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SBD Global/July 13, 2012/Marketing and Sponsorship

Adidas Pulls Product From eBay, Amazon To Gain More Control Of Marketing

Adidas will ban retail partners from listing its products on eBay and Amazon "as the business looks to gain more control over how its brands are marketed, sold and distributed online," according to Sebastian Joseph of MARKETING WEEK. The decision is part of a global initiative prohibiting all retail partners from listing the company's products on sites of which it does not approve. The move will come into effect Jan. '13 and will also cover the Reebok brand. The strategy could also benefit the retailer's "push to be seen as a fashion label." While adidas is a "world-renowned sports brand, its fashion offering is not as well-known" (MARKETINGWEEK.com, 7/10).
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