Adidas scraps fashion line to focus on sports

Adidas-Salomon has scrapped plans to launch a men’s fashion brand next year so as not to dilute its sports image.

Adidas’ executive board approved the development of a casual range of clothing for 20- to 35-year-old “high-income, urban men” – thought to be called Attribute (MW August 5 1999) – but decided to scrap it after it received a lukewarm response from US investment banks.

The board says: “We are, and will continue to be, committed to true sports.”

Adidas deputy chairman Herbert Hainer says the decision was based on the results of tests and market research: “Our brands, and our competence in the sports goods sector, still offer enormous potential for growth. We want to concentrate all our efforts on leveraging this potential and managing and building our existing brands globally.”

The development of the leisurewear brand – and a separate subsidiary to run it – was partly a defensive move to counter the encroachment of the fashion industry on the sports goods market.

Adidas says it intends to increase its presence in the active leisurewear market with existing brands rather than developing a separate brand.

The company’s results for January to September reveal a 4.2 per cent decline in apparel product sales to e1.7m (£1m) on total group net sales up 2.8 per cent to e4.2m (£2.6m).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here