Adidas Shift Focus and Drop Top Player Contracts

A couple of weeks ago we broke the story that Adidas will be entering the tennis racquet game, but this still hasn’t helped them in terms of building their brand around sponsoring players.

There have been rumors that Ana Ivanovic will leave adidas when her contract expires in 2009, while Anna Chakvetadze already switched to Fila signing a deal during the US Open. The Russian world No.12 will join Svetlana Kuznetsova and Agnes Szavay as Fila’s promoter.

I think this is a great move for Adidas! I cant really see the benefits for them by sponsoring players, because their clothing will be sold either way. These days it is a little rare that a specific line by a specific player will really make a huge impact on their bottom line, so why not save the money in the time of economic turmoil.