FRANKFURT (Reuters) – Adidas (OTC:), which has come beneath strain after ending its profitable Yeezy shoe partnership with Kanye West, is attempting to seize an even bigger slice of the U.S. sports activities market, the group’s regional head informed the Wall Road Journal.

“We wish to double down on the entire issues which might be U.S.-centric, significantly round sport,” Rupert Campbell, the corporate’s North America president, was quoted as saying in an interview.

Other than ending the Yeezy collaboration, Adidas has additionally stopped its Ivy Park collaboration with pop star Beyoncé in accordance with media studies, with the contract set to run out on the finish of this 12 months.

Campbell stated that, whereas Adidas would proceed superstar partnerships, sports activities was now the main focus for the U.S. enterprise, singling out basketball for instance the place he stated the corporate’s share was very low.

“So we imagine there is a chance there.”

The Yeezy cut up value Adidas 600 million euros in gross sales within the fourth quarter of 2022 and will trigger the German sporting items maker to submit its first annual loss in three a long time this 12 months, Adidas stated final month.

Speaking on the general U.S. sporting-goods market, the world’s greatest, Campbell stated: “We have now to indicate our credentials on this house.”