Adidas has recently spent an enormous amount of money on celebrity endorsements. They are trying to overtake Nike as the largest shoe company in the world. Research Adidas. Using the first Four Chapters of our book as well as the internet, answer the following questions. Please remember to cite your research. Hyperlinks will suffice. There is no need to create a separate resource page.

1. How has the general environment affected their decision-making? Please be sure to discuss all the segments individually.

2. What is Adidas trying to achieve by increasing their exposure using celebrity endorsements. And, how will this help them achieve this strategic objective.