Adidas is looking at new markets in order to increase its global sales of shoes and apparel and is using social media portals to tap into them.
The sports brand is reportedly turning its attention to the potentially lucrative teenage girls demographic and is targeting such shoppers through a range of media.
It is expanding its NEO fashion outlets and targeting sales of €1 billion (£833 million) worldwide by 2015 in additional sales through efforts such as a dedicated Twitter feed and Facebook page and the provision of social media activities in its stores, according to Business Week.
"Teenage girls are a target group we didn't really reach so far, whereas boys are closer connected to Adidas via sports," explained the firm's board member for global brands Erich Stamminger.
He pointed out that fashion has a stronger influence on 14-19 year old girls than the company's traditional sports market.
The Adidas NEO line is a fashion chain that has proven particularly popular in the east - with 1,000 stores established across China - and now plans to expand its reach into western Europe.
Silvia Quandt Research analyst Mark Josefson told the news source that he estimates total sales for the NEO collection rose from €400 million in 2010 to €500 million in 2011.
However, the article noted that the teenage fashion market is a difficult one to crack, as it is very competitive, with social media offering a potential way of adidas differentiating itself from its rivals.
It is not only Adidas that is interacting online with its customers, as Oscar de la Renta has unveiled a new digital inspiration board that is open to the public for a period of three months.
He is inviting fashion enthusiasts to submit ideas for his next resort collection by uploading videos or images to a screen that will used to inspire his creations.