Nike Goes With "Amarillo" For Michigan Color USA Hoops Photo Highlights Only Nike Nike, Under Armour Cleats Showcased At MLB ASG Ronda Rousey Stars in New Reebok Spot Analytics Company Catapult Buys XOS Digtial TSN Profits For FY '15 Only Down Slightly UA, Harper Debut New Line Of Signature Cleats NextVR Draws $20M From Chinese Investor Berian At Center Of T&F Contract Debate Durant Could Impact Under Armour/Curry
ADIDAS WHITTLES AWAY AT U.S. MARKETS; EYES WALL STREET
Published March 19, 1998
adidas and company Chair Robert Louis-Dreyfus are profiled by John Tagliabue in the business section of the N.Y. TIMES, under the piece on Nike's decreasing third quarter earnings. Tagliabue writes that Louis-Dreyfus "has turned things around" at adidas, pouring "large sums into creating a cooler image for Adidas with young people tired of Nike's in-your-face style." Louis-Dreyfus: "We're going in the right direction." But Nike GM Central Europe Stefano Caroti said that adidas "is building its recent success by using Nike's winning formulas." Caroti: "They're copying us, from our ads to our products. You put a swoosh at the end of their commercials, they're ours." Louis-Dreyfus said adidas "is less centralized than Nike," and "less dependent on American superstars." Louis-Dreyfus, on Nike's Phil Knight: "He's the Disney of sports, into the marketing of sports at the entertainment end. We try to be more cosmopolitan" (John Tagliabue, N.Y. TIMES, 3/19). WHAT'S AHEAD: While adidas has "gained ground in more popular sports" in the U.S. by signing "big-name athletes," Louis-Dreyfus said his "top priority" is to "accelerate growth in the [U.S.] by continuing to whittle away at the market shares of Reebok and Fila." adidas also plans an IPO on Wall Street "as early as next year" (N.Y. TIMES, 3/19).