Company: Adidas AG
CEO: Bjørn Gulden
Year founded: 1924
Headquarter: Herzogenaurach, Bavaria, Germany
Number of Employees : 62,035
Type: Public Ticker Symbol: ADS Market Cap (Jun 2025): €38.27 Billion
Annual Revenue (FY2024): €23.7 Billion
Profit | Net Income (FY2024): €824 Million
Products & Services: Sportswear | Lifestyle & Fitness Apparel | Sports & Casual Footwear | Accessories | Fitness Equipment | Balls | Golf Clubs
Competitors: Nike | Reebok | Under Armour | ASICS | PUMA | New Balance | Converse | Fila | Allbirds | Liberty Shoes | Bata | Lululemon | K-Swiss | Callaway Golf Company | Columbia Sportswear | Arc’teryx
Fun Fact:
Did you know? Adidas bought its iconic three-stripe logo in 1952 from Finnish company Karhu Sports for €1,600 and two bottles of whiskey.
Adidas is a German athletic apparel and footwear brand founded by Adolf Dassler. Its parent company, the Adidas Group, is Europe’s largest sportswear manufacturer and the world’s second-largest after long-term competitor Nike. It has one of the most instantly recognizable logos globally. In 2024, Adidas Group generated €28.02 billion in annual revenue. Its profit was €824 million, up from a €58 million net loss in 2023. But who is Adidas’ target market? [1]
Checkout: Largest Global Footwear Companies by Revenue
To understand Adidas’ customer base and secret to success for over 100 years, here is an in-depth analysis of its target market:
Adidas’ Target Market Overview
Adidas targets consumers seeking sporting goods. The brand was founded to develop sports shoes to improve athletic performance. Its first global success came in 1936 when US sprinter Jesse Owens wore Adidas leather track shoes with long spikes at the Olympics. Owens won four Olympic gold medals, increasing the demand for Adidas products. Adidas expanded its product portfolio beyond footwear to include sportswear, casual wear, fitness apparel, sports equipment, and accessories. In 2024, Adidas had a brand value of around $14.5 billion. [2]
Adidas’ target market spans the footwear, apparel, and sports equipment niches. It is among the top ten largest clothing brands worldwide. However, the shoe business is still Adidas’ top revenue generator. In 2024, Adidas’ footwear segment amassed €13.96 billion in sales. This figure represents a 59% share of the brand’s annual revenue. Apparel was second with €8.22 billion, followed by accessories and gear at €1.5 billion. [3]
Adidas segments its target market to address the unique needs and preferences of its customers. Here is a comprehensive analysis of Adidas’ demographic, psychographic, geographic, behavioral, and technographic segmentation:
1. Adidas’ Target Market: Demographic Segmentation
Adidas’ target market spans age groups. Anyone can wear the brand’s products. However, the company primarily targets young consumers aged between 14 and 29. Millennials and Gen Z are active and fashion-conscious. Adidas meets this audience’s needs by blending functionality with trendiness in its products. For example, Adidas SPZL launched its Spring/Summer 2025 collection, delivering modern takes on archival silhouettes. This assortment offers trendy jackets, hoodies, shoes, trousers, shorts, vests, and bags. [4]
Adidas’ core target audience is consumers aged 20 to 29. The brand refined its marketing and positioning strategy to attract more customers between 14 and 19. It targets teenagers through product innovation, sponsorships, and youth-oriented events. For example, Adidas partnered with Major League Soccer and MLS NEXT to host the 2024 Generation Adidas Cup. The Adidas-sponsored event featured 80 U-17 and U-15 teams from 15 countries. It strengthened the brand’s position among the new generation of upcoming athletes and sports enthusiasts, ensuring long-term growth. “The Generation Adidas Cup brings the best youth talent together to compete at the highest level,” as mentioned by Zola Short, Sr. Director of Soccer Sports Marketing at Adidas North America. [5]
Adidas caters to both genders. However, men dominate its target audience. The brand has increased its women-focused marketing campaigns and products in recent years to expand its female customer base. For example, Adidas’ award-winning “Liquid Billboard” campaign encouraged women to feel confident while swimming in public. For example, Adidas’s 2025 Women’s Spring Collection had 80 items, including shoes, denim pants, skirts, dresses, and hoodies. [6]
Adidas targets unmarried and married consumers. Families can rely on Adidas to access shirts, pants, shoes, bags, watches, and eyewear. The company appeals to men and women by offering unisex and gender-specific products.
