adidas Group POS marketing spend 2015-2022

The adidas Group incremented its marketing and point-of-sale expenses to nearly 2.8 billion euros in 2022. This represented a 8.5 percent increase in comparison to the previous year.

Adidas marketing spending

Included in the marketing expenditures of the adidas Group is both point-of-sale investments, covering in-store advertising and shop fittings, and marketing investments, which includes sponsorship contracts, media advertising, and events. This investment appears to be paying off: As of 2022, the sporting goods manufacturer saw its global sales increase to 22.5 billion euros. On the other hand, according to latest data, adida's brand value decreased to some 14 billion dollars in 2021.

The adidas Group business

The adidas Group is a German manufacturer of sporting goods headquartered in Herzogenaurach, Bavaria. The majority of their revenue is generated from the manufacture of shoes, followed by clothing then sporting accessories. Globally, adidas is the second-largest producer of sports footwear, behind Nike, but ahead of their German rival Puma – which was infamously founded by Rudolph Dassler, the brother of adidas founder Adolf Dassler, following a bitter family feud.