Adidas AG (ADDYY), the German sportswear brand, is revamping its brand strategy. The company will make separate brand teams for each of its sporting categories to achieve greater focus on specific sports, which is expected to stimulate growth in its declining segments like golf. This is a huge transition from its previous marketing strategy that allocated the responsibility of managing all sporting categories to a single global marketing team.
The new framework will have a general manager allocated to each sport, allowing each manager to explore new avenues of sports marketing in their individual segments. The strategic changes will be fueled by increasing the marketing expenditure from 12% to 13% in the coming months.
Read more about Adidas and their new global brand strategy here.
