Adidas is ditching television ads to instead emphasize mobile-based marketing in an effort to reach the so-called Generation Z demographic, CEO Kasper Rorsted told CNBC on Wednesday.
Gen Z — which roughly includes people born between 1995 and 2014 — is the first generation to be unaware of a world without the internet and mobile devices. Their phones are always on, though research shows they still prefer shopping in stores, according to recent studies from IBM for the National Retail Federation and from Euclid Analytics.
