By Seb Joseph

Adidas is reprioritising its football marketing budget to switch from technology driven to customer insight-led strategies in order to grow annual sales at a mid-single digit rate over the next five years.

The shift serves as the cornerstone of the company’s revamped football gameplan that saw it scrap its old boots in favour of two new lines earlier this year. Spend will now be channelled not only at players but also through more activations on the shop floor and setting up grassroots in key cities.

Ultimately, the strategy aims to take Adidas’ football business closer to fans and its retail partners. Read full story ›

Source: The Drum