Bloomberg Businessweek

How Adidas Got Back In the Game

Younger players, music producers, and fast fashion are paying off | “It’s really millennials fueling this resurgence”

When Angelique Kerber won the U.S. Open in September to bring the women’s tennis title to Germany, she was decked out head-to-toe in gear by Adidas. NFL wide receiver DeAndre Hopkins kicked off the Houston Texans season wearing cleats designed by rapper Kanye West, part of Adidas’s strategy of mixing sports and hip-hop culture that’s resonating with kids. Even celebrities such as Katie Holmes and Kristen Stewart lately have been seen sporting Adidas’s back-to-basics Stan Smith tennis sneakers, which some fashionistas have taken to mixing with couture wear.

You're reading a preview, sign up to read more.

More from Bloomberg Businessweek

Bloomberg Businessweek4 min readPolitics
What’s a Global Economy Between Friends?
There was a time in the not-too-distant past when “G” summits were earnest, even turgid affairs, at which worthy matters were discussed in polite sitdowns between the leaders of major economies. That was before Donald Trump, of course. If the America
Bloomberg Businessweek4 min read
CAN YOU TRUST A Libra?
When Facebook Inc. recently unveiled Libra, its long-awaited cryptocurrency, the company used the announcement as a chance to convey just how much care has gone into the digital asset. David Marcus, the former PayPal Holdings Inc. president who’s the
Bloomberg Businessweek7 min read
Why Walmart Loves Ellen
Ellen DeGeneres is on television every weekday. Sometimes she’s on twice. Her daytime talk show, The Ellen DeGeneres Show, brings in more advertising revenue than Dr. Phil’s and Kelly Ripa’s combined, and her prime-time special, Ellen’s Game of Games