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The adidas Group increased its marketing and point-of-sale (POS) expenses to nearly **** billion euros in 2025, up from approximately **** billion euros a year earlier. That constitutes an annual growth of over percent.

Adidas marketing spending

Included in the marketing expenditures of the adidas Group are both POS investments, covering in-store advertising and shop fittings, and marketing investments, which include sponsorship contracts, media advertising, and events. In terms of how this translates to sales, in 2024, the sporting goods manufacturer saw its global sales reach nearly **** billion euros. While it was a slight decline from the previous year, according to the latest data, adidas's brand value increased to about billion U.S. dollars in 2025. 

The adidas Group business

The adidas Group is a German manufacturer of sporting goods headquartered in Herzogenaurach, Bavaria. The majority of their revenue is generated from the manufacture of shoes, followed by clothing then sporting accessories. Globally, adidas was the second-largest producer of sports footwear, behind Nike, but ahead of their German rival Puma – which was infamously founded by Rudolph Dassler, the brother of adidas founder Adolf Dassler, following a bitter family feud.