Live Case – Project

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)?

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


PR & Communications

Research & Development

School Supervisors



[email protected]


Geoffrey Chellis

[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

  • February 28, 2021 - Runner Segment Analysis

    Learning Objective: 

    Profile customer segment, purchase preferences and brand drivers

    Guiding Questions:

    • 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. New Balance, ASICs, Hoka)?
      • [Kate, please provide more definition of “today’s generation” in terms of demographics, etc.]
    • Are there differences in the customer journey and buying process for Runners purchasing Specialist Running footwear?
    • What are the brand loyalty drivers for the Running community?

    Suggested Deliverable:

    Report – Runner segment product preferences, buying behaviors/influencers and brand loyalty drivers. Include Customer Journey maps.

    • Requested adidas resources
      • Target Customer Profiles, Market Segmentation, Industry Sales data
      • Client Meeting – Information Gathering/Clarifications (w/o 22 Feb)
  • March 22, 2021 - Competitor Assessment

    Learning Objective: 

    Profile leading competitors’ strengths, weaknesses and gaps to be exploited

    Required Tactics:

    • Conduct In-Depth-Interviews (min of 3) with Runner influencers (coaches, running club leaders, shoe retailers, etc.) to gather additional insights, fill information gaps and validate hypotheses on Runner segment, competitive landscape, etc.
    • Conduct a competitive assessment of 3 leading Specialty Running Brands in the US (New Balance, ASICs, Hoka … Kate, please confirm) and develop a SWOT analysis to determine opportunities for adidas to exploit.
    • Conduct a SWOT assessment of Nike, the leading US Generalist Running brand, to determine openings for adidas to differentiate its brand and service model with Runners

    Suggested Deliverable:

    Report – Competitor assessment of top 3 Specialty Running Brands (New Balance, ASICs, Hoka) and the leading Generalist Running Brand (Nike) – strengths, weaknesses and opportunities for adidas to exploit.

    • Requested adidas resources
      • Competitive Research & Sales Data, Syndicated Industry Data on Market Trends
      • Client Meeting – Information Gathering/Clarifications (w/o 22 Feb)
  • April 5, 2021 - Ideation

    Learning Objective: 

    Identify ways for adidas to deepen relationships with Runner community, increase sales and brand loyalty.

    Guiding Questions:

    • What new branding/customer engagement strategies 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 & support Running consumers? How would this benefit the brand and the consumer?

    Suggested Deliverable:

    Client Presentation (w/o 5 April) – Present top 8-10 ideas, filtering criteria and details on the top 3 ideas to pursue further.

  • May 17, 2021 - Final Client Presentation & Report

    Learning Objective: 

    Articulate recommendation and business rationale

    Suggested Deliverable:

    Client Presentation (w/o 17 May) & Report 

    Report to include:

    • Executive Summary (1-2 pages max)
    • Problem Statement & Scope of Assignment
    • Situational/Competitive Assessment (SWOT’s)
    • Options Evaluated (Top 3)
    • Recommendation & Business Rationale
    • Timelines – highlight milestones, key events
    • Budget Required
    • Summary/Conclusions
    • Works Cited/Referenced

Project Resources