{"id":3093,"date":"2023-07-25T18:44:23","date_gmt":"2023-07-25T16:44:23","guid":{"rendered":"https:\/\/marcopontes.es\/zero-waste-path-creating-a-sustainable-culture-copy-copy-copy\/"},"modified":"2026-04-24T11:55:59","modified_gmt":"2026-04-24T09:55:59","slug":"historia-de-las-marcas-adidas","status":"publish","type":"post","link":"https:\/\/marcopontes.es\/en\/historia-de-las-marcas-adidas\/","title":{"rendered":"History of the brands: Adidas (2\/5)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3093\" class=\"elementor elementor-3093\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-91130af e-flex e-con-boxed e-con e-parent\" data-id=\"91130af\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c33d96d e-flex e-con-boxed e-con e-child\" data-id=\"c33d96d\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-390d6d6 elementor-widget elementor-widget-heading\" data-id=\"390d6d6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Historia de la marcas: <br>Adidas (2\/5)<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-99ed5e7 e-flex e-con-boxed e-con e-parent\" data-id=\"99ed5e7\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ed94a8 elementor-align-center elementor-widget elementor-widget-post-info\" data-id=\"3ed94a8\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/marcopontes.es\/wp-content\/plugins\/elementor\/assets\/css\/widget-icon-list.min.css\"><link rel=\"stylesheet\" href=\"https:\/\/marcopontes.es\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-theme-elements.min.css\">\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-85b4cae elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/marcopontes.es\/en\/author\/marco87granada\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" class=\"elementor-avatar\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2026\/04\/Marco-Pontes-2-150x150.png\" alt=\"Marco Pontes\">\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tMarco Pontes\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-0998f66 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/marcopontes.es\/en\/2023\/07\/25\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-calendar\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M12 192h424c6.6 0 12 5.4 12 12v260c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V204c0-6.6 5.4-12 12-12zm436-44v-36c0-26.5-21.5-48-48-48h-48V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H160V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H48C21.5 64 0 85.5 0 112v36c0 6.6 5.4 12 12 12h424c6.6 0 12-5.4 12-12z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t25, Jul, 2023\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d7afef2 e-flex e-con-boxed e-con e-parent\" data-id=\"d7afef2\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a916023 e-flex e-con-boxed e-con e-child\" data-id=\"a916023\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0cccf05 elementor-widget elementor-widget-image\" data-id=\"0cccf05\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-adidas.webp\" class=\"attachment-large size-large wp-image-2544\" alt=\"cover para el art\u00edculo de adidas\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-adidas.webp 820w, https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-adidas-300x200.webp 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-adidas-768x512.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8b420d elementor-widget elementor-widget-text-editor\" data-id=\"c8b420d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h4 id=\"ember41\" class=\"ember-view reader-content-blocks__paragraph\"><strong>CONTENIDO &#8211; ADIDAS<br \/><\/strong><\/h4><p id=\"ember42\" class=\"ember-view reader-content-blocks__paragraph\">Viajaremos a lo largo de la historia de las cinco marcas objeto de an\u00e1lisis desde sus inicios hasta la actualidad. Desde la <strong>creaci\u00f3n <\/strong>de cada una de ellas, pasando por su <strong>evoluci\u00f3n<\/strong>, <strong>problemas <\/strong>de gesti\u00f3n de la marca, casos publicitarios de <strong>\u00e9xito<\/strong>, estrategias de <strong>marketing <\/strong>hasta el <strong>declive <\/strong>o mal uso de la pol\u00edtica en alguna de ellas. Tambi\u00e9n se plantea c\u00f3mo ha ido evolucionando el punto de vista del consumidor respecto de la marca. A lo largo de las d\u00e9cadas, este ha pasado a ser el protagonista mientras que el producto en s\u00ed, ha pasado a un segundo plano.