While adidas was the founder of running shoes, their success at expanding beyond running shoes to keep up with Nike has created the perception of them as a "fashion brand". As a result  today's generation of runners are favoring specialty brands that cater to runners. This project will focus on analyzing market trends, understanding consumer behavior, and identifying strategies to win the loyalty of today's generation of runners against Nike and the top 3 US Running Brands (Brooks, New Balance, ASICS).

Success will be measured by the quality and depth of the market analysis, the relevance and innovation of the proposed strategies, and the potential impact on adidas’ brand loyalty and market share within the running segment. Additional metrics include stakeholder satisfaction, the accuracy of the competitor assessment, and the feasibility of the recommendations.