Apparently, Adidas Outdoor is on its way to meet the target of €500 million in global sales by 2015. In 2010, the outdoor division of the Three Stripes managed to reach sales of more than €200 million, with significant double-digit growth. In the first quarter of this year, sales were up by 25 percent and exceeded the growth of the entire group, which was 22 percent.
According to the company, the most important markets for its outdoor division continue to be the German-speaking countries, Russia, the Far East and Latin America. In Russia, Adidas Outdoor can rely on Adidas' strong network of corporate stores. The same goes for the large number of Adidas franchises in China. The three-striped brand also sees itself in a strong position in South Korea.
Generally, Adidas Outdoor takes advantage of the existent sales structures that Adidas has around the globe. An exception is the U.S., where the company has been selling since the beginning of the year through a distributor, Agron, which had already been a partner of the brand for accessories such as caps.
Unlike in other markets, Adidas mainly targets specialty core retailers rather than general sports shops. Globally, Adidas Outdoor makes more than 50 percent of its turnover through footwear and the rest through apparel, with a small portion of hardgoods and accessories.