Adi (Adolf) Dassler founded the German sportswear company adidas with a simple mission: "A passion to make athletes better." The "three stripe" logo on all adidas products is an important element of the brand. Originally, all of the company's products were branded under the adidas name; however, over time the company has developed some sub-brands to serve specific target markets.

Questions

1. Explain the importance of the "three stripes" logo.

2. Evaluate the strength of the "Adidas" brand name by reviewing the components of a good brand name. Remember a good bran name should (1) suggest product benefits, (2) be memorable, distinctive, and positive, (3) fit the product image, (4) have no legal restrictions, and (5) be simple.

3. Why does adidas have sub-brands like adidas Performance, Sports Style, and NEO?