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Mike Ashley Adidas Row Threatens To Escalate

7 years ago

The Mike Ashley Adidas controversy now threatens to escalate.

We previously reported that it was likely Adidas wouldn’t supply Ashley’s Sports Direct stores with next season’s Chelsea kit as the sports manufacturer sees it as a ‘Premium’ product unsuitable for SD.

This was then followed by speculation that the Newcastle owner was allegedly planning to buy up a stake in Adidas to then put pressure on them.

The latest issue now reported by the Telegraph is that Adidas could refuse to supply Ashley’s shops with the Argentina, Spain and Germany replica shirts ahead of next year’s World Cup.

The reason according to the Telegraph is over concerns about the state of Sports Direct’s shops and their customer service.

Adidas have said;

“We regularly review where our products are distributed….based on criteria such as in-store environment and also customer service levels.”

Sports agency Octagon’s Phil Carling;

“SD stores do look like discount market stalls which do not promote premium values. They discount shirts quite heavily and drive wholesale prices lower.”

While somebody reported to be close to Ashley said;

“This is a battle that’s been coming for some time, Nike and Adidas are concerned Ashley discounts from day one.”

I have to admit that I pine for the days when Newcastle United had a ‘Premium’ shirt supplier, loved the Adidas designs.

Never mind, at least I can go and buy our Wonga shirts next to the piles of four for a pound socks in Ashley’s zero hour contract shops, that’s progress!


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