Adidas revamps football strategy The move is aimed at cementing brand's focus on teams and gaining ground on Nike which puts its emphasis on individual players and our job is to clearly make the clubs' fans Adidas fans. Many Adidas retail partners have reported a 200% increase in day one sales compared to last year's kit launch, experiencing phenomenal demand across the globe and declaring the Adidas Manchester United kit launch as the biggest ever launch of replica, Adidas has also moved away from its previous product-driven approach to one led by customer insights and which can sustain a conversational marketing strategy.