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Adidas Promotion Strategy

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Adidas is a multinational corporation founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing, accessories, and is famously known for their iconic three stripes logo and branding. Adidas is the largest sportswear manufacturers in Europe and one of the biggest in the world, coming only second to Nike. According to Adidas’ official year end report of 2016, the company was able to reach sales of up to €19.3 billion and achieve a company record net income of more than €1 billion for the first time in the history of the company. With the rapidly evolving trends in everyday lifestyles of consumers, it would be remarkable to consider how a company such as Adidas, which has been in the sportswear market for almost 70 years now, has managed to continuously maintain its reputation as one of the industry’s major leaders and has managed to stay relevant in a modern and ever-changing age such as today.

Although Adidas has been standing behind its strategy of ‘Creating the New’ in terms of adopting, developing and incorporating the latest trends and technology into its products, one must also acknowledge the tremendous importance Adidas gives towards further improving and innovating its promotion strategies, especially with the fact that we now live in a digital and more technically advanced age, where anything that’s anything can be accessed on the internet at ease with the tap of a finger. Adidas CEO Kasper Rorsted recently claimed that

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