Adidas 2000 Annual Report Download - page 16

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12
The Challenge of Market and Consumer Change
The markets and industry in which we compete are transforming
rapidly, paced by the evolution – or revolution – in how “sports”
are defined. Team sports such as soccer and basketball will
always be a fundamental part of sporting competition. Today,
however, eclectic, individual “no-rules” sports such as snow-
boarding, inline skating and surfing have grown into significant
categories. Activities such as golf, hiking and mountain biking,
which used to be seen as lifestyle and leisure activities, are now
part of mainstream sports. Sport is also being strongly influenced
by entertainment and new media. As a result, technological
breakthroughs and cutting-edge design are increasingly
important elements in the consumer buying decision.
adidas-Salomon Strategy