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-52be3b4 e-flex e-con-boxed e-con e-parent\" data-id=\"52be3b4\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-3672fa5 e-flex e-con-boxed e-con e-child\" data-id=\"3672fa5\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d8183f5 elementor-widget elementor-widget-text-editor\" data-id=\"d8183f5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4 id=\"ember43\" class=\"ember-view\"><strong>ADIDAS<\/strong><\/h4><h4 class=\"ember-view\"><strong>Historia<\/strong><\/h4><h5 id=\"ember45\" class=\"ember-view reader-content-blocks__paragraph\">Alemania<\/h5><p id=\"ember46\" class=\"ember-view reader-content-blocks__paragraph\">En 1920, \u00e9poca donde se empezaba a ver la tecnificaci\u00f3n de la publicidad, asociaciones, congresos, edici\u00f3n de libros, etc, los hermanos <a href=\"https:\/\/en.wikipedia.org\/wiki\/Adolf_Dassler\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><span style=\"color: #ffffff; text-decoration: underline;\">Adolf<\/span> <span style=\"color: #ffffff; text-decoration: underline;\">Dassler<\/span><\/span><\/a> (Adi) y <a href=\"https:\/\/en.wikipedia.org\/wiki\/Rudolf_Dassler\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><span style=\"color: #ffffff; text-decoration: underline;\">Rudolf<\/span> <span style=\"color: #ffffff; text-decoration: underline;\">Dassler<\/span><\/span><\/a> (Rudi) fabricaban calzados con clavos para deportistas en su f\u00e1brica familiar \u201cGebr\u00fcder Dassler Schuhfabrik\u201d en Alemania. Su logro inmediato fue el haberle provisto de un par de zapatillas con clavos al gran atleta de color de la \u00e9poca Jesse Owens, el cual se convert\u00eda a su vez en el primer atleta de color esponsorizado. Despu\u00e9s de conseguir 4 medallas de oro, la reputaci\u00f3n de los zapatos Dassler estaba al alza y todos los entrenadores y atletas los quer\u00edan.<\/p><p class=\"ember-view reader-content-blocks__paragraph\">El negocio subi\u00f3 como la espuma pero justa hasta antes de la segunda guerra mundial. Durante \u00e9sta, pasaron a fabricar calzado para el ej\u00e9rcito a alem\u00e1n. Gracias a la devoci\u00f3n de los americanos por el deporte, la f\u00e1brica pudo m\u00e1s adelante prosperar.<\/p><p>\u00a0<\/p><h5 id=\"ember47\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Los a\u00f1os 40<\/strong><\/h5><p id=\"ember48\" class=\"ember-view reader-content-blocks__paragraph\">Rudi emprender\u00eda all\u00e1 en el a\u00f1o 1948 su solitaria andadura con la creaci\u00f3n de PUMA AG y en consecuencia de esto su hermano tambi\u00e9n Adi har\u00eda los mismo en 1949 fundando la que actualmente hoy se conoce como <strong>ADIDAS<\/strong>, nombre proveniente de su <strong>diminutivo ADI + del apellido DAS(ser).<\/strong><\/p><h5>\u00a0<\/h5><h5 id=\"ember49\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Los a\u00f1os 60<\/strong><\/h5><p id=\"ember50\" class=\"ember-view reader-content-blocks__paragraph\">Punto de inflexi\u00f3n en la historia de las marcas ya que en 1961 se publica el libro Reality in adversiting, donde se recoge la teor\u00eda que marcar\u00e1 el curso de la publicidad en las pr\u00f3ximas d\u00e9cadas afectando as\u00ed el modelo de negocio y marketing de Adidas y otros competidores. En 1963 Adidas ampliaba su cat\u00e1logo con la venta de balones a parte de sus zapatillas. M\u00e1s adelante en 1970, logran con gran repercusi\u00f3n ser titular del Mundial de Futbol as\u00ed como proveedor y patrocinador.<\/p><p>\u00a0<\/p><h5 id=\"ember51\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Los a\u00f1os 80<\/strong><\/h5><p id=\"ember52\" class=\"ember-view reader-content-blocks__paragraph\">No ser\u00eda hasta 1987 cuando el hijo de Adi, Horst Dassler, que hab\u00eda tomado las riendas de la empresa despu\u00e9s de morir su padre, fallece a los 51 a\u00f1os. Este hecho junto con la floreciente y fuerte competencia que emerg\u00eda v\u00e9ase, Nike o Reebok, en el mismo sector hicieron que la compa\u00f1\u00eda entrara en crisis.