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NEW YORK (AP) – In 2010, Greg Thomsen, a veteran of the 40 – year – old outdoor industry, launched Adidas' outdoor activity in the United States. He had to face great challenges.
The open-air market was overcrowded and retailers were skeptical about the juvenile and colorful designs of German society that contrasted with the deaf tones offered by its competitors. Its narrow European cut is also demarcated. But Thomsen, whose varied experiences include entrepreneurial, product designer and marketing roles, had to prove that the division from outside was not just a flash. He first focused on selling to merchants specializing in outdoor products to gain authenticity before embarking on major chains. Other suppliers then adopted bright colors. And Adidas has tweaked the position of the American customer to make it more forgiving. Today, products, including footwear and apparel, are sold at more than 800 retailers specializing in sports and outdoor goods. Thomsen declined to comment on some sales, but in recent years, Adidas Outdoor has seen cumulative growth of more than 25%.
In January, Adidas Global confirmed that the management of the Adidas Outdoor business would be transferred internally and that its operations would be transferred from Los Angeles to the divisional headquarters in Portland, Oregon, from. here on December 31, 2020. Thomsen, responsible for the division's leisure activities, plans to work to make the transition as smooth and organized as possible.
Associated Press recently discussed with Thomsen the highly competitive outdoor market and other new challenges. The conversation has been changed for clarity and length.
Q. Can you describe the scene where you launched Adidas Outdoor in 2010?
A. At the time, no camping, shoe or clothing company had ever been able to enter the outdoor industry, although many had tried, including Adidas in the past. And what we discovered was that the market was rather saturated with very good brands that had existed for 30 or 40 years. And all the retailers had all the covered space of the products they were selling right now. So, in order for us to be able to intervene, we have had to take up space in the existing brands, which is very difficult to do. The initial reaction was very skeptical. It was just a long and difficult discussion to prove that we were going nowhere. It took about five years. Then it really started to take off because the product is really good.
Q. What are some of the outdoor trends?
A. The blend of clbadic exterior design and performance with a new generation, prominent details and sensibilities. In the field of footwear, the Free Hiker is a good example of a hiking shoe. This hiking shoe uses the most up-to-date materials and construction in terms of technical performance, which is equally suitable for an inland hike or for an avant-garde urban scene.
Q. What about the tendency to return to nature?
A. Similar to the rise of backpacks and adventure travel in the 1970s, the growth of car camping, van life, glamping and cultural travel is a growing field of activity. . Experiences on possessions. A growing narrative and sharing of experiences, with everything documented on Facebook or Instagram as a way to identify (and be labeled) as an active outdoor enthusiast and anxious to have fun. environment.
At Adidas Outdoor, we are seeing a renewed interest in long-distance hiking, indoor and outdoor climbing, mountain biking, trail running and considering the experience of outdoor as essential and beneficial for a healthy lifestyle.
Q. What are some of the steps you take to make outdoor activities such as hiking more accessible?
A. Adidas Outdoor is investing heavily in the construction of indoor climbing walls at Boys and Girls Club facilities. This year, Adidas will begin deploying the first of its 10 sites in badociation with One Climb, led by Adidas athlete Kevin Jorgeson. These climbing walls, as well as their connection to a local climbing room, will introduce this sport to a number of kids who have never dreamed of climbing before.
Q. How was Adidas affected by higher tariffs on imports from China?
A. Fees are relatively new and currently relate to specific categories of outdoor products, such as backpacks, and everyone is working hard to try to minimize the impact on them. the consumer. But if higher prices are applied to a wider range of products, the consumer will have to bear the costs. Most of the manufactured outdoor products are also dutiable products already collected by US Customs between about 10% and 38%. Rates add to these costs. It's a big tax for the American consumer.
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