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adidas' strategy is aimed at strengthening and developing its brands, aligning its operating structure to consumers, achieving leadership in product design and innovation, developing a market-leading presence across the globe and achieving execution excellence. In the apparel segment, adidas competes with major sporting goods companies such as NIKE (headquartered at Oregon, US), Amer Sports (headquartered at Helsinki, Finland) and PUMA AG Rudolf Dassler Sport (headquartered at Herzogenaurach, Germany).
NIKE is a market leader in the sports footwear business in Europe. The company also offers apparel and accessories under the Chuck Taylor, One Star, Converse and Jack Purcell brands, through its Converse Inc subsidiary. To enhance the profitability of its global footwear, accessories and apparel businesses,...