Adidas America, Inc.: Runners. Yeah, We're Different campaign

German sporting-goods company adidas-Salomon AG returned from near death in the mid-1990s with a new focus and global strategy.

Adidas America, Inc.: Runners. Yeah, We're Different campaign

Mariko Fujinaka

OVERVIEW

German sporting-goods company adidas-Salomon AG returned from near death in the mid-1990s with a new focus and global strategy. No longer content to allow competitors, especially the seemingly invincible Nike, to dominate the sporting-goods category, adidas launched a full-scale offensive designed to increase awareness of the brand, enhance its image, and elevate sales. The company moved production facilities to Asia to cut manufacturing costs, formed high-visibility alliances with sports organizations and athletes (including a sponsorship of the New York Yankees baseball team beginning in 1997), purchased the French company...

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