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ADIDAS MARKETING PLAN

Table of Contents

• Company Overview...................................................................................................................
• Situation Analysis.......................................................................................................................
  • Market Summary....................................................................................................................
  • Market Demographics............................................................................................................
• Target Market.............................................................................................................................
  • Market Needs.........................................................................................................................
• Market Growth...........................................................................................................................
• SWOT Analysis..........................................................................................................................
  • Strength..................................................................................................................................
  • Weakness................................................................................................................................
  • Opportunities..........................................................................................................................
  • Threats....................................................................................................................................
• Conclusion..................................................................................................................................
• References................................................................................................................................

segments including performance geared for athletes, lifestyle and athleisure wear for everyday consumers, and sports specific equipment and apparatus. The sportswear market has witnessed a steady growth over the years, driven by the factors such as increasing health and fitness awareness, rising disposable incomes and a growing trend of athleisure wear. The market size is substantial with the numerous players vying for the market share. Adidas faces a strong competition from the other prominent sportswear brands, most notably its longtime rival Nike. Additionally, other companies are also into competition, like Puma, Under Armour and New Balance also compete for a share of the market. These competitors continually invest in innovation, marketing and endorsement deals to maintain their positions. In recent years there has been a shift in the consumer preferences towards athleisure wear and a focus on the health and fitness. Consumers are increasingly seeking versatile, stylish, and performance-oriented products that seamlessly blend into their active lifestyles. The advent of ecommerce and the growth of the online shopping have significantly impacted the retail landscape. Adidas, like many other brands, has adapted its business model to cater to the changing references digitally savvy customers. Adidas holds are prominent position in the sportswear industry, renowned for its innovative products and longstanding heritage. The brands emphasis on performance and style resonates with a diverse consumer base ranging from professional athletes to fashion conscious individuals. The company’s extensive product portfolio covering sports specific gear, lifestyle apparent and iconic footwear allows it to reach various market segments effectively. Adidas partnerships with high profile athletes, sports teams and events further bolster its market visibility and brand reputation. Market Demographics Adidas caters to a diverse range of customers across different demographics. Its products appeal to the individuals with varying interests, activity levels and style preferences. The company's demographics and market statistics can be broadly categorized as the following:

 Adidas targets consumers of all age groups for children to teenagers, young adults, and mature individuals. The age group is likely to have different product preferences, with younger demographics being more interested in trendy street wear and athletic gear, while older consumers may focus on performance-oriented products.  Adidas offers products for both men and women. The brand has a significant presence in the female sportswear market, with a broad range of apparel, footwear and accessories designed specifically for women.  Adidas caters to the consumers across various income levels. It offers products at different price points, making it sportswear and footwear accessible to a wide range of customers.  Presidents targeting consumer in various countries and regions worldwide. It’s market demographics vary based on Cultural climate and lifestyle differences among different locations. Target Market Adidas strategically focuses on several primary target market segments to drive its marketing efforts and product development. These target markets include athletes and sports enthusiasts, fashion conscious consumers, youth and Street Wear culture, Women's Market and Sustainable and ethical consumers (Bouredji et al., 2020).  Adidas has a strong focus on athletes and sports enthusiasts, providing performance- oriented footwear, apparel, and equipment for various sports such as soccer, basketball, running and more.  This company appeals to the individuals who value both style and functionality in their everyday attire. The brand's lifestyle and athleisure focus to fashion conscious consumers who appreciate the brand's iconic designs and trendy wears.

 Durability and quality: Consumers want durable sportswear that can withstand intense physical activities and frequent use. Adidas emphasizes the quality and the durability of its products to ensure they meet the demands of the active lifestyles.  Versatility: Many customers seek sportswear that can transition seamlessly between different activities and settings. Adidas offers versatile products that can be used for sports or workouts and casual wear, catering to the needs of the individuals with active and diverse lifestyles.  Inclusivity and diversity: Customers expect a diverse and inclusive range of products that cater to the various body types, sizes, and cultural backgrounds. Adidas endeavours to create an inclusive brand that welcomes all individuals regardless of their background.  Sustainability and ethical practices: An increasing number of consumers are concerned about the environmental impact of their purchases. Adidas addresses this need by incorporating sustainable materials, ecofriendly practices, and ethical sourcing in its products. Market Growth The sportswear and athletic footwear market experienced steady growth as of the aspect of the increasing context of the health and fitness trends and a growing emphasis on the leading active lifestyles. The rise of the athleisure, where sports were becoming a fashion trend suitable for daily use, also played a significant role in the market’s expansion. Global events like Olympics are high profile sports (Nooh, 2022). Sponsorships offered a valuable marketing opportunities for sportswear brands, contributing to enhanced brand visibility and sales. The widespread adoption of the ecommerce and online shopping platforms provided brands such as Adidas with broader access to global markets, reaching consumers directly and expanding their consumer reach. Continuous innovation in those sports bar technology

along with the celebrity endorsements and collaborations further fuelled the markets growth. Additionally, there are increasing presence of the wellness industry encompassing fitness centres and yoga studios boosted the demand for these sports were among individuals engaged in the various wellness activities. SWOT Analysis Strength Adidas boasts several strengths that have contributed to its success as a leading sportswear and athletic footwear brand. One of its primary strength lies in its strong brand image and global recognition supported by iconic branding such as recognizable 3 Stripes logo. The company's diverse product portfolio, offering high performance athletic gear, lifestyle apparel and fashionable footwear, caters to a wide range of consumer preferences. Additionally, Adidas constant emphasis on innovation and technology allows you to stay at the forefront of the sports where advancements providing consumers with the innovative products. Moreover, the brand strategic partnerships with high profile athletes and sports events enhance its credibility and visibility in the competitive market. Weakness Despite its strengths, Adidas face has some weaknesses that require attention. One notable weakness is its heavy reliance on sportswear and athletic foot wear. While Brand has expanded its lifestyle and fashion segments, it must continuously balance its focus to stay relevant in a rapidly changing consumer landscape. Another challenge lies in in the intensifying competition within the industry, particularly from its primary rival Nike and other emerging sportswear brands. Additionally, global economic fluctuations can affect Adidas sales and profitability, highlighting the need for diversified revenue streams and risk management strategies.

and New Balance, among others. The company has a strong global reach and international presence with a strong market share in Europe, North America, and Asia as it operates through a network of retail stores, ecommerce platforms and authorized distributors worldwide.

References Nooh, M. N. (2022). Designing A Sportswear Strategic Marketing Plan: A Data Analytics Approach. ASEAN Entrepreneurship Journal (AEJ). Saatchian, V., Azizi, B., & Talebpour, M. (2021). ADIDAS Sportswear Brand Popularity Model in Iranian Consumers. Sports Business Journal , 1 (1), 163-177. Patras, V. (2021). Sustainability in the shoe market: Adidas on a move to sustainability. Fahy, J., & Jobber, D. (2019). Ebook: Foundations of marketing, 6e. McGraw Hill. Bouredji, K., Gupta, R., & Jester, G. (2020). EveryWear Marketing Plan.