adidas' PR fail

adidas is one of the world's most significant sporting brands. We bought our first adidas apparel back in the mid-1970's; rugby boots and a tracksuit, complete with the famous three stripes logo.

adidas made a big play a few years ago when the company won the apparel contract to the New Zealand Rugby Union. It was a huge-money deal, and we're sure that adidas has done very well out of the All Black brand; until the launch of the new All Black jersey two weeks ago.




Since then, it's all gone pear-shaped for the global sporting goods giant. The adidas publicity machine has taken a pasting over the price of the jersey to the people most likely to buy them. Retailers have broken ranks and discounted the prices at their own expense. adidas will be the loser, with some genuine anger in the marketplace, and threats to boycott their apparel.

This won't help either:




As the riots in London have taken place, apparel stores have been one of the targets, and branded gear has been literally racing out the door. We doubt that adidas will be happy that pictures like the one above are appearing world-wide, or the one below:




Both show young thugs in adidas sportswear at the sharp end of violence in London. Now we are not for a moment suggesting that adidas is in any way responsible for what is going on across England, but more negative publicity is the last thing that adidas needs this morning. However, there's also a credible argument that adidas is the author of its own misfortune, and that its extortionately priced chickens have come home to roost.