Adidas Wants To Save Americans With Three Moves.

If you look at it further, it is easy to find the link - Adidas is actively laying out the idea of grabbing the US market.

"We want to overthrow the dominance of NIKE in the US market", and the recent Adidas global brand director Eric Liedtke expressed confidence in a recent media interview. Then how does the long European sport brand plan to achieve its already broken "American Dream"?

Eric Liedtke joined Adidas in 1994 and was promoted to the global brand director last year. He was initially a football player.

Football is also the most competitive field of Adidas.

UNDER ARMOUR takes second of the US name, which may surprise us, but Americans do not think so.

Although UNDER ARMOUR is young (founded in 1996), but after all, it is a Native American, who is also a rugby Champion (one of the four big balls in the United States, the other three are baseball, basketball and ice hockey). And with tights as the core, many sportswear equipment with simple design and functional features has been launched, which has attracted many young sports fans.

Oh, there is also a heavyweight fan named US President Obama.

NIK, the strong enemy, is sitting on the first deal, old brother PUMA is constantly on the move, and the new UNDER ARMOUR is covetous. The adidas from the "sleeping place" (a nickname in the town of Hull zuoken al Lago, Germany) is clearly no longer sleeping in the US market.

Thus, a campaign to rebuild the American dream is being launched within the German movement.

"We need to get to know the design aesthetics of Americans," Eric Liedtke said eagerly at one ten. "We did very well in Europe because we know what Europeans like, but we do not know Americans so well."

The German brand, which has been in the US market for decades, feels the unprecedented pressure for the first time.

So they chose the most direct way to dig people.

Since last September, Denis Dekovic, Marc Dolce and Mark Miner have been posted to Adidas, and NIKE has accused three designers of stealing commercial secrets. Adidas has been able to remove the main force of the design of NIKE shoes, which is decisive and simple, and quickly helped three people set up creative design in Broolyn to fully support their creative work.

Although Adidas said he was "not interested" in the past work of the three designers, it was precisely the three people's outstanding achievements in the past that led to this dig.

After all, NIKE's popular Nike Lunar Force 1 comes from Marc Dolce. The hot running series Nike Free is operated by Mark Miner, plus the completion of the NIKE World Cup war boots and the design of the football branch director of the Mark.

"The United States has become our weakest and dangerous part. We must go out and recruit the best design talents from our opponents." Eric Liedtke responded to the poaching incident in the interview, and said, "we will create the best creative workshops for these designers, and we will continue to go out and look at all kinds of design studios, so as to inject fresh and fresh energy into our products".

That is to say, Adidas intends to make use of American resources on the spot, let Americans design what Americans like, and constantly excavate the fresh elements in American design.

Design is the first and the most crucial step for Adidas to return to the United States.

Eric Liedtke immediately launched the Adidas's internal reforms after being the global brand director, which included the pfer of several executives from the German headquarters to the American branch of NIKE, the headquarters of NIKE in Portland.

He is a member of the Eric Liedtke high level mobilization. He came to Boston from Germany to take charge of the branch business and was appointed the international creative director of Adidas.

Paul Gaudio mainly follows Adidas Performance (professional sports) business and design work.

In front of us, the NIKE designers and creative design centers were put forward and completed by him.

Mark King is the head of Adidas's new North American market, and his appointment is also completed by Liedtke.

Like him, many new appointees have been received. The reason why we picked him out is that the new job of Mark King is very important for Adidas to save the Americans, and he is the first American in this position in ten years.

To force the executives to the base of the opponent's stronghold and make an exception for the Americans to lead the market work. Even today, the number of British and French executives in the adidas team is far behind.

The number of executives is the constant adjustment made by the brand in the near future.

Because they know that they want to reverse the decline in North America, and not only create products that Americans like, but also know how to sell products in the way Americans like.

What is the most dominant business of Adidas? Football, of course.

But even in the field of soccer, adidas has been badly hit by the fact that NIKE is joining the team through the crazy sponsorship of top teams, so that its logo will be seen prominently in last year's World Cup.

But running to the United States to sell football products is obviously not a coincidence.

Because in the eyes of Americans, football is not the most fun sport.

So Adidas thought of another direction - selling running shoes, and summoning everyone to New York to see the best running shoes in history.

The final victory of Germany in last year's Brazil World Cup was also seen as Adidas and finally won NIKE.

But then, even the second Argentina team is wearing Adidas equipment.

"Running is the most popular sport in the world and the best in our business." in the eyes of Eric Liedtke, the market performance of running equipment will become the focus of North America. "When I want to design sneakers, I will pay attention to what the British say, and if I want to run shoes, then I have to listen to the American advice."

In addition to the usual launch of running new products on a quarterly basis, Adidas summoned global media and senior runners to New York in January 22nd to launch a Ultra Boost, the best running shoe in history.

The running shoes are highly valued by Adidas, and even hope to change the brand's status in North America from this point of view.

Since 2013, the Boost mitigation technology, which has been widely used in Adidas running shoes, has again become the core highlight after two years of innovative design.

"The strongest in history."

"It's Adidas's label for Ultra Boost, or what the brand wants to do.

The choice to assemble a large number of people in New York also demonstrates the sincerity of Adidas: we are willing to dedicate the best products to you, dear American consumers.

Eric Liedtke did not elaborate on how to win the US market from its competitors.

"Competition is always good, and the competition in our industry is fierce.

We know very well what we want to do every minute and every minute to compete, but this does not mean that we love competition, "Eric Liedtke said." we actually spend a lot of money on product research and development, hoping to help users get the best sports experience, but at the same time, these products are pretty good.

When we really realize this, and put them together beautifully, then we will not be difficult to achieve commercial success.