Global share of adidas retail sales from 2015 to 2018, by region

The adidas Group generated 21.9 billion euros in net sales worldwide in 2018, 33 percent of which was generated from the Asia-Pacific region. Sales shares from the key regions of Western Europe and North America have been consistent over the last few years, around 29 and 21 percent, respectively.

The adidas Group’s global appeal

The adidas Group – which includes both the adidas and Reebok brands – has increased net sales worldwide since 2013, exceeding 21 billion euros in both 2017 and 2018. Around 7.1 billion euros was generated from Asia-Pacific in 2018, approximately 1.2 billion euros more than any other region. In terms of product category, footwear sales generated around 12.8 billion euros in 2018 – an increase of three percent on the previous year – and this corresponded to a 58 percent share of adidas’ net sales.

How do the adidas and Reebok brands compare?

The Reebok brand has been part of the adidas Group since 2005, continuously generating annual net sales worldwide of more than 1.5 billion euros. Europe was Reebok’s best performing region in 2018, with net sales of 480 million euros. The adidas brand reported net sales of approximately 19.8 billion euros in 2018, with the Asia-Pacific region pulling in 6.8 billion euros. The adidas brand reported a 12 percent increase in net sales in Asia-Pacific between 2017 and 2018, aided by growing sales of sport performance products, particularly in the training and running categories.

Global distribution of adidas retail net sales from 2015 to 2018, by region

RegionWestern EuropeNorth AmericaGreater ChinaEmerging MarketsLatin AmericaJapanRussia/CISAsia-Pacific Other Businesses
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Release date

March 2019



Survey time period

2015 to 2018

Supplementary notes

Missing percentage points to 100 percent are probably due to rounding.
Western Europe region renamed as Europe in 2018 report.
Middle East region renamed as Emerging Markets in 2018 report.
Greater China, Japan, South Korea and Southeast Asia/Pacific were consolidated into one operating segment Asia-Pacific effective January 1, 2018.

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