The group of rival sportswear manufacturers that lobbied the IOC over the use of Adidas’ stripes now plans to approach other sports governing bodies, according to Marketing magazine. The group includes Nike, Reebok and Puma.
Insiders have suggested that their case is strong, given the precedent set by the IOC, which ruled that Adidas must limit its branding on apparel to a 20cm-sq logo. Adidas will face a multimillion-pound bill if forced to restructure its entire portfolio.
Among the sports associations thought to be on the rival manufacturers’ hitlist are the IAAF (athletics), FIFA (soccer), ATP (tennis) and IRB (rugby). At stake are the brand’s kit supply deals at events such as the soccer and rugby World Cups.
The action could even stretch to national leagues, affecting UK deals with Premier League champions Chelsea and Newcastle United.
Adidas has reportedly refused to comment, adding that it would only respond in the event of official action against its current use of the design.