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SBD/June 1, 2011/Marketing and Sponsorship
On The Catwalk: Under Armour Looks To Expand Business With More Focus On Fashion
Published June 1, 2011
ADIDAS BANKING ON OLYMPICS FOR U.K. BOOST: In London, James Hall noted Nike is “currently market leader” in the U.K. with an 18% share of the almost US$7.1B sportswear market. adidas is in second place with a 15% share, but “hopes that its status as official sportswear partner” of the ‘12 London Games “will help it achieve its goal of overtaking Nike by 2015 at the latest.” adidas, in addition to providing the apparel for 25 of the 26 Olympic sports, will also dress the Olympic volunteers, "provide the outfits for the pre-games torch relay and create clothing for the athletes to wear in the Olympic Village.” adidas is also the LOCOG “official clothing licensee, and will sell Olympic-themed and branded clothes through its own stores and third-party retailers.” adidas Group Chair & CEO Herbert Hainer said that the company “is hoping to achieve sales of [US$165M] from its Olympic clothing lines.” The company will “bolster its marketing throughout the UK in the run-up to the Games by opening 100 temporary ‘AdiZones’ -- areas that will include free-to-use tennis, football or basketball equipment.” adidas Managing Dir of Market North Gil Steyaert: “We like to believe we will be the cool brand of the Games." Steyaert said that adidas hopes to “knock Nike off its perch in the UK,” but Hall noted the company must “beat Nike in London, where it is the top sports brand by some distance.” Steyaert said that adidas is the “most popular brand in certain areas of the north of England, such as Liverpool.” But adidas “must win London if it wants total dominance.” adidas “has invested around” US$165M in the ‘12 London Games (London TELEGRAPH, 5/30).