Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
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)...
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Coty
Adidas Moves for Her women's fragrance bows in 1,600 U.S. doors in October as a companion scent to Adidas Moves for Men, which debuted in the U.S. in August 1999 (1"The Rose Sheet" May 31, 1999, pp. 3-4). The "energetic citrus floral" scent supports the athleticism of the Adidas brand. The fragrance opens with tomato leaf, adrenaline and ginger ale with a heart of waterfall freesia and a musk drydown. The six-SKU line includes a .25 oz. introductory sampler, .5 oz., 1 oz. and 1.7 oz. edt sprays retailing for between $6.95-$26. The globalization of Adidas is in step with Chairman and CEO Peter Harf's plan to elevate Coty to a major worldwide contender (2"The Rose Sheet" March 15, 1999, p. 3)
Coty Moves Adidas Men's Scent Into U.S., Creates Global Brand
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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