Celebrity Interview: Adidas Design Director Said That We Should Rely On Design To Bring Back The Situation.

Adidas global brand officer Eric Liedtke recently said in an interview with the media that he hoped to improve market share in the US by improving design.

2014 years,

A senior design team who had dug up rival Nike and moved the headquarters of digital sports equipment from Germany to Portland, the United States.

"I think we should make up for the shortage of the US market from the perspective of design."

Eric Liedtke said.

Adidas hired Mark Miner, Marc Dolce and Denis Dekovic from Nike to design the three person group - these three people were there before.

The work involved the company's most important product line: Dekovic, Miner and Dolce.

Nike subsequently sued the three people, claiming that their departure would bring the company 1000 losses of $10000, and it could also leak Nike's design documents and business secrets to Adidas in the next few years.

Recently, the three people, who were heavily appointed by new Dong family, will start working at the first Adidas creative studio opened by Broolyn.

As early as 4 years ago, Adidas set up a five year development plan in the period of rapid growth. On the basis of 2010, sales in 2015 (excluding exchange rate factors) increased by 45%-50%.

But Adidas's related earnings showed that the growth rate in 2013 was much lower than the expected growth rate of more than 10% per year, and it was impossible to earn 17 billion euros in 2015.

In the first quarter of 2014, Adidas reported a net profit of 204 million euros, down 34% from 308 million euros in the previous year.

Liedtke has served in Adidas since 2004.

Before serving as senior vice president of Germany, he served as vice president of the US market.

Now he is back in the United States. Apart from the competition of football equipment, running sports and the fashionable crowd behind him become his strategic points.

"As the most widely used sport in the world, running is also the top priority of our company."

He said, "this sport market is a little bit 42.

Because running this sport, you only need a pair of good shoes to start.

"

"Competition can drive product progress, especially in our industry," Eric Liedtke said. "The brutal competition is minute after minute, but we do not put all our energy on it."

About the market characteristics of the two opponents, there was a narrow talk before: wearing

The boy will be mixed up in the boy's heap and talk about the girls together, but the boys in Nike shoes are with the girls.

Obviously, what this remark means is that Nike is doing better in fashion sports and women's market.

Adidas is not trying, but the product is a bit unthinkable: for example, Photo Print, launched in 2014, can help users print their own shoes on their shoes.

Not long ago, Ultra Boost, which was launched by Adidas, was an upgraded version of Boost, formerly known as "the highest technology content running shoes".

It is said that this shoe has more than 20% ordinary shoes, "Shu Tai Long foam plastic" energy capsule, which can effectively increase the endurance of sports.

The low-key design with blue and black makes the shoes sell quickly in the short time of online sales channels, but it is not known that the speed of such sales is so fast because the stock is very little, or because Adidas is doing the right thing this time.