Adidas Business and Financial Statistics

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

• 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

Sustainability

• 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

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