<\/p><p>\u00a0<\/p><h5 id=\"ember53\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Los a\u00f1os 90<\/strong><\/h5><div class=\"reader-image-block reader-image-block--full-width\" style=\"text-align: center;\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\">\u00a0<\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\"><figure id=\"attachment_4356\" aria-describedby=\"caption-attachment-4356\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-medium wp-image-4356\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/07\/Adidas-campeona-mundo-1990-300x223.png\" alt=\"Lothar Matth\u00e4us, Andreas Brehme y Pierre Littbarski celebrando con el trofeo de la Copa del Mundo de Italia 1990.\" width=\"300\" height=\"223\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/07\/Adidas-campeona-mundo-1990-300x223.png 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/07\/Adidas-campeona-mundo-1990-16x12.png 16w, https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/07\/Adidas-campeona-mundo-1990.png 658w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-4356\" class=\"wp-caption-text\"><span style=\"color: #ffffff;\">Los jugadores de la selecci\u00f3n de Alemania, Matth\u00e4us, Brehme y Littbarski, festejan tras ganar la final del Mundial de 1990 en Roma.<\/span><\/figcaption><\/figure><\/figcaption><\/figure><\/div><p id=\"ember55\" class=\"ember-view reader-content-blocks__paragraph\">Bernard Tapie, un rescatador de empresas en bancarrota, compra la compa\u00f1\u00eda. Pero justo dos a\u00f1os despu\u00e9s entra de nuevo en quiebra y aparece en escena Robert Luis-Dreyfrus que la compra y se hace cargo como director ejecutivo. Gracias al empresario franc\u00e9s, la empresa pudo reestructurarse y asentar fuertes cimientos. En 1997 adquirir\u00eda Salomon Group con lo que ser\u00eda pues Adidas-Salomon AG.<\/p><p>\u00a0<\/p><h5 id=\"ember56\" class=\"ember-view reader-content-blocks__paragraph\"><strong>A\u00f1o 2000 &#8211; actualidad<\/strong><\/h5><p id=\"ember57\" class=\"ember-view reader-content-blocks__paragraph\">En 2001 se nombra a Herbert Hainer como CEO de la empresa. Con el nuevo milenio entraban en nuevos mercados como el golf e incluso adquieren a Reebok (2005), que tuvo una gran \u00e9poca dorada atr\u00e1s y ya contaba con una gran reputaci\u00f3n de marca e imagen. Por entonces la publicidad y marketing estaban dot\u00e1ndose de importantes cambios.<\/p><p>\u00a0<\/p><h5>Producto vs. Consumidor<\/h5><p class=\"ember-view reader-content-blocks__paragraph\">El foco en el consumidor en lugar del producto estaba cogiendo mucho peso. El gran \u00e9xito en automoci\u00f3n del spot de BMW hab\u00eda marcado un antes y un despu\u00e9s en la forma de llegar al consumidor, en \u201cllegar a sus emociones\u201d. As\u00ed que en 2004 Adidas reclut\u00f3 a la dise\u00f1adora Stella McCartney, sin\u00f3nimo de alta costura. Con esto, una vez m\u00e1s pretend\u00edan llegar a m\u00e1s p\u00fablico a trav\u00e9s de famosos. El mismo a\u00f1o lanzar\u00eda Adidas 1, zapatillas que usaban una tecnolog\u00eda con procesador y que hab\u00edan estado desarrollando durante 20 a\u00f1os. A la vez, el mismo a\u00f1o lanza probablemente una de las mejores campa\u00f1as de su historia: \u201dImpossible is nothing\u201d, donde el mensaje mostraba que a pesar de todas las dificultades y adversidades, hab\u00eda que seguir luchando y anteponerse y conseguir los objetivos que nos marcamos.<\/p><p>\u00a0<\/p><h5>M\u00e1s que un producto, un estilo de vida<\/h5><p class=\"ember-view reader-content-blocks__paragraph\">Esto supuso un gran cambio en la pol\u00edtica de marketing de aquel entonces, donde cada vez con m\u00e1s fuerza, \u00e9ste iba tendiendo cara al consumidor y sus emociones. No obstante, este ejemplo de campa\u00f1a ya dec\u00eda mucho sobre el cambio de tendencia en la publicidad. No quer\u00edan vender uno de sus productos, sino que pretend\u00edan ser un ejemplo y estilo de vida, para las personas deportistas, inspirador y motivador.