Segmentations

Adidas is the biggest sportswear manufacturer of Europe. Adidas follows 3 different segmentation.

Demographic segmentation: Adidas divided the market based on age, sex and gender. Adidas targets
male, female and kids too. Adidas also targets upper middle, upper class and lower upper class people.
People who works and love sports, fashionable and stylish are also Adidas target. Adidas plan was to
catch almost everyone in the market.

But for lower class people it wasn’t possible to buy an Adidas product because of their price range.

Psychographic segmentation: This is Adidas main segmentation strategy. Their main plan was to create
a premium position in consumers mind. Their products price and premium quality helps them to achieve
that position. Those who have aims in their life and wants to achieve goals by doing hard work they are
the main target of Adidas. Like Messi, Pogba, Ozil, DAVID BACKHAM and many other well-known
football players who achieved their goals and have a high level position in sport lovers mind. They all use
Adidas. Adidas showed that who got achievement in their life are using Adidas. Because of that many
sport lover got attracted and believes that Adidas can also help them to achieve their goals too.

Behavioral segmentation: Adidas is now well known brand all over the world. They targets consumer
according to their knowledge, attitude and response. Adidas targets who are do gym regular, athletics,
sports lover and who is brand freak. Adidas also makes sports specific shoes. Adidas make customized
shoes for athletics who wants their shoes by their comfort and needs. They are customer focused for
that they make quality-full shoes.

Target marketing

Adidas main target is youths, upper middle class, sports lovers and consumer who is fashionable and
stylish. They are now targeting who has problems with pronation. Adidas focusing on them who have
pronation problem on their foot. Adidas making running shoes using modern technology so that people
can get rid of it. Athletics and people who wants to get shoes by their own needs and comfort can now
customize their shoes by ordering. Because of this they are now getting a large amount of market in the
whole world. Because now a days, everyone wants their stuff by their own design.
Positioning

Adidas main focus is on innovation and technology. Technology like adiPRENE, adiPRENE+ and Torsion
which helps to be more comfortable and painless on the foot. Because of their innovative and quality
full products they are now well known brand all over the world. No other brand has a more
distinguished history and strong connection with sport than Adidas. Their shoes are comfortable as
compared to any other in the segment. Because of their stylish look and design they achieved a
premium position in consumers mind. Adidas stands for passion for sports. Adidas mission is to be the
leading and most desired sports brand in the world. Many famous football players and teams are
sponsored by Adidas which helped them to catch a large amount of sport lovers.