Alison Millington

Adidas is thinking big with football overhaul, but the strategy contradicts its recent moves

Alison Millington

After launching a major football boot campaign with “Haters” in January, appointing a new global creative agency in March and announcing a new strategy earlier this month, Adidas appears to be aware of the challenges it faces from competitors. However, its announcement this week that it will retire its entire existing line of football boots appears somewhat contradictory to its more recent moves.

5 things you need to know this week

Alison Millington

In a week, which has seen KitKat significantly redesign its packaging and the WWF charity introduce a new way of using emojis to generate donations, Marketing Week rounds up everything you need to know from the marketing industry over the last seven days.