A data profile of the people who buy, follow and care about Adidas in Brazil — modelled from more than twelve digital signal sources. Adidas has an estimated audience of 9,466,663 people in Brazil.
The average Adidas fan in Brazil is 34.7 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Nike, Sportswear (activewear), New Balance, with strongest over-indexing on Nike (2.01× the country average).
Demographically, the Adidas audience skews balanced with an average age of 34.7, and over-indexes on personality traits such as Price Sensitivity, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Adidas fan in Brazil is balanced, around 34.7 years old, with strong Price Sensitivity tendencies and a notable affinity for Nike.
The key figures that characterise the Adidas profile in Brazil.
46.9% are female, 53.1% are male, average age 34.7.
| Metric | Value |
|---|---|
| Female | 46.9% |
| Male | 53.1% |
| Average age | 34.7 |
| Estimated audience size | 9,466,663 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 26% | |
| 30-39 | 20% | |
| 40-49 | 15% | |
| 50+ | 12% |
of the worldwide Adidas audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 15.0% |
| Japan | 7.4% |
| Germany | 5.8% |
Where the Adidas audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Santa Catarina | ~700K | 1.57× | |
| 02 | Rio Grande do Sul | ~800K | 1.44× | |
| 03 | Rio de Janeiro | ~1M | 1.38× | |
| 04 | Paraná | ~800K | 1.34× | |
| 05 | São Paulo | ~3M | 1.29× | |
| 06 | Minas Gerais | ~1M | 1.27× | |
| 07 | Federal District | ~200K | 1.26× | |
| 08 | Acre | ~40K | 1.16× | |
| 09 | Espírito Santo | ~200K | 1.09× | |
| 10 | Pernambuco | ~400K | 1.02× | |
| 11 | Rio Grande do Norte | ~200K | 1.01× | |
| 12 | Paraíba | ~200K | 0.98× | |
| 13 | Alagoas | ~100K | 0.94× | |
| 14 | Mato Grosso do Sul | ~100K | 0.94× | |
| 15 | Amapá | ~30K | 0.93× | |
| 16 | Rondônia | ~70K | 0.90× | |
| 17 | Sergipe | ~90K | 0.89× | |
| 18 | Goiás | ~300K | 0.88× | |
| 19 | Piauí | ~100K | 0.81× | |
| 20 | Amazonas | ~100K | 0.80× | |
| 21 | Roraima | ~20K | 0.80× | |
| 22 | Ceará | ~300K | 0.77× | |
| 23 | Mato Grosso | ~100K | 0.77× | |
| 24 | Bahia | ~500K | 0.73× | |
| 25 | Maranhão | ~200K | 0.69× | |
| 26 | Tocantins | ~40K | 0.69× | |
| 27 | Pará | ~200K | 0.67× |
The strongest cross-interests of the Adidas audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Puma | Fashion & Accessoires | 2.21× | ||
| 02 | New Balance | Fashion & Accessoires | 2.11× | ||
| 03 | Reebok | Fashion & Accessoires | 2.11× | ||
| 04 | Nike | Fashion & Accessoires | 2.01× | ||
| 05 | Under Armour | Fashion & Accessoires | 2.01× | ||
| 06 | Mizuno | Fashion & Accessoires | 1.90× | ||
| 07 | Streetwear | Fashion & Accessoires | 1.84× | ||
| 08 | Sportswear (activewear) | Fashion & Accessoires | 1.83× | ||
| 09 | Gabriel Jesus | Sports | 1.78× | ||
| 10 | Cetaphil | Beauty & Wellness | 1.70× | ||
| 11 | ASICS | Fashion & Accessoires | 1.61× | ||
| 12 | Sneaker collecting | Fashion & Accessoires | 1.61× | ||
| 13 | Colcci | Fashion & Accessoires | 1.60× | ||
| 14 | Sweater | Fashion & Accessoires | 1.58× | ||
| 15 | UEFA Europa League | Sports | 1.57× | ||
| 16 | One-piece swimsuit | Fashion & Accessoires | 1.57× | ||
| 17 | Coat (clothing) | Fashion & Accessoires | 1.54× | ||
| 18 | Sleeve | Fashion & Accessoires | 1.54× | ||
| 19 | Jacket | Fashion & Accessoires | 1.52× | ||
| 20 | Bioderma | Beauty & Wellness | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.24× | |
| Extroversion | THRILL | 1.15× | |
| Sports Activity | POWER | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.81× | |
| Patriotism | CONSERVATISM | 0.81× | |
| Convenience Orientation | PREMIUM | 0.81× |
Adidas's target market in Brazil covers an estimated 9,466,663 people, concentrated in São Paulo and Minas Gerais.
46.9% of the Adidas audience are female, 53.1% are male, with an average age of 34.7 years.
Adidas fans show strongest brand affinity for Nike (2.01×), Sportswear (activewear) (1.83×), and New Balance (2.11×) over the country average.
Adidas fans in Brazil are most concentrated in São Paulo (reach ~3M), Minas Gerais (reach ~1M), and Rio de Janeiro (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Adidas itself, the audience over-indexes on Sportswear (activewear) (1.83×), New Balance (2.11×), Puma (2.21×), and UEFA Europa League (1.57×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Adidas. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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