Among the hurdles adidas is facing as it tries to "regain footing" in
the U.S. is that the brand "isn't cool in America, and cool is what
sells sports gear," according to Jervell & Germano of the WALL STREET JOURNAL. Adidas "has often been
off-mark among American shoppers, whose sports-gear tastes can shift
unpredictably and whose spending is swayed by sports other than soccer."
But adidas Chair & CEO Herbert Hainer "wants to reboot in the U.S."
with North America President Mark King, who took over the role last
June. King said that the company has "given him more leeway than to
predecessors to craft a U.S.-specific strategy." He said the U.S. has a
"very different mind-set from Germany." King said that branding and
product creation for most products sold in the States "will originate in
the U.S. for the first time." He persuaded adidas to let him sponsor up
to 500 NFL and MLB players over the next few years, "up from the few
dozen Adidas sponsors today." He added, "I know we're a soccer brand
globally, but in the U.S. we have to be about U.S. sport." King said,
"We have so many assets that nobody knows about, and if we could tell
those stories in a much better, U.S.-centric way, this brand in a very
short time could definitely change its cool factor." NPD Group
VP/Industry Analysis Matt Powell said, "The U.S. is 40% of the world’s
sneaker market and 100% of the world’s sneaker culture. To win the
world, you need to win the U.S." (WSJ, 3/23).
FLOWER POWER: In Portland, Tim Brown reported NBA Trail
Blazers guard Damian Lillard's adidas "D Lillard 1" shoes "have been a hot
commodity" in the city. However, none of the previously released color
schemes "have been close to as popular" as Friday's D Lillard 1 "Florist
City" edition. The newest pair of Lillard's signature low-top
basketball shoes is "dedicated to the city of Portland, an ode to Rip
City." They "feature a vibrant, all-red exterior." The sock liner
"etched with rose petals and the toe cap and mid sole are dotted with
matte red 'splashes' that imitate the look of rain drops on the exterior
of the shoe." The sneakers "sold out in minutes" on adidas.com (OREGONIAN, 3/21).
