By Emma Thomasson
BERLIN (Reuters) - Adidas wants to sign dozens of deals with U.S. sports stars in coming years, hoping that will provide a more lasting boost to sales than the current fashion fad for its retro sneakers, its North America head told Reuters.
Since falling into third place in the United States behind Nike and Under Armour, the German firm has regained some ground in recent months after raising marketing spending in the world's top sportswear market.
Mark King has put a big focus on signing top athletes in sports like American football, basketball and baseball since he took over as president of the region for Adidas in 2014, after more than a decade running the company's golf business.