阿迪达斯的快速反击战

A New Strategy for Adidas

一年前,西班牙队（阿迪达斯赞助）成为历史上第八个世界杯冠军,此时欢呼胜利的,不仅有西班牙人,还有来自德国的在阿迪达斯总部工作的员工们——虽然德国队彼时刚被西班牙淘汰出局。

A year ago,the Adidas sponsored Spain football team beat out all others to become the champions of the 2010 World Cup.At that time not only was all of Spain rejoicing, but also all the employees at Adidas headquarters in Germany.With the slowed growth of the global sporting goods market that began with the arrival of the financial crisis in 2008,this was just the kind of landmark victory that they needed to beat their rivals Nike. However,victory in Africa could not change the frustrating news coming out of China,as reports that Adidas'sales in the greater China region were falling.The 2010 half-year financial report for Adidas showed that revenue for the great China region had declined 16%compared to the same period the year before, leading this once star performing market to become the only one out of Adidas' six leading markets to experience negative growth. Today,suffering a crisis far greater than that of their competitors, will Adidas be able to get out of the woods without a scratch?