Adidas has to keep-up with the Joneses as it seems when it comes to added value as a manufacturing company, not marketing business enterprise. The expectations are never ending to be always producing the lastest--technology innovations that most competitors can't come near. They focus on tailor-made high performamce products to meet the needs of each customer. Another reason why Adidas takes their company's policy to heart as they use branding goals that uses specific target marketing to each individual customer. For example, a promotional method they use is by having popular sports idols and celebrities, then associate themselves with Adidas. This high source of revenue is then generated and directly influences the comfort of this recognizable brand and makes the quality seem more trust worthy. The last thing they do is use high levels of customer involments that lead to more loyality. The feedback they get is one main key into their secert to success. The long-term benefits are cost effective and they fulfil all the needs they find with regular intervals, customer questioniers; on-line and in-store, and handouts on market streets. To me it seems being second to a monster like Nike, can't be a life long term when they get what you want, when you want it.business-strategy-comptition.knoji.com Sandi Jones