STRENGTHS:

Strengths are the characteristics that define the performance of any

organization. Some of the strengths of Adidas are:

 Strong Brand Value

Without a doubt, one of Adidas' best strengths is its powerful brand.
Adidas is one of the most well-known premium sportswear brands in the
world. Not only does the brand have a high popularity, but it also has a
great image. Adidas items are known for being both trendy and of good
quality. Overall, Adidas' strong brand is a crucial factor in the company's
ability to acquire such a large share of the premium sportswear market
(Bush, 2019).

 Product Diversity
Although the Adidas name is restricted to the sportswear sector, the
company's products are diverse. It offers a variety of products ranging
from clothing, apparel, and accessories to hardware to appeal to a wide
range of activities (Gupta, 2021).

 Well Developed Distribution Network

Adidas has a well-developed distribution network in addition to an
excellent brand image. On a logistical level, the Adidas distribution
network transports millions of items around the world in a timely
manner. Customers have a lot of options when it comes to how and
where they can buy things when they are ready for retail. Adidas
products are sold in physical stores around the world, some of which are
Adidas-branded and others which are larger-scale athletic merchants.
Adidas has an extensive eCommerce presence in addition to physical
sales. Thousands of online stores, including Amazon and Adidas' own,
offer products for purchase (Bush, 2019).
  Innovation for New Products
Since its founding, Adidas has placed a premium on the quality of its
products (Adidas Swot Analysis, n.d.). One of the main reasons for its
ever-increasing customer base is its innovative, high-quality
merchandise. The brand, for example, is always introducing new lines of
football boots with new designs and features to meet the expectations of
their top athletes, as well as updating and refreshing existing lines with
new colors .

OPPORTUNITIES

Opportunities refer to favorable factors that could give an organization a

competitive advantage. Some opportunities for Adidas include:

 Investing in Smart Materials

Science has never been more advanced. Every week, new materials are
found that provide a slew of advantages over existing options.
Furthermore, buyers are continuously on the lookout for better-built
products. These two variables together give Adidas with a new
opportunity: the usage of smart materials. Adidas may be able to deliver
a better product than its competitors if it continues to spend in the
development and manufacture of new materials that may be utilized in
sportswear (Bush, 2019).

 Taking Advantage of the Growing Sportswear Industry

The growing sportswear market may represent one of Adidas'
opportunities. Health and fitness are more popular than ever, with no
indication of slowing down anytime soon. As a result, the number of
individuals participating in sports will continue to rise, necessitating the
use of proper sportswear (Bush, 2019).
 Maximizing use of digital platforms
Adidas' revenues are rising across all e-commerce platforms. In 2018,
one of the fastest growing channels was Adidas' worldwide e-commerce
site (An In-Depth SWOT Analysis of Adidas, n.d.). However, the brand
must employ other e-commerce companies, such as global and local e-
commerce sites, in order to achieve faster growth. Partnerships with e-
commerce giants like Amazon, Flipkart, Alibaba, and others will help the
company grow globally. Adidas may also boost customer engagement by
combining its mobile app with digital touchpoints in stores. Adidas also
sells products on its website, which is expected to increase at a double-
digit rate in the coming years.

 Expanding into New Markets

Adidas can expand into new markets if they are able to increase sales
volume. The rapid expansion of new countries in Africa, Asia, and South
America offers Adidas lucrative expansion potential. Adidas, for example,
has over 12,000 outlets in China and plans to establish an additional
1000 in 2019 (Gupta, 2021).

 Technological Advancement and Integration

Because technical innovation is a continuous process from design to
shelf, there are no clear cutoff points. Adidas, for example, should
incorporate 3D printing into Speedfactory Technology as well as data
collecting integration technology into items to track performance. Adidas
can employ artificial intelligence technologies to analyze data to
determine shifting consumer behavior trends. Adidas sees technological
innovation as a significant opportunity (Adidas Swot Analysis, n.d.).
References:
Adidas Swot Analysis. (n.d.). Retrieved from Marketing Tutor:
https://www.marketingtutor.net/adidas-swot-analysis/
An In-Depth SWOT Analysis of Adidas. (n.d.). Retrieved from Wondershare
EdrawMax: https://www.edrawmax.com/article/swot-analysis-of-
adidas.html
Bush, T. (2019, May 02). SWOT Analysis of Adidas Proves it’s a Powerful
Brand. Retrieved from PESTLE Analysis:
https://pestleanalysis.com/swot-analysis-of-adidas/
Gupta, S. (2021, October 09). Adidas SWOT Analysis. Retrieved from Business
Strategy Hub: https://bstrategyhub.com/adidas-swot-analysis/