Adidas Audience in Germany
Adidas has an estimated audience of 11,470,029 people in Germany. 54.0% are female, 46.0% are male, average age 35.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Nike, Sportswear (activewear), Streetwear, Twitch, Zara.
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, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear
Demographics of Adidas fans
| Metric | Value |
|---|---|
| Female | 54.0% |
| Male | 46.0% |
| Average age | 35.8 |
| Estimated audience size | 11,470,029 |
Audience persona
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.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,669,248 | 1.06× |
| Bayern | 2,293,899 | 1.24× |
| Baden-Württemberg | 1,698,985 | 1.09× |
| Niedersachsen | 1,138,533 | 1.02× |
| Hessen | 941,235 | 1.08× |
| Berlin | 585,335 | 1.14× |
| Rheinland-Pfalz | 570,197 | 0.99× |
| Sachsen | 528,907 | 0.94× |
| Schleswig-Holstein | 407,282 | 0.99× |
| Brandenburg | 361,199 | 1.02× |
| Hamburg | 280,366 | 1.08× |
| Sachsen-Anhalt | 264,666 | 0.89× |
| Thüringen | 264,649 | 0.91× |
| Mecklenburg-Vorpommern | 197,050 | 0.9× |
| Saarland | 120,961 | 0.86× |
| Bremen | 77,843 | 0.79× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Nike | 1.82× | Fashion & Accessoires |
| Sportswear (activewear) | 1.56× | Fashion & Accessoires |
| Streetwear | 1.64× | Fashion & Accessoires |
| Twitch | 1.52× | Games |
| Zara | 1.54× | Shopping |
| IHF World Men's Handball Championship | 1.52× | Sports |
| Underground hip hop | 1.95× | Music & Radio |
| New Balance | 1.65× | Fashion & Accessoires |
| Bershka | 1.91× | Shopping |
| Sneaker collecting | 1.98× | Fashion & Accessoires |
| Manchester United F.C. | 1.51× | Sports |
| Fortnite | 1.54× | Games |
| Push-up | 1.75× | Sports |
| Sportswear (fashion) | 1.79× | Fashion & Accessoires |
| 6PM | 1.7× | Fashion & Accessoires |
| Sephora | 1.55× | Shopping |
| Mango | 1.62× | Shopping |
| Puma | 2.04× | Fashion & Accessoires |
| Natural skin care | 1.56× | Beauty & Wellness |
| Converse | 1.65× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 1.23 |
| Indulgence | JOY | 1.15 |
| Sports Activity | POWER | 1.14 |
| Luxury Orientation | PREMIUM | 1.13 |
| Sustainability | BALANCE | 1.09 |
| Design Affinity | PREMIUM | 1.09 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.8% |
| Japan | 7.8% |
| Germany | 6.1% |
See Adidas audiences in other countries
More Sportswear audiences in Germany
- Nike (9,713,170)
- New Balance (5,378,800)
- Converse (3,625,996)
- ASICS (3,124,805)
- Intersport (3,105,036)
Frequently asked questions
How many fans does Adidas have in Germany?
Adidas has an estimated audience of 11,470,029 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Adidas fans?
54.0% of Adidas fans are female, 46.0% are male, with an average age of 35.8 years.
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.
Where do Adidas fans live in Germany?
Adidas fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,669,248), Bayern (reach 2,293,899), and Baden-Württemberg (reach 1,698,985). These three regions account for the largest share of the active audience.
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.
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.