Last Updated on August 24, 2023 by Ch David
This research article delves into Adidas’ revenue, valuation, growth, customer demography, number of employees and more.
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|Key Stat||Key Info|
|Formerly Known As||Gebrüder Dassler Schuhfabrik (1924–1949)|
|Branded as Adidas on||18 August 1949|
|Headquarters||Herzogenaurach, Bavaria, Germany|
|CEO (current)||Kasper Rørsted|
|Service Area||Worldwide (except North Korea, Russia, Turkmenistan, Afghanistan, South Sudan, Chad, and Palestine)|
In 2022, the brand was valued at approximately $15.9 billion, marking six consecutive years of growth after two years of decline. The brand’s value has grown significantly since 2010 when it was valued at $5.4 billion.
On April 15, 2020, Adidas held a Post-IPO Debt round and received support from six major investors, including Deutsche Bank, UniCredit Group, Kfw, Bank of America, Citibank, and Standard Chartered Bank. This strategic decision helped Adidas secure important financial resources, strengthen its position in the industry, and continue to innovate and grow.
|Investor Name||Founding Round|
|Deutsche Bank||Post-IPO Debt – Adidas|
|UniCredit Group||Post-IPO Debt – Adidas|
|Kfw||Post-IPO Debt – Adidas|
|Bank of America||Post-IPO Debt – Adidas|
|Citibank||Post-IPO Debt – Adidas|
|Standard Chartered Bank||Post-IPO Debt – Adidas|
In 2022, the company’s revenue reached $23.7 billion, placing it among the top players in the global sportswear industry.
While there have been fluctuations in revenue figures, Adidas has maintained a strong financial position, with its highest revenue recorded in 2019 at $26.5 billion.
In the first half of 2022, the North American region was the top revenue generator for the Adidas Group, contributing approximately 3.1 billion euros. This growth reflects the brand’s popularity and success in the North American market.
The Asia-Pacific region closely followed with revenue of about 1 billion euros during the same period. Other significant regions include Greater China, with approximately 1.7 billion euros in revenue, and EMEA (Europe, the Middle East, and Africa), generating around 4 billion euros.
Overall, the Adidas Group achieved an impressive first-half revenue of approximately 10.9 billion euros in 2022, showcasing its robust global presence and consistent performance across various regions.
|Year||Asia-Pacific||North America||Latin America||Greater China||EMEA|
|2022||€1 billion||€3.1 billion||€933 million||€1.7 billion||€4 billion|
|2021||€1.1 billion||€2.4 billion||€645 million||€2.4 billion||€3.6 billion|
|2020||€939 million||€1.9 billion||€406 million||€1.7 billion||€2.6 billion|
In 2022, the company reported an impressive profit of $11.2 billion, indicating a solid financial performance, with its highest profit of $13.7 billion recorded in 2019.
Adidas, the global sportswear company, has invested in five ventures, including Yuga Labs which raised $450 million on March 22, 2022.
Adidas has also invested in Infinited Fiber Company, GreenPark Sports, PlayVS, and OneFootball, demonstrating their commitment to innovative companies across different sectors.
|Organization Name||Funding Round||Announced Date||Lead Investor|
|Yuga Labs||Venture Round – Yuga Labs||Mar 22, 2022||–|
|Infinited Fiber Company||Series B – Infinited Fiber Company||Jul 5, 2021||–|
|GreenPark Sports||Seed Round – GreenPark Sports||Oct 21, 2019||–|
|PlayVS||Series B – PlayVS||Nov 19, 2018||–|
|OneFootball||OneFootball||Dec 4, 2017||Yes|
Adidas is a major player in several sports, providing high-quality equipment and clothing to both athletes and enthusiasts. The sports Adidas is currently involved in include:
Adidas remains a top brand in the sports world, known for its commitment to performance and style. The company supports athletes of all levels, inspiring them to reach their full potential.
Whether you’re a professional athlete or a casual sports enthusiast, Adidas offers something for everyone.
Adidas footwear is a highly sought-after product, particularly in Great Britain where Adidas trainers have consistently been a top choice among consumers. In 2021 alone, an estimated 6.59 million people opted for these stylish and functional sports shoes.
Adidas sports clothing follows closely behind with 4.9 million users in the same year.
