Adidas readies a “marketing offensive” as World Cup nears

Adidas plans to launch a marketing “offensive” ahead of this year’s World Cup as the sportswear company looks to halt a recent slide in sales.

Kaka

The company, which owns the adidas, Rockport and Reebok brands, says it will “go on a marketing offensive” with the aim of “converting the excitement” of the World Cup into sales.

Adidas makes kits for hosts South Africa as well as Germany, Argentina, France and Spain. Brand ambassadors include Brazil’s Kaka and England’s Steven Gerrard.

It also plans to launch a global campaign for its sports fashion brand adidas Sport Style in order to “accelerate our momentum with the lifestyle consumer”.

The move comes as the group announces sales dropped by 4% to €10.4bn (£9.4bn) in the year to 31 December. Net income decreased 62% to € 245m (£222m) in 2009 from € 642m (£582m) in 2008, hit by rising costs and the strength of the euro against other currencies.

Marketing expenses as a percentage of sales increased in the final quarter of 2009, the company says, as it began its World Cup activity.

Despite the loss, chief executive Herbert Hainer claims the company enters 2010 with “renewed optimism”.

“I am convinced that all our brands can capitalise on a rebounding consumer environment in the current year.

“When I look around the marketplace today, I do not see any other company with a product pipeline as compelling, original or technologically advanced as ours,” he says.

Adidas split executive responsibility for global brands and sales in a bid to “strengthen brand management” last August with Erich Stamminger taking responsible for its global brands division and Hainer assuming direct responsibility for global sales.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

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