The U.S. retail market was at the center of securing increased sales and profit targets for German sportswear firm Adidas, its new boss told CNBC Wednesday.
"The one market that we have traditionally been challenged in, North America, we have made fantastic progress in the past two years so we have great momentum," Kasper Rorsted said, confirming that the firm is to continue investing heavily in the key U.S. market.
"We are creating U.S. products in the U.S., so we have the right products for the right consumers. We have grown 30 percent in the past year in the U.S., following a very strong year the previous year.
"It's a sum of many but clearly the US is starting to pay off for us."
Rorsted, the former chief executive of consumer goods firm Henkel who took over in October, said that the firm had not yet seen any "profound impact" from protectionist policies which consumed much of new U.S. President Donald Trump's campaigning. However, with 80 percent of production coming out of Asia, he admitted that the business could be hit hard.
"Should protectionism come, it will hit the entire industry."