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Predeterminado TAPPING INTO U.S. BUZZ

TAPPING INTO U.S. BUZZ

Despite buying U.S. brand Reebok in 2006, the German firm that is strongest in soccer has struggled to break into sports like basketball and American football, recently slipping into third place in the United States behind nike flyknit lunar and fast-growing Under Armour, founded only in 1996.
Its distance from the U.S. market and top-down structure have contributed to missing trends pioneered by Nike like its "FuelBand" fitness device and "Free" barefoot-feel running shoes, as well as being slow to catch on to the "Athleisure" trend that has seen sports leggings becoming the new denim.

Liedtke, a former American football player who joined Adidas in 1994, has therefore revived the role of nike free run 2 global creative director, and appointed Paul Gaudio to the post in Portland. Gaudio also plans a creative studio in Brooklyn to be led by three former Nike designers.
America has long been an obsession for the Herzogenaurach sportswear firms. "The American market is about cool things that work. It's a blend of sports and lifestyle, sports products that also have a street appeal and that is what we also see developing into Europe," said Bjorn Gulden, a former Adidas executive now trying to revive Puma as nike air max 90 womens CEO.

Liedtke and Auschel have named 12 new direct reports in recent months, including Mark King as new North America head - the first American in the job for a decade. American, British and French executives now far outnumber Germans in their adidas busenitz adv teams.

More products for the U.S. market will be developed in Portland in the future, while Adidas has signed top basketball players and celebrities like Kanye West and Pharrell Williams.

Even when Adidas is ahead with an innovation like the "Boost" cushioned shoes that Liedtke helped develop in his previous role, it has not done enough to follow through with new balance 580 marketing, a failing it is now addressing.
 

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