Kevin JohnsonAdidas is an athletic apparel and footwear corporation headquartered in Herzogenaurach, Bavaria, Germany. Adolf Dassler founded the company in 1924 and was later joined by his brother Rudolf to create Dassler Brothers Shoe Factory. In 1949, the brothers split up business into Adidas and Puma after a breakdown in the relationship.
Adidas partners with renowned athletes and celebrities globally. In early 2023, the company severed ties with Kanye West after the rapper made antisemitic remarks on social media. The decision left Adidas with a $1.3 billion inventory load. In May 2023, Adidas started selling Kanye West’s leftover Yeezy sneakers to benefit anti-hate groups. The company has around 60,000 employees and operates in 160 countries globally. [1]
Adidas is the world’s second-largest sportswear manufacturer after Nike. The company is the official supplier of the FIFA World Cup, the UEFA European Championship, and the UEFA Champions League. It also sponsors the top European football clubs and partners with the best footballers, including Leo Messi, Mohamed Salah, Gabriel Jesus, Joao Felix, and Karim Benzema.
In Dec 2022, Adidas expanded its global partnership with Common Goal to enhance gender equality in football. However, the company faces stiff competition from Nike, Puma, New Balance, Converse, Reebok, Under Armour, Lululemon, FILA, and Asics. [2]
Here is an in-depth analysis of Adidas’ top 20 competitors and alternatives:
1. Nike Inc.
Year founded: 1964
Headquarter: Beaverton, Oregon
Nike is the world’s largest and most valuable sportswear company. The company designs, manufactures, and sells athletic apparel, footwear, and sporting equipment. In 2023, Nike had around 76,000 employees.
The main competitive advantage of Nike is its comprehensive product variety that caters to athletes and non-athletes. Consumers can access athletic footwear, sneakers, casualwear, and sports equipment under a single brand.
In Q3 2023, Nike increased its sneaker market share after recording increased demand for its Jordan Retro and LeBron 20. Nike is the top Adidas competitor and alternative. [3]
2. Puma
Year founded: 1948
Headquarter: Herzogenaurach, Germany
Puma is one of the world’s largest sportswear brands. The company offers footwear, apparel, casualwear, athleisure, and sports equipment. In 2022, Puma had around 18,000 employees and operated over 700 stores globally.
Puma and Adidas have a long-standing rivalry that dates back to the 1940s. Both companies were part of Dassler Brothers Shoe Factory, which split up in 1949. In Mar 2023, Puma renewed its collaboration with Rihanna on Fenty X Puma to provide children’s and unisex collections. Puma is a fierce competitor of Adidas. [4]
3. New Balance
Year founded: 1906
Headquarter: Boston, Massachusetts
New Balance is a sports footwear company that operates in more than 120 countries globally. The brand offers athletic shoes, apparel, and accessories. As of June 2023, New Balance has around 8,000 employees. The company operates thousands of stores in developed countries and emerging markets.
New Balance is the third most popular brand for baseball players, trailing Nike and Adidas, but the company also offers classy footwear with simple designs for non-athletes. In 2023, Aimé Leon Dore partnered with New Balance to create Aimé Leon Dore x New Balance 650. New Balance is one of the best alternatives to Adidas for sports footwear. [5]
4. Converse
Year founded: 1908
Headquarter: Boston, Massachusetts
Converse is a footwear and apparel brand owned by Nike, Inc. It started as a rubber shoe company in the early 1900s and evolved to become a leader in the athletic apparel sphere. As of June 2023, Converse has around 4,400 employees.
Converse offers athletic apparel, sneakers, sports footwear, and accessories. The brand released the Converse All-Star in 1917, designed for basketball players. Its classic sneaker is a fashion favorite for actresses, musicians, models, and celebrities, including Beyonce, Rihanna, Madonna, Gigi Hadid, and former first lady Michelle Obama. Converse is an iconic brand and a worthy alternative to Adidas. [6]
5. Reebok
Year founded: 1958
Headquarter: Boston, Massachusetts
Reebok is a sportswear company that offers athletic footwear, sneakers, and tracks. The brand was bought by Adidas for $3.8 billion in 2005 and sold to Authentic Brands Group (ABG) for $2.5 billion in August 2021. [7]
Reebok flourished throughout the nineties, but changed after the Adidas acquisition impeded its growth. The brand has been reborn and rejuvenated under ABG.
