Adidas Approaches Networks About Its Account

NEW YORK — Adidas has approached global agency networks about its ad business, currently split among more than a dozen agencies in different parts of the world, sources said.

In the U.S., Adidas spends about $50 million annually in measured media, according to CMR. Globally, the figure is around $80-$100 million, according to sources.

Adidas roster shops include Leagas Delaney, San Francisco and London; Burrell Communications, Chicago; and 180 in Amsterdam. Other agencies handle the brand in Japan, Australia and Spain.

Carat is the footwear marketer’s global media planning and buying agency.

Sources indicated that the client is seeking to achieve cohesion among ad messages in different regions, as well as efficiencies. The process may lead to the elimination of some–but not all agencies, said sources. Conceivably, a new network could co-exist with Leagas, for example.

News of the review comes four months after Adidas America installed a new director of marketing (Adweek, June 18). John Kajawa, a former Adidas executive in Canada, replaced Jack Buckner, who retired.

The discussions with global networks are said to be driven by Adidas executives in Europe. Adidas could not immediately be reached.