Adidas Statistics By Income, Gross sales and Information [2025*]

Introduction

Adidas Statistics: Adidas AG is the largest sportswear manufacturer in Europe and ranks as the second-largest worldwide, trailing only Nike. Founded in 1949 and headquartered in Herzogenaurach, Germany, Adidas designs and manufactures a wide range of sporting goods, including footwear, apparel, and accessories. Known for its iconic three-stripe logo, the company enjoys high brand recognition globally and fierce loyalty from customers.

In 2023, Adidas was the fifth-largest apparel brand globally, with a brand value exceeding 15 billion USD. That year, Adidas reported around 21.4 billion euros in net sales, showing a slight decline from 2022, but still marking a significant increase from 2020 when sales were impacted by the COVID-19 pandemic.

The company employed approximately 59,000 people globally in 2023. Adidas’s most significant markets include North America and Greater China, which together account for nearly 40% of the company’s annual retail sales. Sales from the EMEA region also contribute nearly 40% to Adidas’s revenue. Adidas produces substantial volumes of products each year; in 2023, it manufactured around 330 million units of sportswear and approximately 310 million pairs of shoes. These production figures reflect a decline in footwear output following Adidas’s sale of the Reebok brand to Authentic Brands Group for 2.5 billion USD in early 2022. This divestiture marked the end of Reebok’s tenure within Adidas, which had spanned over a decade and a half.

The brand maintains strong competition with rivals such as Puma, Under Armour, and Nike. In addition to sports apparel, Adidas’s product portfolio includes bags, watches, and eyewear. The company has a long-standing presence in sports sponsorship, especially in soccer, highlighting its commitment to team sports.

Editor’s Choice

• Adidas is the second-largest athletic apparel, accessories, and footwear company globally, following Nike, with operations in over 150 countries.
• In 2023, Adidas became the fifth-largest apparel brand worldwide, with a brand value exceeding USD 15 billion.
• Footwear consistently leads Adidas’s product sales, comprising 57% of total sales in 2023, up from 55% in 2022.
• Adidas reported global net sales of approximately 21.4 billion euros in 2023, despite a slight dip from the previous year.
• The company employs around 59,000 people globally as of 2023.
• Adidas holds 4,476 patents worldwide, with 3,441 already granted, and over 73% of these patents currently active.
• Adidas (excluding subsidiaries) has submitted 642 patent applications to the USPTO, achieving an 89.91% grant rate, with 481 applications granted.
• Reebok, previously part of the Adidas Group since the mid-2000s, consistently generated annual net sales exceeding 1.4 billion euros (USD 1.54 billion) worldwide. In 2020, North America led Reebok’s performance with net sales of 397 million euros (USD 437 million).
• Adidas announced plans to sell Reebok in 2021, and Authentic Brands Group acquired it in 2022.
• Adidas produced 419 million pairs of shoes in 2022, marking a 23% increase from 2021’s 340 million pairs. Out of these, 27 million pairs incorporated recycled materials.
• Adidas has committed to using 100% recycled polyester by 2024, following its full adoption of sustainable cotton since 2018.
• In the UK, 33% of sports and outdoor online shop users in September 2023 reported recent exposure to Adidas through media, social media, or advertising.
• 59% of UK sports and outdoor online shop users stated they like Adidas, and 62% of those aware of the brand hold a favorable opinion.
• Adidas holds a 41% share in sneaker ownership among US sneaker owners, increasing slightly to 43% among those who know the brand.
• An average pair of second-hand Adidas shoes sells for USD 295, which is 36% higher than the average retail price.

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Adidas Products

• Adidas is well-known for its extensive range of sports apparel and equipment across various disciplines. It is a major supplier of soccer kits globally and sponsors numerous national teams and clubs.
• Adidas produces popular soccer shoes like the Copa Mundial and Predator series. It also manufactures official match balls for FIFA World Cups and UEFA Champions League tournaments.
• In basketball, Adidas gained popularity with shoes such as the Superstar and Pro Model. However, their involvement in the NBA decreased when Nike became the league’s official uniform supplier in 2017.
• Adidas has made significant strides in cricket, manufacturing cricket shoes and bats. They sponsor prominent players like Sachin Tendulkar and teams in the IPL (Indian Premier League).
• As per Adidas Statistics, Adidas Golf specializes in clothing, footwear, and accessories for both men and women golfers, catering to enthusiasts globally.
• In gymnastics, Adidas provided apparel for Team USA until 2012 and continues to offer gymnastics products worldwide.
• Adidas became the NHL’s uniform provider in 2017, but they will discontinue supplying jerseys after the 2023-24 season.
• They are also active in lacrosse, sponsoring events and providing equipment such as jerseys, shoes, sticks, and protective gear.
• Adidas is renowned for its running shoes, including the popular Energy-boost series and lifestyle shoes like the NMD series. It organizes events like the Boost Energy League in major cities to promote running culture.
• Adidas Skateboarding offers a range of shoes specifically designed for skateboarders, including signature models.
• Adidas has a long-standing presence in tennis, sponsoring top players and producing equipment such as racquets, apparel, and footwear.
• Adidas has expanded into niche sports like kabaddi through sponsorship deals with teams like U Mumba in the Pro Kabaddi League, showcasing their diverse sports portfolio.
• Overall, Adidas’s commitment to a wide array of sports reflects its dedication to athletes across different disciplines globally.
• Adidas Statistics states that its products and sponsorships contribute to the vibrant landscape of sports apparel and equipment, aiming to support athletes in achieving their best performance.

