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Article Date: March 2021
Word Count: 1046

Adidas Targets DTC in New Strategic Plan

The Big a’s new ‘Own the Game’ five-year-plan calls for 8% to 10% revenue growth through 2025 with DTC accounting for half of total sales, up from 41% currently, and e-commerce more than doubling from just over €4 billion now to between €8 and €9 billion. The goals build on the previous ‘Creating the New’ strategy launched by former boss Herbert Hainer in 2015 and embraced by Kasper Rorsted when he took the reins in 2017. It aims to sharpen Adidas’ positioning in sport and lifestyle, with the former focused on football, running, training, and outdoor segments, and the latter ... Log in to view full article.


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