adidas makes course correction on marketing effectiveness

Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.

adidas is one of the giants of the sportswear market. Its market capitalisation is $60 billion, it operates in 150 markets, advertises in 120 and claims an 8-9% market share compared to market leader Nike’s 11%. It claims to have grown far faster than the overall sporting goods category over the past five years (40% v 8%), so when its global media director says the brand has struggled with marketing effectiveness, it comes as a bit of a surprise.

“That’s not a humble brag,” maintains Simon Peel – it’s only over the last few years that adidas has started...

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