2017 set to be another strong year for Adidas in Korea

By Lee Hyo-sik

It is rare these days for companies to aim for double-digit sales growth, given the prolonged consumption slump and other unfavourable business conditions here.

But Eddie Nixon, president and managing director of Adidas Korea, is certain that the German sports brand’s sales will increase by more than 10 per cent in 2017, as a record number of consumers purchase its innovative footwear, fitness outfits, streetwear and other products.

If realised, Korea’s largest sports brand will surely be able to further solidify its No. 1 position by widening the gap with Nike and other competitors.

In an interview with The Korea Times, Nixon, who took the company helm last July, said this year will be another profitable one for 400 Adidas Korea employees and its business partners.

“In 2017, we expect to grow by more than 10 per cent, primarily through the expansion of our running and training categories,” the British national said. “Another key category is our streetwear brand, Originals, which posted very strong growth last year by attracting more fashion-savvy young consumers. Our kids’ category also grew rapidly. We expect the same again this year.”