View Full Version : North America is not only the biggest market in terms of revenue

05-26-2016, 08:56 PM
North America is not only the biggest market in terms of revenue. “It still defines what’s cool in sportswear”, says Christoph Metzelder, the former German football star and now managing director of sports marketing firm Jung von Matt/sports in Hamburg. Coolness, however, has not been a key asset for Adidas in its battle with Nike until now.

Adidas has focused on the functionality of its shoes as its main selling point. This has been the case since the company’s founder, Adi Dassler, invented a football boot with removable studs, whose suitability in all weather conditions made it an unlikely hero of the West Germany football team that won the 1954 World Cup in the “Miracle of Bern”. Until Nike Air Max Thea Homme (http://www.meary.fr/Nike-Air-Max-Thea-Homme-c-55.html) the late 1970s that worked quite well and Adidas dominated the market. But then came Nike.Nike’s co-founder, Phil Knight, Nike Air Max 90 Essential Womens (http://www.willtaylar.co.uk/nike-air-max-90-c-9/nike-air-max-90-essential-womens-c-9_11/) chose a different approach. When he brought in American basketball star Michael Jordan as the brand’s face in 1985, he hit a nerve. The “Air Jordan” has been lauded as the most famous sneaker ever since.

In 2005, Adidas tried to catch up by acquiring its US competitor Reebok.Hainer, who has led Adidas since 2001, called the $3.8bn deal “a once-in-a-lifetime opportunity”. But it has not paid off so far. Last year, Adidas dropped to the No 3 rank in North America for the first time, falling behind newcomer Under Armour.

But Adidas is far from giving up. Last year, the company promoted two Americans to top management roles. Mark King, who previously ran the golf division TaylorMade, is now overseeing the North America Nike Air Max 2016 Feminino (http://www.airmaxfemininosapatos.com/Nike-Air-Max-2016-Feminino-c-2.html) business, while Eric Liedtke is taking care of the group’s brands. Adidas has also hired three of Nike’s top designers to Nike Air Max 90 Femme Rose (http://www.animmusic.fr/Nike-Air-Max-90-Femme-Rose-c-1_107.html) join its newly established design studio in Brooklyn – a more trendy workplace than the company’s headquarters in the rural Bavarian town of Herzogenaurach.