‘Front and centre’ placing for adidas

Sporting apparel manufacturer adidas is looking to “front and centre” placements at major events to help capitalise on a successful start to the year.

The news comes as the firm reveals significant growth in profits over the first quarter of 2008 across a number of key lines.

TaylorMade-adidas, the company’s range of golfing equipment, is one area of business which has seen expansion, recording revenues up by 17 per cent year-on-year.

But adidas is looking to upcoming sporting spectacles to help raise awareness of the company as a whole among viewers.

Chief executive Herbert Hainer states: “Our brands will be front and centre at the two major sporting events, the UEFA Euro 2008 and the Olympic games.

“Despite a challenging market environment, we are optimistic we will achieve all our targets.”

Product launches in March may have contributed to the success of the TaylorMade brand following the introduction of the lightweight Tour Burner TP Driver and the completion of the r7 CGB MAX Rescue range of golf clubs.