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(Bloomberg) -- Adidas AG already dominates the global soccer
market. Now the company is targeting teenage girls more influenced by
music and fashion than sports.
By expanding its NEO fashion outlets, which offer
such looks as metallic leather boots, and by exploiting social-media
platforms including Facebook and Twitter, the world’s second- largest
sporting-goods maker hopes to attract 14 to 19 year-old girls. The
company estimates the effort may bring in an additional 1 billion euros
($1.3 billion) in revenue by 2015.
“Teenage girls are a target group we didn’t
really reach so far, whereas boys are closer connected to Adidas via
sports,” said Erich Stamminger, the board member responsible for global
brands. “For girls, you need a bit more of fashion influence and that’s
exactly what we are offering with NEO.”
Source: http://www.businessweek.com/news/2012-02-14/adidas-targets-teenage-girls-for-1-3-billion-in-sales-retail.html