Adidas weans itself off discounting amid ‘better than expected’ performance
Niamh CarrollCEO Bjørn Gulden admits the company still has a “long way to go” as it seeks to build brand equity and recover from a disrupted few years.
Adidas braces for ‘bumpy’ year after Yeezy and discounting damage brand
Niamh CarrollCompany says it will look for ways to regain “brand heat” amid fallout from termination of Kanye West partnership.
Adidas on its strategy to stop women dropping out of sport
Marketing Week ReportersTo coincide with the launch of its period-proof product, Adidas created a free lesson plan equipping young people with the tools to manage their cycle through nutrition and exercise.
Controversial Adidas ads banned for ‘explicit nudity’
Niamh CarrollWhile Adidas argues the images of breasts in the ads are a recognition of the diversity of bodies, the ASA has deemed the nudity as likely to cause offence.
GSK poaches Adidas global media director Simon Peel
Matt BarkerThe pharmaceutical multinational says it is “thrilled” at the appointment of Peel, who joins after seven years with the sportswear giant.
Reebok, Adidas, John Lewis: 5 things that mattered this week and why
Marketing Week ReportersFrom the brand implications of Adidas’s sale of Reebok to the £100m investment in financial services being made by high street retailer John Lewis, catch up on this week’s biggest marketing news.
Adidas’s sale of Reebok makes strategic sense all round
Mark RitsonReebok hasn’t reached the heights of the 1980s and 90s since Adidas bought it in 2006, and its sale means Adidas can focus on its ‘branded house’ while new owner ABG has the skills to bring Reebok into its ‘house of brands’.
How much is the Reebok brand worth after being offloaded by Adidas?
Michaela JeffersonWhen Adidas acquired Reebok in 2006 it claimed its brand value stood at €1.7bn, but in its latest financial statement that figure had dropped to €733m, so what is new owner Authentic Brands getting?
Adidas on harnessing the power of football to drive social change
Matt BarkerDescribing itself as a “conscience-led organisation”, Adidas wants to use its position in football culture to help Common Goal achieve “meaningful action”.
Brands join football’s boycott to protest ‘toxic abuse’ on social
Matt BarkerThis should have been a big weekend on social for Cazoo, with two of the teams it sponsors playing each other in the Premier League. However, its CEO says brands have a “responsibility to the wider community” to do the right thing.
Coca-Cola, Adidas, Diageo: 5 things that mattered this week and why
Marketing Week ReportersAdidas channels ‘rebellious spirit’ for new campaign Adidas is on a mission to make consumers feel optimistic. The brand itself has plenty to look forward to with the rescheduled Olympics and Euro 2020 tournament on the horizon. The summer of sport aside, the sportswear giant also has some pretty hefty targets of its own. Adidas […]
Adidas on why ‘rebellious optimism’ is more needed than ever
Charlotte RogersIn the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
Adidas cut media spend by 25% during lockdown but now plans to ‘reaccelerate’
Sarah VizardThe sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
Adidas hails effectiveness of #hometeam campaign but cuts spend in response to pandemic
Sarah VizardAdidas is upping spend on digital as it looks to make the most of the shift online.
Adidas’s partnership with Stonewall FC could be a game changer
Matt BarkerBy linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
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