While this may help Adidas and competitor Nike, around 50 sport shops could be forced to close because of the global giants’ actions. Many shop owners rely on the two famous brands to bring in the customers. Owners fear that when the supply ends, so will the customers.
Olympic Minister, Tessa Jowel, has publically criticised Adidas and Nike’s planned actions, stating ‘this is not the Olympic legacy we expected, to close all the local independent retailers who have always provided a specialist service and are an integral part of grassroots sports’.
Adidas and Nike will be supporting larger businesses like Foot Locker, JD Sports and SportsDirect, as they plan to support ‘long-term trade partners’.
The move will inevitably bring local businesses to an end, with owners feeling very much wronged by the two brands’ actions.