Adbrands Weekly Update 6th Mar 2014:
Adidas Group lowered its revenue forecast for 2014, despite the impending Fifa World Cup. It said weak exchange rates would impact on the current year, and the same factors reduced full year revenues for 2013 by 3% to E14.5bn. However net profits jumped 49% to E787m. The group also unveiled a new
positioning for its struggling Reebok subsidiary, repositioning it as a "fitness lifestyle" brand, not as all-round sportswear. Reebok has steadily lost status as a sports brand since it was acquired by Adidas in 2005, especially in the US. However, it has retained credibility in lifestyle
areas such as yoga and aerobics, not least through sponsorship of the new style of intense CrossFit training. As a result, the Reebok logo was relaunched this week without the "vector" emblem it has used for the past decade, instead
adopting the delta symbol it uses for its joint venture with CrossFit. According to chief marketing officer Matt O'Toole, "The new brand mark signals a clear purpose for our brand [as] a badge for those who pursue a fuller life through fitness. We believe the benefits of an active life go beyond the physical benefits and impacts your whole self and your relationships with others.
It is our symbol of change - an invitation to take part, and to unlock your true potential. It's not a logo, it's a symbol, a way of life."
Adbrands Weekly Update 16th Jan 2014:
Adidas promoted Eric Liedtke to the role of executive board member for global
brands in 2014, succeeding Erich Stamminger, who is leaving the company.
Adbrands Weekly Update 14th Nov 2013:
Adidas posted a decline in revenues and profits for its 3Q ending September, slipping further behind rival Nike, which had delivered another strong quarter in its latest results to August. The German sportswear giant blamed currency fluctuations, bad weather and difficult comparisons against the same
period last year, which was boosted by the Olympics. All sportswear companies are also suffering from a downturn in the golfing market. That's a particular challenge for Adidas in North America, where its golf business is more important than in other markets. Even at constant currency rates, Adidas
Group's regional revenues, including the contribution from Reebok, slipped by 5%.
Researcher SportsOneSource said that Adidas Group has now slipped into 3rd place in the US running market, overtaken for the first time by Asics. However Adidas reaffirmed its existing forecast for the full year, predicting a lift from growing excitement for next year's FIFA World Cup.
Adbrands Weekly Update 3rd Oct 2013:
Ads of the Week: "Basketball Is Everything". The gripping new spot from 180 LA for Adidas Basketball celebrates the anticipated return to NBA action this Saturday of Derrick Rose, sidelined for a whole year as a result of injury. Chicago Bulls fans will go wild if and
when he returns to the court. Fame, money, possessions count for little for players to whom basketball is everything. Very cool.
Adbrands Weekly Update 25th Jul 2013:
DDB was selected to handle the Adidas Originals global account, previously managed by Sid Lee.