Adidas brand profile Germany 2025| ��ƽ��

Adidas brand awareness, usage, popularity, loyalty, and buzz among sports and outdoor online shop users in Germany in 2025

Characteristic	Share of respondents
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Number of respondents

1,249 respondents

Age group

18-64 years

Special properties

respondents who use sports & outdoor online shops

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to sports & outdoor online shops, which of the following brands do you like?
Brand usage: When it comes to sports & outdoor online shops, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to sports & outdoor online shops, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

Citation formats

How high is the brand awareness of Adidas in Germany?
When it comes to sports and outdoor online shop users, brand awareness of Adidas is at ** percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Adidas in Germany?
In total, ** percent of German sports and outdoor online shop users say they like Adidas. However, in actuality, among the ** percent of German respondents who know Adidas, ** of people like the brand.

What is the usage share of Adidas in Germany?
All in all, ** percent of sports and outdoor online shop users in Germany use Adidas. That means, of the ** percent who know the brand, ** percent use them.

How loyal are the customers of Adidas?
Around ** percent of sports and outdoor online shop users in Germany say they are likely to use Adidas again. Set in relation to the ** percent usage share of the brand, this means that ** percent of their customers show loyalty to the brand.

What's the buzz around Adidas in Germany?
In July 2025, about ** percent of German sports and outdoor online shop users had heard about Adidas in the media, on social media, or in advertising over the past three months. Of the ** percent who know the brand, that's ** percent, meaning at the time of the survey there's considerable buzz around Adidas in Germany.

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