<\/p><p id=\"ember58\" class=\"ember-view reader-content-blocks__paragraph\">Sin duda, fue otro importante plus para su crecimiento. En 2006 cierran otro acuerdo con la NBA, lo cual hace que las ventas por publicidad y marketing a trav\u00e9s de sus estrellas eleven los beneficios. Adidas era consciente de la implementaci\u00f3n de nuevas tecnolog\u00edas y las redes sociales en el mundo del deporte. As\u00ed, compro la aplicaci\u00f3n runtastic en 2015 y con ello la creaci\u00f3n de una comunidad donde cada usuario estar\u00eda conectado y podr\u00eda interactuar con otros e incluso con la marca.<\/p><p id=\"ember59\" class=\"ember-view reader-content-blocks__paragraph\">Est\u00e1 claro que desde sus inicios, los hermanos Dassler apostaron fuerte por los grandes atletas y figuras del deporte, y lo cual contribuy\u00f3 a la construcci\u00f3n y consolidaci\u00f3n de la marca hoy en d\u00eda.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-86c6bb2 e-flex e-con-boxed e-con e-parent\" data-id=\"86c6bb2\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-6e9a7ae e-flex e-con-boxed e-con e-child\" data-id=\"6e9a7ae\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-770b25e elementor-widget elementor-widget-text-editor\" data-id=\"770b25e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 id=\"ember60\" class=\"ember-view\"><strong>An\u00e1lisis semi\u00f3tico<\/strong><\/h5><p id=\"ember61\" class=\"ember-view reader-content-blocks__paragraph\">ADIDAS<\/p><div class=\"reader-image-block reader-image-block--resize\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><figure id=\"attachment_4352\" aria-describedby=\"caption-attachment-4352\" style=\"width: 268px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-4352\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/07\/Adidas-logo.png\" alt=\"Logotipo oficial de Adidas, s\u00edmbolo de las tres barras y nombre de la marca en negro.\" width=\"268\" height=\"169\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/07\/Adidas-logo.png 268w, https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/07\/Adidas-logo-18x12.png 18w\" sizes=\"(max-width: 268px) 100vw, 268px\" \/><figcaption id=\"caption-attachment-4352\" class=\"wp-caption-text\"><span style=\"color: #ffffff;\">El ic\u00f3nico logotipo de \u00ablas tres barras\u00bb de Adidas, dise\u00f1ado para simbolizar una monta\u00f1a y los desaf\u00edos por superar.<\/span><\/figcaption><\/figure><\/div><\/div><\/figure><\/div><h5 id=\"ember63\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Identidad visual:<\/strong><\/h5><p id=\"ember64\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Composici\u00f3n: Tipograf\u00eda y s\u00edmbolo.<\/p><p id=\"ember65\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Forma: Geom\u00e9trica y curvil\u00ednea.<\/p><p id=\"ember66\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Color: Negro, transmite sobriedad y elegancia.<\/p><p id=\"ember67\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Tipograf\u00eda: AvantGarde LT Medium<\/p><p id=\"ember68\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Posibles relaciones entre la forma y el significado:<\/p><p id=\"ember69\" class=\"ember-view reader-content-blocks__paragraph\">Las tres franjas paralelas expresan orden, par\u00e1metros, reglas, al igual que subjetivamente muestra crecimiento. Tambi\u00e9n representan una zapatilla como s\u00edmbolo del deporte.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-72f26de e-flex e-con-boxed e-con e-parent\" data-id=\"72f26de\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2896783 e-flex e-con-boxed e-con e-child\" data-id=\"2896783\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a39b8d1 elementor-widget elementor-widget-text-editor\" data-id=\"a39b8d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 id=\"ember70\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Imaginario de marca:<\/strong><\/h5><p id=\"ember71\" class=\"ember-view reader-content-blocks__paragraph\">Las tres l\u00edneas simbolizan el rendimiento del deportista, el sacrificio y el esfuerzo que requiere superar l\u00edmites y llegar a sus objetivos.<\/p><p id=\"ember72\" class=\"ember-view reader-content-blocks__paragraph\">-Valores que la marca transmite:<\/p><p id=\"ember73\" class=\"ember-view reader-content-blocks__paragraph\">Personalidad juvenil, activa y espont\u00e1nea.