1. 1. ten years ago
   1. sportswear-makers made futuristic design into product
   2. convincend the consummer bought shoes on their technical function
   3. 1. 2004, J. Carmes and Mr. Rasmussen met at a conference in Oslo
   4. 2."A mobile phone may have 72 function, only 50 are used"
2. Founders. 2 brothers
   1. 1. Adidas
   2. 1. Adi Dassler
   3. 2. Puma
   4. Rudolf Dassler
3. Different marketing
   1. 1.Nike
   2. 1.Big cheque to star to wear products
   3. 2. Puma
   4. 2. revenues go on marketing (non-sporting casu clothes
   5. 3. Adidas
   6. 3. less revenu on marketing - lifestyle goods.
4. R&D study
   1. customers motivation
   2. spent 24 hours with customer
   3. fitness was THE sport for most
   4. conditions
5. Football
   1. Bayern Munich FC
   2. Professionnal and amateur
   3. Speed hard to train
   4. Light Football Boot
   5. Year of World Cup -> money
6. Aesthetic
   1. Uniform London Olympics
   2. Untraditionally British
   3. Union Jack unrecognisable
   4. Critisism but commercial hit
   5. Football Uniform russia
7. sales
   1. $2.7 billion football
8. 2006
   1. takeover reeboko