The furture is bright for Adidas according to Herbet Hainer, CEO of the company. Although sales fell slightly by 4% in 2009, the year before, 2008, had been the company’s best ever year.
The company will hit its sales and revenue targets, according to Hainer the London 2012 Olympic Games alone should contribute £100 million to the coffers.
Hainer predicts that Adidas products will ride the storm of economic difficulty asserting: “Our products are not expensive” and that “people are concerned about their health, appearance and fitness”. Sports shoes like the Adidas Forum Mid trainer indicate the company is has its eye on the needs of the market..
Adidas is a major player in the sporting goods market. World-wide it is second only to market leader Nike. In addition to large sporting events, promotions and sponsorship the company is looking to expand its sales base into new market segments and marketplaces.
