The Marketing Strategies: Adidas Swot Analysis

Adidas is a worldwide sporting goods company that specializes in athletic shoes, clothing, and accessories. It also has a wide range of sports services and clubs. The company’s head office is in Germany, and it also has offices in North America, Asia Pacific, Europe, the Middle East, Africa, and Oceania.

Adidas has a presence in over 90 countries. It is currently ranked as the second most valuable brand in the world by Brand Finance. In the case of Adidas, it may refer to how the company is performing in the marketplace. This blog post will discuss how Adidas is performing in the marketplace and what Adidas SWOT analysis is for marketing strategies.

With a name like Adidas, one might not think that you are going to be reading an Adidas blog. But this is not a typical blog! It is about Adidas’s strategic approach to marketing and branding.

It is fundamentally about strategy. The company does a swot analysis of itself and helps readers understand the role of its different brands in the company.


History of Adidas

The company was founded in 1924 by Adolf Dassler, who had previously worked for the German shoe manufacturer Puma. He had noticed that there were no shoes that could compete with his own Puma shoes. He, therefore, decided to start his own company, which he named Adidas. He set up the company in Herzogenaurach, Germany.

The company began to grow rapidly, and it soon became the leading sportswear company in Europe. Today, Adidas is still the number one sportswear company in the world.

Adidas and Parley, an ocean conservation organization, teamed up in 2010 to create recycled ocean plastic shoes and clothing. It sparked a movement to end the wasteful fashion cycle by repurposing plastic and litter that has already polluted the environment. Adidas’s revenue from February 2020 till now is USD 62.12 billion.

Adidas Swot Analysis: Leading Marketing Strategy

This Adidas swot analysis is all about the company’s leading marketing strategy. The company’s strategy is to develop a complete product line that includes footwear, apparel, and accessories. The company has a strong brand presence in the market, and it has been able to maintain a strong position in the market for a long time. Here we discuss Adida’s strengths, weaknesses, opportunities, and threats.

Adidas Strength

Value of a Brand

Brand value is the most important aspect of a brand. It is the measure of how much consumers are willing to pay for a brand. A brand with high brand value is more likely to be successful than a brand with low brand value.

Adidas is a strong brand because it has a strong brand value. It is ranked as the second most valuable brand in the world. The brand has a high brand value because it is known for making quality products. The company has also invested heavily in advertising to promote its brand.

You also like: Coca Cola Swot Analysis Internal and External Strategic Factors 

Adidas’s Prominent History

Adidas has a distinguished history. It has been around for a long time, and it has been a leader in the sportswear industry. Since it was founded, Adidas has been at the forefront of the sportswear industry. Adidas has built a strong and prestigious legacy and heritage by influencing and shaping various aspects of society worldwide over the course of its long and illustrious history.

New Product Development Innovation

Adidas has a strong focus on new product development. The company is constantly innovating to stay ahead of the competition. Adidas has a strong product development team that works to develop new products. The company has developed many innovative products, such as the Adizero shoe, which was designed to make running easier. Adidas has a strong focus on research and development. It has a strong R&D department that is focused on innovation.

Portfolio Diversification

Despite the fact that the Adidas brand is only available in the sportswear industry, the company’s products are diverse. It sells a variety of footwear, apparel, and hardware accessories to suit a variety of sports. Footwear accounts for 53% of Adidas’ annual sales of € 21.2 billion, apparel for 41%, and accessories and gear for 6%.

Adidas Weakness

Shortage in the Supply Chain

Adidas has a shortage in its supply chain. It means that it has difficulty meeting demand. The company has a large number of factories across the globe, but it is unable to meet demand in all of them. This problem is compounded by the fact that the company has many suppliers, which makes it difficult to control quality.

Expensive Products

Adidas is a premium brand, which means that its products are expensive. It is expensive because of the quality of its products and the extensive research and development it puts into its products. It makes its products very expensive.

Small Product Line

Only the Adidas and Reebok brands are part of the Adidas Group’s portfolio, limiting the company’s offerings in terms of sportswear, apparel, and accessories.

Adidas Opportunity


The growth of e-commerce is an opportunity for Adidas. E-commerce has been growing at a fast pace, and it is expected to continue to grow. As a result, Adidas has a lot of room to grow its e-commerce business. Adidas incorporated various e-commerce features into its distribution network, including Instagram’s checkout feature, resulting in a 19 percent increase in online sales (€ 3.9 billion) in the financial year 2021.

Expansion in Sportswear Industry

Sports and fitness have grown in popularity, and there is no sign of this trend slowing down anytime soon, ensuring that demand for sportswear items and offerings will continue to rise.

Demand for High-End Sports Goods is Growing

In developing countries, improved economic conditions have increased purchasing power and demand for luxury goods.

Adidas Threats

Competition With Nike

Adidas faces several threats. First, Adidas faces competition from other companies that are trying to challenge its position in the sportswear industry. Nike is one of the most well-known competitors.

Nike is a large company with a strong brand. It has a huge number of stores and a large number of employees.

It has a wide range of products, including footwear, apparel, and equipment. Nike is known for its superior quality and performance. Nike has a strong presence in the sportswear industry.

Trademark infringement

In 2019, Adidas lost a trademark case involving the tri-strip logo in the European Union’s General Court, exposing the company to the risk of imitation.

Final Thoughts

We hope you enjoyed our blog post on Adidas swot analysis. It’s no secret that businesses want to identify weaknesses and strengths in their business. Businesses want to know what should be improved and how to improve on them. Swot analysis is how a business can identify its strengths and weaknesses in order to increase efficiency and drive profits. Swot analysis is a commonly used technique that is typically completed during the planning stages of a business. Thank you for reading. We would love to hear from you!

Christian Thomas is a die-hard business enthusiast who loves to share his ideas and experiences with other people. He writes for many websites including, Entrepreneur Business Blog, and How To Start A Small Business.