Another component of Adidas’ demographic segmentation is income and educational level. The brand targets middle- to higher-income consumers who can afford premium sportswear. For example, Adidas’ most expensive footwear is the NMD R1 Friends and Family Pitch Black. It costs $6,000. Adidas’ target market includes students and educated young professionals. [7]
1. Adidas’ Target Market: Psychographic Segmentation
Adidas’ target audience includes athletes and sports enthusiasts. Sports influence the lifestyle choices of both consumer groups. The company runs innovative and compelling marketing campaigns to appeal to this target market. In Feb 2025, Adidas launched its new “You Got This” global brand campaign. The initiative encourages everyone to recognize and celebrate the power of positivity in sports. Adidas believes parents, coaches, teammates, and friends play a pivotal role by supporting athletes from the sidelines. The brand featured elite and aspiring athletes in the “You Got This” campaign, targeting players and sports fans. [8]
Adidas’ target consumers value authenticity, fitness, performance, and self-expression. The brand is synonymous with originality on and off the pitch. For example, Adidas has retained its iconic three-stripe logo since 1952. Its game-changing innovations shaped football culture and streetwear movements. In Mar 2025, Adidas Originals reinforced its legacy with “The Original.” This campaign featured the Superstar II, the Handball Spezial, and the Samba OG. These three iconic silhouettes transcended their origins, becoming cultural cornerstones. They were for athletes but evolved into music, fashion, and everyday style. Adidas’ campaign appeals to consumers who believe originality is timeless. [9]
Adidas targets consumers who value innovation, teamwork, courage, and ownership. These principles are ingrained in the brand’s culture. According to Adidas, its culture is founded on six values: courage, ownership, innovation, teamplay, integrity, and respect. The brand applies these principles operation-wide. For example, Adidas dominates the sports footwear category thanks to innovative shoe designs and materials. [10]
Adidas’ target consumers have unique personality traits. They’re active, fashion-conscious, and adventurous. They view sports and physical activity as a path to well-being. Adidas customizes its products and branding to meet these needs. For example, Adidas’ purpose statement is “Through sport, we have the power to change lives.” This statement aligns with the audience’s beliefs. [11]
Adidas targets “aspirers,” “achievers,” and “succeeders.” These three consumer groups don’t share psychological traits, which influence their needs. The brand implements a tailored marketing approach for each segment. For example, in Mar 2025, Adidas partnered with football star Mohamed Salah for the “You Got This” campaign. The campaign inspired young girls aspiring to be professional footballers to pursue their dreams. [12]
2. Adidas’ Target Market: Geographic Segmentation
Adidas serves a global target audience. It was founded in Germany and expanded worldwide. The brand has a market presence in over 160 countries. In 2024, Adidas generated 32% of its annual revenue in Europe, 22% in North America, and 15% in China. Latin America delivered 11.7%, followed by Japan and South Korea at 5.65%, and emerging markets at 14%. [13]
Adidas leverages geographic segmentation to strategically target its diverse customer base. The brand tailors its marketing campaigns to align with local needs and preferences. Its Samba sneakers dominated the global market in 2023 thanks to extensive media coverage. However, consumer interest declined after the cameo of the former UK Prime Minister, Rishi Sunak. Adidas Sambas was the favorite shoe of sneaker fans and celebrities, including Harry Styles, Kaia Gerber, Bella Hadid, Paul Mescal, and Rihanna. Sambas’ popularity declined after PM Rishi Sunak was seen wearing them. [14]
Adidas considers local cultural nuances and preferences in product design and development. The brand redesigns the Originals to address evolving consumer needs, enhancing relevance in the global market. For example, Adidas introduced Japan, Taekwondo, and Tokyo with a skinny asymmetric sole for the 1964 Tokyo Olympics, targeting Japanese consumers. The brand collaborated with Grace Wales Bonner and Newcastle-based End store to reinterpret the Japan. In 2025, Adidas fans prefer the 1980s Taekwondo over the Samba. Its martial-arts-inspired slip-on design makes it practical for everyday wear. [15]