In 2023, Reebok tweaked its collaborative strategy to solidify the brand’s presence in design. The company also ventured into high fashion with Maison Margiela and Woodhouse. As a subsidiary of ABG, Reebok has enough resources to compete against Adidas. [8]
6. Under Armour
Year founded: 1996
Headquarter: Baltimore, Maryland
Under Armour is a leading manufacturer of branded athletic performance apparel, footwear, and accessories. Its innovative Heat Gear, Cold Gear, and compression apparel empower athletes and consumers. As of March 2023, Under Armour had about 15,000 employees. [9]
Under Armour uses a blended business model that combines direct-to-consumer (DTC) and wholesaling. In Q4 2022, e-commerce sales accounted for 46% of its DTC revenue. The company ranks #102 in Digital Commerce 360’s Top 1000 North American online retailers and is one of the top Adidas competitors. [10]
7. Lululemon
Year founded: 1998
Headquarter: Vancouver, Canada
Lululemon is an athletic apparel, footwear, and accessories company. The brand works with yogis and athletes in local communities globally to create innovative fabrics and functional designs. In 2022, Lululemon had around 29,000 employees. [11]
Lululemon and Adidas offer athletic apparel and footwear, but Lululemon specializes in athleisure and targets affluent customers. In 2023, the brand adopted a new growth strategy focusing on digital sales, leading to a 60% increase in quarterly revenue. Lululemon is an innovative competitor of Adidas. [12]
8. FILA
Year founded: 1911
Headquarter: Seoul, South Korea
FILA is a Korean sport and casualwear brand owned by Anta Group, China’s sportswear powerhouse. The company serves athletes across the board, from tennis to basketball and football. In Feb 2023, FILA celebrated 50 years in tennis at BNP Paribas Open. [13]
FILA and Adidas sponsor high-profile athletes, but FILA specializes in tennis. The company partners with top-ranking tennis players, including Barbora Krejcikova, Karolina Pliskova, John Isner, Diego Schwartzman, and Brandon Nakashima.
In Feb 2023, FILA was the official apparel and footwear supplier of the BNP Paribas Open tennis tournament and is one of the best alternatives to Adidas for tennis players.
9. Asics
Year founded: 1949
Headquarter: Kobe, Japan
Asics is a Japanese footwear brand that offers high-performance athletic shoes. The company sells its products globally via retailers and online channels. In 2023, Asics had around 8,860 employees.
Asics historically targeted athletes who need high-performance shoes. In mid-2021, Asics partnered with TikTok influencers and creators, like Drew Joiner, to recruit Gen Z and the fashion elite into its fan base.
The brand also collaborated with Kith and Sean Wotherspoon to revive its classic Gel-Lyte 3 and Gel-Lyte 5 high-performing sneakers. Asics is one of the top competitors for Adidas in Asia. [14]
10. Gap, Inc.
Year founded: 1969
Headquarter: San Francisco, California
Gap Inc. is a clothing and accessories company that owns Gap, Banana Republic, Old Navy, and Athleta. Customers can purchase Gap’s products in 43 countries via 3,352 company-owned stores, retailers, and online channels. In 2022, Gap had around 95,000 employees.
Gap, Banana Republic, Old Navy, and Athleta compete against Adidas in the apparel sector, but Athleta is more similar to Adidas because it caters to athletes. In Mar 2023, Gap Inc. implemented a shakeup of its C-suite to cut costs by $550 million annually. Gap Inc is one of the top Adidas competitors in the apparel sector. [15]
11. VF Corporation
Year founded: 1899
Headquarter: Denver, Colorado
VF Corporation is an apparel and footwear conglomerate that owns The North Face, Vans, Kipling, Eastpak, JanSport, Timberland, Supreme, and Dickies. Vans offers sportswear and casualwear, which compete against Adidas. In Jun 2023, Vans released its new Together-as-Ourselves collection to celebrate Pride Month. [16]
The main competitive advantage of VF is its extensive product portfolio that covers outdoor, active, and work categories. In Q3 2022, The North Face outperformed Vans, Dickies, and Timberland, and the company seeks to replicate North Face’s success to rescue Vans and the entire VF portfolio. VF Corp is one of the top competitors for Adidas. [17]
12. Allbirds
Year founded: 2014
Headquarter: San Francisco, California
Allbirds is a New Zealand-American footwear and apparel brand. The company uses a direct-to-consumer (DTC) model and sells its products globally via its website and retail stores. In Nov 2021, Allbirds went public in a $300 million IPO and evolved from a small startup to a billion-dollar sneaker brand in only four years. [18]
The main competitive advantage of Allbirds is its focus on comfort and simple designs. The company makes its shoes from Merino wool. In Mar 2023, Allbirds announced a new transformation plan to shift operations to maximize its strengths and core products. Allbirds is a worthy competitor for Adidas in the footwear sector. [19]
13. Anta Sports
Year founded: 1991
Headquarter: Xiamen, Fujian, China
Anta is a Chinese sportswear and sports equipment company that offers Anta-branded sports apparel, footwear, and accessories. In 2023, Anta controlled around 15.3% of China’s sportswear market share. [20]
Both Anta and Adidas promote their products through strategic sponsorships. The Chinese brand sponsors seven NBA players, including Klay Thompson and Gordon Hayward. In Jun 2023, NBA star Kyrie Irving signed a new sneaker dealer with Anta. Anta Sports is one of the top competitors for Adidas in China. [21]
14. Champion
Year founded: 1919
Headquarter: Winston-Salem, North Carolina
Champion is a sportswear company that offers a line of athletic apparel for men and women, including activewear, sweats, tees, sports bras, team uniforms, footwear, and accessories. In Sep 2022, Champion celebrated its place in sports history as the inventor of the world’s first hoodie. [22]
Champion has served the sporting community for over 80 years and cultivated an immense reputation. However, the main competitive advantage of Champion is its innovative design and state-of-the-art product testing that delivers quality apparel to consumers.
