Case Study

Adidas Russia/CIS and the Russian crisis: Retrench or double down (A)

15 pages
November 2016
Reference: IMD-7-1795

The case series is based on extensive interviews with key executives at adidas Russia/CIS in charge of implementing the radical IT, supply chain and omnichannel initiatives that transformed adidas Russia/CIS from one of the poorest performers to the new standard within the Group. The initiatives included pioneering the rollout and implementation of key new technologies such as click-and-collect, ship-from-store, endless aisle and RFID – all of this in the face of the massive economic crisis that embroiled Russia. With some 1,200 company-owned stores – the Group’s largest direct retail footprint globally – adidas Russia/CIS was critical to the financial success of the Group as a whole. The case provides an opportunity to discuss the key challenges in the rollout and implementation of cutting-edge IT, supply chain and omnichannel initiatives in one of the most challenging retail and logistics environments, i.e. Russia during the latest economic crisis.

Learning Objective
  • The main opportunities and challenges of transforming to a digital supply chain
  • Experience, speed of delivery and convenience are what counts for the consumer, more than price
  • The importance of putting supply chain management on the boardroom agenda
  • How change management is critical for gaining buy-in to new capabilities
  • Brick-and-mortar retailers must take more risks if they want to survive in the omnichannel environment
Supply Chain, Information Technology, Entrepreneurial Leadership, Omnichain, Radio-frequency Identification, Emerging Market, Retail, Corporate Culture, Change Management, Technology Management, Global, Local, Customer Engagement
Adidas, Manufacturing, Consumer Services, Retail, Consumer Goods, Sports Equipment
Field Research
© 2016
Available Languages
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

2016 EFMD AWARD WINNER (Supply Chain Management)
Best-selling Case Study
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics