Adidas is to pull further products from Sports Direct as part of its new “distribution strategy”.
Sports Direct last week revealed the super-brand was withdrawing its Chelsea replica kit from sale at the retailer from next season. The news caused Sports Direct’s share price to plunge.
It is understood that the Chelsea kit is not the only product impacted by a new strategy at Adidas, and further football merchandise and products outside the category are also set to be pulled from Sports Direct.
Adidas has a strong presence in a wide range of sports products including running and basketball.
It is thought Adidas could also withdraw international kits, which could impact Sports Direct’s World Cup sales next year.
Sports Direct boss Dave Forsey said last week he was “concerned” about Adidas’ decision, which he said he found “impossible to understand”.
An Adidas spokesman said the brand determined its distribution channels based on criteria including “in-store environment” and “customer service levels”.