Adidas is a worldwide firm that develops and manufactures shoes, clothes, and accessories. It was founded and is based in Germany. Many people appreciate Adidas since it sells various goods such as men's and women's apparel, footwear, and collectibles. Adidas' advantages and services include constant attempts to improve the brand's position in a competitive market by increasing quality, appearance, and designs to meet customer requirements.
Adidas is a multinational organization that specializes in being innovative to attract more customers and meet its sales goals. This research aims to teach you how Adidas segments, targets, and positions its market and how its targeted customers are receiving its new and better goods.
In this article
Overview of Adidas
Before diving into Adidas' segmentation, targeting, and positioning, it’s essential to understand where the company stands today. Below is a quick snapshot of the brand’s background and current market presence:
| Aspect | Information |
| Founded | 1949 |
| Headquarters | Herzogenaurach, Germany |
| CEO | Bjorn Gulden |
| Annual revenue | US$25.627 billion (2024) |
| Market Cap | US$35.253 billion |
| Key Products | Footwear, apparel, sports equipment, accessories |
| Latest Growth | 12% growth in Q2 2025 |
| Official website | www.adidas.com |
Market Segmentation of Adidas
Adidas segments its market into multiple categories depending on consumers' choices and preferences. Market segmentation can be divided into consumer segments depending on demographic, geographic, psychographic, or behavioral criteria. They may require a different product, have a marketing mix of perks, or benefit from the items they buy.
It also allows for a more accurate determination of market opportunities and for examining market gaps. Adidas Originals offers limited-edition daily wear and cultural fashion apparel and footwear that are typically more colorful but less athletic in appearance. In contrast, the standard Adidas caters to individuals who want to participate in sports.
Customers with a better social position are more likely to buy Adidas items that are more expensive. Customers with a lower social position have the option of purchasing things that are more affordable to them. Customers who enjoy sports are more likely to buy sporting goods from Adidas, while those who do not are more likely to purchase things from Nike.
Customers who appreciate street-styled apparel would most likely purchase their desired items from Adidas Originals or Style, as they share similar interests. This occurs because they have similar behavioral patterns and may relate.
Adidas offers clothing and footwear for both men and women to cater to a larger variety of age and gender groups, attracting more customers. Adidas will be able to strengthen its capacity to customize products or services to the specific needs of particular market segments and the organization's ability to compete successfully and financially, perhaps avoiding powerful competition.
Targeting of Adidas
Adidas targets to appeal to current categories of consumers who enjoy and are passionate about health and fitness sports, well as those who have been loyal to the company from its inception.
They are aimed towards athletes or young individuals between 20 and 30 who enjoy sports. Adidas focuses on 13-18-year-old athletes because they feel they are the future generation of athletes who will develop the brand and are the most critical customer segment.
Nevertheless, the company is also very famous among those aged 40 to 65. Because of the excellent high-end quality, brand awareness, and recognition of Adidas items, they are frequently more expensive. As a result, they cater to people mainly from the upper-middle-class and high-end clientele. Mobile phones have brought several new lifestyle goods to Adidas originals' target market in recent years, benefiting the company by expanding its client base.
Adidas also caters to a smaller segment of clients who are not into athletics but buy shoes or apparel as a fashion statement and are between the ages of 15 and 25. Adidas can't connect with all clients in such a broad and diversified market because if they try to reach out to everyone, their message will be muddled, and they will not be able to please any customers.
Positioning of Adidas
Positioning is an excellent marketing approach that allows a company to highlight its benefits and establish a picture of its services in customers' minds. Adidas’ targeting, if you notice, is very concerned about its clients, so diversity, honesty, performance, and enthusiasm are among the company's key principles.
Adidas presents itself as a major sportswear brand and attempts to build its reputation by creating and selling quality items, providing swift service, and having a lengthy history.
The business views itself as its brand for those aspiring to be great football players, athletes, etc. This method leads people to assume that wearing Adidas items is one of the keys to winning. That is why most of this company's advertisements are uplifting and inspiring.
