Adidas, like its German competitor Puma, is once again increasing its expected sales for the 2018 financial year in the third quarter. America and China remain the driving forces behind the second-largest sporting goods group after Nike. But as recently, the sports company is worried about its home market and a brand.
Anta Sports is the number three most successful sports brand in China behind Nike and Adidas. Through a potential takeover of Amer Sports, the sporting goods company, which is still largely unknown in Europe, could also rise to number three in the world. But other Chinese brands also want to compete with the big players.
On their home market in China, Anta Sports is the number three behind Nike and Adidas. The possible acquisition of Amer Sports could lead to the sportswear company, which is mostly unknown in Europe, becoming the worldwide number three. Read the opinion of ISPO experts from Asia here.
Adidas remains the supplier of the German Football Association. The sporting goods group strengthens its sponsoring philosophy. After the weak World Cup in Russia, the DFB gains planning security – and hopes to have improved its starting position for the award of the 2024 European Championship.
Adidas is rapidly expanding its e-commerce platforms. Jacqueline Smith-Dubendorfer has been significantly involved in the online offensive as a manager for seven years. In an interview with ISPO.com, she explains how Adidas intends to achieve its high goals in online retail with strategic partnerships.
The sporting goods group is also increasing in the second quarter - and confirms its forecast for 2018 as a whole, primarily due to profits in North America and China. However, the home markets of Western Europe and Reebok are causing concern.