Another reason is Adidas continuously identifies and reviews customers’ needs to ensure its products meet these needs.
It aims to exceed customer expectations by adapting its product portfolio to meet the changing needs of consumers. It is this focus on its customers teamed with product and marketing innovation, that plays a key role in Adidas' success. Moreover, every aspect of the brand performance, both online and offline was continuously monitored and measured, this enabled Adidas to demonstrate its responsibilities and worthy to be trusted by customers and other organization.