Adidas SWOT Analysis (2023)

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Written By Angelo Sorbello

Tech entrepreneur and passionate about business



Adidas, a leading global sports brand, is the subject of this comprehensive SWOT analysis.

With a high brand value, iconic status, and commitment to product innovation, Adidas boasts several strengths.

However, the company also faces weaknesses such as supply chain issues and expensive pricing.

This analysis explores the opportunities presented by a growing sports apparel market and emerging markets, as well as the threats posed by intense competition and changing consumer preferences.

Discover the current state and future prospects of Adidas in this insightful examination.

Key Takeaways

  • Adidas has a strong brand value and prestigious legacy, which has influenced sports and shaped hip-hop culture.
  • The company invests heavily in R&D, demonstrating a commitment to new product innovation.
  • Adidas offers a diversified portfolio of footwear, apparel, and hardware accessories.
  • The brand is particularly popular among young customers, especially teenagers and young adults.


Adidas possesses several key strengths that contribute to its success in the sports industry.

One of its strengths lies in its efficient supply chain management. By optimizing its supply chain, Adidas is able to deliver products to customers in a timely manner, ensuring customer satisfaction.

However, the company faces affordability challenges due to its premium pricing strategy. While this approach allows Adidas to position itself as a high-end brand, it may limit its reach to a broader customer base who may find the products too expensive.

To address this challenge, Adidas could consider offering more affordable product options without compromising on quality. By doing so, the company can expand its customer base and increase market share.


One area of concern for the company lies in its supply chain shortage, which poses a significant weakness for Adidas. The overdependence on foreign suppliers has made the company vulnerable to disruptions and delays in production. This has resulted in difficulties in meeting customer demand and has led to potential revenue loss.

Additionally, Adidas' expensive pricing strategy can be seen as a weakness. The company charges premium prices for its products, limiting their affordability for some consumers. This could potentially hinder market penetration and limit the company's ability to compete with other brands that offer more affordable options.

Addressing these supply chain issues and exploring pricing strategies that cater to a wider range of consumers could help mitigate these weaknesses and strengthen Adidas' position in the market.


The sports apparel industry presents a range of opportunities for growth and expansion. With the global demand for sports apparel on the rise, Adidas can capitalize on these opportunities to further strengthen its market position.

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Here are three key opportunities for Adidas:

  • Expansion in emerging markets: Developing countries offer untapped potential for growth. By expanding its presence in these markets, Adidas can tap into a new customer base and increase its market share.
  • E-commerce growth: The rapid growth of e-commerce provides Adidas with the opportunity to reach a wider customer base and enhance its online presence. By leveraging digital platforms, the company can expand its sales channels and improve customer convenience.
  • Athlete partnerships: Collaborating with high-profile athletes can significantly boost brand visibility and appeal. By partnering with athletes who embody the values and spirit of the brand, Adidas can attract more customers and strengthen its brand image in the sports industry.


Moving forward into the discussion of threats, the sports apparel industry faces a range of challenges that could potentially impact Adidas' market position and growth prospects.

One significant threat that the company faces is the proliferation of counterfeit products. Counterfeit Adidas items not only undermine the brand's reputation, but also result in revenue loss and potential legal issues.

Additionally, changing consumer preferences pose a threat to Adidas. As trends and preferences in sports apparel evolve, the company must adapt to meet the demands of consumers. Failure to do so could lead to a decline in sales and loss of market share.

To mitigate these threats, Adidas should continue to invest in anti-counterfeit measures and stay attuned to consumer preferences through market research and product innovation.

Brand Value

Continuing the analysis, the significance of brand value becomes evident as a key factor in Adidas' market position and growth prospects.

The Adidas brand value, which is ranked #3 in sports brands with a value of $12.9 billion, has a significant impact on the company's market position. Here are three key points highlighting the importance of brand value for Adidas:

  • Future Growth Prospects: Adidas' strong brand value provides a solid foundation for future growth opportunities. It allows the company to attract new customers, expand into emerging markets, and capitalize on the growing demand for sports apparel globally.
  • Competitive Advantage: A strong brand value gives Adidas a competitive edge in the market. It helps the company differentiate itself from competitors and build a loyal customer base that is more likely to choose Adidas over other brands.
  • Perceived Quality and Trust: Brand value positively influences consumers' perception of the quality, reliability, and trustworthiness of Adidas products. This perception, in turn, strengthens Adidas' market position and makes it a preferred choice for customers.
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Iconic Legacy

Building upon the significance of brand value, the iconic legacy of Adidas further solidifies its position as a market leader in the sports industry.

