NEWSWORTHY: ADIDAS NAMED SPORTS BUSINESS OF THE YEAR BY YAHOO FINANCE
2016 has been a stellar year for Adidas, a success recognized by Yahoo Finance which named the German sportswear giant “Sports Business of the Year.” The iconic Three Stripes brand is enjoying a major moment, largely due to the unwavering success and buzz of the collaborations between adidas Originals and Kanye West or Pharrell Williams as well as the tie-ups with avant-garde fashion brands such as Mastermind, Bedwin, Stella McCartney and White Mountaineering. Adidas also renewed its iconic NMD and Air Max silhouettes and sealed sponsorships with players such as NBA star James Harden and World Series champion Kris Bryant.
Moreover, it introduced the revolutionary UltraBoost technology which seamlessly blends performance and fashion edge.
“I think because we have both performance products and style products, it’s not easy, but it gives us the opportunity to chase the consumer where the consumer wants to be,” says Mark King, president of the company in North America. “UltraBoost is the greatest example of it. It was going to be the ultimate running shoe, which it is, and now it’s the ultimate fashion shoe. These products can play both, and that’s not easy to do, but that’s the opportunity.”