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Adidas SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 02, 2023Read time:

Here is a detailed SWOT analysis of Adidas covering strengths, weaknesses, opportunities and threats.

Adidas Strengths

  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. The company has a workforce of over 50,000 employees worldwide
  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
  9. The products can be purchased globally through the company website as well as leading ecommerce websites

Above are the strengths in the SWOT Analysis of Adidas. The strengths of Adidas looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Adidas Weaknesses

  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

These were the weaknesses in the Adidas SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Adidas Opportunities

  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

Above we covered the opportunities in Adidas SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Adidas Threats

  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 or fake imitations affect brand image of Adidas
  4. Local brands in individual countries lead to more competition to Adidas

The threats in the SWOT Analysis of Adidas are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Adidas SWOT analysis.

About Adidas

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Adidas Overview
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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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