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Adidas unveils an ambitious 5-year recovery plan as crosstown rival Puma steals its buzz Fortune 3/10/2021 © Wire Photography: Simon Dawson Bloomberg via Getty Images Adidas unveiled an ambitious five-year plan on Wednesday to bounce back from the Covid pandemic. But, in the struggle to seize a bigger share of the $340 billion global sporting goods market, smaller cross-town rival Puma is the one gaining an edge. Popular Searches After Beaverton, the Oregon headquarters of [hotlink]Nike[/hotlink], the small Bavarian town of Herzogenaurach ranks as the most important nerve center for the sportswear and sneaker industry. The town of around 24,000 people is home to two of the world’s biggest athletic-wear firms: [hotlink]Adidas[/hotlink] and Puma. Between them, the two companies chalked up $30 billion in annual sales, even during a disastrous 2020.

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