Adidas Business and Financial Statistics

Posted on 01 November, 2021 by Danny McLoughlin

Top Adidas statistics

  • Adidas is valued at €48.62 billion
  • Adidas AG sales are €19.84 billion, that’s broken down as:
    • Adidas - €18.09 billion
    • Reebok - €1.40 billion
  • Adidas make 379 million pairs of shoes per year

Adidas financial statistics

  • Adidas revenue in 2020 was €29.84 billion
  • Adidas revenues grew 27.92% from 2016 to 2019 before their growth was interrupted by the pandemic in 2020
  • Adidas made a 3.8% operating profit totaling €750 million during 2020, down from 11.3% in 2019

International - Sales by region

 Region  Sales (€ billion)
 Asia-Pacific  6.55
 Europe  5.32
 North America  4.76
 Latin America  1.16
 Emerging markets  0.99
 Russia/ CIS  0.58
 Other businesses  0.48
 Total  19.84
  • Adidas sells more product in Asia-Pacific than in any other region
  • Although just over half (51%) of Adidas revenue is generated in North America and Europe

Adidas shares and ownership

  • Adidas has 115,000 shareholders
  • 86% of shares are held by institutional investors
  • 11% of shares are held by private investors or not disclosed
  • The shares are held internationally in the following regions:
    • 35% USA
    • 26% UK and Ireland
    • 24% continental Europe
    • 11% Germany
    • 3% RoW

Covid-19 pandemic’s impact on Adidas

  • 70% of Adidas stores and wholesale partner stores closed
  • Store traffic dropped significantly but conversion rates increased as customers going to stores bought at a much higher rate
  • Employee numbers reduced by 4% but the majority of these were short term contacts
  • Adidas tried to protect jobs where possible and paid employees €1,000 each as a bonus
  • Adidas secured a €3 billion credit facility with KfW -- Germany’s state bank
  • Adidas drew down €500 million of the available credit 
  • In October 2020, they were able to repay the €500 million and terminate the loan after it became clear the situation was stabilizing

Channels - In-Store versus e-commerce versus wholesale

  • E-commerce and in-store make up the Adidas direct to consumer (DTC) offering
  • 41% of Adidas sales come from DTC
    • 20% retail
    • 21% e-commerce
  • 59% of Adidas sales come from wholesale customers
  • During the pandemic, Adidas e-commerce sales increased by 53%
  • For the first time ever, e-commerce sales exceeded €4 billion
  • Adidas has 2,456 stores worldwide
    • 1,126 multi-brand
    • 1,097 Adidas
    • 223 Reebok
  • By Concept
    • 1,126 factory outlets
    • 1,221 concept stores
    • 109 concessions

Adidas marketing

  • Adidas spend €2.57 billion per year on marketing and point-of-sale expenses
  • In 2020, they had their most successful digital campaign in history - #hometeam:
    • Seen by over 400 million people worldwide (1 in every 15 people)
    • It included 3,000 athletes and celebrities
  • Adidas marketing includes: celebrities, events, sports teams, and athletes
    • Celebrities: Beyoncé, Kanye West, Stella McCartney, and Pharrell Williams
    • Sports teams: Bayern Munich and Real Madrid
    • Athletes: Lionel Messi and Mikaela Shiffrin
    • Events: Boston and Berlin Marathons
  • Adidas has two types of marketing campaigns, brand-focused and product-focused
    • Brand 
      • conveying to consumers what Adidas stands for
      • establishing an emotional connection through the brand narrative
      • using sports moments as platforms to drive sports credibility by enabling athlete and event activations
      • leverage partnerships to drive brand heat and freshness in lifestyle
    • Product 
      • focus on a specific product franchise or a technology platform
      •  driven by a clear performance or style benefit 
      • expressed through storytelling
      •  Additional commercial content is driving conversion at the point of sale (in-store and online) by highlighting a product feature or benefit for key items, volume drivers, and key franchises

Adidas manufacturing and distribution

  • Adidas outsources almost all of its production to 132 manufacturing partners
    • 25 of these make footwear
    • 70 make apparel
    • 37 make accessories and gear

Adidas footwear manufacturing

  • 97% of Adidas footwear is manufactured in Asia
  • Vietnam is the largest country for footwear manufacturing and is responsible for 42%
  • 29% of Adidas footwear is manufactured in Indonesia
  • 15% of Adidas footwear is manufactured in China
  • Adidas make 379 million pairs of shoes per year
  • The largest factory, located in Vietnam, is responsible for 8% (30 million pairs) of all Adidas footwear

