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The success of Adidas’ multi-coloured Samba and Gazelle sneakers could see it report a profit margin of 51.4% for the second quarter, according to analysts. The newly published RetailX Germany 360° report looks at how Adidas has grown to become a global sportswear giant.

Launched in Germany in 1949, Adidas now employs more than 59,000 people across the globe and generated sales of €21.4bn in 2023. 

The company is known for its development of sports kits for national teams as well as for its footwear, some models of which have become icons in their own right. At the time of writing, the adidas Germany website highlights the kit that the German football team will be wearing at Euro 2024. Fans can view the items and also purchase replicas on the adidas site. 

Inclusivity is important to the brand, both in terms of the sports for which it designs apparel and in its sponsorship of athletes. Nine teams at the Paris 2024 Olympics and six Paralympic teams are sponsored by adidas, including athletes from the UK, Germany, Hungary, Poland, Ethiopia, Ireland, Bahrain, Cuba and Turkey. 

The company claims to be more than sportswear and workout clothes. “We partner with the best in the industry to co-create,” it says. “This way, we offer our fans the sports apparel and style that match their athletic needs, while keeping sustainability in mind. We’re here to support creators. Improve their game. Create change. And we think about the impact we have on our world.” 

That co-creation includes ranges with designers including Stella McCartney, while research into sustainable design and circularity saw it launch a 100% recyclable performance running shoe. 

The strength of these collections and links with designers is highlighted in the navigation of the ecommerce site. Consumers can navigate by collection, by sport or by product type. Shoppers can sign up for free to become a member of its adiClub loyalty scheme in order to receive a 10% discount on purchases. 

Delivery is free on orders over €50, otherwise customers can pay €4.99 for standard delivery. Orders take between one and three days to arrive using this fulfilment method. Alternatively, a customer can collect their order from a store on the same day if it is stock at their chosen location or pay €5.95 for express delivery. Items can be picked up from a collection locker as well. Exchanges and returns are free within 30 days. 

Adidas is one of eight company profiles in the RetailX Germany 360° report, with it also looking at Douglas, Hornbach, Lidl, Otto, Rewe, Rossmann and Zalando.

Our first edition of the RetailX Germany 360° report. This new format reports on the German digital landscape, its consumers’ attitudes to shopping online and details of the retailers that lead the market. These are analysed through charts and the RetailX ranking.

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