Adidas fights to draw top talent to HQ in sleepy Bavarian town

Adidas (ADSGn.DE) needs world-class designers, brand experts and technical whizzkids to improve its image against U.S. Adidas has been losing market share to the world's biggest sportswear brand Nike, which is seen as far cooler in consumer surveys and is based near the hip U.S. Adidas acknowledges it is hard to recruit at its headquarters near the Bavarian town of Herzogenaurach, particularly for design, marketing and digital roles, and admits it missed trends in the U.S. Nike's better than expected earnings on Sept. 25 underscored its ascendancy.

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