Adidas has woken up to the older market

The WSJ had an article quoting the ceo of Adidas who reckons, apart from big sporting events, growth will come from emerging markets and changing demographics.


I quote:

"Thirty years ago, the average person retired at 63 and died at 65. Today, people retire at 60 or 61 and then live till 74 or 76. That means they have a considerably longer period of time to do things that they enjoy" - cannot argue with that!


Longer life expectancy and increasing interest in healthy lifestyles provides Adidas with an opportunity in mature markets like Western Europe and the U.S.

"People go walking, jogging, to the mountains; people of 70 or 75 go to the gym today. They're doing sport and they're buying sports products" giving Adidas considerable growth potential even when the global economy is only growing by 2% or 3%.


Thanks to Kim Walker for pointing out the article. Dick Stroud