Adidas Plans Global Ad Push

10 November 2003

Sportswear titan Adidas is planning a global ad campaign next year as it seeks to revive US sales.

The group hopes to launch the promotional blitz in the spring. Details - including how much it will spend - are still under wraps, though reports suggest US activity will focus on repositioning the brand and boosting sales without cutting prices. It is expected to be the company's biggest ever stateside push.

"We will strengthen our emotional connection with consumers in launching a global brand campaign," declared Adidas ceo Herbert Hainer. "This will be our first major brand advertising in America in almost five years."

The German-headquartered firm's last quarterly results showed a 13% drop in US sales to €459 million ($525.5m; £315.4m), despite improved trading in Europe, Asia and Latin America.

Adidas' ad agencies are TBWA Worldwide and 180 in Amsterdam.

Data sourced from: BrandRepublic (UK); additional content by WARC staff