Brand value: 5'466 Mio. EUR
Brand value change compared to last year: −9%
Ranking change compared to last year: −2
adidas is everywhere where the best meet the best, like the FIFA World Cup or the Olympic Games, but also anywhere else in the world where people simply play, watch and celebrate sports. Last year's "all in or nothing" campaign, launched two weeks before the 2014 FIFA World Cup in Brazil, articulated adidas' mantra and made adidas the most talked-about brand during the 2014 FIFA World Cup with an increase of 5.8 million followers across all major social media platforms. Though adidas has soccer in its DNA and has been pushing great innovations in the sport since 1954, it is no longer the only player in the game. The competition is fiercer than ever, and adidas—like its competitors—will have to constantly respond to market changes, challenges and opportunities. Going forward, adidas' brand strategy calls for new product launches, which include innovations in cushioning solutions, lightweight and sustainable design, and digital sports technologies. The brand also plans to expand into key emerging markets, enhance its retail presence, and strengthen its communications. To boost relevance, adidas will be increasing its efforts around targeting Millennials, including next-generation athletes. Partnerships with pop stars and athletes like Pharrell Williams, Rita Ora and Lionel Messi prove that adidas is, in fact, "all in" on this strategy. It appears adidas is closing the gap in innovation with its competitors and benefiting in terms of consumer perceptions of the brand. Internally, the brand is recognized as a key element for sustainable growth. Externally, consumers are embracing adidas’ product development, investment in new technologies and digital presence.