Mark King, president of Adidas North America, has reaffirmed the brand's strategy to sign dozens of endorsement deals with U.S. sports players in the coming years. The Adidas brand's sales shot up by 31 percent in North America in the first quarter of this year, but the rise was strongly supported by demand for fashionable products such as the Stan Smith and the Superstar. King told Reuters that Adidas wants to sponsor 250 players in the National Football League (NFL) by 2020, up from the current roster of 95, and another 100 players in the National Basketball Association (NBA), up from about 70. Adidas has already teamed up with Aaron Rodgers of the Green Bay Packers football team and James Harden of the Houston Rockets. King told Reuters that Adidas' market share for American football cleats has already risen significantly, while basketball is proving tougher but retailers are enthusiastic about the Adidas brand's “Boost” shoe soles. The strategy to get Adidas more involved in American sports was already outlined at the Adidas Group's investor day in 2015, which launched the “Creating the New” strategy. It included heightened marketing investment in the U.S. market, after the Adidas brand lost its second spot in terms of U.S. sportswear market share to Under Armour. Measures announced at the time included the relocation of more functions to Portland, the projected launch of a creative studio in Brooklyn, more footwear designed for the U.S. market and a range of running shoes at cheaper price levels.

Topics