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 tha

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