Adidas likely to invest more deeply in fewer sports in North America
21/07/2014
Speaking to local media in Oregon, where adidas has its North American headquarters, Mr King said one of the things that had occurred to him since he took up the position in April is that adidas is involved in “everything” and that its involvement is broad rather than deep.
He indicated that future strategy may be to invest more deeply in fewer sports.
One of the categories that seems certain to feature is association football, or soccer as it is known in North America. “It’s who we are,” Mr King said, “it’s the soul of the company. It’s what drives the economic engine globally.”
He pointed out that the 2014 FIFA World Cup, in which two adidas-sponsored teams, Germany and Argentina, contested the final, had attracted more attention and bigger television audiences than ever before in the US.
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