Adidas compares TV to the fax machine, claiming digital is its ‘most relevant channel’

Adidas can “absolutely” win back dominance in North America – where it is now behind both Nike and newer entrant Under Armour – according to its global head of digital ecosystem design David Greenfield. And he said prioritising digital is a key focus.
He explained: “Yes, we absolutely can win back dominance from Under Armour in the US but digital will play a big role in us achieving that.
“If we look at our recent marketing activity for the NMD brand