Adidas and its performance in Greater China
In the third quarter, Adidas reported a significant increase in sales in Greater China, an increase of 9% compared to the previous year. This brought sales to 946 million euros, the strongest figure since the end of 2022. This result is particularly remarkable considering the difficulties that other companies are facing in the region, where consumer demand remains weak. The growth of Adidas in China is a clear sign of a recovery in consumer confidence, which is also reflected in marketing strategies and in the launches of new products
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Sales in North America and the impact of the Yeezy line
In North America, the second largest market for Adidas, sales showed a 7% drop to 1.36 billion euros, but excluding the Yeezy line, there was an increase compared to the previous year. This suggests that, despite the difficulties, the brand is managing to maintain some stability. CEO Bjorn Gulden emphasized that the underlying growth and the return to positive numbers are encouraging signs for the company’s medium-term future. The product diversification strategy and the focus on retro models have contributed to this success
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Adidas market trends and strategies
One of the most interesting trends is represented by “terrace” shoes, models inspired by the footwear of soccer fans of the 70s and 80s. This line helped Adidas gain market share compared to rivals, such as Nike, and recover from the difficult separation with rapper Kanye West. The ability to innovate and respond to consumer needs is fundamental for the brand, which continues to invest in new collections and targeted advertising campaigns. Adidas‘s marketing strategy is proving effective, helping to strengthen its position in the global market
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