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Adidas CEO Kasper Rorsted ‘ready to fight’ Under Armour, credits digital marketing for US growth

Adidas chief executive Kasper Rorsted has said that digital marketing and the "heat" of the sportswear brand will stand it in good stead for the long term, adding that president-elect Donald Trump would not have an impact on consumer demand in the U.S.

Speaking to CNBC at the World Economic Forum in Davos on Wednesday he said: "So overall for our business in the U.S. I am extremely optimistic. We grew more than 30 percent in the first nine months.

"I don't think that the new president will do anything to prevent our growth, I think the consumers will demand the products, and we see a huge opportunity in our product line, but also through the conversion into a much more digital marketing environment. So actually, at this stage, I'm very, very optimistic when it comes to the U.S., and I think that we have a great ride ahead of us.


Kanye West's Yeezy Boost and other fashion sneakers have been credited for the bump in U.S. sales, helping to close the gap with rival Nike, while competitor Under Armour has entered its home market by sponsoring German soccer team FC St Pauli.

But Rorsted said Adidas was "ready to fight" competitors.

"I think you need to put it into the context of the bigger picture. We are about five times bigger than Under Armour. We respect them as a competitor.

"We have had by far the highest growth rate in the industry this year, so we are, we believe very strongly, with the products that we have, with the heat our brand right now has, and the growth we're getting in the U.S., that we are very well positioned to have a very good ride for (the) long-term."

Rorsted joined Adidas from consumer goods company Henkel in October last year and has previously held positions at Oracle, Compaq and Hewlett Packard.

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