Blog: Leonie BarrieAdidas goes for Olympic gold

Leonie Barrie | 31 May 2011

While many of us here in the UK still seems to be in two minds about the London 2012 Olympics – with everything from the process of issuing spectator tickets through to the event’s supposed lasting legacy having the ability to stir up controversy – one person who’s in no doubt about its potential winning streak is Adidas boss Herbert Hainer.

Visiting the capital last week for the first time in four years, he waxed lyrical about how the event will be a springboard to overtake Nike in the UK by 2015, its ability to raise the brand’s profile globally, teaming up with fashion designer Stella McCartney, and its sustainable stance.

The Olympics sponsorship deal is thought to have cost the German sportswear group $201m, making this its biggest single investment in a UK sporting event. So it’s not surprising the firm has some ambitious objectives. Put into context, there is also a lot to gain, with success achieved at the Beijing Olympics in 2008 helping Adidas towards its $1bn annual sales goal in China.

Although Hainer admitted Adidas still looks at its involvement with each Olympic Games on an event-by-event basis, the firm has always had close links to the competition. Indeed, the first medals were won back in 1928 in shoes made by founder Adi Dassler himself.

Adidas unveils its Olympic ambitions


BLOG

Complexities of multi-channel pricing, sourcing and stock control

The fashion industry is operating in a multi-channel world – but when it comes to managing this approach, it seems there is no unanimity of best practice (and often no best practice at all) on multi-c...

BLOG

Fashion firms struggle on speed to market

Fashion firms are continuing to wrestle with the challenges of taking decisions quickly and meeting deadlines – and admit they are struggling to speed their go-to-market processes to keep up with fast...

BLOG

Why cotton is being battered on all fronts

Cotton is being battered on all fronts, from false information campaigns, to competition from synthetic alternatives, and a changing consumer. The challenge now facing the cotton industry is how to re...

BLOG

New businesses shaking up a broken retail model

The convergence of disruptive new technologies, easy access to cheap capital, and changing consumer attitudes are shaking up an already-broken retail model, according to speakers at last week's IAF Wo...

just-style homepage



Forgot your password?