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Adidas Plans to “Double Down” on U.S.

Business also shifts from celebrity focus back to sports




PHOTOGRAPHY: : Courtesy of adidas PHOTOGRAPHY: : Courtesy of adidas

Adidas (Herzogenaurach, Germany) wants to grab a bigger slice of the U.S. sports market, the group’s regional chief told The Wall Street Journal. This focus comes in the aftermath of the athletic footwear and apparel brand ending its Yeezy shoe partnership with Ye, the artist formerly known as Kanye West.

“We want to double down on all of the things that are U.S.-centric, particularly around sport,” Rupert Campbell, the company’s North America president, told the Journal.

And within sports, Campbell pointed to basketball as an example where the company’s share is low. “So we believe there is an opportunity there.”

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