Adidas apparel manufacturing

  • 97% of Adidas apparel is manufactured in Asia
  • Cambodia is the largest country for footwear manufacturing and is responsible for 22%
  • 21% of Adidas footwear is manufactured in Vietnam
  • 20% of Adidas footwear is manufactured in China
  • Adidas make 465 million pieces of apparel per year
  • The largest factory, located in China, is responsible for 11% (51 million pieces) of all Adidas footwear

Adidas accessories and gear manufacturing

  • 77% of Adidas accessories and gear (e.g. bags and balls) is manufactured in Asia
  • China is the largest country for accessories and gear manufacturing and is responsible for 36%
  • 21% of Adidas accessories and gear is manufactured in Turkey
  • 16% of Adidas accessories and gear is manufactured in Pakistan
  • Adidas make 100 million pieces of accessories and gear per year
  • The largest factory, located in Turkey, is responsible for 21% (21 million pieces) of all Adidas accessories and gear

Distribution centers

  • Adidas has 64 distribution centers globally
    • 12 in Europe
    • 22 in Asia-Pacific
    • 10 in North America
    • 8 in Latin America
    • 2 in Russia
    • 10 in emerging markets
  • 29 are owned and operated by Adidas, and 35 are owned and operated by suppliers
    • 17 distribution centers are for online, offline, and wholesale distribution
    • 38 serve stores and wholesale customers
    • 9 serve e-commerce customers

Adidas products

  • Adidas AG brands are Adidas, Reebok, Rockport, and TaylorMade

  • Most important sports categories: Football, Training, Running, and Outdoor
  • Adidas plan to grow sales of Women’s products by mid-teens rate per annum until 2025
  • 56% of sales come from footwear
  • Key franchises for the Adidas brand  are Ultraboost, Predator, and Superstar
    • These make up 34% of the footwear sales
  • Key apparel franchises are MyShelter Jacket, the Tiro Pant, and the Z.N.E. Hoodie
  • At the Adidas brand:
    • products launched during the year accounted for 68% of brand sales
    • only 2% of sales were generated with products introduced three or more years ago
  • At the Reebok brand, 
    • 67% of footwear sales were generated by products launched in 2020
    • 11% of sales were generated with products introduced three or more years ago
  • Key regions to target for Adidas are Greater China, North America and EMEA


  • Adidas makes 15 million pairs of sneakers each year that use plastic salvaged from beaches and the ocean
  • Adidas has completely banned animal fur in their products
  • Adidas uses 100% sustainable cotton 
  • 71% of all polyester used by Adidas is recycled
  • The Carbon Disclosure Project has rated Adidas B for their climate change approach, B for their water management approach, and A-minus for their Supplier engagement approach related to climate change

Adidas employee statistics

  • Adidas has 62,285 employees
    • 45% of Adidas employees are male
    • 55% of Adidas employees are female
  • When it comes to Adidas management, the trend flips:
    • 65% of Adidas management are male
    • 35% of Adidas management are female
  • The average age of an Adidas employee is 31 years old
  • The average Adidas employee has been in position for 4 years
  • The average Adidas employee in Germany is paid €45,350

 Department  No. of Employees
 Retail  35,910
 Logistics  8,585
 Marketing  6,028
 Central administration  5,143
 Sales  3,709
 IT  1,453
 R&D  973
 Production  521
 Total  62,285

Employees by region

How much do Adidas executives get paid?

  • Kasper Rorsted is the CEO of Adidas
    • In 2020, he was paid €3,714,228
    • In 2019, he was paid €7,237,509
    • He is paid approximately 11.8 times the average senior management salary
    • His salary is 81.9 times the average salary of an Adidas employee
  • The Adidas executive team are paid between €1,322,190 and €3,714,228
    • This is 33.3 times the average employee salary

Diversity and Inclusion

  • People from over 100 nations work at Adidas corporate headquarters 
  • 55% of Adidas employees are female but only 35% of leadership positions are filled by women
  • Adidas have promised mandatory Diversity and Inclusion training for all employees
  • And to fill at least 30% of all new positions with Black and LatinX people
Danny McLoughlin
Danny McLoughlin
Danny is a sports nut with a particular interest in football and running. He loves to watch sports as much as he loves to play. Danny was lead researcher on RunRepeat and The PFA’s report into Racial Bias in Football Commentary. His football and running research has been featured in The Guardian, BBC, New York Times and Washington Post.