Adidas looks to harness Instagram, Snapchat fans
Global brands director is keen to ensure firm's products and partnerships will help sustain its recent turnaround
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PASSED over for the top job, Adidas AG's global brands director Eric Liedtke plans to stick around under his new boss and has fresh marching orders - translate the sporting-goods maker's digital street cred into sales.
Mr Liedtke, who lost out to former Henkel AG leader Kasper Rorsted in a race to succeed chief executive officer Herbert Hainer, is now turning his attention to a different battle as he seeks to make it easier for Instagram and Snapchat followers to buy popular sneaker styles.
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