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Adidas Targets Teenage Girls for $1.3 Billion in Sales: Retail

Adidas AG already dominates the global soccer market. Now the company is targeting teenage girls more influenced by music and fashion than sports.

By expanding its NEO fashion outlets, which offer such looks as metallic leather boots, and by exploiting social-media platforms including Facebook and Twitter, the world’s second-largest sporting-goods maker hopes to attract 14 to 19 year-old girls. The company estimates the effort may bring in an additional 1 billion euros ($1.3 billion) in revenue by 2015.