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Adidas is known for their high tech functional clothes and the perceived quality is high. Stella McCartney is a trendsetter and famous for her designs, the combination of the two brands and their brand associations is very interesting and sure to get attention. Adidas call their new positioning “perfect fusion of performance and style”. The customers that feel loyalty towards Stella McCartney are likely to transfer that loyalty to the new line and this will increase the tolerance for and the positivism towards Adidas.In order to further analyse whether or not Adidas’ acquisition of Reebok resulted in a sustainable competitive advantage over rival and current industry leader,Skechers Shape Ups
, Nike, a customer analysis must be formulated. One way in which the merger is supposed to lead to a sustainable competitive advantage is by increasing the amount of exposure of the two brands globally.