Adidas have got a sales strategy for the next five years based on brand success. The ceo of Adidas, Herbert Hainer said ‘Brand success means business success’. He realises the importance of consumer perceptions and wants to be seen as a brand leader with desirable products. Their focus to grow the business is based around using new media and interactivity.

Their market includes China, Russia, India, Latin America, UK, India and North America. Their core audience are the huge number of students in America. This will be their focus, to increase sales in their own territory. Herbert wants to ‘win over the hearts and minds of high school kids’ and his strategy is to engage with them through emotive branding. His ultimate goal for the future is to be the sporting product leader in the world.

Adidas creates stories through their marketing around renowned athletes and ordinary people, rising above their impossible challenges every day.  This theme is based around their slogan, ‘impossible is nothing’.