A data profile of the people who buy, follow and care about Adidas in Italy — modelled from more than twelve digital signal sources. Adidas has an estimated audience of 8,719,214 people in Italy.
The average Adidas fan in Italy is 36.0 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include UEFA Europa League, Nike, Manchester City F.C., with strongest over-indexing on UEFA Europa League (1.55× the country average).
Demographically, the Adidas audience skews balanced with an average age of 36.0, and over-indexes on personality traits such as Sports Activity, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Adidas fan in Italy is balanced, around 36.0 years old, with strong Sports Activity tendencies and a notable affinity for UEFA Europa League.
The key figures that characterise the Adidas profile in Italy.
50.4% are female, 49.6% are male, average age 36.0.
| Metric | Value |
|---|---|
| Female | 50.4% |
| Male | 49.6% |
| Average age | 36.0 |
| Estimated audience size | 8,719,214 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 22% | |
| 30-39 | 20% | |
| 40-49 | 17% | |
| 50+ | 14% |
of the worldwide Adidas audience comes from Italy.
| Country | Share |
|---|---|
| United States | 15.0% |
| Japan | 7.4% |
| Germany | 5.8% |
Where the Adidas audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Campania | ~1.5M | 1.37× | |
| 02 | Puglia | ~800K | 1.36× | |
| 03 | Calabria | ~400K | 1.35× | |
| 04 | Lazio | ~1.5M | 1.28× | |
| 05 | Sicilia | ~900K | 1.20× | |
| 06 | Lombardy | ~2M | 1.15× | |
| 07 | Marche | ~200K | 1.06× | |
| 08 | Tuscany | ~600K | 1.05× | |
| 09 | Abruzzo | ~200K | 1.03× | |
| 10 | Veneto | ~700K | 1.00× | |
| 11 | Sardinia | ~200K | 0.95× | |
| 12 | Basilicata | ~80K | 0.94× | |
| 13 | Emilia-Romagna | ~700K | 0.93× | |
| 14 | Piedmont | ~600K | 0.90× | |
| 15 | Umbria | ~100K | 0.86× | |
| 16 | Liguria | ~200K | 0.85× | |
| 17 | Trentino-Alto Adige/Südtirol | ~100K | 0.84× | |
| 18 | Molise | ~30K | 0.74× | |
| 19 | Friuli-Venezia Giulia | ~100K | 0.73× | |
| 20 | Aosta Valley | ~10K | 0.48× |
The strongest cross-interests of the Adidas audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Superga (brand) | Fashion & Accessoires | 1.81× | ||
| 02 | Manchester City F.C. | Sports | 1.70× | ||
| 03 | Major League Soccer | Sports | 1.70× | ||
| 04 | JD Sports | Shopping | 1.67× | ||
| 05 | Infant bodysuit | Kids & Family | 1.65× | ||
| 06 | Lionel Messi | Sports | 1.65× | ||
| 07 | Saucony | Sports | 1.64× | ||
| 08 | FIFA (video game series) | Games | 1.63× | ||
| 09 | EA Sports FC | Games | 1.63× | ||
| 10 | Fantagazzetta | Sports | 1.62× | ||
| 11 | Sneaker collecting | Fashion & Accessoires | 1.61× | ||
| 12 | Nike | Fashion & Accessoires | 1.60× | ||
| 13 | Foot Locker | Shopping | 1.57× | ||
| 14 | Converse | Fashion & Accessoires | 1.57× | ||
| 15 | UEFA Europa League | Sports | 1.55× | ||
| 16 | Cardigan (sweater) | Fashion & Accessoires | 1.53× | ||
| 17 | FC Bayern Munich | Sports | 1.52× | ||
| 18 | Arsenal F.C. | Sports | 1.52× | ||
| 19 | Chelsea F.C. | Sports | 1.51× | ||
| 20 | Carhartt | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 1.05× | |
| Early Adopter Mentality | POWER | 1.04× | |
| Social Media Usage | JOY | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.76× | |
| Community Orientation | OPEN | 0.77× | |
| Quality Awareness | PREMIUM | 0.78× |
Adidas's target market in Italy covers an estimated 8,719,214 people, concentrated in Lombardy and Lazio.
50.4% of the Adidas audience are female, 49.6% are male, with an average age of 36.0 years.
Adidas fans show strongest brand affinity for UEFA Europa League (1.55×), Nike (1.6×), and Manchester City F.C. (1.7×) over the country average.
Adidas fans in Italy are most concentrated in Lombardy (reach ~2M), Lazio (reach ~1.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Adidas itself, the audience over-indexes on Nike (1.6×), Manchester City F.C. (1.7×), FC Bayern Munich (1.52×), and Arsenal F.C. (1.52×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy 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 Italy. 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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