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Adidas trusts in open sourcing to ensure future growth

adidas_berlinAt today’s investor day held in Herzogenaurach, Adidas Group is presenting its plans for future growth through 2020. One of the key factors is open sourcing, a subject which is equally pushed by ISPO to provide input from retailers, athletes and consumers to the brands. Adidas’ management said that the group’s core brand as well as Reebok and TaylorMade will commit itself to stronger ties with consumers, who are to be involved more in the development of products to enhance the desirability of the brands through increased integration of consumer desires.

We are closest to consumers with our unique brand portfolio. In the future, we will not only talk to and talk with our consumers. We will be the first sports company that invites athletes, consumers and partners to be part of its brands. We are opening up so that they can co-create the future together with us.”

Eric Liedtke, executive board member, Adidas Group

Further key factors of the Three Stripes’ growth plan are speed and a focus on large metropolitan areas. As reported earlier this year, the group plans to concentrate on six big cities around the globe and to increase its presence there: Los Angeles, New York, London, Paris, Shanghai and Tokyo. As far as speed is concerned, Adidas intends to significantly reduce production lead times and increase in-season creation. That strategy was already implemented for the fashionable Neo collection. In addition, the company wants to reach a share of its total sales of 60 percent through controlled space activities. By 2020, the turnover from e-commerce activities is to reach some €2 billion worldwide.

Planning for high-single-digit growth

Given all these activities, Adidas Group has set itself ambitious targets. The company plans to grow in the high single digits through 2020. Profits are intended to grow even faster at a rate of 15 percent on average.

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