With trials underway in Japan, Adidas AG is considering an expansion beyond shoes and apparel with the launch of a sports drink. Speaking in the German business journal, Capital, Adidas President and CEO Herbert Hainer said, “In Japan, we are testing an isotonic fitness drink right now. Its name is Aquarius Pro, and it is manufactured by Coca-Cola.
“First, we want to find out how the consumers will react to a beverage with the brand-name Adidas, and which associations it invokes.”
At the end of the trial period, Adidas will decide whether to launch the drink worldwide.
Hainer wants to improve the ethos and philosophy of the Adidas brand, and the company’s US-based subsidiary Reebok. “25 years ago, Reebok used to be the top fitness brand. We will use that as a starting point,” Hainer said. Reebok is currently seeking to partner with gyms. In due course, Reebok might actually look to run a branded gym.
Whether the three Adidas stripes shall adorn a sports drink will ultimately be down to consumer feedback and whether the Coca-Cola co-branded product is ‘big in Japan’.
All eyes are on Japan for the time being.
