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首发系列包括Superstar运动鞋、Firebird运动服和Airliner包等。其所有产品均与欧洲领先的工作室合作,定位于“挑剔且有鉴赏力的消费者的衣橱必备单品”,定价在500-2000美元不等,外界普遍认为这是阿迪进军奢侈运动领域的信号。
根据CEO古尔登的解释,在与其他品牌一样坚守以消费者为核心的经营理念之外,顺应时代发展的企业经营模式应更加具备“本土化”“简化”的特点——因地制宜,才是阿迪达斯两年内重新翻盘的关键所在。