On Wednesday (Sep 24), Adidas announced its latest effort to make up ground it lost to Nike. The company will open a new design office in Brooklyn staffed by three former Nike designers.
“The Brooklyn Creative Studio will be a small but essential operation aimed at exploring design direction for the brand,” said Paul Gaudio, Adidas global creative director, in a news release. “This facility will be an open source creative center allowing us to connect and collaborate with consumers in a way we’ve never done before.”
Adidas recently moved Gaudio back to the U.S. from Germany in order to help reconnect the company with U.S. consumers. The U.S. is the largest sportswear market, but Adidas is now the No. 3 brand in the market.
My two-cents: Hmmm … I like this new side of Adidas. I bought my first pair of Adidas a couple of months ago. Stealing employees, new designs, new endorsers….I like that swag.
Leave a Reply