History of Adidas

• The name “Adidas” combines the shortened name of its founder, Adolf Dassler – “Adi” – and the first syllable of his family name, “Das.” Contrary to popular belief, “Adidas” does not stand for “All Day I Dream About Sports.”
• Adolf “Adi” Dassler was born in Herzogenaurach, Germany, where many residents worked in shoe manufacturing. He founded Adidas after splitting from his brother Rudolf Dassler, who went on to establish Puma. The brothers parted ways due to a fallout after World War II.
• In 1924, Adi and Rudolf Dassler registered “Gebrüder Dassler Schuhfabrik,” aiming to improve athletic performance through their shoe designs.
• The Dasslers had their first major success in 1936 when they sponsored African American sprinter Jesse Owens at the Olympics. Owens wore Dassler’s leather track shoes with long spikes, helping him win four Olympic gold medals and boosting the demand for their products.
• Adidas was officially registered on August 18, 1949, after Adi Dassler split from his brother and rebranded the company.
• In March 1949, Adi registered the iconic three-stripe logo, giving Adidas products a unique, recognizable look.
• In 1954, Adidas gained global recognition when the German National Football Team won the World Cup. Adidas had developed shoes with exchangeable cleats that could adapt to different field conditions, contributing to the team’s success.
• Adidas launched its first apparel item, the Franz Beckenbauer tracksuit, in 1967, marking the company’s expansion into sports apparel.
• In 1970, Adidas created the Telstar ball, the official match ball for the FIFA World Cup, marking its entry into soccer equipment.
• The trefoil logo was introduced in 1971 and officially launched in 1972 ahead of the Munich Summer Olympics.
• By the time of Adi Dassler’s death in 1978, Adidas had 17 factories and annual sales of one billion German marks.
• Adidas became a private limited company in 1989 and remained family-owned until its IPO in 1995. That year, the company also launched its first website.
• Iconic innovations such as the Torsion system, Equipment concept, Streetball campaign, and Predator football boot were introduced between 1989 and 1995.
• Adidas collaborated with renowned designers in the 2000s, creating Y-3 with Yohji Yamamoto in 2003 and Porsche Design Sport in 2007 with Stella McCartney.
• In 2006, Adidas acquired Reebok, including Rockport and Reebok-CCM Hockey brands, and rebranded as Adidas AG.
• Adidas launched the Energy Boost running shoe with an innovative cushioning material in 2013.
• In 2021, Adidas divested Reebok, ending its association with the brand.
• Adidas and Gucci launched their collaborative Adidas X Gucci collection in 2022, combining their iconic logos and styles.

Facts About Adidas

• Adidas is the second-largest sportswear company globally, after Nike.
• In 2022, Adidas achieved worldwide net sales of 22.511 billion USD, up from 21.234 billion USD in 2021.
• Over 27% of Adidas’s total sales came from Europe in 2021.
• North America and Greater China are among Adidas’s most significant markets, contributing more than 40% of its annual retail sales in 2023.
• Adidas produced approximately 420 million pairs of shoes in 2022, an increase from 340 million pairs in 2021.
• In 2022, Adidas also manufactured around 480 million units of sportswear.
• Adidas is highly influential in North America, with designs by Jeremy Scott and technology like Ultra Boost gaining significant popularity.
• Adidas outsources nearly 100% of its production to suppliers, mainly in Asia, with most shoes made in China, Indonesia, Thailand, and Taiwan.
• About 65% of Adidas’s suppliers have partnered with the company for over a decade.
• Adidas has 28 stores across the United Kingdom.
• In 2020, 6.6 million people in the UK wore Adidas shoes.
• Adidas owns a stake in the German football club Bayern Munich.
• Adidas’s iconic “Stan Smith” sneaker was originally intended to be named after French tennis star Robert Haillet.
• The Adidas Superstar was the first basketball shoe to feature a low-top design with an all-leather upper.
• Adidas was the first brand to integrate a microchip into sneakers with the Adidas Micropacer, which tracked pace and calories.
• The Adidas “three stripes” logo was originally designed for stability, not just aesthetic appeal.
• Adidas nearly filed for bankruptcy in the 1990s.
• Adidas’s first piece of sports apparel, the Franz Beckenbauer tracksuit, was created in 1967 and named after the legendary footballer.
• The Adidas Superstars, originally designed for basketball, became popular among skateboarders in the 1990s.
• In 2015-2016, Adidas signed a 10-year, 750 million GBP kit deal with Manchester United, marking the most valuable kit sponsorship in sports history.
• The Adidas Tubular sneaker line was inspired by car tire designs, specifically the tread pattern.
• Adidas’s original track spikes were the first shoes made by the company for track and field athletes.
• Adidas collaborated with designer Jeremy Scott for years, including a unique version of the Forum Hi sneaker featuring Scott’s face.
• Adidas once owned Reebok and sold it to Authentic Brands Group in early 2022 for 2.5 billion USD.

