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Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis


This research on Adidas is part of our examination of the world’s top 10,000 corporations. It is created and revised on a rapid timeline to guarantee the freshest possible content.

Premium members can have full access to this study on Adidas, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis and a myriad of additional high value sections.

We identify potential new products and services, forecast future market trends, and prognosticate synergies between Adidas and other organisations, separate from the analysis-driven sections.

Company Description

Adidas, headquartered in Herzogenaurach, Germany, was founded in 1949 and is one of the leading global sportswear brands. The company's main products and services include apparel, footwear, and accessories for athletes and sports enthusiasts. Adidas serves markets across the globe, offering products for men, women, and children of all ages.

Industry Overview

Adidas operates in the apparel, footwear, and accessories industry, with a market size of over $400 billion dollars globally. Adidas employs over 60,000 people in over 160 countries. These employees are based across Asia, Europe, North America, and Latin America. The company is a leader in the industry, with its products being sold in almost every continent.

Industry Classification

In terms of formal classification, Platform Executive has tagged Adidas as a business operating within the Apparel industry.

Table of Contents

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: System and method for facilitating a purchase of merchandise
Patent ID: 10,602,814
Date: March 17, 2020.

Patent Title: Wearable device for increasing physical activity
Patent ID: 10,602,813
Date: March 17, 2020.

Patent Title: System and method for selecting a playing surface
Patent ID: 10,602,812
Date: March 17, 2020.

Patent Title: System and method for organizing and displaying sports information
Patent ID: 10,602,811
Date: March 17, 2020.

Patent Title: System and methods for monitoring athletic performance
Patent ID: 10,602,810
Date: March 17, 2020.

Patent Title: System and method for providing visual feedback to a user of an athletic device
Patent ID: 10,602,809
Date: March 17, 2020.

Patent Title: System and method for providing physical feedback to a user of an athletic device
Patent ID: 10,602,808
Date: March 17, 2020.

Patent Title: System and method for recording and managing athletic performance Patent ID 10,602,807
Date: March 17, 2020.

Patent Title: System and method for facilitating a purchase of merchandise
Patent ID: 10,602,806
Date: March 17, 2020.

Patent Title: System and method for providing physical feedback to a user of an athletic device
Patent ID: 10,602,805
Date: March 17, 2020.

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Footwear (sneakers, running shoes, cleats, sandals, etc.)
  • Apparel (T-shirts, hoodies, pants, shorts, jackets, etc.)
  • Accessories (bags, caps, watches, socks, etc.)
  • Equipment (sports gear, fitness equipment, team kits, etc.)
  • Technology (smart fitness tracking, digital fitness coaching, etc.)

Key Competitors

We have identified the following organisations as being key competitors:

  • Nike
  • Puma
  • Under Armour
  • Reebok
  • Skechers
  • New Balance
  • Vans
  • Converse
  • Asics
  • K-Swiss
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: including retail, business, and institutional banking customers, as well as customers of ANZ’s other financial services.

2. Employees: including all current and former employees of ANZ in Australia and New Zealand.

3. Investors: including shareholders and bondholders.

4. Regulators: including the Australian Prudential Regulation Authority (APRA) and the Australian Securities and Investments Commission (ASIC).

5. Suppliers: including technology and service providers.

6. Community: including local communities and organisations in which ANZ operates.

7. Government: including the governments of Australia and New Zealand.

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Adidas different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Adidas and its position within the marketplace.

Adidas is a global fashion and sports company that produces and markets sportswear and footwear. The company was founded in 1924 by Adolf Dassler, and it is headquartered in Herzogenaurach, Germany. Adidas has a long history of sponsoring major international sporting events and its products are sold in more than 150 countries. The company sponsors a number of professional football clubs, including Bayern Munich, Chelsea, and Real Madrid.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Brand Recognition: Adidas is a well-known brand with a long history and a strong presence in many countries across the world. This brand recognition gives Adidas a competitive advantage over its competitors, as customers are likely to recognise and trust the brand.

Quality Products: Adidas is known for producing quality products that are built to last. This gives Adidas an edge over competitors who may offer cheaper products but at the cost of quality.

Innovation: Adidas has a history of innovation and is known for pushing boundaries in the sports and fashion industries. This helps Adidas stay ahead of the competition and keep customers engaged.

Sponsorships and Partnerships: Adidas has a long history of sponsoring and partnering with athletes, teams, and events. This helps build brand recognition and loyalty, making it more likely for customers to choose Adidas over a competitor.

