GRAHA STUFF

In the world of shoes, innovation continues to unfold. Including the utilization of the latest shoe technology.

Competition in the Indonesian shoe industry is still going very strict. Adidas continues to be overshadowed by long time competitor who is also an old enemy, Nike. Brand Adidas could not sit idly by and strolled calmly. Relies on the power of innovation, Adidas has developed its brand with a good performance.

Top Brand In these times, for personal equipment segment in the category of sports shoes, Adidas obtain the first order. Viewed from the data Top Brand, Adidas get Top Brand Index (TBI) with a percentage of 28.6 percent, followed by his old rival, Nike, in second place with 13.3 percent of TBI, and third place was occupied by the Brick with the percentage of 7 percent.

Performance stable brand that can not be separated from Adidas commitment to always give their best to consumers. Benjamin Hendradjasa, Country Manager of Adidas Indonesia, said that before the Adidas brand plunge into society, they first make sure employees and related stakeholders have high integrity. This will increase the value of integrity in the performance of a solid one big team. So, Adidas may provide products that match market needs.

Integrity solid team brought Adidas to always prove its seriousness in accommodating the needs of every consumer. "The best products of Adidas is not only sold to professionals only, but also for the entire community that hobby and love doing sports activities, as part of its goal in attaining health," said Benjamin. "Of course we combine technology and quality materials in creating a variety of Adidas products," he continued.

Innovation has a crucial role. Brand Adidas always focuses on the experience and years of research to create products that are revolutionary. Innovations made by adidas last some time was very influential on the development of their products.

Benjamin said that the Adidas innovation focuses on security and user comfort shoes in the exercise. This brand is very caring aspect. One innovation is to create products of Adidas running shoes which emphasizes the importance of choosing the right shoes and in accordance with the type of foot shape.

Like some of the technology applied to the Glide-Supernova running shoes appropriate shoes for the owner type underpronator feet (leaning toward inside) and normal foot types. Equipped with adiPRENE technology, which serves to cushion the blow to power when the foot lands and adiPRENEÅ as a cushion in the middle of the shoe to provide a dynamic response in the trot. FORMOTION 3D technology in the heel to provide more flexibility in movement and transition foot when running.

Other features are also found on the X Predator football boots which became flagship products of Adidas in 2009. This shoe uses PowerSpine technology that gives more power to the players by optimizing the power when doing goal-kick. Brand Adidas innovation and research is always done professionally and also periodically to increase customer satisfaction. "For example, using the Adidas soccer player Zinedine Zidane, Gerrard, Raul, and Van Bommel, in examining the quality and strength of Predator X," said Benjamin.

As an official partner provider of soccer balls at World Cup 2010 in South Africa, Adidas to innovate on a soccer ball that is named Jabulani. The technology applied in the ball Jabulani is "Grip'n'Groove". This technology helps the ball so well and can be shot easily herded under various conditions.

To promote its products, Adidas uses a more personal approach to customers in the communications BTL activities and through service in the Adidas Store. According to Benjamin, consumers are now more critical in determining the choice. "Brand Adidas sees this as a good development. Adidas answered by giving clearer communication, such as describing the benefits of the product and the good use of the product to the consumer, "said Benjamin. "Adidas apply this to the media communication system ATL and BTL approach," he continued.

Not only that, Adidas also utilize information technology as a means of communicating with consumers. Brand Adidas using this technology as one of the marketing strategy. Among others through social networks like Facebook, launched a fan page with Adidas Indonesia in November last. This effort got a good enthusiasm from the community, especially our loyal customers. By using Facebook, Adidas provides the latest information on a regular basis. This media is also used as a space between Adidas interact with our loyal customers. In addition, Adidas also uses a global website to promote their products in the category of sports and fashion.

With a tight competition this time, Adidas saw competitors in the market-both globally and locally, very active in developing its products. "Adidas Brand encouraged to create revolutionary products, by bringing forward the latest technology for consumer convenience in the sport," concluded Benjamin.