Adidas SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Adidas analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Adidas SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Adidas to benchmark its business & performance as compared to the competitors and industry. As of 2020, Adidas is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Adidas competitors and includes Adidas target market, segmentation, positioning & Unique Selling Proposition (USP).

Adidas SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Adidas Brand Analysis
Parent company

Adidas Group


Apparel and accessories


Lifestyle and Retail

Tagline/ slogan

All in; Impossible is Nothing


Adidas is a world renowned company for sports equipment, clothing and other accessories

Adidas STP
Adidas Segmentation

Young men ,women and children who have passion for fitness and sports

Target group

Urban upper-middle and upper class

Adidas Positioning

Adidas stands for passion for sports

Adidas SWOT Analysis
Adidas Strengths

Below are the Strengths in the SWOT Analysis of Adidas:

1. Adidas company has a long heritage and high brand value since 1924.

2. Adidas sponsors major sporting events including Olympics and major sportsmen and teams.

3. The company has worldwide presence and is internationally recognized.

4. Adidas has a very diversified product portfolio ranging from sports shoes, equipments to clothing and accessories.

5. Strong and innovative marketing since years have created a strong brand retention of Adidas in the minds of customers

6. A workforce of over 45,000 employees

7. Excellent advertising of Adidas products through TVCs, online ads, print media, hoardings etc

8. The brand is associated with several sport stars as their brand ambassadors

Adidas Weaknesses

Here are the weaknesses in the Adidas SWOT Analysis:

1. The products by Adidas can sometimes be costly due to innovative technology or production method

2. Stiff competition and similar big brands means customers have high brand switching

Adidas Opportunities

Following are the Opportunities in Adidas SWOT Analysis:

1. To keep up with the competition, Adidas generates close to 60 new foot-friendly designs each year.

2.The company can venture into making more stylish designs and cuts

3. Tie-up with emerging sports teams/clubs/players internationally can boost Adidas's brand presence

4. Brand building by setting up sponsored sports academies

5. Adidas should focus on budget range designed specially for college students, young professionals

Adidas Threats

The threats in the SWOT Analysis of Adidas are as mentioned:

1. Other brands offering more styles and varieties, thus more competition

2. Threat from other competitive brand who produce sports equipment and accessories at a lesser cost

3. Pirated/fake imitations affect brand image of Adidas

4. Local brands in individual countries lead to more competition to Adidas

Adidas Competition

Below are the top 12 Adidas competitors:

1. Nike

2. Reebok

3. New Balance

4. Converse

5. Puma

6. Fila

7. Bata

8. Liberty Shoes

9. Under Armour

10. Umbro

11. Woodland

12. Asics

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Adidas. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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