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f1f2083 e-flex e-con-boxed e-con e-parent\" data-id=\"f1f2083\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a0f39f0 e-flex e-con-boxed e-con e-child\" data-id=\"a0f39f0\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d57b0bb elementor-widget elementor-widget-text-editor\" data-id=\"d57b0bb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 id=\"ember73\" class=\"ember-view reader-content-blocks__paragraph\"><strong>\u00bfGenera experiencias relevantes?<\/strong><\/h5><p id=\"ember75\" class=\"ember-view reader-content-blocks__paragraph\">Es una marca consagrada en el mundo del deporte. Superaci\u00f3n, esfuerzo o no rendirse nunca es uno de sus caracter\u00edsticas como imagen. Su eslogan m\u00e1s potente fue \u201cImposible is nothing\u201d lo cual repercuti\u00f3 muy fuerte en la filosof\u00eda del deportista a nivel de estilo de vida.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9640dd1 e-flex e-con-boxed e-con e-parent\" data-id=\"9640dd1\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1fc2c47 e-flex e-con-boxed e-con e-child\" data-id=\"1fc2c47\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d9cbef4 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.elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\" style=\"--divider-pattern-url: url(&quot;data:image\/svg+xml,%3Csvg xmlns=&#039;http:\/\/www.w3.org\/2000\/svg&#039; preserveAspectRatio=&#039;xMidYMid meet&#039; overflow=&#039;visible&#039; height=&#039;100%&#039; viewBox=&#039;0 0 126 26&#039; fill=&#039;black&#039; stroke=&#039;none&#039;%3E%3Cpath d=&#039;M3,10.2c2.6,0,2.6,2,2.6,3.2S4.4,16.5,3,16.5s-3-1.4-3-3.2S0.4,10.2,3,10.2z M18.8,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.2-1.4-3.2-3.2S17,10.2,18.8,10.2z M34.6,10.2c1.5,0,2.6,1.4,2.6,3.2s-0.5,3.2-1.9,3.2c-1.5,0-3.4-1.4-3.4-3.2S33.1,10.2,34.6,10.2z M50.5,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.3-0.9-3.3-2.6S48.7,10.2,50.5,10.2z M66.2,10.2c1.5,0,3.4,1.4,3.4,3.2s-1.9,3.2-3.4,3.2c-1.5,0-2.6-0.4-2.6-2.1S64.8,10.2,66.2,10.2z M82.2,10.2c1.7,0.8,2.6,1.4,2.6,3.2s-0.1,3.2-1.6,3.2c-1.5,0-3.7-1.4-3.7-3.2S80.5,9.4,82.2,10.2zM98.6,10.2c1.5,0,2.6,0.4,2.6,2.1s-1.2,4.2-2.6,4.2c-1.5,0-3.7-0.4-3.7-2.1S97.1,10.2,98.6,10.2z M113.4,10.2c1.2,0,2.2,0.9,2.2,3.2s-0.1,3.2-1.3,3.2s-3.1-1.4-3.1-3.2S112.2,10.2,113.4,10.2z&#039;\/%3E%3C\/svg%3E&quot;);\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa6deea elementor-widget elementor-widget-text-editor\" data-id=\"aa6deea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 id=\"ember1022\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Fuentes:<\/strong><\/h5><p id=\"ember78\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Rodr\u00edguez Hern\u00e1ndez, S<\/strong>. (2020): Historia de la marca, apuntes de la UOC.<\/p><p id=\"ember79\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Klein, N.<\/strong> (2000): \u00abEl nuevo mundo de las marcas\u00bb. No logo: el poder de las marcas (p. 31-54).<\/p><p id=\"ember80\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Klein, N<\/strong>. (2000): \u00abLas marcas se expanden\u00bb. Klein, N. No logo: el poder de las marcas (p. 55-92).<\/p><p id=\"ember81\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Stalman, A<\/strong>. (2000). \u201cBrand off on: El branding del futuro (p. 48-58). Gesti\u00f3n 2000.<\/p><p id=\"ember82\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Adidas<\/strong>: &lt; https:\/\/www.adidas.co.uk\/ &gt;<\/p><p id=\"ember83\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Wikipedia <\/strong>&lt; https:\/\/es.wikipedia.org\/wiki\/Adidas &gt;<\/p><p id=\"ember84\" class=\"ember-view reader-content-blocks__paragraph\"><strong>La esquina del marketing<\/strong> &lt;https:\/\/laesquinadelmarketing.wordpress.com\/2015\/04\/14\/adidas-impossible-is-nothing\/ &gt;<\/p><p id=\"ember85\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Enrique Ortega Burgos<\/strong> &lt; https:\/\/enriqueortegaburgos.com\/adidas-su-historia-1\/ &gt;<\/p><p id=\"ember86\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Vinitatis <\/strong>&lt; https:\/\/www.vanitatis.elconfidencial.com\/estilo\/moda\/2018-11-26\/historia-marca-ropa-deportiva-adidas_1643952\/ &gt;<\/p><p id=\"ember87\" class=\"ember-view reader-content-blocks__paragraph\"><strong>T Box<\/strong> &lt; https:\/\/blog.t-box.es\/historia-adidas-superstar\/ &gt;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30d4a82 elementor-widget-divider--separator-type-pattern elementor-widget-divider--no-spacing elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"30d4a82\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\" style=\"--divider-pattern-url: url(&quot;data:image\/svg+xml,%3Csvg xmlns=&#039;http:\/\/www.w3.org\/2000\/svg&#039; preserveAspectRatio=&#039;xMidYMid meet&#039; overflow=&#039;visible&#039; height=&#039;100%&#039; viewBox=&#039;0 0 126 26&#039; fill=&#039;black&#039; stroke=&#039;none&#039;%3E%3Cpath d=&#039;M3,10.2c2.6,0,2.6,2,2.6,3.2S4.4,16.5,3,16.5s-3-1.4-3-3.2S0.4,10.2,3,10.2z M18.8,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.2-1.4-3.2-3.2S17,10.2,18.8,10.2z M34.6,10.2c1.5,0,2.6,1.4,2.6,3.2s-0.5,3.2-1.9,3.2c-1.5,0-3.4-1.4-3.4-3.2S33.1,10.2,34.6,10.2z M50.5,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.3-0.9-3.3-2.6S48.7,10.2,50.5,10.2z M66.2,10.2c1.5,0,3.4,1.4,3.4,3.2s-1.9,3.2-3.4,3.2c-1.5,0-2.6-0.4-2.6-2.1S64.8,10.2,66.2,10.2z M82.2,10.2c1.7,0.8,2.6,1.4,2.6,3.2s-0.1,3.2-1.6,3.2c-1.5,0-3.7-1.4-3.7-3.2S80.5,9.4,82.2,10.2zM98.6,10.2c1.5,0,2.6,0.4,2.6,2.1s-1.2,4.2-2.6,4.2c-1.5,0-3.7-0.4-3.7-2.1S97.1,10.2,98.6,10.2z M113.4,10.2c1.2,0,2.2,0.9,2.2,3.2s-0.1,3.2-1.3,3.2s-3.1-1.4-3.1-3.2S112.2,10.2,113.4,10.2z&#039;\/%3E%3C\/svg%3E&quot;);\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1ef89a08 e-flex e-con-boxed e-con e-parent\" data-id=\"1ef89a08\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-41832ee elementor-post-navigation-borders-yes elementor-widget elementor-widget-post-navigation\" data-id=\"41832ee\" data-element_type=\"widget\" data-widget_type=\"post-navigation.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-post-navigation\">\n\t\t\t<div class=\"elementor-post-navigation__prev elementor-post-navigation__link\">\n\t\t\t\t<a href=\"https:\/\/marcopontes.es\/en\/historia-de-las-marcas-reebok\/\" rel=\"prev\"><span class=\"post-navigation__arrow-wrapper post-navigation__arrow-prev\"><i class=\"fa fa-angle-left\" aria-hidden=\"true\"><\/i><span class=\"elementor-screen-only\">Prev<\/span><\/span><span class=\"elementor-post-navigation__link__prev\"><span class=\"post-navigation__prev--label\">Previous<\/span><span class=\"post-navigation__prev--title\">Historia de la marcas: Reebok (1\/5)<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-post-navigation__separator-wrapper\">\n\t\t\t\t\t<div class=\"elementor-post-navigation__separator\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"elementor-post-navigation__next elementor-post-navigation__link\">\n\t\t\t\t<a href=\"https:\/\/marcopontes.es\/en\/historia-de-las-marcas-nike\/\" rel=\"next\"><span class=\"elementor-post-navigation__link__next\"><span class=\"post-navigation__next--label\">Next<\/span><span class=\"post-navigation__next--title\">Historia de la marcas: Nike (3\/5)<\/span><\/span><span class=\"post-navigation__arrow-wrapper post-navigation__arrow-next\"><i class=\"fa fa-angle-right\" aria-hidden=\"true\"><\/i><span class=\"elementor-screen-only\">Next<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Historia de la marcas: Adidas (2\/5) CONTENIDO &#8211; ADIDAS Viajaremos a lo largo de la historia de las cinco marcas objeto de an\u00e1lisis desde sus inicios hasta la actualidad. Desde la creaci\u00f3n de cada una de ellas, pasando por su evoluci\u00f3n, problemas de gesti\u00f3n de la marca, casos publicitarios de \u00e9xito, estrategias de marketing hasta [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2544,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Historia de la marcas: Adidas (2\/5)<\/title>\n<meta name=\"description\" content=\"Art\u00edculo de la evoluci\u00f3n hist\u00f3rica de Adidas, para conocer su trayectoria desde sus inicios hasta d\u00eda de hoy. 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