adidas Group POS marketing spend 2015-2021

The adidas Group has been steadily increasing their marketing expenditure in the years before the coronavirus outbreak, which reached a 3.04 billion U.S. dollars in 2019. While in 2020 the investment decreased by close to 670 million U.S. dollars, in 2021 the company lifted their spending to 2.5 billion.

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, with the value of the adidas brand more than doubling since 2016 to reach about 16.48 billion U.S. dollars in 2020. In addition, their 2018 “Original is Never Finished” campaign was listed as one of the most effective advertising campaigns in the world for 2018. However, Adidas saw a decrease in brand value in 2021 by over two billion dollars, so it remains to be seen how the company fares in the coming years.

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 they are 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. As a consequence, Puma is also based in Herzogenaurach. In total, the adidas Group produced over 340 million pairs of shoes in 2021.