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It might bring management topline growth and exposure in emerging markets, but means that the expected margin improvement will be delayed," said StefanGuenter Bauknecht, fund manager at Deutsche Asset Wealth Management, which holds a 1.4 percent stake in Adidas."The strategy has changed from profitable growth towards building up the top line and the brand image against Nike."Adidas acknowledges it has cut its 2014 target for its operating margin operating income as a proportion of sales to between 6.5 and 7.0 GGDB percent for 2014, from 8.5 to 9.0 percent, partly due to higher marketing spend.Nike recorded an operating margin of 13 percent in the fiscal year to May 31."We know driving higher levels of profitability is absolutely critical to our longterm success, and we will get there. Adidas says it has run campaigns targeted at women in the United States and China in the last year.The biggest recent innovation hit Adidas can boast of which it will now be marketing even harder is the "Boost" cushioning technology initially developed for running shoes that it is now rolling out to other sports. consumers published last month showed 43 percent named Nike as their first choice of athletic apparel, compared with just 13 percent for Adidas, 6 percent for its Reebok brand, and 14 percent for Under Armour.
Women wear tennis shoes for many reasons. In fact, most tennis shoes are not worn for playing tennis, but for walking, exercising and allaround shoe support for daytoday activities. Look for shoes that offer a comfortable feel, stylish look, arch support and cushioning around the sole of the shoe and the ankle.
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