adidas toe shoes Adidas targets US market share of 15
market share to around 15 20 percent from levels that are now “significantly lower”, its chief financial officer said.
“Our medium term goal in the United States is also to reach that level. Currently we are significantly lower,” he added. market at about 10 percent, 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 year’s 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, he said, although it is not yet making money.
“The brand is far from the level that we are striving for,” said Ohlmeyer, who started the job last May.
Adidas will also this year open a new warehouse facility in the German state of Lower Saxony to help scale up its e commerce business,
he said. Online sales rose by around half last year to 1.5 billion euros ($1.83 billion).