One way to deal with the danger of star products falling out of favour is to have plenty of other options. Adidas seems to be thinking ahead, writes Andrea Felsted.
Adidas is Samba-ing all the way to the top.
The popularity of its retro sneakers, as well as its Gazelle, Campus and Handball Spezial shoes, was the main driver of last week’s upgrade to forecasts for full-year operating profit to about €700 million (R14 billion) from €500 million.