NEW YORK — Adidas is showing off more than its three white stripes.
This story first appeared in the December 11, 2002 issue of WWD. Subscribe Today.
As part of its plan to broaden its offerings, Adidas has launched its Colours division featuring sportswear in colors such as lime green, pink and yellow. This fall, it is offered exclusively at The Finish Line, but will be rolled out to other stores in February, such as Nordstrom, which has 40 Adidas concept shops.
Herbert Hainer, chairman and chief executive officer of Adidas-Salomon AG, and Ross McMullin, president and ceo of Adidas America, discussed the initiative during a press event Tuesday at the Blue Fin restaurant in the W Hotel in Times Square. Hainer would not comment on the specific ad budget, but said Adidas spends about 13 percent of its net sales annually on marketing and advertising. Adidas-Salomon had sales of about $6.1 billion in 2001.
Yoga pants, camisoles, fitted tops and less-traditional athletic looks will be offered. A print and outdoor campaign plugging Colours, including a billboard near New York’s Madison Square Garden, will also be released at that time. Retail prices range from $26 for terry cloth shorts to $85 for a wind jacket. McMullin noted how the brand was too widely known for its three-stripe looks in black or navy and needed to expand its color palette.
In addition, Hainer said he expects the company’s Y-3 collection, designed by Yohji Yamamoto, to generate $350 million in sales by 2006.