The growing popularity of hiking and skiing has made the German sportswear and footwear giant turn its attention to the field.
The change in shopping habits due to the pandemic has affected many areas, and sports are no exception. People who prefer an active lifestyle are showing increasing interest in various activities in nature, such as long walks, skiing, etc. As opposed to group workouts in the gym or team games like football, activities that can be done individually in nature are gaining popularity.
Large brands could not stay away from the growing market, and was no exception. Adidas. The German company is the second largest sportswear manufacturer in the world, second only to Nike. In the outdoor apparel market, Adidas only ranks "sixth or seventh," according to company CEO Kasper Rorsted, quoted by the Financial Times.
Adidas intends to strengthen its position in this market and take a place on a par with such big players as The North Face, Patagonia and Arc'teryx. It is reported that the company plans to enter the top four global brands of clothing and accessories for outdoor activities and outdoor sports by the end of 2025.
Adidas already has outdoor products in its range, including waterproof jackets and sports boots under the Terrex brand, but the company plans to significantly expand the offer and introduce a full range of clothing and footwear for different types of outdoor activities.
While strengthening its presence in the outdoor apparel market, Adidas is simultaneously cutting back on development in some other areas. In particular, we are talking about a number of niche sports, such as lacrosse and cricket.