LibraryMontclair State University Case LibraryAnalyze the Running Market for adidas

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Analyze the Running Market for adidas

Last Updated: 04/28/2026

Case Organization

Adidas

https://www.adidas.com/us

Herzogenaurach, Germany

10001-50000

Case Contributors

Case Disciplines

Growth Strategy Market Research Marketing Product Design & Development

Skills & Expertise

Brand Strategy Business Analysis & Strategy Communications Management Consulting Marketing Strategy Qualitative Research Social Media Marketing

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

While adidas was the founder of running shoes, their success at expanding beyond running shoes to keep up with Nike has created the perception of them as a "fashion brand".
Learning Objectives

This is what students will learn as they complete the case.

This case focuses on market analysis, competitive strategy, and brand repositioning within a highly competitive consumer segment. Students will explore how adidas can reclaim credibility and loyalty among serious runners by understanding shifting consumer preferences and evolving competitive dynamics. 
  •  Analyze the running market landscape, including key consumer segments, trends, and purchase drivers 
  •  Conduct demographic and psychographic segmentation to understand different types of runners and their needs 
  •  Map the customer journey for runners, identifying key touchpoints that influence brand perception and purchasing decisions 
  •  Evaluate brand loyalty drivers and pain points within the running community 
  •  Perform a competitive analysis of major running brands (Nike, Brooks, New Balance, ASICS, HOKA) to identify strengths, weaknesses, and positioning strategies 
  •  Develop SWOT analyses to uncover strategic opportunities for adidas within the running category 
  •  Assess how brand perception (performance vs. fashion) impacts market share and consumer trust 
  •  Propose differentiated branding, product, and engagement strategies to strengthen adidas’ position with runners 
  •  Explore how innovation, technology, and community-building can enhance customer experience and loyalty 
  •  Translate insights into actionable, business-oriented recommendations with clear implementation pathways and measurable impact
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
Milestone #1
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #2
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #3
Guiding Questions
Deliverable
Suggested Outcome(s)

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