The Slump Economic Situation in Europe Can Become the Obstacle of Adidas
With the total investment of 100 million pounds, the multinational sports giant Adidas becomes one of the biggest sponsors of the 2012 London Olympics. But as the largest sponsor of London Olympics, Adidas’s factories in Cambodia was found to be “sweatshop”, the workers earned only $15 a week.
Subsequently, Adidas denied the issue of “sweatshop”. As for the questions raised by the reporters of Investors about the specific amount and the expected rewards Adidas demands from the Olympic sponsorship, Adidas PR person in charge only responded: “The Olympic Games is a way to promote Adidas, a best chance to show the spirit of Adidas is committed to helping athletes to display their best performance.” No positive response was given.
According to the Investors reporters, Adidas, which has decades of origin with Olympic Games, suffered the bitter fruit of torture by the backlog of inventory in 2008 Beijing Olympics although it positively invested in the competition.
Back to this year’s London Olympics, the situation was so similar. Adidas still chooses the official channels, according to its responsible officers introduced to the reporters of the Investors, not only does Adidas provides equipments for all of the British’s, but also it is the official partner of another 10 countries’ Olympic committees including Australia, France, Germany, it totally sponsors 25 for all of the 26 sports items in the Olympic Games. But Nike is still “too stingy to pull out a hair” on the International Olympic Committee and the London Olympic Organizing Committee, which focuses more on the Olympic stars and advertisement.
“In 2008, Adidas is going to become the largest sports brand in China; in 2010, Adidas is going to become Asia’s largest sports brand.” We still remember the release of heroic utterance by Herbert Heiner, the chief and CEO of Adidas Group said in an interview the night before 2008 Beijing Olympic Games
Yet the evidence of the later fact shows that Adidas didn’t win the champion of domestic market as previously expected, not only was Li Ning surpassed it, some other brands like Anta, Peak, and XTEP also show obvious advantages over it by their increasing trend.
“This year’s situation is different from that of 2008 Beijing Olympic Games, and no comparison can be drawn from them, but there still exist risk for Adidas. It has been keeping the single-digit growth in the European market, and the European audiences’ passion for this year’ Olympic Games is less higher than that of the Beijing Olympics, and marketing in this kind of competition is not able to stimulate their enthusiasm of purchasing; and it’s time when the economic downturn in Europe, and the benefits it brings to Adidas may be lower than before.” Zhang Qing said to the reporters of the Investors.
Adidas Bounce S has long-term competition with Nike running and tennis shoes, we have been offering best shoes at NIKE Free Run 2 Australia! Shop now!
Processing your request, Please wait....
