SBD/January 21, 2011/Marketing and Sponsorship

Adidas Attempts To Stake Claim In U.S. Outdoor Market With Apparel, Footwear

adidas' new outdoor footwear comes in 55 styles ranging from $45-200
adidas for the first time is "making an aggressive push into the U.S. outdoor market,” unveiling on Thursday a “complete line of outdoor products at the winter Outdoor Retailer trade show in Salt Lake City,” according to Erik Siemers of the PORTLAND BUSINESS JOURNAL. adidas has “dabbled in outdoor products over the years,” but company officials said that this is the “first organized effort at staking a claim in the U.S. outdoors market, one of the fastest-growing sporting goods categories.” adidas is the “world’s No. 2 brand” in athletic markets, trailing only Nike, but it “enters the outdoor market as a comparative unknown, especially in footwear.” OIA VantagePoint reports that of the “top 20 brands selling outdoor footwear in the past year, adidas ranked 17th.” Despite its “strength globally,” adidas U.S. Outdoor Managing Dir Greg Thomsen indicated that the company, “aware of the challenges, is entering the U.S. outdoor market as something of a humble and patient underdog.” Its decision to build an outdoor division was “borne four years ago, attracted by a category of consumer that is drawn to technical design and performance innovation.” adidas Outdoor “introduced its first products to parts of Europe two years ago and last year expanded into the rest of Europe, Asia and Russia.” Thomsen said that the company will launch a “small offering initially, featuring 27 styles of footwear for men, 18 for women and 10 for kids, along with 56 apparel styles for men and 53 for women.” Its apparel line “will range from $50 fleece jackets to $496 Gortex mountaineering parkas,” with footwear ranging from $45-200 (PORTLAND BUSINESS JOURNAL, 1/21 issue).
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