At this point, we've discussed the adidas vs. Nike rivalry ad nauseam, but now one of the biggest names at the Three Stripes are admitting that the brand is in need of a major shake-up.
Embattled adidas CEO Herbert Hainer, who's determined to see his contract through until 2017, recently gushed to Fortune about the brand's stellar showing during this year's NBA All-Star Weekend. "This was an adidas weekend. It was all about adidas," said Hainer, referencing the brand's dominance of social media during the February roll out of the adidas Yeezy Boost.
Meanwhile, current global brand chief Eric Liedtke (the man many have pegged as the likely successor to Hainer), is considerably less cocky about the brand's recent triumphs. "We had no right beating Nike on that. But we’re getting our sh*t together, that’s why," he told Fortune. Liedtke went on to say that adidas is in need of a full-on "reset," and speculated that oftentimes the brand isn't even on athlete's minds when they're sneaker shopping: "I think a lot of times we’re not even in consideration. That’s what breaks my heart."
The biggest problem with adidas, Fortune contends, is that the brand is so focused on making money off its fashion offshoots with Kanye and Pharrell, but is ignoring the scary truth: adidas is a sports brand, and that's the majority of the company's business.
With this line of thinking, the Yeezy Boost won't save the Stripes.
1.
[via Fortune]
