Holistic branding of premium brands – example of the company „Adidas AG“

Adidas is considered one of the most well-known and successful sports brands, which strives for continuous development and progress, evident through frequent innovations and new models, as well as highly original advertising campaigns. The subject of this paper is to present and analyze how the global company Adidas manages its globally renowned brand. The aim of the paper is to prove whether customers believe in the quality of the Adidas brand or not. The methods used include the method of description, analysis and synthesis, method of proof and disproof, as well as statistical methods such as descriptive statistical analysis. The research was conducted with a sample of 125 respondents. Respon-dents expressed their agreement with the statements on a five-point Likert scale. The analysis of the collected data was performed using the statistical package IBM SPSS 21.0. The obtained results indicate a high level of loyalty among the respon-dents to this brand.