Adidas Currents Statistics and Facts

• Adidas AG, based in Herzogenaurach, Germany, is the largest sportswear manufacturer in Europe and ranks in 2^nd place worldwide.
• It designs and produces footwear, apparel, and accessories worldwide, as per Adidas Statistics.
• Adidas also owns a stake in Bayern Munich, a major German football club.
• The company’s logo, featuring three stripes, is one of the most recognizable in the world. Key competitors include Puma, Under Armour, and Nike.
• By 2023, Adidas had become the fifth-largest apparel brand globally, with a value exceeding USD 15 billion.

(Reference: statista.com)

• Adidas is widely recognized among sneaker owners in the United States, with 96% of respondents able to identify the brand when shown its logo and name.
• Among those familiar with Adidas, 60% have a favorable opinion of the brand.
• Adidas holds a significant share of sneaker ownership, with 41% of sneaker owners in the US owning Adidas shoes. Among those who know Adidas, this ownership figure rises slightly to 43%.
• Adidas also enjoys strong brand loyalty among its US sneaker owners, as per Adidas Statistics.
• About 33% of them expressed a likelihood of buying Adidas again, showing an 80% loyalty rate among Adidas owners compared to all sneaker owners.
• In terms of visibility and engagement, as of March 2024, approximately 39% of US sneaker owners had encountered Adidas through media, social media, or advertising in the past three months. This indicates ongoing interest and discussion surrounding Adidas in the United States.
• Overall, Adidas maintains a strong presence and positive reputation among both current and potential customers in the US sneaker market, highlighting its strong position and appeal in the industry.
• The company is a leading earner in athletic apparel, accessories, and footwear worldwide, according to Adidas Statistics.
• In the United States, consumer satisfaction with Adidas often matches or exceeds that of Nike, depending on the year.
• In 2023, Adidas employed about 59,000 people globally. Despite a slight dip from the previous year, the company’s global net sales totaled approximately 21.4 billion euros.

(Reference: ig.com)

• This figure remains significantly higher than the reduced sales experienced during the COVID-19 pandemic in 2020, though it’s comparable to 2021 levels.
• North America and Greater China are crucial markets for Adidas, jointly contributing around 40% of the company’s annual retail sales.
• Meanwhile, the EMEA region alone accounted for nearly another 40% of sales.
• Adidas focuses mainly on apparel and footwear, which make up the majority of its sales.
• In 2023, the company produced approximately 330 million units of sportswear and 310 million pairs of shoes globally.
• Shoe production saw a significant decline in 2022 following the sale of the Reebok brand, as per Adidas Statistics.
• Reebok had been part of Adidas since the mid-2000s but was sold to Authentic Brands Group in early 2022 for USD 2.5 billion.
• Despite challenges, Adidas maintains a robust global presence, leveraging its iconic brand and extensive product range to compete vigorously in the athletic apparel market.

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Adidas in the United States

• Adidas is widely recognized among US sports and outdoor online shop users, boasting a strong brand awareness of 93%, as per Adidas Statistics.
• Among these users, 57% hold a favorable view of the brand, and 61% feel a genuine connection to Adidas.
• Of those who know Adidas, 44% actively use its products, and among those familiar with the brand, 47% are active users.
• Adidas shows impressive customer loyalty, with 84% of users who intend to continue using Adidas products 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, which accounts for 43% of those already aware of the brand.

