Adidas wants to increase its U.S. market share to
around 15-20% from levels that are now
significantly lower. Market researchers estimate
Adidas’ share of the U.S. market at about 10%,
implying a goal to at least double it. Adidas has been taking
market share in North America and China from its main
competitor Nike and hopes the launch of new team kits before
this years soccer World Cup will revive its relatively weak
sales in Europe.
Adidas expects to keep its Reebok brand, which has undergone
a restructuring and is expected to return to growth in the
United States this year.