Adidas goes back to its sporting roots
15/07/2002
In a bid to better align itself with the needs of its customers, adidas-Salomon AG has revamped the organisational structure of its core adidas brand division.
Under the reorganisation, the existing three-division structure is retained. In a move designed to reinforce its sporting roots, however, the company has renamed the divisions while giving each a clearer marketing mandate. Thus, adidas Forever Sport becomes adidas Sport Performance, adidas Originals become adidas Sport Heritage and adidas Equipment becomes adidas Sport Style, with the latter division being headed up by the world-famous Japanese designer Yohji Yamamoto.
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