Rascasse Audience Intelligence

Adidas Target Market in Germany

A data profile of the people who buy, follow and care about Adidas in Germany — modelled from more than twelve digital signal sources. Adidas has an estimated audience of 11,634,250 people in Germany.

#1among Sportswear in Germany#31among Brand in Germany#8in Fashion & Accessoires

The average Adidas fan in Germany is 35.8 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Nike, Sportswear (activewear), Streetwear, with strongest over-indexing on Nike (1.82× the country average).

Demographically, the Adidas audience skews balanced with an average age of 35.8, and over-indexes on personality traits such as Early Adopter Mentality, Extroversion.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Adidas fan in Germany is balanced, around 35.8 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Nike.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Adidas profile in Germany.

Audience size
11.6M
in Germany
Gender
54.0%♀
46.0% male
Age
35.8
average years
Country rank
#236
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Adidas

54.0% are female, 46.0% are male, average age 35.8.

Fig. 02

Gender split

54.0%
Female
46.0%
Male
Demographic split for Adidas audience in Germany
MetricValue
Female54.0%
Male46.0%
Average age35.8
Estimated audience size11,634,250
Fig. 03

Age distribution

Ø 35.8
average years
Age distribution of the Adidas audience in Germany
Age bracketShare%
16-1928%
20-2921%
30-3920%
40-4918%
50+14%
Fig. 04

Worldwide distribution

5.8%

of the worldwide Adidas audience comes from Germany.

Worldwide audience distribution share by country for Adidas
CountryShare
United States15.0%
Japan7.4%
Germany5.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Adidas audience in Germany is strongest.

Fig. 05

Top regions by affinity

Adidas customers by region in Germany
#RegionReachAffinity×
01Bayern~2M1.21×
02Berlin~600K1.13×
03Hamburg~300K1.13×
04Baden-Württemberg~1.5M1.04×
05Hessen~900K1.04×
06Brandenburg~400K1.02×
07Nordrhein-Westfalen~2.5M1.01×
08Niedersachsen~1M0.99×
09Rheinland-Pfalz~600K0.98×
10Schleswig-Holstein~400K0.98×
11Sachsen~500K0.97×
12Thüringen~300K0.95×
13Sachsen-Anhalt~300K0.93×
14Mecklenburg-Vorpommern~200K0.92×
15Saarland~100K0.90×
16Bremen~80K0.83×
Fig. 06

Affinity by region

Affinity by region — Adidas, Germany
0.83×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Adidas audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Adidas audience
#·InterestCategoryAffinity×
01PumaFashion & Accessoires2.04×
02Sneaker collectingFashion & Accessoires1.98×
03Underground hip hopMusic & Radio1.95×
04BershkaShopping1.91×
05NikeFashion & Accessoires1.82×
06Sportswear (fashion)Fashion & Accessoires1.79×
07Push-upSports1.75×
086PMFashion & Accessoires1.70×
09New BalanceFashion & Accessoires1.65×
10StreetwearFashion & Accessoires1.64×
11Party dressFashion & Accessoires1.63×
12MangoShopping1.62×
13Sportswear (activewear)Fashion & Accessoires1.56×
14Natural skin careBeauty & Wellness1.56×
15SephoraShopping1.55×
16ZaraShopping1.54×
17FortniteGames1.54×
18TwitchGames1.52×
19IHF World Men's Handball ChampionshipSports1.52×
20Manchester United F.C.Sports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Adidas audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Adidas audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.19×
ExtroversionTHRILL1.14×
Sports ActivityPOWER1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Adidas audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.80×
PatriotismCONSERVATISM0.84×
Quality AwarenessPREMIUM0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Adidas's target market in Germany?

Adidas's target market in Germany covers an estimated 11,634,250 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Adidas customers?

54.0% of the Adidas audience are female, 46.0% are male, with an average age of 35.8 years.

03

Which brands do Adidas fans like most?

Adidas fans show strongest brand affinity for Nike (1.82×), Sportswear (activewear) (1.56×), and Streetwear (1.64×) over the country average.

04

Where do Adidas fans live in Germany?

Adidas fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), Bayern (reach ~2M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Adidas fans also like?

Beyond Adidas itself, the audience over-indexes on Sportswear (activewear) (1.56×), Streetwear (1.64×), Twitch (1.52×), and Zara (1.54×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sportswear audiences in Germany

See Adidas audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. 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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