Adidas AG is planning to use the London 2012 Olympics to bridge the gap with Nike Inc, that gives its larger competitor overall market leadership in the UK.
Adidas, the world?s second largest sporting goods maker owns about 15 percent of the 4.3 billion pound UK market for sports clothing and footwear, compared to Nike?s 18 to 19 percent- mainly due to the latter?s lead in London.
Adidas is the official sportswear sponsor for the London 2012 games and this will help add close to 100 million pounds to the annual revenue of the company and achieve its goal to overtake Nike in the UK.
?We will see the brand being at its best during 2012,? Gil Steyaert, head of the company?s U.K. business said. ?We have the ability to actually take leadership with the games just after that, and that?s our ambition.?