Here's Adidas's plan to catch Nike

It's shifting strategy...

BY Joseph Conroy 14:19 Thursday 9 March 2017, 14:19 9 Mar 2017

Matthias Schrader/AP/Press Association Images

Adidas's latest results show that demand for its brand is continuing to grow - its total sales in 2016 increased by more than 10%.

The high street has become as important as the sports field for the company - sales of its reissued minimal Superstar and Stan Smith runners are booming. The company is also struggling to keep up with demand for its NMD boost range (which sell for up to €150 a pop).

Adidas Originals NMD XR1

Its new strategy is looking to H&M and Zara, rather than Nike or Under Armour for inspiration.

Adidas will invest in new production facilities in Germany and the US - shortening its supply chain and bringing its manufacturing facilities to these lucrative markets - allowing it to respond to trends at a fast pace in the same way which fast fashion chains do.

Adidas Originals / Facebook

This model is also designed to lead to less discounting as the company gains flexibility and can manage its output as demand changes (rather than gambling on products ahead of time and making them at plants in Asia).

It's set the goal of becoming the first "fast sports company" - and believes these 'fast' ranges will account for more than half its sales in 2020.

Adidas Originals / Facebook

The company is increasing its investment in its less-costly lines as it tries to attract thrifty young shoppers.

Adidas is also investing in its online resources, it is targeting e-commerce sales of €4bn by the end of this decade - that number hit over €1bn last year.

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