Adidas serves its global customer base through company-owned stores, online channels, and partner retailers. The brand produced around 330 million units of sportswear and 310 million pairs of shoes in 2023. It outsources nearly 100% of its production to suppliers based mainly in China, Indonesia, Thailand, and Taiwan. In 2024, Adidas operated 838 concept stores worldwide, up from 744 stores in 2023. [16]
Adidas is committed to expanding its global appeal and customer base. It has focused on emerging markets to drive growth. For example, in Apr 2025, Adidas Originals opened a new retail store in Nairobi, Kenya. The outlet expands the brand’s reach in the fast-growing Eastern Africa region. [17]
Adidas has nurtured a cult-like following in urban areas. It has a strong market presence in major cities globally. Some Adidas sneakers were inspired by cities and countries. For example, Adidas Originals collaborated with NYC’s Tip Top Shoes in Apr 2025. They released the SL 72 and Handball Spezial footwear. These shoes celebrate Tip Top’s 85 years of serving Manhattan’s Upper West Side and honor New York City’s vibrant culture and sports heritage. [18]
Checkout: Largest Global Footwear Companies by Market Cap
4. Adidas’ Target Market: Behavioral Segmentation
Adidas has a loyal customer base and a cult-like following. According to Statista, 54% of US sports and outdoor online shop users like Adidas. Around 33% are likely to use its products again. 80% of Adidas’ customers show loyalty to the brand. The company rewards its loyal target audience by offering promotions and discounts. Its brand awareness among sports and outdoor online shop users in the US is 95%. [19]
Market and fashion trends influence the purchase behavior of Adidas’ customers. The brand targets Gen-Z and Millennials, who are drawn to trendy products worn by celebrities. For example, Harry Styles, Kaia Gerber, Bella Hadid, Paul Mescal, and Rihanna wore the Adidas Sambas, increasing its demand among sneaker fans. Young consumers tend to purchase products from sustainable brands. Adidas integrates environmental sustainability into its operations. In 2024, the company reduced Scope 1 and 2 emissions by 17%, Scope 3 by 20%, and carbon intensity by 5.3%. [20]
Adidas’ usage frequency varies depending on the consumer group. For example, athletes and fitness enthusiasts wear its apparel and footwear more frequently than casual consumers. A 2024 Statista survey unearthed that 41% of US sports and outdoor online shoppers use Adidas. The brand boosts usage frequency by sponsoring professional athletes and teams. In Oct 2024, Adidas signed junior sprinter Gout Gout, dubbed “future Usain Bolt.” He is one of the youngest Australian athletes to sign with Adidas. The brand’s top athlete deals include football star Lionel Messi, Patrick Mahomes, Damian Lillard, NCAA golfer Rose Zhang, and footballer Jude Bellingham. It also signed FC Barcelona’s prodigy Lamine Yamal, Mackenzie Long, and Louisville Cardinals’ Hailey Van Lith. These top-tier athletes and emerging talents endorse Adidas’ products, increasing usage frequency. [21]
Adidas’ target consumers seek specific benefits from the sportswear giant. For example, long-distance runners focus on high-performance running shoes and apparel. Young, fashion-conscious customers prioritize trendiness, style, and design. The brand addresses these needs by customizing its marketing campaigns and product offerings. In 2024, Adidas drove depth and newness across its Samba, Gazelle, Spezial, and Campus products. It collaborated with JJJJound, Edison Chen, Wales Bonner, Bad Bunny, and Xochitl Gomez, fueling demand for its Lifestyle collections. Other top-selling Adidas products include the record-breaking Adizero for runners, Dropset 3 trainers, and Anthony Edwards’ AE 1 for basketball players. [22]
Image Source: Braden Hopkins
5. Adidas’ Target Market: Technographic Segmentation
Adidas targets young consumers who are tech-savvy and digitally mature. They leverage the latest technologies in their daily lives. For example, customers use Adidas’ miadidas online platform to create customized shoes by selecting colors, materials, and personalized text or graphics. Users can design footwear that reflects their unique style and tastes. According to a recent study, 65% of Adidas customers who used the miadidas platform expressed higher satisfaction after creating a product tailored to their preferences. [23]
