SBD/March 22, 2017/Marketing and Sponsorship

Adidas Marketing Notes: Could Brand Help Get Coach Steve Alford From UCLA To Indiana?

UCLA was an Adidas school when they tapped Alford as coach in '13
In Indianapolis, Gregg Doyel noted college basketball coaches around the country "expect Adidas" to pay UCLA coach Steve Alford's $7.8M buyout at the school if he were to take the coaching position at Indiana, which has a $54M contract with Adidas through '24. UCLA was an Adidas school when it hired Alford in '13, but the school recently left Adidas for a 15-year, $280M deal with Under Armour. Adidas would "love to return the favor and help Alford leave UCLA." Doyel: "That’s what other coaches are hearing, and telling me" (INDIANAPOLIS STAR, 3/20).

GO FASTER: REUTERS' Emma Thomasson noted Adidas has been "testing a store where shoppers can design a sweater, have a body scan to determine fit and get it knitted by a state-of-the-art machine within hours, as the German company looks at ways to respond more quickly to customer demands." Adidas is "working on several initiatives to cut the time it takes to get new designs to stores from the 12 to 18 months now standard in the sneaker industry, including opening factories mainly operated by robots" in Germany and the U.S. Adidas wants 50% of its products to be "made in a faster time frame" by '20, double the rate in '16 (REUTERS, 3/20).

LAW & ORDER: FOOTWEAR NEWS' Jennie Bell noted Adidas is "heading back to court to defend its tech properties, this time taking aim against athletic brand Asics." The case "claims that Asics and FitnessKeepers have directly infringed on roughly 10 patents held by Adidas, related to such concepts as 'products for providing information about a user during a physical activity,' 'products that support real-time interactive communication and automated route generation' and 'methods for determining workout plans and sessions.'" Asics purchased FitnessKeepers in early '16 as a way to "bolster its digital capabilities" (FOOTWEARNEWS.com, 3/21).
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