What Did Adidas Do In The First Three Months Of 2016?

On the morning of 5,

The group released its first quarter earnings in 2016, its revenue rose 22%, its gross margin increased by 49.4%, and its share price climbed to 112 euros, the first time in two years to Nike.

The company raised its annual profit target for the second time in three months, and announced its official decision to sell golf business with declining performance, focusing on running and lifestyle.

The term CEO Herbert Hainer, which is only half a year's term, has reported handsome results to shareholders. Western Europe and North America have gained more than 20% growth, and the growth rate in the Greater China region has reached 30%.

Let's take a look at what adidas has done in the first three months of 2016:

In January 11th, Adidas's main endorsement player Messi won the Golden Globe Award five.

In January 15th, Adidas and

Brand Stella McCartney announced long-term cooperation.

In January 18th, the first pair was sold without shoelaces.

ACE 16+ PureControl.

In contrast, the sales of football category in the first quarter increased by 25%.

In February, led by running training, the brand released a pair of PureBoost X running shoes, which was the main female market, and launched Here To Create campaign campaign worldwide.

According to the data disclosed by the company, the Boost series shoes account for 1/3 of the adidas running series.

Then, the NMD, which was launched in March 17th, became a phenomenal product online and offline. It sold 400 thousand pairs on the day of sale, which directly contributed to the astonishing 45% growth of Adidas Original in the first quarter.

Hainer has attributed the success of NMD to two aspects in the report: This is a pair of professional running shoes that are positioned in accordance with the sales of shoes, using Boost and Primeknit technology in the adidas category, and on the other hand, the hype in major cities around the world has been a great help (if you remember the day when people queued up like crazy).

Matt Powell, a sports brand analyst at NPD group, a market research firm, commented that Adidas's US market is recovering. According to their survey data, the sales growth of brands in the 3 months of the month exceeded 50% in the US, and the performance of lifestyle Lifestyle shoes, classic models and casual shoes was excellent.

"Adidas's popularity over the past two years is being rewarded."

He said.

In order to strengthen its position in the US market, adidas has signed many new players in the past few months, such as NHL's Sidney Crosby and NFL Green Bay Packer quarterback Aaron Rodgers.

C dric Rossi, an analyst at Bryan Garnier, said Adidas Adidas was good at executing and marketing, and launched the right products at the right time.

In other words, produce pleasing shoes according to the tastes of consumers.

This year is the new year of the Olympic Games. Adidas has achieved a phased achievement, but the real decisive moment has not yet arrived. The summer match is not quite the same as in spring, when it will be the real playground.