Founded in the aftermath of the second world war, Adidas is a German sports brand, with a global revenue of $21 Billion in 2021. The international brand is best known for sportswear, apparel, equipment and footwear. In 1999 the brand ventured into male grooming, launching personal care products and fragrances in 32 countries. Since then they have continued to grow their range.
In France the brand’s male grooming position has shifted from Limited to Mainstream, building a balanced MDS profile as well as growing their Demand power.
As a male grooming brand in France, Adidas is positioned as Joker/Free Spirit, consistent with the wider brand that sits between that and Rebel/Hero. Through its bold and bright packaging it stands out in an eye-catching and playful way, keeping its distinctive three striped logo prominently displayed across the range.
Whilst not always directly featured, the male grooming products benefit from the celebrity endorsements and athlete sponsorships that the brand invest in.
Source: Kantar BrandZ Adidas, Male Grooming 2016, 2018 and 2021
Adidas is a sponsor for the 2022 football Champions League, whose final took place at the Stade de France in Paris. The positive association with a high profile event at home holds potential for further development of the brand’s position. Adidas has made the most of this event, releasing a variety of special edition products and gift boxes celebrating the championship.
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