Subject category:
Marketing
Published by:
IBS Research Center
Length: 25 pages
Data source: Published sources
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Abstract
Adidas had always developed state-of-the-art sports footwear, apparel and accessories. However, rival Nike had toppled Adidas from the leadership position in the USA, using its strengths as a marketer. Adidas took over Reebok in 2005 to strengthen its place in the USA market. It also capitalised on its position as an official sponsor of FIFA (International Federation of Football Association) World Cup 2006 to launch aggressive campaigns. But analysts were sceptical of Adidas'' success in the USA, considering Nike''s marketing muscle.
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Abstract
Adidas had always developed state-of-the-art sports footwear, apparel and accessories. However, rival Nike had toppled Adidas from the leadership position in the USA, using its strengths as a marketer. Adidas took over Reebok in 2005 to strengthen its place in the USA market. It also capitalised on its position as an official sponsor of FIFA (International Federation of Football Association) World Cup 2006 to launch aggressive campaigns. But analysts were sceptical of Adidas'' success in the USA, considering Nike''s marketing muscle.