Sports article manufacturer Adidas intends to concentrate more on outdoor areas in the future. The company announced that “new products, top athletes and exciting initiatives” are set to accompany the new outdoor season, and that “the course has been set for a successful outdoor year in 2009”. Adidas is positioning itself here “as the athletic outdoor brand that offers every sports enthusiast the best possible equipment with its high quality products”. And in order to ensure that this also gets through to the target groups, the company has acquired two new testimonials from the great outdoors, from personalities who bring with them the best possible credibility: The so-called “Huberbuam”. The two explorers and extreme sports enthusiasts, Alexander and Thomas Huber, are the new ambassadors of the Adidas outdoor branch and are set to embark on an Antarctic expedition in just a few days, formulated and sponsored by their new equippers from Herzogenaurach, Germany.
However a few prominent posters alone do not sell thermal trousers, indeed the trade and press must also be convinced of the excellence of the Adidas products. Thus, the company intends to represent itself once again in the coming year with its own stand at the outdoor trekking exhibition in Swabian Friedrichshafen, which is set to take place between the 16th and 18th July 2009.
Rolf Reinschmidt, Senior Vice President of Global Outdoor Adidas views the new product lines as part of an holistic concept of life: “The Adidas products are aimed both at athletes who achieve sporting excellence, as well as leisure time sports enthusiasts”. The manager adds with a gush: “The outdoors is more than sport alone – the outdoors is an attitude to life. This is embodied by the new Adidas Terrex Collection.”
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With an inclination towards previous advertising claims for its sports products, Adidas has developed a catchy motto for its new outdoor collection with which to convince target customers of the excellence of the special textiles: “Outside is everything – Impossible is nothing”. This could well be a battle cry for the striking metalworkers who are currently amassing in front of the gates of their factories in Germany, but its true aim is directed towards the leisure customer. Although the strikers could almost certainly also do with a new Adidas “Terrex GX J”.