How does Adidas differ from its competitors?

Adidas, the second largest sporting goods manufacturer in the world, is a German multinational company founded by Adoft Dassler. Adidas is mainly a sporting goods manufacturer with the categories of clothing, shoes and other accessories.

If you look at the beginnings of Adidas, it was founded in 1924 in a house of Adolf’s mother. Later, Adolf’s older brother Rudolf also joined him and they called it “Dassler Brothers Shoe Factory“which simply means Dassler Brothers Shoe Factory.

A few years later, the company split due to a major conflict between the brothers and Adolf founded Adidas while his brother created Adidas’ biggest rival – Puma. Sounds interesting, doesn’t it?

Adidas is widely known as the largest sporting goods manufacturer in Europe, but is beaten by Nike worldwide. Adidas is headquartered in Herzogenaurach, Germany, and has its Chairman as Thomas Rabe and the current CEO as Kasper Rørsted. The brand manufactures the product category shoes, sportswear, apparel, equipment and toiletries.

We’ve all heard a lot about Adidas, but few are aware of the brand’s marketing strategies. Adidas is brilliant when it comes to marketing and the company has undoubtedly carved out one of the strongest positions in the world market. Let’s start with Adidas’ marketing strategies.

Adidas marketing strategy
Important findings from the Adidas marketing strategy
STP (segmentation, targeting and positioning) from Adidas
Big marketing campaigns from Adidas
Covid-19 marketing strategy

Adidas marketing strategy

Adidas’ marketing strategy makes it the best of all. Adidas is known for having the strongest establishment in the world market for the manufacture of sportswear alongside its American rival Nike.

We’ve briefly discussed all of the aspects of Adidas’ marketing strategy that are mentioned right below. Adidas has built up such great competition for the companies in the market that it leaves them the only choice to stand out from the crowd.

Before we get into the top Adidas marketing strategies, let’s take you through the Adidas brand portfolio that includes Reebok, Rockport, Adidas and Taylor. The main reason for such a distribution is to target different segments of the audience more efficiently.

Adidas SEO strategy

Adidas takes a very simple and comprehensive approach to implementing SEO. Adidas’ head of global SEO and social media manager Mattia Santin said in an interview that Adidas’ SEO team is more focused on flexibility, especially when it comes to analytics, alongside various white hat SEO principles.

The team mainly focuses on data and targeting personas that will help guarantee the expected results and ensure the changes are profitable.

Social media strategy

Adidas Instagram
Adidas Instagram

When it comes to social media, Adidas and groups are quite active, especially on Facebook and YouTube channels. The brand publishes promotional videos of its latest products and services on these platforms.

In addition, the brand also has various active accounts on Twitter, such as Adidas Football, Adidas Original and Adidas US. This enables the brand to connect more efficiently with its fans and followers.

Adidas is working to build a strong energy for sports and athletes in the audience.

Email Marketing

Adidas uses ECS technology for the email marketing program launched in October 2020.

With ESC, Adidas is optimizing its email functions to reach millions of subscribers around the world.

Adidas’ limited supply strategy

One of Adidas’ most incredible marketing strategies is limited supply. Basically, the brand limits the availability of their most famous shoes such as Stan Smith and Superstarto increase audience demand. The brand benefits from this with large quantities and prices.

Adidas Superstar and Stan Smith
Adidas Superstar and Stan Smith

We all know that when there is a limited supply, the price automatically rises and Adidas masters this economic rule. This also helps the significantly increased trading margins of Adidas.

Meme marketing

Adidas is also not lagging behind in meme marketing. In fact, the brand has developed its very own riff to the famous “Thug Life” meme. This has become a socially oriented campaign for Adidas.

Adidas leaves nothing to be desired when it comes to enchanting football fans and with their incredible campaigns and meme ideas, the brand always proves its superiority.

Adidas is known for creating one of the most viral memes right now to showcase the Ace PureControl football boots, which are completely laceless.

Important findings from the Adidas marketing strategy

With its incredible marketing strategies, Adidas is driving big numbers and sales. The most characteristic strategy that Adidas opts for is user and benefit-oriented positioning. As a result, it builds a strong and clear image of its products in the minds of consumers.

The unique selling point of Adidas is such a light and comfortable sportswear that the other competitors could not produce. On this basis, Adidas customers place deep trust and value in their products and services, so that the brand expands on a larger scale.

STP (segmentation, targeting and positioning) from Adidas

STP stands for segmentation, targeting and positioning. We have briefly described these below:


Segmentation is basically the process of dividing the company’s mass market into different groups of similar categories. This helps to know the customers better and to gain a competitive advantage in the market.

Adidas uses various segmentation marketing tactics that help the brand divide the large market into small customer groups and focus separately.


Targeting is the next step in segmentation, where the brand differentiates the market segment they want to focus on and base their strategy on that.

Adidas selects the segment primarily based on size and growth, structural appeal, and goals and resources to drive its marketing strategy, activities and sales.


The final step in the process is positioning, where the company develops the marketing program to reach the target market. In this case, Adidas presents itself as a Creator Sports Brand.

Big marketing campaigns from Adidas

Adidas is developing some very different and amazing campaigns for all sports lovers. His most recent is the “Nothing is impossible“Campaign. With this campaign, the brand has a very comprehensive marketing perspective.

Adidas presents tons of prominent athletes and honorable personalities from all over the world in its campaign. The brand uses these in a very documented form, essentially showing these people’s journeys from nothing to everything.

Covid-19 marketing strategy

At the very beginning of Covid-19, brands like Adidas and Nike reduced the hiring of employees across the landscape. Adidas reduced it by around 40% by March 2020. But shortly after a month, in May, Adidas started hiring again as the brand received great data and analytics numbers.

Adidas has enhanced its direct-to-consumer skills by repositioning 700 jobs in various segments of e-commerce. This basically showed how Adidas tried to drive more sales through very successful digital shopping.

Aside from that, Adidas has worked with many prominent artists such as Kanye West and Beyonce to bring their latest models to market.

Cooperation between Adidas and Kanye West
Cooperation between Adidas and Kanye West

Adidas has decided on its very own but profitable strategy to deal with the Covid-19 situation.


Adidas works with great efficiency to make its company the best sports brand in the world, regardless of how competitive the environment around it is. The brand uses various strategies and tactics such as vigorous manufacturing, digital platforms, technology, innovation, collaboration and much more. Through this, Adidas moves to a greater height.


What is the brand strategy of Adidas?

Adidas focuses on three main strategic pillars: speed, urbanization and creative innovation.

What is Adidas’ pricing strategy?

Adidas pursues a high-low pricing strategy. They generally keep prices higher than their competitors, but the company uses promotional discounts to offer lower prices and attract consumers.

Who are Adidas’ main customers?

Adidas is aimed at customers of the upper middle class / high-end customers.

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