Adidas addresses the needs of its tech-savvy audience by investing in cutting-edge technologies. The brand experimented with augmented reality (AR). Customers can virtually try on its shoes, apparel, and accessories before purchasing the products. The Adidas app showcases a personalized shopping experience by curating product selections based on users’ preferences, previous purchases, and browsing history. In 2025, Adidas was one of Fast Company’s top 10 most innovative companies in sports. It was recognized for the Adizero Adios Pro Evo 1, the Agravic Speed Ultra, and the F50+ supershoe. The Adidas Innovation Lab collaborates with athletes to redefine performance across sports. [24]
Adidas’ target consumers include professional athletes. This audience demands innovative gear with advanced technologies to enhance on-field performance. For example, the company designed its adizero range with elite race-day tech to break records. Adizero running shoes feature the soft foam LIGHTSTRIKE PRO midsole and the ENERGYRODS structure. ENERGYRODS mirrors the metatarsal bones of an athlete’s foot and leverages five tuned carbon-infused rods to increase support and stability. This feature provides the most efficient, optimal running pattern.” [25]
Adidas’ customers adopt the latest technologies to enhance performance and comfort. They leverage smartwatches and trackers to optimize training and fitness routines. According to a Statista survey, 32% of UK wearable users like Adidas, and 21% use its products. 93% of UK respondents knew Adidas. However, only 16% of wearable users in the UK are likely to use Adidas again. [26]
References & more information
Davies, K. (2025, Mar 17). Adidas revenue 2000-2024. Statista
Davies, K. (2025, Mar 27). Adidas: Statistics & facts. Statista
Statista Research Department (2025, Mar 17). The Adidas Group’s global net sales from 2002 to 2024 by product category. Statista
Adidas (2025, Mar 25). Adidas SPZL presents its Spring/Summer 2025 Collection. Adidas.com
MLSsoccer Staff (2024, Mar 6). 2024 Generation Adidas Cup to feature 49 clubs from a record 15 countries. Major League Soccer
Adidas Group (2025, Jan 10). Women’s Spring Collection 2025. Adidas.com
TTC Staff (2023, Dec 15). Top 100 Most Expensive Adidas sneakers in 2023. Time to Cop
Oettig, M. (2025, Feb 10). Behind the 2025 Brand Campaign: We All Need Someone to Make Us Believe You Got This. Adidas Group
Lower Block (2025, Mar 13). Adidas Originals Unveils “The Original” Campaign for Spring/Summer 2025. LowerBlock.com
Adidas Group. People and Culture: What we believe in. Adidas-Group.com
Adidas Group. Profile: Our Purpose. Adidas-Group.com
Adidas (2025, Mar 28). Mohamed Salah and Adidas lead the charge for positive sideline support, empowering young athletes to believe “You Got This.” Adidas.com
Davies, K. (2025, Apr 9). Global share of Adidas retail sales in 2024 by region. Statista
Dolan, L. (2024, Apr 10). Look of the Week: The UK Prime Minister just “ruined” this classically cool sneaker. CNN
Cary, A. (2025, Mar 25). Move Over Sambas, Adidas Fans Are Backing a New Sneaker in 2025. Vogue
Davies, K. (2025, Mar 19). Number of retail stores of the Adidas Group worldwide from 2008 to 2024 by store type. Statista
Nipashe Staff (2025, Apr 7). Adidas Originals opens a new store in Nairobi’s Westgate Mall. NipasheBiz.co.ke
HOH Staff (2025, Apr 26). New York City’s Tip Top Shoes Celebrates 85th Anniversary with Adidas Originals. House of Heat
Bashir, U. (2024, Nov 6). Adidas brand profile in the US in 2024. Statista
Jessen, J. (2025, Mar 13). Adidas’ approach to growth and sustainability. Sustainability Magazine
Nemirovsky, D. (2025, Feb 7). The 10 Biggest Athlete Deals of Adidas: The Superstars Rocking the 3 Stripes. Brand Vision
The Adidas Group (2024, Jul 31). Adidas Brand Momentum Drives Double-Digit Top-Line Growth in the Second Quarter of 2024. Adidas-Group.com
Renascence Staff (2024, Sep 7). How Adidas Innovates Customer Experience (CX) with Personalized Shopping and Sustainability Initiatives. Renascence.io
Adidas (2025, Mar 21). We’ve been recognized as one of the top 10 most innovative companies in sports for 2025 by Fast Company. Adidas.com
Adidas (2021, Jul 20). The 2 Key Technologies That Make the adizero Range Our Fastest Ever. Adidas.com
Bashir, U. (2025, Apr 3). Adidas brand profile in the UK: 2022. Statista
Featured Image by CHUTTERSNAP
Shoe image by Fachry Zella Devandra
Shoes on display by Braden Hopkins
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