Product Strategy--Target Group--

Target Group

The teenagers are the most important target market of Adidas and this target group also increases very fast. Adidas started to expand their targeting market to younger consumers because of their severe competition with Nike and Reebok. Therefore, since the late 1980s, Adidas has worked to transform itself from a brand of sneakers to a product integral to the sports culture. During this stage, the Adidas brand has become so strong as much as they could do to replace all of competitors’ products. It makes consumers who have willing to pay more for Adidas brands judge Adidas to be superior in quality, style and reliability. Therefore, the strong brand of Adidas makes their owner to expand market share, command higher prices and generate more revenue than their competitors due to their slogan “Impossible is Nothing” campaign and their strong product.