In an interview with Bloomberg television, Adidas Chief Executive Officer Kasper Rorsted predicted a “very strong year in the U.S. in 2018.”
He expects tax reform in the U.S to support gains in consumer spending, at least in the short term. He reiterated Adidas’ goal of reaching market share in the U.S. to 20 percent, and still said Adidas must become “more American” and do a better job in understanding U.S. sports.
Rorsted also said the turnaround for Reebok may take as long as four years.
The CEO also predicted continuing momentum in China, and also explained that growth will “undoubtedly” slow in continental Europe due to the U.K.’s decision to leave the European Union.