Business Model Innovation Analysis of Adidas from the Perspective of the Business Model Canvas

Abstract

In today's increasingly competitive global sports industry and amid constantly evolving consumer demands, traditional sportswear brands are facing the need for transformation and innovation in their business models. This paper takes Adidas as a case study, using the Business Model Canvas as an analytical tool. By integrating information on Adidas' development history, current core businesses, and industry position, it examines the company’s current status through the lens of the Business Model Canvas, conducts an in-depth analysis of its innovative aspects in business model design, and discusses existing challenges and issues. Furthermore, it offers valuable references and recommendations for traditional sportswear companies seeking to build or optimize their own business models. The article concludes that although Adidas is facing challenges from competitors, based on sufficient channel, partners, resources and promotion events, Adidas still could optimize its brand and product matrix, strengthen operational capabilities, and ensure the ongoing refinement of its business model. This article may provide solid business model support for business model research, especially for sportswear industry.