Adidas Signs Frida Karlsson. Why Is That Reason To Celebrate
Frida Karlsson just became a brand ambassador for Adidas - and that's a big deal. A few years ago sportswear & equipment giant from Herzogenaurach made a fateful decision to exit winter sports ( domestic German teams are excluded, temporarily so from what we understand). Fateful for the winter sports - when one of the world biggest companies, the one constantly looking for expansion, decides there is no market in xcskiing (or biathlon for that matter) - that's a clear sign that things are not quite right , that the market niche is shrinking so fast that it's not worth the effort. One could huff and puff over how unfair the world is, but when the majors who had used to care ( remember Adidas ski? Nike ski boots??) slowly…