Fox Business
Expand
Browse All Video
Watch Live

You're watching...

Adidas CEO on What's Next For the Brand

Details

  • Description

    Adidas CEO Herbert Hainer on how he picks athletes to represent his brand.

  • Duration 3:33
  • Date

Clips

Also in this playlist...

Latest Video

Auto-advance: ON

Auto-advance
View All

Transcript

This transcript is automatically generated

Taught high profile athletes scoring big money sponsorship deals from corporations not not new -- all we talk about it all the time we've seen for years but how much of a risk.

Is -- company taking on when that so called big name gets themselves in -- little bit of trouble Tiger Woods certainly not the first to get wrapped -- a huge scandal but.

Had some of his sponsors quickly cutting ties bailing on tiger and then more recently the a defensive tackle for the Detroit what alliance Saddam can't sue caught controversy stomping on another player during a game just a mess on Thanksgiving.

And he has endorsement subway and some other major brands -- The question we're gonna ask of our next guest is it worth the risk.

Herbert -- the CEO and indeed it's neither one of those athletes are under his.

Thankfully for him to some extent but he does join us now from the New York Stock Exchange Dwight Howard Derrick Rose.

Just about every soccer player you've ever heard of in your life including.

Little messy David Beckham and all these guys they're all a -- it's.

Thank you sir for coming on what goes in.

Brent.

But first and foremost sport -- needs heroes in the fans want to see heroes.

So therefore we are looking for the best -- -- that they promote doll brand.

Things like look at just shown in on TV can always happen but -- absolutely sure.

That the big big majority of the -- think they have great sport athlete then they'll have great personality.

So you look at how they perform.

On the field not so much at the possibility in other words do you do a background check you're gonna -- -- a great player.

And you know let's just pick got David Beckham -- in all seriousness has been an ambassador for soccer is often called -- to -- United States it was a big star proceeds do you look at his.

Track record off the the field or is it just on field stuff.

Absolutely I mean first and foremost we look at the performance of the athletic but we also look.

Around his family about the background -- -- UK fit.

Because we do not want to have him only as a performer on the field -- to want to use it as a role model.

Off the field and especially David securitized name he's the best example but that he's as good off the field -- on the field.

-- -- and you are no I mentioned back and partly because.

And debit are going to do next year because back to Europe these played here in the US for.

Whatever it is five years with the with Los Angeles but you guys are known for soccer everybody thinks it -- is they think soccer.

War.

Does the next step for your company look like it's not like you're not in other sport dimension to -- -- Derrick Rose two of the better known names in.

And basketball here in the United States but what's the next point of expansion where's the -- -- brand go next.

But you definitely have mentioned one area which is basketball that we have the outfit dolce NBA all the teams have to Wear Scott.

And then you -- great but they have like that you mentioned Derrick Rose black cod.

So basketball is beside the football.

None of the of the real mall let's represented all of the sports.

-- ten news -- as people being directed field.

Be it football be directly because had been you -- we will have we not announcing Googleplex which we have on the contact.

And so on and the floor so we are heavily represented.

In all this bought the company even outside of sports -- Katy Perry and some people yes it is going -- told well.

I guess you got excellent but you know that is a larger conversation in all seriousness but we -- -- -- again at some point double what Herbert Anderson CEO of -- was gonna talk to -- interesting stuff thanks.

Load More