The popularity of Adidas extends beyond shoes and clothing to a variety of sought-after items, such as sports accessories, shower gels, bath products, and deodorants.
|Year||Woman (perfume)||Sports shoes/trainers||Sports clothing||Sports Accessories||Shower gels & bath products||Antiperspirants & body spray deodorants (women)||Antiperspirants & body spray deodorants (men)||Aftershave (men)|
In 2022, Adidas recorded its highest sales in footwear, which made up over half of its net sales. Athletic shoes were the major contributor at 55%, apparel accounted for 39% of the sales, and accessories and gear made up 7% of the sales.
|Product Category||Sales Distribution|
|Accessories and gear||7%|
As of 2022, the Adidas Group operated a total of 1,990 stores globally, with a reduction from the previous year due to the company’s decision to wind down operations in Russia.
In 2016, the company had more than 2,800 store locations across the world.
The stores are divided into three main types: concept stores, factory outlets, and concession corners.
As of 2022, the Adidas Group operated 834 concept stores globally, followed by 1,057 factory outlets, 99 concession corners, and other locations.
|Year||Concept stores||Factory outlets||Concession corners and other|
|2022||834 stores||1,057 outlets||99 concession corners and other|
|2021||987 stores||1,086 outlets||111 concession corners and other|
|2020||1,029 stores||1,044 outlets||112 concession corners and other|
|2019||1,333 stores||1,075 outlets||125 concession corners and other|
|2018||1,342 stores||933 outlets||120 concession corners and other|
|2017||1,557 stores||895 outlets||136 concession corners and other|
|2016||1,757 stores||902 outlets||152 concession corners and other|
|2015||1,698 stores||872 outlets||152 concession corners and other|
|2014||1,746 stores||851 outlets||316 concession corners and other|
|2013||1,661 stores||779 outlets||300 concession corners and other|
|2012||1,437 stores||730 outlets||279 concession corners and other|
|2011||1,355 stores||734 outlets||295 concession corners and other|
|2010||1,352 stores||725 outlets||193 concession corners and other|
In 2022, Adidas has an 8% share in the overall sportswear market and a 14.70% share in the sneaker market. In the athletic footwear market, Adidas claimed a 15.10% market share in 2020 and 18.11% in 2019. In the United States sportswear market, Adidas achieved a 6% share in 2018.
These numbers show Adidas’s dominant position and continuous success in the global sportswear industry.
|2022||8%||sportswear market (worldwide)|
|2021||14.70%||sneaker market (worldwide)|
|2020||15.10%||athletic footwear market (worldwide)|
|2019||18.11%||athletic footwear market (worldwide)|
|2018||6%||sportswear market (united states)|
In 2017, Adidas offered affordable, high-quality athletic footwear priced at around $70, which was in line with other popular sneaker brands worldwide.
With a wide range of sneakers for different sports and fashion preferences, Adidas is famous for its performance-driven designs and accessible prices.
|Year||Average Price of an Adidas Product|
Adidas is a popular choice for sports apparel among both male and female consumers in the United States.
In 2018, a survey found that about 16.33% of male respondents and 7.88% of female respondents named Adidas as their favourite sports apparel brand.
According to the visitor data on the Adidas website, the largest age group comprises 25-34 year-olds, accounting for roughly 31.14% of the total.
Close behind are visitors aged 18-24, who make up 23.73%. Customers aged 35-44 and 45-64 make up 18.98% and 13.55% respectively.
Additionally, 7.98% of visitors are aged 55-64, while those aged 65 and above represent 4.61%.
|18 – 24||23.73%|
|25 – 34||31.14%|
|35 – 44||18.98%|
|45 – 64||13.55%|
|55 – 64||7.98%|
Adidas attracts customers across various income groups in the United States. In 2018, 42.01% of high-income respondents owned Adidas products, while 33.92% of medium-income respondents did the same.
The brand’s appeal extends to low-income individuals as well, with 30.09% owning Adidas items, showcasing its popularity across diverse customer segments.
|Income Group||Share of respondents|
Adidas is highly recognized by US sports and outdoor online shop users with a brand awareness of 93%. A majority of 57% of these users like the brand, and 61% of those familiar with it feel a genuine affinity for it.
