losing game

Runner-Up Strategy

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Which way to go?
  • Why it matters

    Why it matters

    Adidas’ new strategy may not be sufficient to boost its share price and its market share so it can challenge the most popular brands on the market, Nike and Under Armour.

  • Facts


    • The days when Adidas was the preferred brand in arenas, stadiums and soccer fields around the world are long gone, yet the brand still generates annual sales in the €15 billion range.
    • Mr. Hainer’s previous long-term strategy, which was dubbed Route 2015, did not work as the company failed to reach the lofty projects for income and profits.
    • Those who want to see Adidas dominant again on the world stage likely must wait for at least two years, when Mr. Hainer will step down.
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Adidas was the undisputed number one in the sports world for decades. Beginning in the 1950s, the brand with three stripes dominated the gymnasiums and soccer fields of the world. And then along came Nike and within a few years, the U.S.-based company had left the German sporting goods maker in the dust.

Don’t expect this to change in the next couple of years. It was made clear on Thursday that while Adidas will grow, its goals are not ambitious enough to equal, much less exceed, the overpowering competition from America.

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