Adidas-Salomon AG: Yankee Fans campaign
Chris AmorosinoOVERVIEW
After more than a decade of dismal performance worldwide and a 1995 company relaunch by a group of international investors, the Germany-based athletic-foot-wear-and-apparel brand adidas (the official company name became adidas-Salomon AG after a 1997 merger with French sports-equipment maker Salomon) set its sights on rebuilding its share of the U.S. market. It dramatically raised its marketing profile in the United States and sought partnerships and licensing agreements. One such agreement, with the New York Yankees, caused controversy among other members of the Major League Baseball association. The partnership also resulted in...