What is the positioning strategies of Adidas?

Adidas employs a multi-faceted positioning strategy that emphasizes performance, innovation, and lifestyle. The brand targets athletes and fitness enthusiasts by highlighting advanced technology in its products, such as Boost cushioning and Primeknit materials. Additionally, Adidas positions itself as a lifestyle brand by collaborating with high-profile designers and celebrities, fostering a strong presence in streetwear culture. This dual approach allows Adidas to appeal to both serious athletes and fashion-conscious consumers.