6. The Customer Profile
● Demographics:
○ Sport participants, both at the highest level
as well as non-athletes inspired by sport
culture.
○ 18-29 male and female, with a strong focus
on influencing the next generation.
○ Upper middle class
● Geographics
○ Region: global. Adidas can be found in any
store with a variety of offered products
depending on the type of store.
○ Population: 1m +
● Psychographic:
○ “Sporting lifestyle” - The customer
is driven and passionate, not only
about his/her physical health and
performance, but also his/her
day-to-day achievements.
○ The largest customer segment
focuses on personal health and
uses Adidas for performance and
durability. The smaller, yet
growing, segment uses Adidas as
a fashion statement, often opting
for collaboration pieces with
performing artists.
