You are here

Adidas faces uphill climb in the race for US consumers

It is banking on younger executives to revitalise the firm as it plays catch-up to Nike, Under Armour

Despite being strong in European football, Adidas has struggled to break into sports such as basketball and American football.

Herzogenaurach, Germany

A NEW generation of more international Adidas executives is trying to loosen a hierarchical structure that has held back creativity at the German sports brand as it tries to retaliate against Nike.

But that is a tall order for a company of 52,500 employees