Adidas plans 8 more `Adidas Originals` stores

Adidas Originals, the part of Adidas` Sports Style division, is going to open 8 more stores. While opening the second outlet in Chandigarh, Andreas Gellner, MD, Adidas India, reveals that the company is planning to enter all the major metropolitans by another 12-15 months. Within their business strategy, they have plan to set up sports performance showrooms in the tier III and tier IV cities. The country is likely to see another 150 such showrooms making the total count 450 by the end of this year. For the brand promotion, the company is planning to rope in a celebrity but on the basis of non-commercial relationship like their global counterparts. Also, it was revealed that Adidas would be investing 8 per cent of its total sales from the country on marketing initiatives. According to Gellner, India would be among the 12 top markets within 3-4 years. Adidas Originals plans to expand its presence by opening stores in all the major metros such as Bangalore, Mumbai, NCR, Chennai, Mumbai, Hyderabad in the next 12-15 months. All the stores will be franchised. A potential partner should be involved and willing to invest time and money. The franchisee should possess a long-term vision and business plan, as well as a structure and team for execution of agreed plans. The partner should have a cultural fit with the adidas brand, i.e. possesses the passion for performance and the determination to lead. A minimum of 1000-1200 sq ft area is required for the stores. Regarding the investment, Gellner says, “ Adidas offers a predetermined margin to the partners, who retail from adidas’ exclusive stores. These stores are designed as per adidas’ global retail guidelines and provide high visibility. The brand offers advice and assistance to its franchisees on every facet of retail operations. All new franchisees are provided with a detailed return on investment. The absolute investment varies according to the store size and also the overall business expectation.” Adidas, the sportswear giant, registered a turnover of 10 billion euros in 2007. Currently the company enjoys 25-30 per cent of market share in country’s sports footwear and apparel market.