Adidas to challenge Nike’s US dominance

German sportswear company Adidas, trying to muscle into Nike’s home territory, plans to increase spending on marketing again after high-profile sponsorship deals and celebrity partnerships helped rekindle US sales.

Adidas said it would seek to build on its momentum by lifting promotional spending further in the run-up to Christmas.

The firm had said it would spend 13% to 14% of sales on marketing this year, compared with 10% to 11% for most rivals.