Although the adidas Sport Performance division offers products in almost every sports category, the key priorities are:
Football: expanding market leadership
Being the most popular sport worldwide, football is clearly one of adidas’ key strategic priorities. For over 50 years, adidas has led all major developments in football boot and ball technologies. Building on its success around major sporting events such as the FIFA World Cup™ and the European Football Championship, the brand strives to increase its leadership position by continuously creating the industry’s top products and fully leveraging its outstanding portfolio of sports marketing partners.
Partners include leading football associations (e.g. FIFA, UEFA), national federations (e.g. Germany, Spain, Russia, South Africa, Greece, Argentina, Mexico, Japan), leagues (e.g. Major League Soccer in the USA), clubs (e.g. Real Madrid, AC Milan, Chelsea FC, Liverpool FC, FC Bayern Munich, River Plate Buenos Aires) and individual players (e.g. Lionel Messi, Kaká, David Beckham, Michael Ballack).