‘Online is the most important store’: Adidas switches up e-commerce strategy

Adidas is making a big bet on e-commerce as a sales channel — not just a brand awareness play — and it’s paying off. Online is now Adidas’ most important store, said CEO Kasper Rørsted on the company’s third-quarter earnings call this week.
Online sales increased by 76 percent over the last nine months, up from the same time last year, when online sales grew 57 percent. Adidas predicts online sales will hit €4 billion ($4.6 billion) by 2020. Overall, sales grew to €5.8 billion ($6.7 billion). Read more…