Adidas And Reebok Want To Make Room For Calia?

Adidas has to re-examine the situation it faces.

In the past year, the German sports brand was overtook by Under Armour at the corner of the American market, and now the American country singer Carrie Underwood) is also going to give it a look.

It is reported that Dick's Sports, an American sports goods retailer Goods announced that it will remove adidas and Reebok's women's clothing products from the shelves and design brands for Underwood Calia Make room. Calia's products include leggings, tops, sports bras and headbands. More Than This, Dick's Sports Goods will also become the exclusive seller of Calia.

　　 Adidas The removal of Reebok and Adidas will also further expand the gap between Adidas Group and American competitors Nike and UA.

In the United States, entertainment stars are more willing to cooperate with retailers and brands famous in the middle class of the United States, whose popularity and coverage can make it easier for fans of entertainment stars to buy idol designs clothing For example, Luke Bryan) has his own production line in the famous outdoor brand Cabela's, while Miranda Lambert) not only has his own boutique in his hometown of Oklahoma, but also cooperates with the US famous brand cheap shoe chain DSW to launch a cowboy boot.

It can be seen from Dick's move that the company attaches great importance to the female consumer market. It encourages women to wear sportswear out of the gym and wear comfortable sportswear at work or at brunch. For this reason, they chose the brand designed by Underwood, which has a large number of fans in the United States.

Calia's sportswear will go on sale in March this year, and its main styles are pants priced from $60 to $85 and tops priced from $30 to $35. At the same time, Nike and Under Armour is also carrying out a series of marketing activities aimed at female consumers, and has expanded the production of women's clothing.

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PRADA, which has been involved in tax investigation in recent years, recently moved its headquarters back to Italy from Luxembourg. The PRADA was first established by Mario, an Italian from Milan Prada was founded in 1913. It originally adopted the typical Italian family workshop business model to design and produce high-end men's and women's clothing, shoes, handbags, leather goods and other luxury goods. His granddaughter entered PRADA in 1970 and her mother took over the company in 1978.

Now it is controlled by PRADA and owns Miu Miu, Dollce&Gabbana，Jil Sander,Helmet The huge empire group of Lang and many other fashion brands, with a valuation of US $1.1 billion, is held by Mr. Patrizio Bertelli, the husband of Ms. Miuccia Prada.

Although the Luxembourg headquarters once stood out to clarify the rumors with different opinions in 2014, it failed to escape the fate of being investigated for suspected tax evasion, which also covered a layer of dark clouds for Dollce&Gabbana. Although far away from Italy, the Luxembourg Group headquarters is inextricably linked with the tax evasion. According to authoritative reports, Prada and Bertilli will face a huge fine of 470000 euros from the Italian tax bureau.

This big move is more regarded as an internal merger of the group. As Bertelli and Prada said, "We attach great importance to and are loyal to the Italian origin. It is undoubtedly a very wise move to pay such a huge fee to move our headquarters back to Italy."