The new year 2023 has come, and 2022 has been a successful and profitable year for German sportswear firm Adidas so far.

The brand’s net profit for the second quarter increased by 20% and exceeded analysts’ expectations.

With this strategy well implemented, the company wants to overthrow its main competitor.

Changing consumer behaviors with digital transformation also means changing the way Adidas works.

Technology helps the company to build more direct relationships with its customers. But let’s see point by point what you should know.

A leader in the sportswear industry since its inception more than 90 years ago, Adidas has always been associated with performance.