chapter 13

Adidas is one of the most powerful brands in the sports apparel industry.  Behind the strong leadership of their CEO they use this power to increase production and make a solid profit. One specific way they use their industry power is by signing big name athletes to increase their brand image. Some major signings include basketball player Derrick Rose, soccer player Lionel Messi and even famous musicians such as Kanye West. With major sponsors and endorsements Adidas can use its industry power to create a large fan following and appeal to young athletes.

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