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Adidas set for win at Olympics
By Victoria Bryan |
May 31, 2011, Tuesday
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Print Edition
Print Edition
GERMAN sportswear maker Adidas plans to use the Olympic Games in London next year to generate 100 million pounds (US$165 million) of sales in the UK and steal market leadership there from arch rival Nike.
"We want to achieve market leadership in the UK by 2015 at the latest. The Olympics is definitely a pillar for that," Herbert Hainer, the company's chief executive, told journalists in London.
Currently Nike, the world's largest sportswear group, has a share of about 18 percent of the UK sports apparel market, worth an estimated 4.3 billion pounds, with Adidas in second place on about 15 percent.
Adidas is kitting out the host nation's athletes with gear designed by Stella McCartney and also making the official London 2012 sports apparel merchandise for sale in the UK, which will not feature the group's three-stripes logo.
As official sportswear partner, Adidas will also provide clothing for the athletes to wear in the Olympic village and for volunteers.
Adidas, whose founder Adi Dassler provided running shoes for athletes during the 1928 Games, said the London 2012 products had already been selling well in tourist stores.
The group said it was currently negotiating rights to sell 2012 merchandise in its other key European markets of France and Germany, with sales expected to start in France at the beginning of next year.
The Beijing Olympics in 2008 left the group with excess products it then had to sell at a discount.
Hainer said the group had streamlined production processes and could adjust production rates at short notice, depending on demand.
"We want to achieve market leadership in the UK by 2015 at the latest. The Olympics is definitely a pillar for that," Herbert Hainer, the company's chief executive, told journalists in London.
Currently Nike, the world's largest sportswear group, has a share of about 18 percent of the UK sports apparel market, worth an estimated 4.3 billion pounds, with Adidas in second place on about 15 percent.
Adidas is kitting out the host nation's athletes with gear designed by Stella McCartney and also making the official London 2012 sports apparel merchandise for sale in the UK, which will not feature the group's three-stripes logo.
As official sportswear partner, Adidas will also provide clothing for the athletes to wear in the Olympic village and for volunteers.
Adidas, whose founder Adi Dassler provided running shoes for athletes during the 1928 Games, said the London 2012 products had already been selling well in tourist stores.
The group said it was currently negotiating rights to sell 2012 merchandise in its other key European markets of France and Germany, with sales expected to start in France at the beginning of next year.
The Beijing Olympics in 2008 left the group with excess products it then had to sell at a discount.
Hainer said the group had streamlined production processes and could adjust production rates at short notice, depending on demand.
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