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Published by:
Institute for Management Development (IMD) (2016)
Revision date:
15 pages
Data source:
Field research


The case series is based on extensive interviews with key executives at adidas Russia/CIS in charge of implementing the radical IT, supply chain and omnichannel initiatives that transformed adidas Russia/CIS from one of the poorest performers to the new standard within the Group. The initiatives included pioneering the rollout and implementation of key new technologies such as click-and-collect, ship-from-store, endless aisle and RFID - all of this in the face of the massive economic crisis that embroiled Russia. With some 1,200 company-owned stores - the Group's largest direct retail footprint globally - adidas Russia/CIS was critical to the financial success of the Group as a whole. The case provides an opportunity to discuss the key challenges in the rollout and implementation of cutting-edge IT, supply chain and omnichannel initiatives in one of the most challenging retail and logistics environments, ie Russia during the latest economic crisis.


Supply chain; Information technology; Entrepreneurial leadership; Omnichain; Radio-frequency identification; Emerging market; Innovation; Retail; Corporate culture; Change management; Technology management; Global; Local; Customer engagement
>55,000 people in over 160 countries with sales of EUR17 billion in 2015
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2016 - EFMD Case Writing Competition - category winner

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