Both Adidas and Puma are apparently placing more emphasis in their communication strategies on the sports performance segment. Adidas' new advertising campaign for this year, described as the biggest in its history, is intended to highlight the brand's offerings in this segment, which still represents more than 70 percent of its total sales. The numerous new sponsorship agreements signed by Puma in the area of football and other sports are intended to help the company achieve a corporate goal to raise the share of this segment in its own sales from 35 to 40 percent by 2015.

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