Adidas is one of the companies that set standards for the rest of the market because it never stops working on the quality and distinctiveness of its products, and it seeks to delight its clients with rapid, attentive, and peppy service.
How To Make a Segmentation, Targeting, and Positioning Mind Map
Now that you have looked at how Adidas applies segmentation, targeting, and positioning, the next step is to turn that knowledge into a visual framework. Mind maps are excellent tools for breaking down Adidas’ strategies because they show connections clearly and help with memory retention. Whether you’re a marketing student or a business professional, creating a mind map makes it easier to analyze Adidas’ market practices in a structured way.
Use a Segmentation, Targeting, and Positioning Mind Mapping Tool
When making a mind map, you’ll want software that lets you focus on ideas instead of formatting. Wondershare EdrawMind is a solid choice for this. It has a clean interface, thousands of templates, and even an AI mind map generator that saves time. You can quickly create branches for segmentation, targeting, and positioning for Adidas' market analysis without worrying about design details.
Another advantage of EdrawMind is its ability to export mind maps into multiple formats. If you’re presenting Adidas’ STP strategy, you can turn your diagram into a presentation-ready file with just a click. These features make it easier to share your insights with classmates, colleagues, or clients.
Steps To Make a Segmentation, Targeting, and Positioning Mind Map
Here’s a simple guide to creating your Adidas STP mind map:
Step 1: Set the central node as “Adidas Target Market.” This keeps the focus clear from the beginning.
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Step 2: Add your three main branches: Segmentation, Targeting, and Positioning. These will be the main “topics” of your map.
Step 3: Expand each branch with subtopics. For example, under segmentation, include demographic and psychographic factors. Under targeting, note Adidas’ focus on athletes, fitness enthusiasts, and lifestyle buyers.
Step 4: Customize the design with themes, images, or icons that match Adidas’ sporty and youthful brand identity. This makes the map easier to scan and remember.
Step 5: Export the mind map as a PDF, PNG, or PowerPoint file to share with others or include in a project.
Tips for Adidas Segmentation, Targeting, and Positioning Mind Map
If you’re building an Adidas segmentation, targeting, and positioning mind map, here are a few practical tips to keep in mind:
- Keep the Central Idea Simple
Place “Adidas STP” or “Adidas Target Market” in the middle of your map. This way, everything else branches from a clear starting point. - Divide Branches Logically
Use three main branches: Segmentation, Targeting, and Positioning. Keep them uncluttered at first. You can always add more details under each later. - Use Adidas-Specific Examples
Under segmentation, you could add “Young athletes, 18–35” or “Urban lifestyle buyers.” You might note Adidas’ focus on performance, innovation, and sustainability for positioning. Concrete examples make the map far more helpful than generic keywords. - Add Visuals That Fit the Brand
Icons like sneakers, a running figure, or even the three-stripe symbol can help the mind map reflect Adidas’ sporty identity. Visuals make it easier to remember key points. - Maintain Balance and Clarity
Spread branches evenly across the page and avoid overcrowding any section. A neat design helps you instantly see how Adidas’ segmentation leads to its targeting, and how both shape its positioning.
FAQ
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What is Adidas’ target market?
Adidas mainly targets young adults between 18 and 35 who are athletes, fitness enthusiasts, or lifestyle buyers. These consumers value performance, comfort, and style in sportswear and casual wear. -
Why does Adidas use celebrity and designer collaborations?
Collaborations with athletes, musicians, and designers help Adidas connect with younger audiences and trendsetters. These partnerships strengthen its positioning as both a performance-driven and fashion-forward brand. -
How does Adidas differentiate itself from competitors?
Adidas emphasizes innovation, sustainability, and performance. Combining cutting-edge sports technology with eco-friendly materials and stylish designs appeals to professional athletes and everyday consumers. -
Does Adidas focus on a niche or mass market?
Adidas caters to a mass market but uses segmentation to reach different groups. It serves athletes professionally while attracting casual wear buyers who see Adidas as a lifestyle brand.
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