adidas unveils plan to overtake Nike

adidas has unveiled a business plan that the brand hopes will make it the biggest sports manufacturing company in the world by 2015.

Called Route 2015, the plan aims to grow adidas Group business by between 45-50 per cent by 2015 to €17billion.

The strategy includes establishing Reebok as the leading fitness and training brand, increasing sales and market share in running and basketball, and expanding adidas Sport Style.

A number of group-wide efficiency projects are also being planned.

North America, greater China, Russia/CIS, Latin America, Japan, the UK and India have been indentified as key growth markets.

“Since we launched are first growth initiative back in 2001, we have fundamentally redefined the competitive landscape of our industry and have now created what is universally acknowledged as a global two-horse race,” says Herbert Hainer, CEO of the adidas Group.

“From 2001 to 2010 our sales will have doubled to well over €11billion.

“Our net income over this same period will have almost tripled to expected earnings of between €560million-€565million in 2010.

“Therefore we are now well prepared to enter our next growth phase based on our mission to be the leading sporting goods company in the world.”

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