Adidas has revealed a significant revision to its US marketing plan, reorienting its emphasis from music to sports. This action follows after the company's breakup with well-known musicians, Kanye West and Beyonce.
Football and basketball are new defenses
Adidas will make significant investments in sports sponsorships and marketing, as part of the new approach. Adidas wants to expand its reach into American football and basketball.
New partnerships announced by Adidas
A 10-year agreement to become the official gear supplier for each of the 30 teams in the National Basketball Association (NBA).
An agreement to become the official kit supplier for each of the 29 teams in Major League Soccer (MLS).
An agreement to become the official gear provider for the officiating staff of the National Football League (NFL).
Adidas focuses away from music
Adidas made the decision to give up on music when its collaborations with Kanye West and Beyonce ended in dismay. These alliances were supposed to help businesses reach a younger audience and increase sales, but in the end, they didn't work.
"Valuable lessons have been learned from our collaborations with Beyonce and Kanye West," Rorsted stated. "We are now ready to move forward with a new strategy that is focused on our core strengths in football and basketball."
Challenges for Adidas
Adidas has to face several challenges as it directly competes with renowned companies like Nike and Under Armour. They are now making all the efforts, so that the marketing activities reach all kinds of audiences. Adidas thinks that by associating itself with football and basketball, it would be successful in increasing its sales within American customers.
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