Digital Presence: Adidas has a strong digital presence and is active on multiple platforms. This helps Adidas remain top-of-mind for customers and make it easier for customers to find, research, and purchase products.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Professional athletes
  • Amateur athletes
  • Casual athletes
  • Fashion conscious customers
  • Performance-minded customers
  • Outdoor enthusiasts
  • Children and teenagers
  • Older consumers
  • Business customers
  • Tourists

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Rise of the Connected Consumer: With the rise of mobile technology and social media, consumers are increasingly connected, meaning they have greater access to information and more control over their purchases. This shift has seen a rise in consumer-brand relationships, with brands expected to be transparent, provide personalised experiences, and be highly responsive to customers’ needs. Adidas is well-positioned to capitalise on this trend, having already implemented a ‘connected consumer’ strategy which includes personalised services and a dedicated customer service team.

Increase in Digital Shopping: The shift to e-commerce has seen a rapid increase in digital shopping. Adidas has responded by investing heavily in its digital platforms, including the development of its own e-commerce platform, as well as partnering with major retailers such as Amazon. This will help Adidas reach new customers and expand its global presence.

Growing Demand for Sustainable Products: As consumers become more aware of the environmental impacts of the products they buy, there is an increasing demand for sustainable products. Adidas has responded by investing in sustainable materials and improving its supply chain to reduce its environmental footprint.

Rise of Athleisure: There has been a growing trend towards ‘athleisure’, with consumers increasingly wearing athletic apparel for both exercise and everyday activities. Adidas is well-placed to capitalise on this trend, with its wide range of stylish and comfortable athletic apparel. This could help Adidas boost its sales and reach new customers.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Adidas include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Custom Clothing Design Service: Adidas could offer a custom clothing design service, allowing customers to design their own apparel using Adidas materials.

Custom Shoe Design Service: Similarly, Adidas could offer a custom shoe design service, allowing customers to design their own shoes with Adidas materials.

Personalised Apparel and Gear: Adidas could offer personalised apparel and gear for customers, such as customized jerseys, hats, and bags.

Virtual Fitting Room: Adidas could create a virtual fitting room, allowing customers to try on clothes and shoes from the comfort of their own home.

Augmented Reality Shopping: Adidas could create an augmented reality shopping experience where customers could virtually try on and purchase clothes and shoes.

On-Demand Delivery: Adidas could offer on-demand delivery, allowing customers to get their products faster.

Subscription-Based Services: Adidas could offer subscription-based services, such as monthly shipments of selected items or personalised styling advice.

Athlete Endorsement App: Adidas could create an app that would allow customers to follow their favorite athletes, get exclusive offers, and shop their endorsed products.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Apple
2. Reebok
3. Puma
4. Nike
5. Diadora
6. Under Armour
7. New Balance
8. Lululemon
9. Fila
10. Asics

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
1. Supplier Power: Adidas has a strong relationship with its suppliers, which gives it some bargaining power. However, there are many other companies that compete for the same suppliers, which limits Adidas' power.

2. Buyer Power: Adidas has many buyers, but they are not all equally powerful. Some buyers, such as retailers, have more bargaining power than individual consumers.

3. Threat of Substitutes: There are many substitutes for Adidas products, such as other brands of athletic shoes and apparel. This limits Adidas' power.

4. Threat of New Entrants: The athletic apparel industry is very competitive, and it is easy for new companies to enter the market. This limits Adidas' power.

5. Rivalry among Competitors: Adidas faces intense competition from other companies, such as Nike and Under Armour. This limits Adidas' power.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Adidas’ customers are primarily people who take part in physical activities, such as sports, as well as those who are interested in fashion, and purchase lifestyle clothing and shoes.

Actors: Key actors in the Adidas organisation include the designers and engineers who create the products, the marketing team who promote the products, the customer service team who answer queries and resolve issues, and the suppliers and manufacturers who provide the necessary materials and components.

Transformation process: Adidas’ transformation process begins with the design and engineering of the products, which is then followed by the manufacture and distribution of the products. Finally, the products are marketed and sold to customers.

World view: Adidas’ world view is built around the idea that physical activity and fashion should be accessible to everyone. The company also believes in sustainability and ethical production methods.

Owners: Adidas is owned by a variety of shareholders, including individual investors, institutional investors, and venture capitalists.

