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7,378 $m

This year's "all in or nothing" campaign, launched two weeks before the 2014 FIFA World Cup in Brazil, continues to articulate adidas' mantra. As an Official Partner of the World Cup, the adidas brand was highly visible during the event, but did not gain quite the competitive edge expected. Still, adidas' iconic three stripes were ever present at the 2014 World Cup, the adidas "Brazuca" was the official match ball of the event, and the brand sponsored both finalists (Germany and Argentina) — all adding up to significant success and clear benefits. Though adidas has football (soccer) in its DNA and has been pushing great innovations in the football market since 1954, it is no longer the only player in the game. The competition is fiercer than ever, and adidas—like its competitors—will have to constantly respond to market changes, challenges, and opportunities. Going forward, adidas' brand strategy calls for new product launches, which include innovations in cushioning solutions, lightweight and sustainable design, and digital sports technologies. The brand also plans to expand into key emerging markets, enhance its retail presence, and strengthen its communications. To boost relevance, adidas will be increasing its efforts around targeting Millennials, including next-generation athletes. Partnerships with pop stars and athletes like Pharrell Williams, Kanye West and Lionel Messi prove that adidas is, in fact, "all in" on this strategy.



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