LyrArc Article Gist
Emmerentze and Germano provide this exceptional look with wide ranging interviews at a brand which has failed to make headway in the U.S. market for 2 decades, after being a prominent brand in the 70's and slipping ever since. Adidas share price declined by 38% in 2014, declining to 57 euros, recovering to 70 euros by March 2015. The economic crisis in Russia affected Adidas sales. A major problem area is the U.S. market where Nike has made major progress, and other competitors such as Under Armour and Skechers are rapidly increasing market share. Adidas is now No. 3 behind Under Armour in retail sports apparel and footwear sales, according to Stern Agee and SportsScanInfo. The U.S. operation has been tightly controlled from headquarters in Herzogenaurach, in a rural part of Germany. During CEO Herbert Hainer's leadership since 2001 share price quadrupled but the U.S. operation has languished, because say retail experts the operation does not reflect the culture savvy management style of Nike and other U.S. competitors. U.S. sales are 43% of the global athletic apparel and footwear market, and the global market of $51.6 billion moves in relation to fashion trends set in the U.S. market. CEO Hainer and managers in Germany are seen as very focussed on spreadsheets and analytical approach to sales in over 100 countries. The only design studio outside headquarters in Portland, Oregon, was setup in Brooklyn, N.Y. recently, and the 4th CEO during Hainer's leadership since 2001 is the first to be given some degree of autonomy in making design and marketing decisions. Nike's market share in athletic footwear has increased from 35% in 2005 to 47% in 2014, as Adidas remains stuck at about 10%. The Reebok acquisition for $3.8 billion in 2005 is seen by U.S. Adidas managers as a distraction. Retail store executives visiting Germany say Adidas product cycle from design to product introduction of 18 months was just too long to meet the rapidly changing preferences in the U.S. This is now being cut to 6 months. In recent years Adidas has expanded rapidly in emerging markets but management has failed to grasp the fact that trends in growing markets such as China, India, Brazil and Mexico are set by pop culture trends in the U.S. ...

LyrArc Article Gist
Weakness in the U.S. and Russian market for Adidas and criticism of CEO Herbert Hainer by shareholders. Adidas share price is down about 25% compared to Feb. 2014 even after a 11% increase in 2015. In the U.S. market Adidas has fallen behind Under Armour Inc. to No.3 spot in U.S. sports brands, and North American sales decreased 10% in euro terms for the first 9 months of 2014. The largest competitor Nike has seen a 30% increase in its share price in the last 12 months. Hainer is CEO since 2001, a period in which Adidas earnings quadrupled. Adidas is preparing a new 5 year strategy.

LyrArc Article Gist
Adidas took a one time charge of 125 million euros for irregularities in its Reebok India Company, and expects an additional charge of 70 million euros. Adidas expects net profit to increase by 12-17% in 2012. Net profit for the first quarter of 2012 increased by 38% to 289 million euros, mainly on higher sales in China and Japan and its TaylorMade-Adidas Golf sales. Revenue increased by 14% to 3.8 billion euros on a constant currency basis. Profit results reflected lower financial expenses and a lower tax rate. The 2012 Olympics and Euro 2012 soccer will offer additional marketing opportunities for Adidas. Adidas is increasing its distribution in China and plans to have 2500 stores in 1400 cities by 2015. It will use its NEO brand at lower price points for entry customers in the smaller cities of China.

LyrArc Article Gist
Adidas plans to open 2500 stores in China by 2015, including 500 in 2010, up from 112 today. Upscale outlets planned for the larger cities in China. The distribution will widen to 1400 cities by 2015, from 500 currently, by moving to smaller towns and cities in China's interior. Adidas also plans to ramp up its presence in basketball, a sport that Nike emphasizes. In China it will offer the NEO brand in smaller cities, targeting teens with prices about 50% of other Adidas brands. The strategy is to introduce Adidas products to people with lower incomes at lower price points, a strategy being used by Nestle, P&G and Unilever in consumer products for emerging markets. Adidas has opened an online retail store with Taobao.com and plans to bring in $500 in internet sales by 2015. Still North America with 14% growth will be Adidas's largest market, and sales in China are not likely to overtake sales in North America by 2015, according to CEO Hainer.

LyrArc Article Gist
Adidas new CEO Kasper Rorsted, of Danish origin, adopted a costcutting approach at Henkel. Adidas needs to improve margins in its competition with Nike. It has also lost ground in European markets. He is seen as an American CEO in Germany.

LyrArc Article Gist
A management shakeup takes place at Nike with the departure of several executives and the HR chief for inappropriate behaviour. Nike is described as having a boy's club culture in this report which shows some women left Nike to join rivals Puma and Adidas, and others conducted a survey about conditions for women at the company relating to pay inequity, and allegations of inappropriate workplace behaviour. Following the survey Nike CEO Parker conducted his own internal investigation leading to the management shakeup. Nike will now setup mandatory manager training so that it takes the steps to become a women friendly workplace.

Nike has developed an aggressive competitive culture in its competition with Adidas and other brands. This has added to difficulties for women at the company.

LyrArc Article Gist
A big hurdle for local brands in China is the Chinese consumer's interest and respect for foreign brands. Asked about local brands buyers say they can't think of any, or say Chinese brands are shoddy in quality and value. Brands such as Haier in consumer appliances and Lenovo in tech are an exception. During the big surge in consumer sales in the last two decades Chinese companies producing local brands thought it adequate to simply imitate foreign brand names rather than take the difficult route of establishing the credibility of their own brand- an effort which might take years. Often the foreign name was changed slightly to keep the resemblance but mean something positive to Chinese consumers in the local language. Common are names such as Adidos, Hike, Cnoverse and Fuma for sneakers. Clio Coste keeps the connection to Lacoste with its crocodile logo. Coca Cola in Chinese is Kekoulele, translated to mean Tasty Fun. Only now are local companies giving serious attention to creating long term brand entity and image. The serious attention to brand names and branding comes at a time when China increasingly depends on consumer sales to power the economy with the decline in real estate and slower manufacturing. For the 11 months of 2014 retail sales were up 12 percent over the prior year period to $3.8 trillion, according to the National Bureau of Statistics. ...

LyrArc Article Gist
Nike changes CEO's as it's directly selling to buyers strategy and cutting off ties to retailers struggles, with gains for Adidas and New Balance.