"We were using the same model here as we were using everywhere else, and it was not very effective," King said.
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Adidas fixed its biggest mistake and became the second-biggest sportswear brand in America
The German sportswear maker is finally making the US its biggest priority.
To Adidas, this shifting strategy meant that the company started to "over-invest" in the US compared to other regions, and it generally looked at the consumer through the lens of the US and North America. The company built up design, development, and other infrastructure in the US in order to make products within that market first priority. In some cases, it designed products specifically for the US.
The strategy seems to have paid off for the company, at least in the short term. Adidas' US sales were up 30% year over year by the end of 2016.
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