge Enterprise
Hiring Potential

Company Overview

Adidas is a German multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, 8.33% of the German football club Bayern München, and Runtastic, an Austrian fitness technology company. Adidas' revenue for 2018 was listed at €21.915 billion.

Company Supervising Team

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolMontclair State University
Engagement FormatLive Case - Class Collaboration or Case Competition - This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
CourseMBA Business Consulting (Spring 2021)
  • All Graduate
Students Enrolled20 (4 Groups of 5 Students)
Meeting Day & TimeTBD
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration13 weeks (01/25/2021 - 05/28/2021)

Project Topics

Growth Strategy


Research & Development

School Supervisors



[email protected]



[email protected]


There are currently no students assigned.

Collaboration Timeline

  • December 4, 2020

    Deadline for companies to apply

  • January 11, 2021

    Finalize project scope and prepare for launch.

  • January 19, 2021

    OFFICIAL PROJECT LAUNCH: We’ll find a time on this day to web conference you into our class to kickoff the project.

  • May 13, 2021

    OFFICIAL PROJECT END: We’ll find a time on this day to web conference you into our class to close the project.

Key Milestones & Project Process

Project Resources

There are no resources currently available