Customization Strategy: mi Adidas

This lecture explores the customization strategy of mi Adidas, focusing on the three generic options: Withdraw, Maintain, and Expand. It delves into the recommended approach, sales projections, and required investments over the next five years. The lecture also discusses the evolution of the mi Adidas concept, the challenges faced, and the strategic decisions made by the company. Additionally, it covers the importance of personalization in the sports products industry, the impact of customization on supply chain management, and the comparison with competitors' strategies.