(Reference: statista.com)

• In 2023, Adidas ranked as the world’s second-largest sportswear company, was valued at more than USD 15.7 billion, up from USD 14.6 billion the previous year.
• Adidas’s footwear sales are crucial, contributing approximately half of its total revenue, with around 419 million pairs sold in 2022.
• Adidas places significant emphasis on European football (soccer) and sponsors prominent clubs like Manchester United, as per Adidas Statistics.
• The company also plays a substantial role in sports sponsorships, similar to major leagues such as the NFL and NBA, each generating over USD 1.5 billion in sponsorship revenue in 2022.

Characteristics	Distribution
Buzz	40%
Loyalty	37%
Usage	44%
Popularity	57%
Awareness	93%

Adidas Revenue Statistics

• Over the past few years, Adidas has experienced fluctuating annual revenue, which has been largely influenced by factors like global lockdowns that affect consumer demand for sportswear.
• In 2019, Adidas earned USD 26.477 billion in annual revenue, a 2.3% increase from the previous year.
• As Adidas Statistics stated, the onset of the pandemic in 2020 led to a significant revenue decline of 14.39%, bringing it down to USD 22.688 billion compared to 2019.
• As lockdowns eased in 2021, Adidas recovered with a 10.83% increase in revenue, reaching USD 25.122 billion.
• By the year ending September 30, 2022, Adidas reported a revenue of USD 24.230 billion, a decrease of 5.95% compared to the previous year.
• For the quarter ending September 30, 2022, Adidas’s revenue was USD 6.454 billion, down by 4.84% from the same quarter the previous year.
• These fluctuations illustrate how Adidas navigated the challenges posed by the pandemic and subsequent recovery periods, which impacted its annual and quarterly financial performance.

Year	Revenue in US billion dollar
2022	USD 22.511
2021	USD 25.122
2020	USD 22.668
2019	USD 26.477
2018	USD 25.882
2017	USD 23.983
2016	USD 21.347
2015	USD 18.782
2014	USD 19.320
2013	USD 19.250
2012	USD 19.141
2011	USD 18.586
2010	USD 15.923
2009	USD 14.481

(Reference: statista.com)

• The graph shows Adidas’s revenue trends from the first half of 2020 to the first half of 2022 across different regions.
• In the first half of 2022, Adidas earned approximately 3.1 billion euros (USD 3.4 billion) from North America alone, contributing to a global revenue of about 10.9 billion euros (USD 12 billion) during that period.
• Adidas is a well-known sports brand known for its shoes, apparel, and equipment. According to Adidas Statistics, it is recognized globally by its iconic three-stripe logo.
• Operating in over 150 countries, Adidas is the second-largest company in athletic apparel, accessories, and footwear, after Nike.
• They cater to a wide range of sports, including football, soccer, basketball, running, training gear, and lifestyle products.

(Reference: statista.com)

• In 2023, the EMEA region contributed nearly 40% to the Adidas Group’s total global sales.

Region	Share of Net Sales
Latin America	9%
Asia-Pacific	10%
Greater China	14%
North America	28%
EMEA	38%

• North America and Greater China accounted for 25% and 15% of the company’s sales shares, respectively.
• The Adidas Group achieved approximately 21.4 billion euros (USD 23.6 billion) in net sales worldwide that year.
• Since 2013, the Adidas Group has consistently grown its global sales figures, surpassing 21 billion euros annually starting in 2017.
• However, sales dipped slightly in 2020 due to the pandemic. Footwear sales remained robust in 2023, totaling over 12 billion euros (USD 13.2 billion), representing just over 55% of Adidas’ total net sales.
• Apparel constitutes the company’s second-largest product category, according to Adidas’ statistics.
• Reebok, part of the Adidas Group since the mid-2000s, consistently generated annual net sales worldwide exceeding 1.4 billion euros (USD 1.54 billion).
• In 2020, North America led Reebok’s performance with net sales of 397 million euros (USD 437 million).
• Despite this, Adidas announced plans to sell Reebok in 2021, and the brand was acquired by Authentic Brands Group (ABG) in 2022.
• Adidas disclosed its third-quarter earnings for 2023 on Wednesday, November 8.
• While revenue in regions other than North America showed a slight increase, the company reported an overall 6% decline in total revenue, falling from €6.408 billion to €5.999 billion compared to the same period last year.
• In its second-quarter earnings report released on Thursday, August 3, Adidas noted a 4.5% year-over-year decrease in revenue, amounting to €5.34 billion.
• Despite this decline, currency-neutral revenues remained steady year-over-year.
• As stated by Adidas Statistics, Adidas also revised its 2023 projected losses downward, thanks to strong demand for the remaining inventory of its Yeezy shoe brand.
• This positive outcome followed the cessation of sneaker sales after severing ties with the designer the previous year.

