Adidas sales strategy for the next five years will be based on brand success. For Adidas CEO Herbert Hainer, ‘Brand success means business success‘. He realises the importance of consumer perceptions and wants to be recognised as a brand leader with desirable products. Their focus to grow the business is based around using new media and interactivity.
Their market includes China, Russia, India, Latin America, UK, India and North America, but their core audience are the huge number of students in America. This will be their main focus, to increase sales in their own territory. Herbert wants to “win over the hearts and minds of high school kids” by engaging with them through emotive branding and ultimately, become the sporting product leader in the world.
As Adidas tells us through their brand marketing around renowned athletes and ordinary people that rise above their challenges every day, ‘impossible is nothing’.