Adidas-Salomon, Herzogenaurach, Germany, plans to enter the casual and leisurewear market with a new brand aimed at high-income, 20-to-35-year-old urban males. "The new brand should allow us to be present in the growing recreational, casual or leisure fashion segment. At the same time it should distance the Adidas brand from a fashion orientation," said Robert Louis-Dreyfus, chairman of the company's executive board. He added: "The new brand not only opens up growth potential for Adidas-Salomon, it also protects the Adidas brand. It is important to us that the sports character of Adidas is not diluted, and that our core brand continues to stand for what we call true sports."
Copyright August 1999, Crain Communications Inc.