In a bid to rejuvenate its brand and drive long-term growth, Adidas has announced ambitious plans to ramp up its marketing efforts. 

The sportswear giant is not merely seeking short-term profits but is committed to overhauling its business model to secure a healthy future.

A Strategic Shift, Marketing Investment and Growth

Adidas CEO, in a recent statement, revealed the company’s strategic shift, emphasising a significant investment in marketing, product development, brand innovation, and sales expansion. 

This move comes in the wake of the company’s first annual loss in over three decades, signalling a crucial turning point in its trajectory.

However, Adidas experienced an 8% increase in revenues for the first quarter of the year, attributing much of this growth to its substantial marketing investments. With approximately 12% of its budget dedicated to marketing, totaling €657 million (£561 million) in Q1 alone, Adidas is poised to further amplify its presence in the market. 

Furthermore, the company’s multifaceted marketing approach includes digital advertising, influencer partnerships, experiential marketing events, and strategic collaborations.

Campaign Initiatives, Global Localisation and Retail Relationships

The unveiling of the ‘Originals‘ campaign last September, followed by the impactful ‘You Got This‘ campaign during the Super Bowl, underscores Adidas’s commitment to redefining its brand identity

These campaigns not only showcase Adidas’s product range but also resonate with consumers on a deeper level, promoting themes of empowerment, resilience, and inclusivity. The company’s revamped tagline, “Impossible is nothing,” reflects its aspiration to inspire consumers worldwide and redefine the boundaries of human potential.

Adidas’s global strategy, coupled with localised content initiatives, aims to resonate with diverse consumer demographics. The CEO highlighted the positive impact of these efforts, citing increased brand heat and improved sell-through, fostering stronger ties with retail partners. 

By leveraging data analytics and consumer insights, Adidas can tailor its marketing campaigns and product offerings to specific regions, maximising relevance and driving sales.

Long-Term Growth Focus, Inventory Management and Profitability

Adidas’s relentless pursuit of long-term growth involves mitigating reliance on short-term profit optimisation. The company acknowledges past shortcomings, notably excessive discounting, and is actively reducing its focus on such practices to drive sustainable growth. 

Instead, Adidas is prioritising full-price sales and premium product offerings, leveraging its brand equity to command higher margins and increase profitability over time.

Additionally, efficient inventory management is a cornerstone of Adidas’s revitalisation strategy, with a notable 22% reduction compared to the previous year. This strategic initiative not only minimises excess stock and markdowns but also enhances brand perception and exclusivity. 

Despite challenges stemming from the discontinuation of its Yeezy line, Adidas generated significant revenue from remaining inventory and plans further sales in the coming quarters, leveraging strategic partnerships and targeted marketing campaigns to maximise value.

Financial Performance

The first quarter saw a remarkable surge in operating profit, soaring to €336 million (£267 million), reflecting a substantial increase from the previous year. This impressive turnaround underscores Adidas’s renewed profitability and operational efficiency. 

With an operating margin of 6.2% compared to 1.1% in 2023, Adidas is demonstrating improved financial performance and resilience in the face of economic headwinds and industry challenges.


Adidas’s bold initiatives mark a pivotal moment in its journey towards revitalisation. Through strategic investments in marketing, product innovation, brand repositioning, and long-term growth initiatives, the sportswear giant is positioning itself for a robust comeback. 

As it continues to forge ahead with its ambitious agenda, Adidas is poised to reclaim its status as a global leader in the industry by 2026, driving shareholder value, fostering consumer loyalty, and inspiring the next generation of athletes and trendsetters worldwide.