Adidas Group’s Net Sales Statistics

• Adidas Group’s net sales worldwide in 2023 reached approximately 21.4 billion euros, reflecting a solid presence in the global market.
• Adidas is the largest sportswear manufacturer in Europe and the second-largest worldwide, following Nike.
• Founded in 1949 by Adolf Dassler, the company’s name combines ‘Adi’ from Adolf and ‘Das’ from Dassler. It is headquartered in Herzogenaurach, Germany, and employs nearly 60,000 people globally.
• Adidas primarily focuses on three main product categories: footwear, apparel, and hardware. Footwear consistently captures the largest share of sales, including in 2023.
• The company logo, featuring three stripes, symbolizes brand recognition globally, while the three leaves in some versions represent the Olympic spirit and three continental plates.
• Adidas held the fifth-largest global apparel brand value in 2023, estimated at over 15 billion USD.
• North America and Greater China are key markets, collectively accounting for nearly 40% of Adidas’s retail sales, while the EMEA region also contributed around 40% to annual sales in 2023.
• In 2023, Adidas manufactured approximately 330 million units of sportswear and 310 million pairs of shoes, despite a decline in shoe production following the sale of the Reebok brand to Authentic Brands Group for 2.5 billion USD in 2022.
• Adidas maintains strong brand loyalty among consumers and competes closely with Nike, Puma, and Under Armour.
• Adidas sponsors a wide array of sports clubs across various sports, with a primary marketing focus on soccer.

Adidas Consumers By Age

• Based on data from the Adidas website, here’s a simplified version using simple language and including USD and % signs where applicable:
• The largest group of visitors to the Adidas website falls in the 25-34 age range, making up about 31.14% of the total.
• Close behind are visitors aged 18-24, accounting for 23.73%.
• Visitors aged 35-44 represent 18.98% of the total, while those aged 45-54 make up 13.55%.
• Additionally, 7.98% of visitors are aged 55-64, and those aged 65 and above account for 4.61%.

Age Group	Distribution
65+	4.61%
55-64	7.98%
45-64	13.55%
35-44	18.98%
25-34	31.14%
18-24	23.73%

(Reference: start.io)

• In the above chart, we can see the revenue generated from different companies in 2021.

Nike	44.54
Adidas	24.01
VF Corporation	8.29
Puma	7.71
Lululemon	6.26
Under Armour	5.68
Asics	3.51
Mizuno	1.36

Adidas Headquarters And Offices

Nations	City	Address
United Arab Emirates	Dubai	Dubai Design District, Building No. 2, Level 4
Russian Federation	Moscow	Krylatskaya street, b.15
Panama	Panamá	Business Park, Ave. Principal y Ave. La Rotonda, Torre Sur – 4th floor
Hong Kong	Hong Kong	10/F Tower 1, The Quayside, 77 Hoi Bun Road
Netherlands	Amsterdam	Atlas Arena Offices, Africa Building, Hoogoorddreef 9-A, 1101 BA Amsterdam Zuidoost
Switzerland	Root	Platz 1B
China	Shanghai	Xujiahui TWO ITC, No. 160, Gongcheng Road, Xuhui District
United States	Portland	5055 N Greeley Ave
Germany	Herzogenaurach	Adi-Dassler-Strasse 1 (HQ)

Adidas Shoes Statistics

• In 2022, Adidas collaborated with Parley for the Oceans to create 27 million pairs of shoes using recycled ocean waste.
• This marked a notable increase from the 18 million pairs produced in 2021, representing a 50% growth in sustainable footwear production.
• Adidas has set a target to use 100% recycled polyester in its products by 2024, as stated in Adidas Statistics.
• By 2022, recycled polyester was already incorporated into 96% of Adidas’s footwear, showcasing significant strides toward its sustainability objectives.

(Reference: runrepeat.com)

Year	Recycled Polyester	Sustainable Cotton
2024	100%	100%
2022	96%	100%
2021	91%	100%
2020	71%	100%
2019	50%	100%
2018	41%	100%
2017	N/A	97%

• In 2022, Asia was the source of 97% of all Adidas shoes manufactured. Indonesia led as the top producer, making 34% of Adidas footwear, slightly down from 36% in 2021, surpassing Vietnam.
• Adidas Statistics states that Vietnam was the second-largest manufacturer, with a 32% share in 2022, compared to 30% in 2021.
• Over the six years from 2017 to 2022, Indonesia and Vietnam averaged shares of 30% and 38.8%, respectively.
• China ranked third in producing Adidas shoes, maintaining an average share of 16.5% from 2017 to 2022.
• Together, other countries accounted for 18% of Adidas shoes made in 2022.
• In total, Adidas manufactured 419 million pairs of shoes in 2022, increasing its manufacturing by 62.4% from 2014 to 2022.

