Adidas Under Pressure, Part II

As mentioned in our previous blog "Adidas Under Pressure," Adidas was experiencing trouble from both Cornell University and it's acquired shoe line, Reebok. While Adidas has yet to disclose any information on the situation surrounding the Cornell University protests, Adidas has established a partnership with CrossFit gyms in order to correct declining sales. 

CrossFit gyms provide complete and intense workouts within twenty minutes or less. The speed and challenge factor has sensationalized CrossFit gyms, particularly via Twitter and Facebook. Given that
Reebok helped launch the step aerobics staple nearly twenty years ago, Adidas hopes that by sponsoring CrossFit gyms, Rebook will be rejuvenated and meet its ultimate revenue goals for 2015.  Reeboks logo is currently featured in seventy affiliated CrossFit gyms located throughout thirty countries and has designed both shoes and clothes for their "boxes" routine. Adidas has remained silent about the cost of their new sponsorship.

                                        

                                                            Yours Truly, Nicole S

source: http://www.businessweek.com/articles/2012-06-21/how-adidas-is-whipping-reebok-into-shape