Marketing Strategy of Adidas | Adidas Marketing

by Shamsul
Marketing Strategy of Adidas
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Marketing Strategy of Adidas | Adidas Marketing


Currently, Adidas is operating in more than 160 countries with nearly 53800 employees. Its product manufacturing and sales show that it is a complex organization. To be honest, Adidas is known for its fast and lean working and things. There is no doubt that Adidas is a popular name in activewear and sports products. In this post, we mainly focus on Adidas Marketing Strategy and you can get the right inspiration for your business. Are you interested? If yes, then you have to go through this post because we have mentioned each and every point of the marketing strategy of Adidas. Let’s get started.

Marketing Strategy of Adidas | Adidas Marketing

Segmentation, Targeting, and Positioning:

As we have mentioned above, Adidas is one of the biggest sportswear manufacturers in the world, especially in Europe. They have segmented their marketing strategy on the basis of behavioral, demographic, and psychographic factors. Currently, the Adidas group has 4 powerful brands in its portfolio such as Reebok, Taylor, Rockport, and Adidas. Every brand fulfills the needs of customers in different segments. The targeting strategy of Adidas is also very effective as they target teens, tweens, young adults, and adults. They have 15-40 years of age customers in their portfolio because of its activewear and other sporty offers. Its consumer base consists of the luxury class and upper-middle-class people. The current positioning of Adidas is based on user and benefit. They always try to create a distinctive image in the eyes of users. They manufacture high-quality products which is the biggest strength of the Adidas Group.

Marketing Strategy of Adidas | Adidas Marketing


In the sporting goods, the main mission of Adidas is to become a global leader in its sector. They want to indulge sporty lifestyle and healthy practices with its offerings. They are also improving and strengthening their offerings and products to enhance their competitive position in the market. Its tagline ‘’Impossible is Nothing’’ is one of the most popular taglines. It highlights the significance of fitness and a healthy lifestyle. According to experts, this is one of the biggest assets Adidas has and also summarizes the marketing strategy of the company.

Marketing Strategy of Adidas | Adidas Marketing

Competitive Advantage:

Adidas has a competitive advantage in three major sectors such as brand equity, product quality, and distribution network. With more than 2400 stores worldwide, it is a leading sportswear brand in the world. They also sponsored several sports events and activities like Olympics, Cricket, UEFA, NBA, and FIFA. Moreover, they offer long-lasting and comfortable products that give Adidas a solid competitive advantage. On the other hand, the company has strong relationships with various organizations like International Finance Corporation and International Labor Organization (ILO). These relationships give the company a competitive edge over its competitors.

Marketing Strategy of Adidas | Adidas Marketing

BCG Matrix:

BCG matrix assists in recognizing the future course of actions and strategic standing of the strategic business unit (SBU). As we mentioned above, the Adidas group has four brands under its portfolio such as Reebok, Adidas, Taylor, and Rockport. If we talk about Reebok and Adidas, both brands fall in the start category as they produce the major revenue of the company and hold a strong market share. They are really competitive in the fitness and sports segment. Other brands like Nike and Puma are still behind in terms of market share. Taylor and Rockport are still questionable because of their low market share. In my opinion, these brands need some vigorous changes because they have the potential to make a big statement. If Adidas work on these brands then they can easily increase their market share and hold.

Marketing Strategy of Adidas | Adidas Marketing

Distribution Strategy:

Due to the rapid changes in trends, no one can predict the customer’s buying power and dynamic. Adidas is also boosting its focal point on figuring out these dynamics and reacting with rapidity. Due to this reason, they have focused on a customer-centric approach to understand the customer’s approach. After vigorous analysis, they came to a conclusion that the size of the products really matters and quality is another major factor. They also ensure that their products are available in their stores and other retailers.

Marketing Strategy of Adidas | Adidas Marketing

Brand Equity:

The trend of sports-centric and fitness activities is revolving around the internet and social media. The community connects programs have assisted the company to be the largest player in the relative segment. Adidas has created a solid impact on the mind of users through its offerings, products, and services that set a big platform for the company in terms of profitability and market share. Honestly, Reebok and Adidas each brand has their own unique technology, identity, design, reputation, and heritage, so the future of both brands is really bright and common. Both brands have the ability to derive future sales due to their extraordinary offerings.

Marketing Strategy of Adidas | Adidas Marketing

Competitive Analysis:

The Adidas Group has various portfolios that give them a strong competitive advantage. Through these brands, they cover the consumer segments and sports offerings according to the people’s demand. There is no doubt that Adidas Group is doing really well in the competitive market due to its differentiated positioning and effective marketing strategy. According to market professionals, Adidas and Nike have grown hugely over the last few decades and their global reach expanded in various continents and countries. That’s why both brands are considered global brands. They are also focusing on e-commerce and other digital platforms for increasing their reach and market value.

Marketing Strategy of Adidas | Adidas Marketing

Market Analysis:

The sportswear and activewear market is flooded with a number of counterfeit brands and products. They are continuously threatening the sales and profitability of these large firms by providing copies and clone products at a discounted price. Most professional athletes and fitness enthusiasts purchase essential products from these brands but middle-class people prefer counterfeit products. But, this industry has immense potential and it is changing due to the varying demographics, economics, and lifestyle. Now, more people are adopting a healthy lifestyle and it increases the role of Adidas to introduce cost-effective products. Adidas recognized that the strategy of mass marketing and mass production is no longer enough

Marketing Strategy of Adidas | Adidas Marketing

Customer Analysis:

The consumer base of Adidas based on upper and upper-middle-class groups. They need to target middle and lower class groups for boosting their sales. For this purpose, they have to reconsider their pricing strategy and product portfolio. They should introduce customer-centric products and services for targeting more people. Only meaningful and useful products can do this and create a long-lasting impact on customers. This is the best method to make powerful brand loyalty. With a consumer-centric approach, they can earn global brand recognition and increase sales. In short, Adidas is doing really well in all sectors.


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