US and GB: adidas’ global marketing head exits - How has the brand performed in recent years?
February 10th, 2023, Lesley Simeon

US and GB: adidas’ global marketing head exits - How has the brand performed in recent years?

adidas’ global head of marketing, Vicky Free, has stepped down from the position after taking charge in January 2021. News of Free’s departure comes after the brand announced its new CEO in November 2022. Free is credited with helping the company navigate its sponsorship deal with FIFA Men’s World Cup during its 2022 Qatar edition. More recently, Free dealt with the controversy surrounding rapper Kanye West and its resultant fallout.

With Free making an exit as adidas’ global head of marketing, we take a look at how the brand has fared in recent years in the US and Britain.

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - adidas’s Consideration scores in the US are mostly unchanged January 1, 2019 onwards, right up to Free’s departure as global head of marketing.

In Great Britian (GB), the Consideration score - which indicates how many consumers are considering purchasing from the brand, when next in market - grew from 35% on January 1, 2019 to 38% on March 11, 2020. The score dipped during the pandemic years, and recovered slightly to 34% on February 7, 2023.

adidas’ Ad Awareness metric - which indicates how many and which consumers are noticing the brand’s advertising - dropped four percentage points in the US, between January 1, 2019 and March 11, 2020. The metric picked up September 2020 onwards and improved two percentage points, from 15% on January 1, 2021 to 17% on February 7, 2023.

In Britain, the brand’s Ad Awareness scores improved between January 1, 2019 and March 11, 2020 by two percentage points. Since then, the metric has remained mostly unchanged, with a 11% score on February 7, 2023.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. adidas’ Consideration score is based on the question: When you are in the market next to purchase clothing, shoes, accessories or luggage, from which of the following would you consider purchasing? and delivered as percentage.  Its Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 7315 US adults and 6373 GB adults between January 1, 2019 and February 7, 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.

Photo by Christian Wiediger on Unsplash