This case study demonstrates how adidas used innovative marketing strategies in its sponsorship deal with the London 2012 Olympic Games to engage with young consumers in the UK and across the globe. — Edition 18
This case study focuses on the development of a sporting e-business called UMBRO.COM. It shows how it has created new business opportunities for the football specialist Umbro. — Edition 6
About the sportswear industry
The sportswear industry is one of the most price-competitive markets in the UK. The UK sportswear market comprises sports clothing and footwear. The industry is also divided between items used for sports and activity purposes and for fashion and leisurewear.
In 2010, the UK sportswear market was estimated to be worth £4.5bn at current prices, with sales of clothing making up the majority of the market (72%) compared with footwear (28%). Major players in this market include Hi-Tec Sports and Nike.