adidas Group in Apparel and Footwear

May 2023

Due to innovative products across price points and global reach, adidas remains second in apparel and footwear. It faces challenges from competitors new and old, while dealing with crisis of its own. The German sportswear powerhouse addresses these issues by refusing to choose: it continues developing both sportswear and sports-inspired categories; and while retaining its DTC model, it focuses on expanding its retail footprint. The world-renowned three stripes allow adidas to stay in the race.

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This report comes in PPT.

Overview:

Euromonitor International's report on adidas Group delivers a detailed strategic analysis of the company's business, examining its performance in the Apparel and Footwear market and the global economy. Company and market share data provide a detailed look at the financial position of adidas Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of adidas Group.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of adidas Group provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Apparel and Footwear research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Download Table of Contents
Scope
Executive summary
adidas Group’s global footprint: Balancing on three pillars
Company overview
Growth decomposition
Stagnating unit prices and production issues a problem for all producers, not just adidas
China: Balancing a fine line in an increasingly difficult market
China: The glitter fades somewhat for international brands
China: A focus on localisation, tying up with sports events
China: Second/third-tier cities emerging as key battleground areas
Direct-to-consumer: (No longer) the way forward
A pivot towards wholesalers appears to be imminent
AdiClub
Market share battle looms with flat growth for apparel and footwear projected
Ramping up activities in the MEA region, adidas seeks untapped potential
Outdoor sportswear: The next frontier of growth
Top companies at a glance: adidas Group expected to grow faster than its peers till 2025
Sportswear companies keep the throne, for now
adidas competes with high-end and high-street brands as all claim a share of sportswear
Nike remains the most direct competitor for adidas Group
More focused, affordable offerings emerge as challengers for adidas
Key categories and markets
All sales remain generated under one core brand, for now
A new label is launched in 2023 to embrace Gen Z’s sports-inspired aspirations
Will the vacuum left by Yeezy make way for virtual influencers?
Collaborations with luxury fashion houses pique fan interest, lift bottom line
Environmental concerns being addressed with ambitious goals
Serious innovation in the works as regulator scrutiny grows
North America remains the key market despite the failed Reebok experiment
Unfavourable comparison to competitors in sportswear gives a sense of urgency
adidas to bet on niche sports in the future
Womenswear seen as strategic segment for adidas
Womenswear: Advancing social causes and tapping into growth opportunities
Executive summary
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

Apparel and Footwear

Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.

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