A little more than a year ago, Adidas crowned itself world champion even before Germany defeated Argentina in the World Cup.
As an official sponsor, the company had jersey deals with both the German and Argentine national teams plus other endorsements, but Adidas says the last 12 months haven’t been easy.
CCTV’s Owen Fairclough filed this report from Washington.
Adidas pushed aside by lesser known US brandA little more than a year ago, Adidas crowned itself world champion even before Germany defeated Argentina in the World Cup.
- The company’s official sponsorship of the World Cup means Adidas is linked to possibly the most controversial figure in football.
- Adidas sales in the U.S. are robust and growing well in China and Latin America, but the company lost the deal to supply NBA teams with jerseys, to rival Nike.
- It’s also losing market share: Adidas is now the number three sportswear manufacturer in the U.S., behind Nike and Under Armour.
Adidas by the numbers:
The future of one of the most famous sports brands
Wes Harris, Managing Editor of Business of Soccer spoke to Owen Fairclough about how Adidas will fare in today’s sports business climate.