14 December 2015

Important legal information

Adidas chief Herbert Hainer doesn’t worry about the future of the German sportswear-company. He expects a record year in 2016 through double digit growth in sells in the USA.

The past year, Adidas struggled especially with the north American market. Nike Inc. could extend their lead and the newcomer UnderArmour outperformed Adidas. Additionally their golf section performed weaker than expected and the weak ruble had a negative monetary influence.

The aggressive marketing strategy performed in the USA by Hainer seems to reveal its success. The marketing budget has been increased by 50 percent this year. Additionally the company increased the sponsoring of athletes and sport teams. Earnings increased by 10 percent in the third quarter in consequence. Since the beginning of this year the Adidas-share increased by 55 percent. Nike and UnderArmour also presented strong Q3 earnings, though. According to the company, orders for north America have never been as high as right now.

Adidas is planning to increase their market share in the USA further. In 2016 a flagship store shall be opened on 5th Avenue in New York City and 600 shop-in-shops are planned to be established in cooperation with Dick’s Sporting Goods Inc.. But increasing wages and higher purchasing prices could decrease the company’s earnings. Adidas announced that they have already planned measures to increase their efficiency.



24/01/2022 04:16:32