Adidas and All Blacks build winning partnership: The benefits of corporate co‐branding

Abstract

According to the age‐old proverb, two heads are better than one. This is surely the case with a co‐branded partnership between two or more different corporations. And when the brands concerned are closely matched to begin with, the resulting co‐brand is likely to make an even greater impact.

Citation

(2004), "Adidas and All Blacks build winning partnership: The benefits of corporate co‐branding", Strategic Direction, Vol. 20 No. 1, pp. 7-9. https://doi.org/10.1108/02580540410510456