Retail Industry
Industry: Email Alert RSS FeedADIDAS GETS BACK INTO THE RACE FOR U.S. MARKET SHARE.
Footwear News, May, 2005 by Carofano, Jennifer
Byline: Jennifer Carofano
NEW YORK -- After stumbling in the early part of the millennium with out-of-sync collections and eroding U.S. market share, Adidas is on the rebound.
During the past 18 months, the German athletic giant has clawed its way back to relevance with a series of headline-grabbing initiatives, including its first global advertising campaign in five years and new partnerships with designer Stella McCartney and hip-hop artist Missy Elliot. And most recently, it launched Adidas_1, a shoe that has raised the bar on running-shoe technology.
The efforts seem to be paying off. The brand's first-quarter global earnings skyrocketed 46 percent, to $137.8 million, from $94.5 million during the same period last year. In addition,...
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