Strategy 1) Objectives
In a highly competitive sector which requires high investments in R&D, the main objective of Adidas is to gain market share. In fact the brand reorganized itself in order to face new problematic which is the fashion of street wear and thus of sport wear. In order to focus on a new generation of customer the brand has left a little is athletic image to focus on a leisure and fashion image.
This objective can be separate in two main objectives: * Increase market shares in athletic shoes market * Show an appropriate brand image in order to success on this sector

2) Segmentation
Adidas focuses on the sport goods market and so does Adidas France. In this market Adidas tend to show an image of leisure brand. a) As we have said above, the brand main objective is the athletic shoes market. In fact this market is really attractive: if the quantity of shoes soled has grown of 4% in 1 year, the market size has grown of 10% in the same time. In fact the sector has a low income effect and customers are ready to put a lot of money in athletic shoes.
Furthermore this sector matches desires of freedom and new values of a new generation of customers.
Characteristics of athletic shoes market: * Customers require high quality products * Products should be really specific: a product for hiking; another for running, footing etc. The average customer tend to search for a product which match his specific needs for a sport in particular * Footwear design and, above that, the brand image is very important.

b) Thus we cans say that there are as many segments in this sector as there are sports. And among all of them we will focus on running shoes market. In fact this market is really dynamic in France and takes advantage of the fitness fashion.
Adidas is number 2 on French running footwear market.
Characteristics of running shoes market: * There are two main targets: vertical targets and horizontal targets.