Adidas Relies On Stars Not Soccer Teams To Sell Product

Adidas, Nike Inc. and Puma SE are relying more on individuals to sell cleats and jerseys during the monthlong Euro 2016 tournament, the year’s top event for the biggest sports-gear suppliers that starts on Friday. Adidas, roughly tied for market share with Nike in the $5 billion global soccer-gear market, is banking on top players’ ability to reach fans directly and shifting a larger part of its $2.7 billion annual marketing budget toward them compared with the big team sponsorships that defined its past.
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Campaigns built around individual stars also let the brands get their message to kids in a more controlled fashion than they can through decade-long club associations, at a time when fast-changing tastes mean kids want new colours and designs every couple of months.
http://www.businessoffashion.com/articles/news-analysis/adidas-relies-on-stars-not-soccer-teams-to-sell-product