Among these users, 44% actively use Adidas products, while 47% of those familiar with the brand are active users.
The brand has an impressive customer loyalty rate of 84% among the 37% of users who intend to use Adidas again. In the past three months, 40% of US sports and outdoor online shop users have heard about Adidas through media, social media, or advertising, representing 43% of those already aware of the brand.
Adidas has an impressive 95% brand awareness among sports and outdoor online shop users in the UK. Among those familiar with Adidas, 67% like the brand, and 44% actively use its products.
Additionally, 38% of users express their intention to use Adidas again, showcasing a high level of brand loyalty.
The brand has also generated considerable buzz, with 34% of users hearing about Adidas through media, social media, or advertising in the past three months, indicating an active interest in their products and initiatives.
Adidas employs a variety of advertising methods to promote its brand and products globally. By combining traditional and modern marketing strategies, the company effectively reaches its target audience. Here are some important aspects of Adidas’ advertising approach:
By using a comprehensive mix of traditional advertising, digital marketing, influencer collaborations, and event marketing, Adidas has maintained a strong and dynamic advertising strategy that continues to resonate with consumers worldwide.
Adidas was established in 1949 by German entrepreneur Adolf “Adi” Dassler, who combined the first three letters of his last name and his first name to create the brand name.
Adi Dassler is recognized for developing some of the most legendary sports footwear in the world and for making Adidas one of the foremost sports apparel companies worldwide.
Adidas is currently owned by Adidas AG, a multinational corporation that is owned by multiple shareholders.
The ownership is distributed among various individuals and institutional investors who hold shares of the company’s stock on the stock market.
|Martin Shankland||EVP Global Operations|
|Brian Grevy||EVP Global Brands|
|Harm Ohlmeyer||EVP Finance|
Source: The Org
|Germany||Herzogenaurach||Adi-Dassler-Strasse 1 (HQ)|
|United States||Portland||5055 N Greeley Ave|
|China||Shanghai||Xujiahui TWO ITC, No. 160, Gongcheng Road, Xuhui District|
|Netherlands||Amsterdam||Atlas Arena Offices, Africa Building, Hoogoorddreef 9-A, 1101 BA Amsterdam Zuidoost|
|Hong Kong||Hong Kong||10/F Tower 1, The Quayside, 77 Hoi Bun Road|
|Panama||Panamá||Business Park, Ave. Principal y Ave. La Rotonda, Torre Sur – 4th floor|
|Russian Federation||Moscow||Krylatskaya street, b.15|
|United Arab Emirates||Dubai||Dubai Design District, Building No. 2, Level 4|
As of 2022, Adidas has a global workforce of approximately 59,258 employees.
While there have been some fluctuations over the years, the company reported its highest number of employees in 2020 with 62,285, and its lowest in 2010 with 41,866.
Nevertheless, Adidas remains committed to providing opportunities and driving the sportswear industry forward, reflected by its consistent employment numbers throughout the years.
|Year||Adidas Employee Head Counts|
The name “Adidas” is derived from the founder’s name, Adolf “Adi” Dassler. It is a combination of his first name, “Adi,” and the first three letters of his last name, “Das.”
So, Adidas is a portmanteau of “Adi” and “Das,” forming the brand name we know today.
Adidas was originally known as “Gebrüder Dassler Schuhfabrik.” Two German brothers, Adolf Dassler, and Rudolf Dassler, founded the company in 1924. After a period of initial success, the brothers had a falling out, and Rudolf Dassler left to establish his own sportswear company, which later became Puma.
After Rudolf’s departure, Adolf Dassler renamed the company “Adidas,” which combines his nickname “Adi” and the first three letters of his last name “Das” (from Dassler).
The name “Adidas” was officially registered on August 18, 1949, and since then, the brand has become one of the most prominent and successful sportswear companies in the world.
Adidas’ full brand name is “Adidas AG.” The company is a multinational corporation headquartered in Germany and is widely known for its sportswear and athletic footwear products. The name “Adidas” is a combination of the founder’s nickname, “Adi,” and the first three letters of his last name, “Das” (from Dassler).
The brand is officially registered as “Adidas AG” and has become one of the most prominent and successful sportswear companies globally.