Secondly, Biggest sportswear manufacturer of Europe & one of the biggest in the world, Adidas is segmented based on demographic, psychographic & behavioural factors. The Adidas group has four brands in its strong portfolio – Reebok, Adidas, Rockport & Taylor made meant for different segment customer groups. Adidas uses differentiated targeting strategy to target young adults, adults as well as children who have passion for fitness & sports. Although it targets customers in the age group of 13-40 years but majority of its customers are of 15-30 years of age who hail from upper middle class or the luxury class of customers. STP strategy Segmentation: Young men,women and children who have passion for fitness and sports.Targeting: mostly youth between ages 13-30,the consumer is from upper middle and upper class, the consumer is working and love sports,the consumer is fashionable and stylish.Positioning: the shoes are comfortable as compared in any other segment, the apparels are stylish and design to suit the consumer needs and the eye gear and the perfumes are serving the niche segment.