Adidas claims it has redefined real-time marketing as it posts ‘stellar’ sales

Heavyweight investments to ensure it was the most talked about sports brand this summer have sparked what Adidas’ outgoing chief executive Herbert Hainer called “stellar” sales that will help push past its 2.5bn sales target for 2016.
The business has went to great lengths to talk up the quality of its social media marketing in recent months and Hainer used its latest analysts' call to spotlight its commercial impact. And while it has been coy about how these interactions