Adidas dreams big in these challenging times

"It's the most challenging year for the Thai economy following the petrol crisis and the increase in rice and food prices," said Kannan Gopalakrishnan, managing director of Adidas Thailand.

However, Gopalakrishnan said Thailand was Adidas's largest market in Southeast Asia and the that company would keep investing in the market. The company has invested more than Bt100 million every year in Thailand.

"I've been MD in Thailand since July 2006, and my key ambition is to grow Adidas's business here. We also want to grow the market and increase our market share. Between five and 10 retail outlets will be opened annually - not directly, but through our local franchisees," he said.

"However, with the challenging economy, we are more careful about our plans and business target. Without Euro 2008 and the Olympic Games, the growth would be less for Thailand."

Adidas Thailand yesterday kicked off locally the sportswear giant's largest global campaign, entitled "Dream Big" and designed to inspire children and adults around the world. "This is the largest advertising budget for a single programme, set to encourage people to think beyond what they're capable of and to reach out for the best … Impossible is nothing. The new commercial is about connection with football and about inspiring children to dream big," said Gopalakrishnan.

He said Adidas Thailand spent more than Bt30 million on the local 'Dream Big' campaign.

Rather than focusing on the big football superpowers for Euro 2008, Adidas instead shifted its attention to lesser-known footballing nations and areas with the notion that anyone can 'dream big', no matter what their ranking. Kaka, Messi, Gerrard and Beckham are among the all-star group of footballers that were sent out on missions to Andorra, San Marino and the Isles of Scilly (UK) to inspire and coach local teams.