Adidas Segmentation, targeting and positioning.

Introduction

Adidas is one of the most popular brands in the world. Adidas’s products are shoes, hoodies, sweatshirts
and pants, many accessories. Adidas is well known for its durability and fitness. Everyday more and
more people are more into wearing comfortable clothing and accessories. Adidas is trying to expand its
market and fulfill its customer’s wishes and needs. Athletes and youngsters love to wear Adidas clothing
the most according to the survey in California.

Adidas Market Segmentation

There are many types of products that Adidas produce. There are many types of Segmentation that
Adidas focus on. Demographic segmentation focusses on Age, Adidas has many categories when it
comes to age. The range of age that is available is between 0 and 4 years old,14 and19 years old, middle
age and for elders too. Adidas As I said there are many types of products that adidas produce: Adidas
Neo is popular among many young people between the age of 14 and 19. There are many different
types of sneakers in Adidas Neo and teenagers love the products. Adidas Originals has the design that
both young people and middle ages love. It is comfortable to wear, and the price is reliable. The Originals
has many types and colors for both men and women. Athletes can always rely on Adidas and Adidas
supports them with the best quality and comfort. Football shoes, Basketball shoes, running shoes all of
them are made for the best. Since Adidas was made for athletes, it comes up with new designs and ideas
when it comes for the sport footwear products. . Adidas shoes can be wear in all seasons during the
winter or in the rain or during the summer. The Adidas slides are also very comfy to wear.

Shoes like Adidas Yezzy and ultra-boost have a high quality and the price is high but many people who
have high class tends to love the shoes and they love to collect the shoes which are limited editions.
Some football match use Adidas ball as a league major ball. Customer of Adidas who loves to play sports
will surely buy any shoes that Adidas introduces, they would buy whether it is expensive nor limited.
People who like to wear causal clothes buy hoodies, Adidas Neo and they wear it comfortably.
Customers buy almost every type Adidas because Adidas provides with the best service and customers
need. Adidas create a special products for special days only and they are all limited. During summer
customers buy Adidas slides the most because it give the customer feeling of cold in their feet. Adidas
make profits mostly during the holiday seasons like December and Chinese New year public holiday.

Adidas Market Targeting

There are many Adidas shops around the world. Men and females play sports at all ages. Starting
from five years old to until they can not move anymore. Adidas provides the supplies for the
young athletes as well as the middle age men who is in their 20s and 30s. There are many
athletes who use Adidas as their sport wear and are famous like Messi and the other
youngsters. They have the power to improve the Adidas brand and they can expand the Adidas
market and Adidas also give the best quality to its wearers. The Adidas brand is also very
popular among the elders too.

Adidas produces some products that are unique or limited, even though the price of some shoes, clothing
and accessories are high, customers that have a high background or celebrities tends to buy those.
Adidas also target to those who does not play sports and those who does not like to wear casual clothes.
They divide the customers who does not play sports nor wear casual clothes into small groups and
concentrate on getting the customers attraction. Not only they target those, but Adidas also create a
new world for the people who need jobs and money to survive by opening a charity center(Adidas).
Adidas logo with the three stripes has many meanings and almost everyone seems to know the brand
when they see the three stripes.

Adidas Market Position

Adidas has many shops around the world with over 2300 retail stores, over 14,000 mono branded
franchise stores and over 150,000 wholesale doors(Reuters, 2021). Customers can easily get the
products of Adidas they prefer and like from their own countries. But some products can be available
only in the main manufacture factory. Adidas solve these problems by creating a website for Adidas
where customers can choose products they prefer online, and payments are also made online. The
products will be delivered to the customers by either shipping or airlines.

When we watch YouTube there are Ads about the Adidas and it sometimes attract the attention of the
viewers. There are Pages and advertisement of Adidas on Facebook and other social medias. There are
many public holidays in the world, Adidas give special offers and discounts during the public holidays so
customers often wait for the public holidays to buy the products.g

Adidas give sponsor to many famous and popular athletes like Messi, Mohamed Salah(TRAVIS
YOESTING, 2018). Adidas also do a collaboration with famous influencers like Kanye West(Kali
Hays,2020) which they produce Adidas Yeezy. Adidas sale increase due to this collaborations and
sponsorships.

Adidas main competitor is Nike which has the same type of business as Adidas. Due to covid 19 virus,
the sale of the company decreases, and its market does not show much profit last two years during Covid
19.

Conclusion

Adidas main focus is the brand image and loyalty for the athletes. Adidas has been able to maintain its
image name and brand name to the top for 71 years facing through many difficulties and success. Adidas
quality is very good and all of those who have worn it never complains about Adidas. Adidas break
through all of the sneaker brands and sport brands. The design and comfort are improving time by
time .Me myself is also a fan of Adidas.
Reference

Adidas(2020).Community Affairs Statistics. https://www.adidas-group.com/en/sustainability/people/community-

engagement/

Reuters(2021,may 7). About adidas AG. https://www.reuters.com/companies/ADSGn.D

Kali, H.(2020,Sept 18). Adidas keeping mum on Kanye West’s leadership Claims.
https://wwd.com/fashion-news/fashion-scoops/kanye-west-adidas-designer-claims-puma-twitter-1234592182/

Travis, Y.(2018,August 17). What scoccer players are sponsored by adidas. The 18 News.
https://the18.com/en/soccer-entertainment/what-soccer-players-are-sponsored-by-adidas