Since 2021, the brand has partnered with QSA to ensure LGBTQIA+ can participate in community sports. Champion is a worthy alternative to Adidas. [23]
15. Skechers
Year founded: 1992
Headquarter: Manhattan Beach, California
Skechers is an athletic footwear and apparel brand. The company uses a direct-to-consumer model and sells its products in over 180 countries. In 2022, Skechers had around 15,100 employees and operated over 4,000 retail stores.
Skechers and Adidas compete in the casual footwear sector. According to a 2022 survey, Skechers ranked second behind Nike and ahead of Adidas in preferred casual footwear for Americans. More consumers aged 55 or older prefer Skechers over Adidas. Skechers is one of the best alternatives to Adidas for casual footwear. [24]
16. Li-Ning Sports
Year founded: 1989
Headquarter: Beijing, China
Li-Ning is a sports apparel and equipment company founded by former Chinese Olympic gymnast Li Ning. It is China’s fourth-largest sportswear brand. In Mar 2021, Li-Ning’s products were seized by the US Ports Authority after allegations of using forced labor in North Korea. [25]
Both Li-Ning and Adidas offer sportswear and sports equipment. In Apr 2023, Li-Ning’s Dragonflight marathon running shoe won an iF Design Award in the Professional Concepts category. Dragonflight is designed without midsole heels to increase runners’ speed over long distances. Li-Ning is one of the best alternatives to Adidas for professional athletes. [26]
17. Columbia Sportswear Co.
Year founded: 1938
Headquarter: Portland, Oregon
Columbia Sportswear is an American clothing and footwear retailer. The company offers shoes, apparel, outdoor equipment, and accessories under several brands, including Mountain Hard-Wear, SOREL, and prAna. Columbia Sportswear sells its products through 13,000 retailers in 72 countries. [27]
Columbia Sportswear and Adidas offer sportswear and activewear, but Columbia Sportswear also provides outdoor and lifestyle brands. In 2022, the company changed its sourcing partners from Asia to Mexico and Central America to reduce delivery delays. Columbia Sportswear is one of the top Adidas competitors. [28]
18. Kappa
Year founded: 1978
Headquarter: Turin, Italy
Kappa is an Italian clothing company founded as a sportswear branch of Robe di Kappa. In Jan 2022, Kappa signed a multi-year partnership with the Alpine F1 Team to supply drivers and the backroom team with apparel. The company also developed Alpine’s team kit, footwear, and accessories.
Kappa and Adidas supply apparel and footwear to football clubs, leagues, referees, and associations. In Jun 2023, Greece’s Panathinaikos switched their kit deal from Kappa to Adidas. Adidas was the official supplier for the football club before Kappa took over for eight years. Kappa is a worthy alternative to Adidas for sports teams. [29]
19. Xtep International Holdings
Year founded: 1987
Headquarter: Kowloon Bay, Hong Kong
Xtep is a Hong Kong-based sportswear brand that offers footwear, apparel, and accessories. In 2021, Xtep was China’s second-largest sportswear brand after Anta Sports.
Xtep targets the ever-growing new generation of runners in China. In 2021, more than half of the runners in the IAAF Xiamen Marathon wore Xtep 160X series shoes. The company is one of the fastest-growing Adidas competitors in China. [30]
20. Mizuno
Year founded: 1906
Headquarter: Osaka, Japan
Mizuno is a Japanese sports gear manufacturing giant. The company supplies sportswear to national judo teams, including Japan, the USA, Brazil, and France. As of June 2023, Mizuno had around 7,400 employees.