(Reference: runrepeat.com)

Year	Indonesia	Vietnam	China	Others
2022	34%	32%	16%	18%
2021	36%	30%	15%	19%
2020	29%	42%	15%	14%
2019	28%	43%	16%	13%
2018	28%	42%	18%	12%
2017	25%	44%	19%	12%

• As of 2022, Adidas had 15.4% of the global athletic footwear market share, down from 17% previously. This indicates a 1.6% decrease in their market share worldwide.
• In 2022, Adidas’s shoe sales in North America totaled USD 3.3 billion, up from USD 2.6 billion in 2021.
• The Greater China market for Adidas shoes saw a sharp decline of 29%, dropping from USD 2.2 billion in 2021 to USD 1.6 billion in 2022.
• Sales in Asia Pacific amounted to USD 1 billion, while Latin America reached USD 1.2 billion in 2022.
• Latin America had the largest increase in sales, rising by 44.3% from 2021 to 2022, as per Adidas Statistics.
• Other global markets for Adidas shoes generated USD 57 million in 2021 and USD 54 million in 2022.

(Reference: runrepeat.com)

Year	Europe, Middle East, and Africa	North America	Greater China	Asia Pacific	Latin America	Others
% change	12.2%	27.9%	-29.0%	7.9%	44.3%	-5.3%
2022	USD 5,159	USD 3,340	USD 1,570	USD 1,081	USD 1,186	USD 54
2021	USD 3,708	USD 2,611	USD 2,212	USD 1,002	USD 822	%57

• In 2022, Adidas earned USD 11.4 billion in net sales from its footwear segment, a growth of 9.6% compared to the USD 10.4 billion in sales the previous year.

Adidas Valuation Measures

	Current	12/31/2023	9/30/2023	6/30/2023	3/31/2023	12/31/2022	9/30/2022
Enterprise Value/EBITDA	29.67	34.95	27.78	25.80	18.19	9.37	—
Enterprise Value/Revenue	1.99	1.69	1.55	1.66	1.53	1.20	—
Price/Book	8.58	6.32	6.21	6.55	5.82	3.73	—
Price/Sales	1.83	1.51	1.34	1.43	1.33	1.06	—
PEG Ratio (5yr expected)	1.30	1.32	0.91	—	—	5.36	1.58
Forward P/E	68.97	43.67	40.49	—	—	26.88	13.57
Trailing P/E	—	—	—	—	130.22	28.77	18.52
Enterprise Value	42.64B	36.83B	34.50B	37.21B	34.56B	26.94B	—
Market Cap	39.30B	32.88B	29.75B	31.74B	29.06B	23.26B	—

Adidas Trading Information

Stock Price History

Beta (5Y Monthly)	1.15
52 Week Range	27.62%
S&P 500 52-Week Change	24.96%
52 Week High	236.30
52 Week Low	154.64
50-Day Moving Average	225.04
200-Day Moving Average	192.10

Share Statistics

Shares Short (prior month )	—
Short % of Shares Outstanding	—
Short % of Float	—
Short Ratio	—
Shares Short	—
% Held by Institutions	50.13%
% Held by Insiders	10.96%
Float	165.19M
Implied Shares Outstanding	178.55M
Shares Outstanding	178.55M
Avg Vol (10 days)	463.43k
Avg Vol (3 months)	427.87k

Dividends & Splits

Last Split Date 3	6/6/2006
Last Split Factor 2	4:1
Ex-Dividend Date 4	5/17/2024
Dividend Date 3	—
Payout Ratio 4	264.00%
5-Year Average Dividend Yield 4	1.30
Trailing Annual Dividend Yield 3	0.32%
Trailing Annual Dividend Rate 3	0.70
Forward Annual Dividend Yield 4	0.32%
Forward Annual Dividend Rate 4	0.7

Adidas Website Traffic By Country

(Source: semrush.com)

Country		All devices	Desktop	Mobile
Germany	2.05%	543.63K	29.83%	70.17%
United Kingdom	2.15%	569.61K	30.51%	69.49%
Canada	2.22%	588.3K	30.58%	69.42%
Argentina	2.25%	595.92K	23.82%	76.18%
United States	56.27%	14.9M	53.08%	46.92%

Number of Stores Across the Globe

• As of 2022, Adidas Group managed 1,990 stores worldwide. This number decreased from the previous year due to Adidas reducing its operations in Russia.
• In 2016, Adidas had more than 2,800 store locations globally.
• The stores of Adidas are bifurcated in Concession corners, factory outlets, and concept stores.
• Till 2022, Adidas managed almost 1057 factory outlets, 834 concept stores, and around 99 concession corners.

