Adidas Hires Social-Media Stars to Double Women's Market Share
- Sports-goods maker ‘not happy’ with standing in female market
- Company seeks to lift share of women’s wear to 28% of total
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Adidas AG is increasing efforts to sell more gear to women through social media as it seeks to double its share of the female sporting-goods market by 2020.
The German company’s target customer “doesn’t follow the Real Madrids, she doesn’t follow the James Hardens, she follows her own cycle of influencers, and they are typically on Instagram or Youtube or the social media areas we tap into,” board member Eric Liedtke said in an investor address Tuesday. “So we put together a team of 25 influencers that come and work with us on a regular basis,” including retired former tennis No. 1 Ana Ivanovic.