Adidas Group: ad spend in the U.S. 2012-2018

Adidas Group invested 681 million U.S. dollars in 2018 in promoting its products, representing an increase of almost 23 million compared to the previous year. The company has seen a steady growth in its advertising spending over five years between 2013 to 2017.

Adidas Group’s sales and revenue

The global sports and apparel industry is highly fragmented, with many brands competing. Even well-established brands have to work hard to maintain their share of the market, since it is highly competitive. Key players in the industry include Nike, Adidas and Puma.
In 2018, Adidas Group operated 1, 342 concept stores worldwide. The sporting goods company headquartered in Herzogenaurach, Germany, manufactures clothing as well as other products ranging from bags, shirts, watches and eyewear. In 2018, footwear made up more than half of net sales for Adidas Group, racing ahead of apparel and hardware. Although it is still behind Nike in the global market, Adidas’ footwear segment is growing steadily, with production oscillating around 400 million pairs in in recent years. The company’s footwear revenue stood at close to 13 billion U.S. dollars in 2018, a bump of over two billion dollars from previous year. In general, Western Europe continues to be the market in which Adidas generates the largest share of its revenues.

Adidas Group advertising spending in the United States from 2012 to 2018

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Release date

June 2019


United States

Survey time period

2012 to 2018

Supplementary notes

Figure for 2012 comes from an earlier AdAge publication.
Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.

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