By Seb Joseph

Every athlete knows that the moment you become complacent you start to lose. Therefore, Adidas is embarking on what it calls an “ambitious yet realistic” five-year charge to reignite sales after a failure to adapt fast enough to consumer demands and the unforeseen impact of Russian’s stuttering economy forced it to scrap its original Route 2015 plan.

Rather than see this an outright failure, the business has learnt from the disappointment and is pumping funds into the product, retail and digital success stories that defied the downturn. These three areas are emblematic of the company’s new guiding principles of speed, cities Read full story ›

Source: The Drum