2009 was a milestone year for adidas when the largest European sportswear manufacturer celebrated its 60th anniversary of establishment (1949-2009). In Vietnam, the adidas brand has been well known by Vietnamese consumers for over 10 years through its local distribution partner. In 2009, aiming to strengthen its position and image in the fields of both sportswear and street wear in Vietnam, the German adidas Group decided to establish adidas Vietnam Company Limited. This allows adidas to bring more choices to Vietnamese consumers.
According to Mr Ryan Hart, Country Manager of adidas Vietnam, Vietnam is a rising star in Asia, with a young, dynamic and promising market for the adidas brand. Through the launch of adidas Vietnam Company, adidas will introduce many new product categories with international standards suitable for Vietnamese consumers. With a message of “Nothing is Impossible”, adidas defines itself as the leading sportswear brand in the world. The message aims to further promote the sports movement in Vietnam, create more opportunities for Vietnamese people to participate and enjoy sports. At the same time, it also enhances the sports spirit in Vietnam.
Right after opening adidas Vietnam Co Ltd, in March 2009, adidas Vietnam introduced its 2010 Spring & Summer Tennis Collection to the Vietnamese market. This latest collection promises to bring new global trends to tennis players who love enhancing their performance and style. The adidas Tennis Collection provides athletes a head-to-toe approach to temperature optimization, freedom of movement and greater comfort. Some extra features such as adjustable pants and warm-up pieces (jacket and pants) also add value to the collection.
In August 2010, adidas opened its first Originals store in the heart of Hanoi to increase its sportswear market share in Vietnam and to serve its expanding, young customer base. adidas’ key product categories in Vietnam include football, tennis, running and training, which belong to adidas’ Sports Performance division. Along with Sports Performance, the German giant also has the adidas Sport Style line, which offers forward-looking, modern and contemporary sportswear. Sport Style is also available in Vietnam, with two categories including adidas Originals and Style Essentials.
Besides Sport Performance & Sport Style, the adidas Group has launched famous brands for golfers in Vietnam namely TaylorMade adidas Golf (TmaG). TmaG is a familiar brand for Vietnamese golfers – a premier choice since the game became popular in Vietnam. “Apart from supplying high quality sportswear products, we aim to promote sports inspiration by providing sports equipment to help golfers achieve their best performances,” said Ryan Hart.
Promoting social contribution
adidas also goes far beyond simple business activities with its reputation for good “corporate citizenship” worldwide. Entering this emerging market with the goal to serve the Vietnamese consumer better, adidas holds to its model for sustainable growth: a good business also means being a good corporate citizen, meaning not only supporting the development of the local sports industry, but also promoting social development.
Within just a year, adidas Vietnam has made a number of remarkable contributions to the development of Vietnam, professionally and socially. One of the most recent activities is the introduction of the official match ball of FIFA World Cup 2010 and the FEVER Tours during the World Cup to spice up the sports spirit of local football lovers.
“Our passion for sport lies at the heart of our business. We will support the development of sports activities by providing athletes with the best products to improve their performance. And we will also promote running and various training activities as a base to perform better in all sports and life,” Ryan said.
By early October, adidas joined the British Business Group Vietnam (BBGV) in the annual charity event Fun Run. With the aim of raising awareness and participation in the charity run, various promotions were held in adidas stores and at the event. In addition to a cash donation, adidas sponsored a limited amount of free registrations, provided discounts on running products, and awarded product prizes on the day of the event. Shortly after that, adidas launched a campaign called "refresh your gear" where those who donated an old pair of sports shoes received VND 400,000 off the purchase of new sport shoes. BBGV runners who registered received an additional discount as well. These shoes collected from the campaign were then donated to charity.
“As a company, we know that our success lies in the strength of the local community, and we see charity events as a good opportunity to give back to a society that has supported the adidas brand for many years,” Ryan added.
Le Phuong
Vietnamese
