In 2023, nearly 40 percent of the adidas Group's net sales were generated in the EMEA region. Sales shares from the key regions of North America and Greater China stood at 25 and 15 percent, respectively. That year, the adidas Group generated some 21.4 billion euros in net sales worldwide.

The adidas Group’s global appeal

The adidas Group had consistently increased its global sales figures since 2013, exceeding 21 billion euros annually from 2017. In the year of the pandemic in 2020, however, sales had dropped slightly. In terms of product categories, footwear sales reached over 12 billion euros in 2023 – about the same amount in the previous year – and this corresponded to just over 55 percent share of adidas’ net sales. Apparel makes up the company's second-largest product segment.

The departure of Reebok

The Reebok brand had been part of the adidas Group since the mid-2000s, continuously generating annual net sales worldwide of more than 1.4 billion euros. North America was the subsidiary's best performing region in 2020, with net sales of 397 million euros. However, adidas announced its plans to sell the brand in 2021, and in 2022, Reebok was acquired by Authentic Brands Group (ABG).

As one of the largest and most recognizable athletic brands on the planet, it is of little surprise that Nike is the leader within its industry of athletic apparel, accessories and footwear, with sales reaching over 51.5 billion U.S. dollars in 2023. This was more than double that of second-placed Adidas.

Top athletic brands

The sports apparel industry is a lucrative one, which is forecast to grow further in the coming years. Not only is Nike one of the most prominent producers within this market worldwide, but the company also holds the honor of being ranked as one of the world's leading apparel brands. Adidas, Puma, and Under Armour are some of Nike’s main competitors, as they operate within the same markets. However, Nike’s brand value has historically been significantly higher than that of its closest competitor, adidas, and the gap has grown.

Sportswear stores

In 2023, there were over 1,000 Nike stores worldwide. In comparison, the number of adidas Group retail stores was roughly 2,000 in 2022. The most prominent Adidas store type was factory outlets of which there were over 1,000 worldwide.