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Coty Moves Adidas Men's Scent Into U.S., Creates Global Brand

This article was originally published in The Rose Sheet

Executive Summary

Coty's August domestic introduction of Adidas Moves for men will be the final piece of the company's strategy to turn the Adidas franchise into a global brand. Adidas fragrances and ancillary products are distributed in 32 countries worldwide, including Europe, China and South and Central America. The majority of Adidas products are available in Germany, where the brand was conceived.

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Marketing In Brief

Adidas: Adrenaline men's scent will launch in U.S. mass market doors in April, Coty announces. Promotional event supporting launch of Adidas' latest fragrance features Los Angeles cabaret troupe, The Pussycat Dolls, performing at Irving Plaza in New York City Jan. 22, firm states. Adidas Moves was most recent addition to brand's U.S. portfolio. Men's and women's scents, featuring "adrenaline" accord, debuted in 1999 and 2000, respectively (1"The Rose Sheet" May 31, 1999, p. 3 and 2"The Rose Sheet" Aug. 21, 2000, Marketing In Brief)...

Marketing In Brief

Adidas: Adrenaline men's scent will launch in U.S. mass market doors in April, Coty announces. Promotional event supporting launch of Adidas' latest fragrance features Los Angeles cabaret troupe, The Pussycat Dolls, performing at Irving Plaza in New York City Jan. 22, firm states. Adidas Moves was most recent addition to brand's U.S. portfolio. Men's and women's scents, featuring "adrenaline" accord, debuted in 1999 and 2000, respectively (1"The Rose Sheet" May 31, 1999, p. 3 and 2"The Rose Sheet" Aug. 21, 2000, Marketing In Brief)...

Adidas Moves $4 Mil. Skin Care Campaign Touts “Active Lifestyle” Benefits

Coty will dedicate more than $4 mil. to a two-month print ad campaign to support the March relaunch of Adidas Moves body products for men and women, according to Coty Senior VP-Global Marketing Anastasia Ayala

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