Belt-tightening - Parent company Adidas made other adjustments in 2008
Thursday, January 15, 2009
LAURA OPPENHEIMER
The Oregonian Staff
...
Between 2005 and 2008, Nike's share of the U.S. athletic footwear market grew from 31.5 percent to 35.5 percent, according to SportsOneSource. Reebok and Adidas fell from a combined 18 percent in 2005 to 9 percent in 2008 -- a figure that company representatives decline to address until they present their business outlook in March.
Matt Powell, an analyst with SportScanInfo, says he'd advise Adidas to stray from purist sport shoes and develop high-fashion lifestyle gear for young consumers. "The kid today is really looking for cool and fun," he says.
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