Adidas Surpasses The Olympic Games And Surpasses Nike'S Leading Position In The UK Market.

In just 14 months before the opening of the London Olympic Games and Paralympic Games in 2012, Adidas, the official sportswear sponsor of the 2012 Olympic Games, said that the preparatory work is proceeding according to the plan, and its supply chain and cost problems will not detract from its goal of achieving sustainable development.

Adidas, the largest sporting goods manufacturer in Europe, plans to take advantage of the 2012 Olympic Games. It hopes that with the 4 year sponsorship contract, it is expected to surpass Nike's leading position in the UK market by 100 million pounds (165 million US dollars) before 2015, becoming the largest sporting goods company in the UK.

Adidas executive director HerbertHainer said, "we have a clear plan to become a leader in the sporting goods market in the UK, and the Olympic Games are one of the plans to help us achieve this goal."

"This is the first time that we have not only been authorized to sell the exclusive agency for London 2012 Olympic Games licensed products, but also have products without branded trademarks," the canal told reporters in a news conference in May 27th.

Beijing Olympic Games

Adidas hopes that the 2012 London Olympic Games will be able to achieve the successful hosting of the 2008 Beijing Olympic Games. Adidas is sponsoring the 2008 Beijing Olympic Games and related advertising activities. It is said that the amount of investment is up to 200 million euros (251 million US dollars), so as to help enhance and consolidate its important position in the Chinese market.

However, Adidas also hopes to avoid some erroneous practices that have been implemented. With the global financial crisis beginning in 2008, Adidas had a large inventory after the 2008 Beijing Olympic Games, and its sales declined. Finally, it had to discount the goods.

But Hainer said this is only a temporary phenomenon and predicts that the company's target of selling 1 billion euros to China will be achieved in 2011.

The canal pointed out that "when we talk about the Olympic Games and our commitments, we are talking about the 4 year contract, not only the 17 day Olympic Games."

"Before Chinese consumers are not very exposed to the western world or western brands, we want to use the Olympic Games to attract the attention of consumers in mainland China, so I absolutely believe that this plan will be very helpful to the achievement of our sales goals."

Hainer. said that one of the lessons learned from the Beijing Olympics is upgrading.

In addition to expanding production in the Southeast European region (adidas has a liaison office in Istanbul), Adidas is also working closely with its retail partners in order to immediately understand customer needs and product sales so as to avoid excessive inventory.

Earlier in the 2 years before the London Olympic Games,

Rise in price

But Adidas acknowledges that prices will increase slightly to offset the rising cost of cotton, rubber and oil.

Hainer said to the media, "we have begun to adjust the price of high-tech clothing products, so long as we think that there are opportunities and needs, we will raise the price."

"We are working hard to reduce costs in many ways: streamlining our supply chain, reducing costs and redesigning our products.

We will really invest in the innovative and functional R & D of products, and remove some fancy ornaments that are not fancy.

"There is no doubt that we will raise the price of our products," said the canal.

This is not only for Olympic sports apparel, but for the entire range of products. "

The canal also suggested that the price increase would be 10%.

The Adidas and the 2012 London Olympic Games, the sponsorship amount of up to 201 million euros, is Adidas's largest single sports investment in the UK.

Adidas will provide all Olympic costumes with official logo of the Olympic Games.

It is important that these products will be sold not only through traditional sales channels, such as sporting goods retailers, but also at airports and tourist shops.

Adidas, another initiative for the 2012 Olympic Games, will provide sportswear worn by nearly 70 thousand volunteers at various venues, as well as sports apparel of the British Olympic team and the British Paralympic team.

In addition, Adidas also designated British fashion designer StellaMcCartney as creative director. Apart from designing costumes for British athletes participating in the Olympic Games and Paralympic Games, they will also introduce a series of fashionable costumes for Olympic fans.

At the same time, in order to comply with the norms of sustainable development for the 2012 London Olympic Games and Paralympic Games, Adidas will provide 1 million 500 thousand sports apparel worn by nearly 70 thousand volunteers in the Olympic Games, which will contain environmental protection materials.