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 | $12,073M | 1st of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2017 | $10,997M | 2nd of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2018 | $10,833M | 3rd of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2016 | $9,128M | 4th of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2015 | $7,532M | 5th of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2012 | $5,366M | 6th of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2013 | $5,168M | 7th of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2014 | $5,006M | 8th of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2011 | $4,514M | 9th of 10 · top $12,073M | Why the sneaker market collapsed |
| Annual footwear sales in millions of dollars · 2010 | $4,052M | 10th of 10 · top $12,073M | Why the sneaker market collapsed |
| Average order value in 2023 | $61 | 7th of 7 · top $286 | Why the sneaker market collapsed |
Percentages3
| Against its own chart | |||
|---|---|---|---|
| North America as a share of total revenue · 2012 | 23% | 3rd of 3 · top 94% | Why Under Armour failed |
| North America as a share of total revenue · 2009 | 22% | 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 market | 9% | 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 · 2012 | 2,446 | 1st of 3 · top 2,446 | Why Under Armour failed |
| Retail stores worldwide, 2009 and 2012 · 2009 | 2,200 | 1st of 3 · top 2,200 | Why 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 read
Case study — Retail & brandsHow Yeezy and UltraBOOST saved AdidasThree failed five-year strategies, then one year that produced UltraBOOST, NMD, and Yeezy together.10 min read
Case 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 read
Case 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 readNew episodes
Don’t let an algorithm decide what you get to see.
Get an email the moment a new episode drops, with commentary that never made the final cut.