In 2015, Adidas considered Los Angeles one of the most influential cities around the world as apart of their global business strategy. Now the Germany based brand has announced they will be opening a world class office in Los Angeles at the beginning of 2018.

The sportswear brand has strategically planned to put more emphasis on their North America efforts, sales, and marketing overall. Although they are a considered a successful brand internationally, Adidas has chosen to target the American market specifically in hopes to expand tremendously. America’s major influence on other countries in regards to entertainment, fashion and sports is recognized by the brand. Therefore, they hope that same influence will infiltrate fashion and sports markets around the world to make Adidas the premiere sportswear brand amongst their competitors.

In an interview with CNN, Mark King, the president of Adidas North America, stated:

If we’re going to really be the company we want to be, and really be the brand we want to be, we have to really do better in America.

Adidas’ new world class office will be located in Downtown Los Angeles’ revitalized urban arts district, the ROW DTLA, occupied by retail stores, restaurants, and creative offices. They emphasize that this new office space is a collaboration hub for creatives open to consumers, athletes, and influencers, alike.