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.

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.

adidas's competitors and similar companies include Foot Locker, Reebok, New Balance, ASICS Europe, Skechers, VF Corporation, PUMA, Under Armour, Nike and HanesBrands. adidas is a sporting goods company that manufactures apparel, accessories, and footwear for professional athletes.