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Customer Snapshot: Overview

The famous three stripes trademark was first used in 1949

The adidas Group has been around for 80 years, and this global sportswear brand remains innovative, cutting edge, and cool. That’s because adidas listens. Consumer expectations have changed, and adidas is becoming an omni-channel business where customers can get exactly the shoe they want across all channels and consumer touch points.

adidas Group

€14.5 billion

Number of Employees

Consumer Products

Herzogenaurach, Germany

Customer Website

Line of Business
Platform and Technology, Sales

Featured Products and Services
SAP Business Warehouse, SAP Fashion Management, SAP for Retail, SAP HANA

Customer Snapshot: History

A Legacy of Changing with the Times

Customer Snapshot: Business Model

Everything You Need to Play Hard and Look Great

Since 1924, when Adi Dassler started the company, the adidas Group has been on a mission to provide athletes with the best sports equipment possible. Today, adidas produces a multitude of brands in footwear, apparel, and hard sporting goods such as the TaylorMade line of golf equipment. All these products are designed to help customers stay on top of their game and looking great.

Customer Snapshot: Success Strategy


Maintaining a Competitive Edge

adidas strives to bring the best products to market each and every season. But staying ahead of consumer demand requires a deep understanding of the customer and the ability to respond to changing market conditions.

Maintaining a global leadership position in this competitive industry is not easy.

The Challenge

Becoming a True Omni-channel Company

These days, consumers expect brands and retailers to offer a seamless shopping experience in-store and online, including via mobile devices. Reacting to this shift in consumer expectations, the company wanted to move from a single channel focus to a more integrated omni-channel approach. At the same time, they saw significant benefit in unifying their manufacturing, wholesale, and retail business units with even simpler, more standardized IT systems.

Enter SAP

Building on a Solid Foundation

As a long-time SAP customer, adidas saw the opportunity to drive further growth in the e-commerce market by building on their existing software landscape.

Enter SAP: The SAP Experience

One Platform for All Operations

To achieve their goals, adidas Group is implementing the new SAP Fashion Management application running on the SAP HANA platform.
adidas is looking to SAP Fashion Management to help bring together manufacturing, wholesale, and retail business operations onto a single platform.

Better Business

With SAP Fashion Management and SAP HANA, we will be able to greatly improve our customers’ experience. Not only will these solutions help us become a truly omni-channel organization, they give us the insight to better anticipate customer demand both today and in the future. –Kai Bienmüller, Head of IT Wholesale ERP, adidas Group

Consistent Service at Every Touch Point

With their new systems in place, adidas will be better able to achieve global consistency while offering product availability and service across multiple channels and consumer touch points.

Better Business: Benefits

Complete Visibility Drives Greater Understanding of Customers

The sporting goods giant expects to achieve complete visibility from the factory floor to the retail shops and across the e-commerce channels. This visibility – along with data analysis from sources such as point-of-sales data – will provide a better understanding of customers. This insight can help replenish shelves with the best-selling products and increase cross-sell and up-sell opportunities.
With improved forecasting, adidas will able to better anticipate what consumers will want tomorrow, in a week, or even a month down the road.

Better Business: Today


Simplicity Saves Time and Money

adidas also expects to see a reduction in system complexity, leading to both time and cost savings.

Journey Ahead


Customizing Your Purchase

Moving forward, adidas is focused on accelerating the delivery of customized merchandise.

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