Year	Concept Stores	Factory Outlets	Concession corners and other
2010	1,352 stores	725 outlets	193 concession corners and other
2011	1,355 stores	734 outlets	295 concession corners and other
2012	1,437 stores	730 outlets	279 concession corners and other
2013	1,661 stores	779 outlets	300 concession corners and other
2014	1,746 stores	851 outlets	316 concession corners and other
2015	1,698 stores	872 outlets	152 concession corners and other
2016	1,757 stores	902 outlets	152 concession corners and other
2017	1,557 stores	895 outlets	136 concession corners and other
2018	1,342 stores	933 outlets	120 concession corners and other
2019	1,333 stores	1,075 outlets	125 concession corners and other
2020	1,029 stores	1,044 outlets	112 concession corners and other
2021	987 stores	1,086 outlets	111 concession corners and other
2022	834 stores	1,057 outlets	99 concession corners and other

Employees in Adidas Statistics

• As of 2022, Adidas employs approximately 59,258 people globally.
• Over the years, Adidas has seen changes in its workforce size. The company had its most employees in 2020, totaling 62,285, and its fewest in 2010, with 41,866.
• Despite these fluctuations, Adidas remains dedicated to expanding opportunities and advancing the sportswear industry. This commitment is demonstrated by its consistent employment levels over time.

Year	Adidas Employees Head Counts
2010	41,866 employees
2011	46,738 employees
2012	46,306 employees
2013	48,518 employees
2014	53,125 employees
2015	55,555 employees
2016	60,617 employees
2017	56,888 employees
2018	57,016 employees
2019	59,533 employees
2020	62,285 employees
2021	61,401 employees
2022	59,258 employees

Adidas in the United Kingdom

• Brand Awareness: Of the users of sports and outdoor online shops in the UK, 95% recognize Adidas. This was measured by showing respondents both the brand’s logo and its name.
• Popularity: Overall, 59% of UK sports and outdoor online shop users say they like Adidas. Among those aware of Adidas (95% of respondents), 62% have a favorable opinion of the brand.
• Usage Share: Adidas holds a 41% share among UK sports and outdoor online shop users. Among those who know Adidas (95% of respondents), 43% use their products.
• Customer Loyalty: About 34% of UK sports and outdoor online shop users are likely to continue using Adidas products, showing strong customer loyalty. This loyalty rate represents 83% of Adidas’s total customer base (41% usage share).
• Buzz: In September 2023, 33% of UK sports and outdoor online shop users had recently heard about Adidas through media, social media, or advertising. Among those aware of Adidas (95% of respondents), this buzz rate is 35%, indicating ongoing interest in the brand in the UK.

(Source: grandviewresearch.com)

• Adidas is highly recognized among UK sports and outdoor online shop users, with a notable 95% brand awareness. Among those familiar with Adidas, 67% hold a favorable view of the brand, and 44% actively use its products.
• Additionally, 38% of users express their intention to continue using Adidas, indicating strong brand loyalty, as Adidas Statistics states.
• Adidas has also generated significant interest, with 34% of users learning about the brand through media, social media, or advertising in the past three months. This highlights ongoing consumer engagement with Adidas’s products and initiatives in the UK.

Characteristic	Distribution
Buzz	34%
Loyalty	38%
Usage	44%
Popularity	64%
Awareness	95%

Adidas Sales Statistics

(Reference: statista.com)

• In 2023, the Adidas Group’s net sales declined by about 5% compared to the previous year. Despite this drop, the company still achieved significant net sales of €21.4 billion.

(Reference: statista.com)

• The above chart shows the global brand value of the sports company Adidas from 2000 to 2023.
• Adidas is the largest maker of sports goods in Europe and ranks 2^nd worldwide, after Nike. It makes sports clothes and other items like bags, shirts, watches, and eyewear.
• The company is based in Herzogenaurach, Germany, and has many locations worldwide. Adidas was founded in 1949 and employed nearly 60,000 people globally.
• According to Adidas Statistics, the company’s name comes from its founder, who combined ‘Adi’ from Adolf with ‘Das’ from Dassler.
• The official Adidas logo has three stripes and three leaves, symbolizing the Olympic spirit and unity among continents.
• Adidas is one of Germany’s most valuable sports brands and has strong customer loyalty.
• Its sales focus on footwear, apparel, and hardware, with footwear consistently leading in sales, including in 2023.
• Adidas sells sports goods and sponsors various sports clubs. Its marketing efforts strongly emphasize soccer.

