Adidas upped its marketing spend by 31% in 2015 as it predicted a positive outlook for 2016, fuelled by its bid to drive ‘long-term brand desire’, and talked up the success of its shoe collaboration with rapper Kanye West.
West, who has collaborated with Adidas on the limited Yeezy Boost trainers, has “elevated the brand in the US and beyond”. Adidas’ chief executive Herbert…
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