In the 1970s, Adidas introduced segmentation by sport, modern styling, and technology to the- American sports shoe market. Its technological improvements, like interchangeable spikes and sharkskin soles for traction, drew many amateur athletes who were caught up in the- running craze of the 1970s. Adidas claimed that its production of eight million pairs of sports shoes made it the- worldâ€™s largest brand in 1972. By that time, the- shoes were marketed through four distributors in the United States.
By the- end of the decade, Adidas led the industry in sales, and worked hard to maintain that lead by expanding into more sports. As competition in running shoes intensified, the- brand's advertising budget was doubled, from $500,000 to almost $1 million, and Adidas added more television and consumer magazines to its normal schedule of specialty sports publications. the- brand also employed its first professional ad agency. F. William Free & Co from New York in 1978. Prior to that time, American ads had been generated in house at the Adidas world headquarters in Herzogenaurach. New ads emphasized Adidasâ€™s worldwide reputation and- its extensive research in product development. Even with the- media increases, the brand concentrated most of its ad budget on endorsement and promotional contracts with famous athletes
By 1979, 25 million Americans were involved in the jogging and running boom, double the number of runners in 1977. the- trend helped triple Adidasâ€™ sales from 1976 to 1979 to over $500 million. At the- height of its popularity, Adidas had 100 different shoe styles and between 30 percent and 40 percent of the sports shoe market. Throughout its first decade in the- American market - the brand was the undisputed leader in running shoes.
adidas running shoes is one of the most important products sold on FooNar, with 8967 item count.