Mizuno is one of the world’s leading manufacturers of judo gear, but the company competes against Adidas in the football and athletics sectors. In Feb 2023, Mizuno partnered with Ryokke Draw to create non-fungible tokens (NFTs) for its sportswear. The NFTs cover judo, football, and athletics. Mizuno is one of the top Adidas competitors. [31]
References & more information
- Eddy, M. (2023, May 31). Adidas Starts Unloading Its Yeezy Gear to Benefit Anti-Hate Groups. The New York Times
- Adidas (2022, Dec 16). Adidas and Common Goal accelerate change for both halves of football with a 1% pledge to projects working towards gender equal future. PRNewswire
- Rajesh, A. (2023, Mar 22). Nike sneakers fuel sales beat, excess apparel stocks still a drag. Reuters
- Jenns, C. (2023, Apr 27). Puma records an impressive start to 2023, says GlobalData. Retail Insight Network
- Deng, V. (2023, Jun 13). Draw Is Live for the Next Aimé Leon Dore x New Balance 650 Collabs. Footwear News
- Guerra, J. (2023, Jan 24). How Converse Became Fashion’s Favorite Sneaker. InStyle
- Dunne, B. (2022, Mar 3). The New Reebok: After Adidas, What Happens Now? Complex
- Luna, B. (2023, Jan 3). Get ready for Reebok’s very own “Nike X Dior Moment.” Highsnobiety.com
- Under Armour, Inc. (2023, May 9). Under Armour Reports Fourth Quarter and Full-Year Fiscal 2023 Results. PRNewswire
- Haleem, A. (2023, May 10). Under Armour’s e-commerce grew 6% in fiscal Q4. Digital Commerce 360
- Lululemon Athletica Inc. (2023, May 18). Lululemon Athletica Inc. Announces First Quarter Fiscal 2023 Earnings Conference Call. Business Wire
- Saibil, J. (2023, Jun 4). Why Lululemon Stock Dropped 13% in May. The Motley Fool
- BNP Paribas Open (2023, Feb 28). FILA to Celebrate ‘50 Years in Tennis’ At 2023 BNP Paribas Open. BNPParibasOpen.com
- Cheng, A. (2023, Apr 12). How Asics became fashion’s new favorite old sneaker brand. Fashionista
- Howland, D. (2023, Mar 10). More shakeup at Gap Inc. as sales fall, losses mount. Retail Dive
- Yates, J. (2023, Jun 6). Vans release a new “Together as Ourselves” collection for Pride Month. The Pink News
- Howland, D. (2023, Feb 8). To rescue Vans, VF aims to replicate success at The North Face. Retail Dive
- Lorincz, N. (2022, Mar 7). How Allbirds went from a Small Startup to a Billion-dollar Sneaker Brand in 4 Years. Optimonk
- Waldow, J. (2023, May 10). Allbirds still faces slowing growth after renewing its focus on core products. Modern Retail
- CD Staff (2022, Mar 23). Chinese sportswear giant Anta posted strong growth in 2021. China Daily
- Benson, P. (2023, Jun 11). Kyrie Irving Signs New Sneaker Deal With Anta. SI.com
- Champion Athleticwear (2023, Sep 1). Champion reminds the world that hoodies are still the real deal, 80+ years after inventing them for the sidelines. Business Wire
- HB Staff (2023, Apr 3). With Pride Month Over, Champion Says There’s Still Work To Be Done. Hyper Beast
- Santana, D. (2023, Jan 28). Wealthy boomers are trading in their Nikes for Skechers. Business Insider
- Ciment, S. (2022, Mar 21). Li-Ning Responds to Suspicions of Potentially Using Forced Labor in North Korea. Footwear News
- Vuong, M. (2023, Apr 26). Li-Ning Win 2023 iF Design Award With Dragonflight Running Shoe. Sneaker Freaker
- Columbia Sportswear Company (2023, Feb 2). Columbia Sportswear Company Reports Fourth Quarter and Full Year 2022 Financial Results. Business Wire
- Stroh, K. (2023, Feb 16). Columbia Sportswear’s Q4 performance was hampered by delivery delays. Supply Chain Dive
- IWF Staff (2023, Jun 13). Panathinaikos return to Adidas after 8 years with Kappa. Inside World Football
- Ming, L. (2022, Mar 23). Xtep Revenue Leaps to Record on China’s New Long Run to Sports. The Bamboo Works
- Kimathi, B. (2023, Feb 28). Mizuno becomes the latest sportswear behemoth to launch NFTs. NFT News Today
- Featured Image by CHUTTERSNAP
Tell us what you think? Did you find this article interesting? Share your thoughts and experiences in the comments section below.
Ava Abbott
Brianna Parker
Add comment