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Adidas is the second largest sneaker manufacturer in the US, second only to Nike. The brand operates in 118 markets with global annual revenue of $19.2 billion and a brand value of $7.5 billion. Adidas believes that, through sport, it has the power to change lives. As a result, the brand is obsessed with helping athletes make a difference in their game, in life, and in the world. Within its women’s training efforts, the brand wants to partner with innovative female leaders to further demonstrate its brand commitment. Adidas is looking for a progressive thinker who sits at the intersection of culture and sport. The ideal person would be someone who can represent the future of women’s training. She should be an athlete. However, she does not have to be a professional one. The brand is focusing on North America and looking to target women, 22-35 y/o. Who is Adidas targeting? Who should they be targeting and why? What’s a job to be done for this target? How might Adidas fulfill this job? Based on your previous responses, what ‘influencer’ would you recommend Adidas engage for its women’s training efforts and why?
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