“If we are successful in these cities, our brand will be sought-after worldwide,” explained Sales Director Roland Auschel in an interview with Handelsblatt about the global corporation’s decision. In these six global cities which now find themselves at the center of a new marketing strategy, Adidas is looking to establish sports communities, organize large sporting events, and in doing so, bring athletes together.
According to Roland Auschel, Shanghai serves as a perfect example for the success of the new strategy. Revenue in the Chinese city amounted to 100 million euros in the first half of this year: more than in Austria and Switzerland together.
Adidas forecasts significant success: revenue should rise on average by 10 to 12 percent, and profits by up to 22 percent. Adidas is not alone with its city strategy: competitor Nike is also concentrating its marketing activities on various cities. But in this case there are 12 cities in question, including a location in Germany: Berlin.