SBD/June 23, 2014/Marketing and Sponsorship

Adidas Seeking Halo Effect With Baseball Push That Could Boost Sales In Other Sports

adidas is "digging in for ... a critical fight for a bigger share of baseball revenue" in the U.S., a move that is "all about image," according to Allan Brettman of the Portland OREGONIAN. Baseball gear sales "for all companies and teams combined" amount to about $1B a year in the U.S., Brettman asked of adidas execs' plan for baseball, "Why are they leading that fight out of offices in Portland, a city without a Major League Baseball team or major Division I college program of its own?" The company, which has about $20B in yearly sales, "isn't necessarily moving more aggressively into baseball to sell more shoes or uniforms or bats and gloves." adidas America Dir of Baseball & Fastpitch Softball Aaron Kahn: "We consider baseball to be one of the three pillars of our U.S. sports division. Those are sports that have a halo effect on all categories." The NCAA College World Series "gave Adidas a high-profile platform to introduce Energy Boost Icon, its new Portland-designed, $150 baseball cleat incorporating the Boost cushioning the company first unveiled a year ago in its running shoes." The halo effect that Kahn "referred to -- from the product users to people who see players using the product -- would translate into sales in all footwear and apparel categories" (, 6/21).
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