Fashion Is To Catch The Trend.

Adidas has also realized how far it will affect the development of the company from the trend of the US.

The 47 year old American Eric Liedtke, who served as the global brand leader, pferred the offices of some executives to offices in Portland, including the Paul Gaudio, the global creative director of the company.

More in the future

Adidas products will be developed here.

(by the way, Portland is also the headquarters of Nike.

)

"What kind of cool things can be seen in the US market are popular, blending sports and lifestyle, popular sports products, and are popular in Europe."

Former Adidas executives and Puma CEO Bjorn Gulden said.

A recent report pointed out that in 1970s,

The influence in the US market is much better than that in today's market.

The young people on the streets are wearing sneakers with three bars.

But in the 1984 year of, Adidas made a fatal mistake: because of the height problem, he refused to sign up for Michael Jordan, who was also studying at the University of North Carolina.

Jordan soon chose to sign Nike, while the latter relied on his performance on the pitch to expand the product line and eventually established the company's market position in 1990s.

By the 2005 year, Adidas's share in the North American sports shoes market dropped to around 10%, while Nike had risen to 35%.

The influence of Nike and Adidas on basketball can also be seen from the number and quality of its players. According to the statistics of Business Insider, currently, there are 70 NBA star players signed with Adidas, and few can join the top ranks of the top players. Nike's NBA signing stars have 283 players, and the top 10 stars are up to ten.

Related links:

Chris Grancio, general manager of Adidas global basketball business, said that basketball business is one of Adidas's core businesses, and the brand can earn $1 billion in sales every year.

The United States has the highest level of professional basketball match NBA in the world, and Adidas's focus in the North American basketball market is also here.

As early as in 2005, Adidas bought Reebok, which was also a NBA official Jersey partner, with up to 3 billion 100 million euros (about 21 billion yuan (6.2150, 0.0042, 0.07%)). In 2006, it completed the renewal of NBA with Adidas's identity and signed a NBA official Jersey partner contract worth 400 million US dollars for 11 years.

Adidas CEO Herbert Heiner said at the press conference: "this cooperation can help us immediately increase the exposure of Adidas as a sports brand in the United States, and 11 years of cooperation will make NBA and Adidas synonymous in the field of basketball."

This year is the time when NBA officially negotiated the contract for the shirts, but in March 17th, Adidas announced the waiver of the renewal rights, which is also the last day of Haina's company.

It is reported that Adidas's abandonment of NBA's official equipment status is closely related to the serious renewal rate of NBA premium. It is reported that the offer of NBA negotiations has been raised to 5000 million dollars per season, while Adidas's previous contract is about 36000000 dollars per year.

Chris's position on this is that the long-term cooperation with NBA did not improve the brand's influence and sales volume as expected.

Adidas failed to achieve the expected return on NBA's official Jersey cooperation, and it also had much to do with Nike's occupation of the NBA shoe market.

Unlike CBA, NBA's official equipment is unable to restrict sports shoes. The players have the right to choose the brand of sneakers. Nike's basketball shoes have been pressing Adidas behind their shoes in the field of basketball shoes for many years because of their reputation in the United States and the star effect. But Adidas is an official Jersey equipment brand, but its own LOGO can not get on NBA, but Nike's sneakers kill Murray every day.

Adidas has also used retro Jersey, short sleeved Jersey and other new ways of pulling Jersey sales, but the effect is not ideal.

Even so, after Adidas gave up, two other sports giants, Nike and Edmar, were fighting for the official Jersey contract starting from the 2017-2018 season, UnderArmour.