With its rich history and influence on hip hop culture, Adidas has successfully positioned itself as a brand that transcends sports and resonates with consumers on a cultural level.

The brand's innovative spirit is evident through its substantial R&D investments, which have allowed it to continuously introduce new products and stay ahead of the competition.

By combining its iconic status with a commitment to research and development, Adidas maintains a strong foothold in the industry, attracting a young customer base and staying relevant in an ever-changing market.

This legacy serves as a foundation for Adidas' continued success and growth in the sports industry.

New Product Innovation

Adidas demonstrates its commitment to innovation through the introduction of new products, solidifying its position as a market leader in the sports industry. The brand's focus on new product development has allowed it to stay ahead of its competitors and cater to evolving customer preferences. Here are three key aspects of Adidas' new product innovation:

  • Sustainability initiatives: Adidas has been proactive in addressing environmental concerns by launching sustainable fabrics and materials. This commitment to sustainability resonates with consumers who are increasingly conscious of their environmental impact.
  • Athlete collaborations: Adidas partners with high-profile athletes to create innovative products that meet the specific needs of athletes. These collaborations not only enhance the brand's credibility but also drive excitement and engagement among consumers.
  • Technological advancements: Adidas invests in research and development to incorporate cutting-edge technologies into its products. This enables the brand to offer customers enhanced performance, comfort, and functionality.

Through these initiatives, Adidas continues to set the bar for innovation in the sports industry, ensuring its products remain relevant and sought-after by consumers.

Diversified Portfolio

With a focus on catering to a wide range of customer preferences, the sports brand demonstrates its commitment to diversification within its portfolio.

Adidas offers a diversified range of products, including footwear, apparel, and hardware accessories. This diversification allows the company to target various customer segments and expand its market penetration.

By offering a comprehensive product portfolio, Adidas can capture a larger share of the sports apparel market and appeal to different consumer preferences. Furthermore, this diversified portfolio provides the company with expansion potential in emerging markets, where there is a growing demand for sports products.

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Frequently Asked Questions

How Has Adidas Addressed the Supply Chain Shortage and Reduced Its Dependence on Foreign Suppliers?

Adidas has addressed the supply chain shortage and reduced its dependence on foreign suppliers through several measures. These include diversifying sourcing locations, establishing strategic partnerships with local manufacturers, and implementing robust supply chain management systems to ensure efficiency and resilience.

What Steps Has Adidas Taken to Combat the Issue of Forced Labor in Its Factories in China?

To combat the issue of forced labor in its factories in China, Adidas has implemented strict supplier standards and conducts regular audits. It has also partnered with external organizations to ensure ethical practices and transparency in its supply chain.

Can You Provide More Details About the Patent Legal Battle That Adidas Lost to Nike Over Knitted Footwear?

Adidas lost a patent infringement legal battle against Nike over knitted footwear. This highlights the intense rivalry between the two sportswear giants and the importance of protecting intellectual property rights in the competitive market.

How Has Adidas Utilized E-Commerce Platforms to Reach a Wider Customer Base and Drive Growth?

Adidas has utilized e-commerce platforms to reach a wider customer base and drive growth through various strategies. They have focused on customer engagement, leveraging digital channels to enhance the shopping experience and provide personalized offerings, ultimately boosting sales and brand loyalty.

What Specific Sustainability Initiatives Has Adidas Implemented to Meet Consumer Demand for Sustainable Products?

Adidas has implemented various sustainability initiatives to meet consumer demand for eco-friendly products. These include launching sustainable fabrics, collaborating with Beyonce for a gender-neutral collection, and focusing on reducing waste and carbon emissions throughout their supply chain.


In conclusion, this SWOT analysis of Adidas highlights the company's strengths, weaknesses, opportunities, and threats.

Adidas possesses a high brand value and an iconic legacy, which contribute to its success in the sports industry. The company's commitment to product innovation and a diversified portfolio also provide it with competitive advantages.

However, Adidas faces challenges such as supply chain issues and intense competition.

Despite these challenges, Adidas has the potential for growth through opportunities in the sports apparel market and expansion into emerging markets.

Overall, Adidas must navigate these factors to maintain its position as a leading sports brand globally.

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