Adidas has faced both success and controversy with its Yeezy brand, a collaboration with rapper Kanye West. As of 2023, the company's primary revenue driver is footwear (55%), followed by sportswear and fashion-oriented apparel (38%). The remaining 7% of sales comes from bags, hats, and other accessories.

The target market for Adidas is typically sports enthusiasts, amateur athletes and professional athletes, who train or participate in sports on a regular basis. The brand also appeals to those who view sport and fitness as part of their lifestyle and self-image.

Key Elements of Adidas' Marketing Strategy One of the core pillars of Adidas' marketing strategy is its emphasis on product innovation and design. The brand continuously invests in research and development to create cutting-edge products that meet the evolving needs of athletes and consumers.

IMPOSSIBLE? JUST A BIG WORD. In one of its most memorable marketing campaigns, adidas shows its biggest athletes, including David Beckham and Haile Gebrselassie, facing their fears, defeats, and challenges head-on only to prove that, indeed, 'Impossible is Nothing'. The slogan became synonymous with reaching your goals ...