Adidas made it very clear that it wasn't happy with sitting stagnant as a brand and letting the gap between it and Nike grow larger by the day. So the brand made some moves. It signed Kanye West, Pharrell, and Nigo, put out a handful of great Y-3 sneakers, signed three of Nike's young designers, and spread Boost and Primeknit — two innovative and sellable technological properties — among its offerings.
But there's still a lot of work for the brand to do. They're still not no. 1. Although I'm not a financial specialist and adept at figuring out at the structural woes of a multi-national corporation, there are still things that the brand could do to make things better and more simple for its customers. Would they work in practice? We'd have to see to judge. But in the meantime, here's How adidas Can Get Its Groove Back.
Matt Welty is a staff writer at Complex. You can follow him on Twitter here.