ADIDAS SUSTAINABILITY PRIORITIES 3Technology advancement and innovationAdidas is a successful enterprise that invests in technological advancement and innovative ideas to enhance excellent product development. This is a strong competitive advantage that works for the good of the company. It has proven hard for competitors to beat Adidas (Kuşay, 2014, P. 40).The high degree of orientation to technology has created a strong brand value for clients placing the company at the top of the bar over its opponents.For example; the high performance sports shoe that meets consumers’ needs.Ideally, technology superiority has tailored Adidas. Intense marketing promotionThe company also uses intense and integrated marketing promotion to find its way in the market share. Equally, dynamic branding through celebrity advertising and sports idols has generated a steady flow of income to the company since consumers tend to appreciate the qualityof the products once they know there is an association with influential personalities which servesas an extra motivation. For example, use of top athletes, high performance apparel, shoes, marketing departments, and other sports products create an impulsive move that generates high sales and company growth (Shank, 2009 ,p. 69).Customer involvement Adidas has a competitive level of customer involvement in its operations. The company enjoys strong brand loyalty. Customer’s feedback gives the company a distinction that enhances it to maintain a long term relationship at the least price possible. Listening to customers closely, doing a comprehensive market research on their tests and preferences, online and on market interaction equally contributes to this overwhelming success (Lebron, 2010, P.20).

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