PEST Factor: Sociocultural
The NBA season is in and China is stated as the second-largest market for NBA games outside of the United States. This article explains how the NBA is trying to break into China. Relating to Adidas, Adidas basketball is the official outfitter for NBA and since the NBA is building their market share in China, this will in turn help Adidas become a better known brand in China through the NBA. Also noting that the overall sales in Greater China is 23% according to Adidas’s 2011 annual report, and that makes China the second largest market for Adidas.
Sources: http://usa.chinadaily.com.cn/epaper/2013-02/14/content_16223134.htm
http://www.adidas-group.com/en/investorrelations/assets/pdf/factsheet/adidas_Group_Booklet_2011_En.pdf
http://adidas-group.corporate-publications.com/2011/gb/en/group-management-report-our-group/global-brands-strategy/adidas-strategy.html
The NBA season is in and China is stated as the second-largest market for NBA games outside of the United States. This article explains how the NBA is trying to break into China. Relating to Adidas, Adidas basketball is the official outfitter for NBA and since the NBA is building their market share in China, this will in turn help Adidas become a better known brand in China through the NBA. Also noting that the overall sales in Greater China is 23% according to Adidas’s 2011 annual report, and that makes China the second largest market for Adidas.
Sources: http://usa.chinadaily.com.cn/epaper/2013-02/14/content_16223134.htm
http://www.adidas-group.com/en/investorrelations/assets/pdf/factsheet/adidas_Group_Booklet_2011_En.pdf
http://adidas-group.corporate-publications.com/2011/gb/en/group-management-report-our-group/global-brands-strategy/adidas-strategy.html