Impact of COVID-19 on Adidas

• The COVID-19 pandemic had a major impact on Adidas Group, one of the world’s largest sportswear makers.
• In the first half of 2020, the company’s revenue dropped by USD 3.06 billion due to widespread store closures across key markets like Europe, North America, Latin America, and emerging markets.

(Reference: statista.com)

• Adidas’s recent earnings report shows that it faced tough times in the first quarter of 2020 due to COVID-19.
• Their profit dropped sharply to less than USD 32 million, a massive 95% decline from USD 632 million in the same period last year.
• According to Adidas Statistics, sales also fell by 19%, totaling USD 4.5 billion for Q1 2020.
• With COVID-19 restrictions forcing more than 70% of Adidas’ physical stores worldwide to close, the company expects many stores to remain shut soon. They cautioned that the second quarter might be even more challenging than the first.
• Looking ahead, Nike, a rival in the sportswear industry, is expected to announce their fiscal year-end earnings on May 31. Analysts anticipate that Nike’s results could mirror those reported by Adidas.

Financially, Adidas faced challenges:

• In the first quarter of 2020, revenue fell to USD 4.75 billion, a USD 1.13 billion decrease from the previous year.
• The second quarter saw a further decline to USD 3.58 billion, down USD 1.93 billion year-over-year.
• By the third quarter, as more stores reopened, net sales improved to USD 5.9 billion, though still 7% lower than the same period in 2019.
• Despite these revenue setbacks, Adidas’ brand value increased to over USD 12 billion in 2020, up from USD 11.9 billion in 2019, showing strong brand resilience.
• However, the stock market crash in March 2020 caused Adidas’ market capitalization to drop by 29% to USD 40.3 billion from December 2019 levels.
• It later rebounded to USD 45.5 billion by June 2020 and reached USD 54.4 billion recently, although still USD 2.3 billion lower than its pre-pandemic value.
• From 1999 to 2019, Adidas has shown strong growth in sales and profitability, indicating its solid global market position.

Online And Offline Net Sales Statistics

(Source: ecommercedb.com)

• Adidas AG faced significant challenges during Covid lockdowns, resulting in a 14% drop in total net sales from USD 26.5 billion in 2019 to USD 22.7 billion in 2020. However, there was a positive shift as online sales increased to 21% of total net sales, up from no more than 12% previously.
• Despite hopes for revenue growth after 2022, Adidas AG reported additional losses in 2023.
• Sales reached USD 23.2 billion that year, with 20% coming from online sales. However, they did not meet pre-pandemic sales levels.
• Footwear has always been Adidas AG’s top-selling product category, consistently contributing more than 50% to the company’s total revenue, as stated in Adidas Statistics.
• As of 2023, shoes comprised 57% of Adidas’ sales, up from 55% in 2022. This underscores the ongoing dominance of footwear within Adidas’ product offerings.

(Source: ecommercedb.com)

Year	Footwear	Apparel	Accessories
2019	57%	38%	5%
2020	56%	39%	5%
2021	53%	41%	6%
2022	55%	39%	6%
2023	57%	36%	7%

• In recent years, there has been a slight movement towards Adidas AG’s apparel and accessories categories.
• Nevertheless, footwear remained the primary driver, contributing 57% of the company’s sales in 2023.

Adidas Targeted Customers

• Adidas targets a diverse customer base that includes sports enthusiasts, fashion-forward youth, and dedicated brand supporters.
• The brand focuses on young adults aged 20 to 30 who are active in sports and prefer top sportswear brands like Adidas.
• The Neo segment caters specifically to Generation Z, offering stylish and athletic clothing, shoes, and accessories.
• Adidas aims to introduce this generation to its brand early, hoping to build long-term loyalty. These customers are seen as influential in promoting the brand and inspiring new product designs.
• Adidas also targets middle-aged customers, those aged 40 to 65, who have remained loyal to the brand since their youth.
• The brand appeals to individuals from upper-class and upper-middle-class backgrounds as well.
• Adidas designs and manufactures products for customers across its Neo, Originals, Performance, and Style segments.

Conclusion

Adidas’s marketing strategy is crucial to its success, driven by effective segmentation, targeting, and positioning strategies. Adidas divides its market by behavior, demographics, and psychographics, catering to different customer groups with specific preferences. The brand creates products tailored for segments like Neo, Performance, Originals, and Style to meet diverse customer needs. This commitment fuels Adidas to innovate continually, enhancing athletes’ performance worldwide.

Adidas holds a strong position as Europe’s top sportswear company and ranks among the top two globally. This reflects their leadership, achieved through innovative marketing strategies that resonate with today’s consumers. This article sheds more light on Adidas’ statistics.

More Posts By Pramod Pawar