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Adidas Stepping Away from TV Advertising and Focusing on E-Commerce

Adidas is leaving the television business, and no longer wants to send out TV commercials. This is meant to quadruple revenue in e-commerce by 2020, CNBC reports.

CEO Kasper Rorsted wants to target communication via digital channels in the future.
CEO Kasper Rorsted wants to target communication via digital channels in the future.

In the future the company aims to focus on digital channels, thus appealing to younger consumers, a crucial target group for the sporting goods giant.

Read here: How ISPO and Adidas are looking together into the digital future!

“Digital engagement is key for us; you don't see any TV advertising anymore,” said CEO Kasper Rorsted on CNBC.

“All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately 1 billion euros to 4 billion and create a much more direct engagement with consumers,” said Rorsted.  

Rorsted took over leadership of Adidas last year and has placed his strategy’s focus on digital retail sales. 

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