adidas zx 750 grey Adidas unveils Europe factory plan
City focusAs part of the strategic business plan, called Creating the New, the company will invest in talent and marketing in Los Angeles, New York, London, Paris, Shanghai and Tokyo.
The company’s executive board member in charge of global sales, Roland Auschel, said: “Global brands are created in global cities. If we win running in New York and Los Angeles, we will win running in the US.”
One marketing expert called the shift to strategic cities a sensible move. “Those areas are important because they are opinion leaders,” said Vince Mitchell, professor of marketing at Cass Business School.
Mr Mitchell added that swift production speed was the secret to the success of such High Street retailers as Zara.
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