Modern MBA

Data

Adidas

The world’s second largest sportswear brand, a German company that has supplied every World Cup ball since 1970.

16 figures on Adidas, drawn from 3 Modern MBA case studies.

The figures

US dollars11

Against its own chart
Annual footwear sales in millions of dollars · 2019$12,073M1st of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2017$10,997M2nd of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2018$10,833M3rd of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2016$9,128M4th of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2015$7,532M5th of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2012$5,366M6th of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2013$5,168M7th of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2014$5,006M8th of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2011$4,514M9th of 10 · top $12,073MWhy the sneaker market collapsed
Annual footwear sales in millions of dollars · 2010$4,052M10th of 10 · top $12,073MWhy the sneaker market collapsed
Average order value in 2023$617th of 7 · top $286Why the sneaker market collapsed

Percentages3

Against its own chart
North America as a share of total revenue · 201223%3rd of 3 · top 94%Why Under Armour failed
North America as a share of total revenue · 200922%3rd of 3 · top 94%Why Under Armour failed
Canada Goose's wholesale operating margin — its least profitable channel — against the overall margins of the mass market9%6th of 8 · top 32%How a $1,000 jacket became a luxury brand

Counts2

Against its own chart
Retail stores worldwide, 2009 and 2012 · 20122,4461st of 3 · top 2,446Why Under Armour failed
Retail stores worldwide, 2009 and 2012 · 20092,2001st of 3 · top 2,200Why Under Armour failed

Case studies covering Adidas

Case study — Retail & brandsHow a $1,000 jacket became a luxury brandCanada Goose built a real luxury brand in ten years. The margins prove it. The share price says it may not matter.14 min readCase study — Retail & brandsHow Yeezy and UltraBOOST saved AdidasThree failed five-year strategies, then one year that produced UltraBOOST, NMD and Yeezy together.10 min readCase study — Retail & brandsWhy the sneaker market collapsedStimulus money made everyone a reseller. What survived is the people who can price a used shoe from memory.11 min readCase study — Retail & brandsWhy Under Armour failedIts products were ugly. Rather than fix that, Kevin Plank spent $700M on fitness apps and called Under Armour a tech company.14 min read