Adidas SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 67118

SWOT Analysis of Adidas with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing 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


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

Target group

Urban upper-middle and upper class


Adidas stands for passion for sports

Adidas SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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

Adidas Competition


Below are the 12 main 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

The brandguide table above concludes the Adidas SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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