Environmental constraints: Adidas is subject to a variety of environmental constraints, including economic conditions, competition in the market, and the availability of resources. Additionally, the company must adhere to the various laws and regulations related to the production and sale of its products.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Adidas business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. A well-known and respected brand name throughout the world

2. A focus on innovation and technology to produce high-quality products

3. A strong commitment to sustainability

4. A wide range of products for different athletes and sports


Below is a list of opportunities we have identified for the business:

1. Strategic Opportunity: Increase digital presence and develop ecommerce capabilities. Adidas has already made progress in this area in recent years, but there is still room for improvement. For example, Adidas could develop a more comprehensive website and optimize it for mobile devices. Additionally, Adidas could work to improve its search engine optimisation and digital marketing efforts to increase online visibility and attract more customers.

2. Operational Opportunity: Improve product quality. Adidas could improve the quality of its products by investing in higher quality materials and better production techniques. Additionally, Adidas could focus on product innovation, creating products that are more tailored to customers' needs.

3. Strategic Opportunity: Expand into new markets. Adidas is already present in many markets, but there is still room for expansion. For example, Adidas could expand into emerging markets such as China and India, where there is a growing demand for their products. Additionally, Adidas could focus on expanding its presence in North America, where it currently has a relatively small market share.

4. Operational Opportunity: Increase efficiency. Adidas could focus on reducing costs and improving efficiency by optimizing its supply chain and production processes. Additionally, Adidas could invest in technology to improve data collection and analysis, allowing it to make better decisions based on real-time data insights. This could result in cost savings and improved customer satisfaction.


Below is a list of the weaknesses we have identified for the business:

1. Lack of focus on e-commerce: In 2017, Adidas’ e-commerce sales accounted for only 9% of its total revenue, compared to 17% for Nike and 34% for Under Armour. This indicates that Adidas is not prioritising or investing enough in its online sales platform.

2. Poor inventory management: In 2016, Adidas was forced to write down €449 million due to excess inventory. This was a result of the company’s poor planning and inability to accurately forecast consumer demand.

3. Over-reliance on North America: In 2017, North America accounted for 46% of Adidas’ total revenue. This leaves the company vulnerable to any shifts in the regional economy or changes in consumer preferences.

4. Limited presence in high-growth markets: Adidas has a limited presence in high-growth markets such as China and India, where it holds just a 2% and 1% market share, respectively. This limits the company’s potential for future growth.


Below is a list of the threats we have identified for the business:

1. Intense Competition: Adidas faces intense competition from Nike and other sportswear companies. The company must consistently innovate and differentiate itself in order to remain competitive in the market.

2. Profitability: Adidas must maintain a strong profitability rate while continuing to invest in research and development, marketing, and other operational costs. If profitability is not maintained, it can lead to financial difficulty for the company.

3. Supply Chain: Adidas must manage its supply chain effectively in order to ensure that products are delivered on time and at the right cost. Any disruption in the supply chain can have a negative impact on the company’s operations and profitability.

4. Compliance: Adidas must adhere to global laws and regulations related to labour practices, environmental regulations, and other areas. This can be a challenge in countries where regulations are not as stringent, and can lead to financial and reputational risks.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Adidas. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Adidas, as well as areas where the company needs to improve its operations or strategy.
Company: Adidas is a global sportswear and lifestyle brand, with a mission to bring inspiration and innovation to every athlete in the world. It has a portfolio of products ranging from apparel, accessories, and shoes to sports equipment and eyewear. Adidas has a presence in more than 160 countries, and is one of the largest sportswear companies in the world.

Collaborators: Adidas works with a number of collaborators, from sports teams and athletes to designers and influencers. The company often works with celebrity endorsers, such as Kanye West and Pharrell Williams, to create lines of apparel and shoes. It also has partnerships with sportswear brands, such as Reebok, to produce and distribute products.

Customers: Adidas sells its products to customers of all ages and backgrounds. Its products can be found in sporting goods stores, department stores, and online retailers. The company also has a number of retail stores in major cities around the world, where customers can try on and purchase products.

Competitors: Adidas faces stiff competition from other sportswear brands, such as Nike and Puma. While each company has its own unique product offerings and marketing strategies, they all compete for customers in the same space.

Content: Adidas produces a wide range of content, from product videos and advertisements to influencer collaborations and social media campaigns. The company also produces a variety of content to engage with customers, including tutorials, interviews, and behind-the-scenes looks at its products and athletes.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Adidas as having an innovation score of C3.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Adidas forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

Further Information

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Reproduction of the content produced in this report is prohibited without the prior permission of the publisher, Platform Executive Pty Ltd.

The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


Premium members: To request a priority update to this report, please contact us. Our standard turnaround time is normally 48 hours.

The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 29th May 2023

Industry Keywords

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