The chart above displays the marketing and point of sale expenses from 2014 to 2022 in million Euros.
In fiscal 2022, the marketing and point of sale expenses of Adidas increased by more than 200 million Euros compared to the prior year. The company spent €2.76 billion on marketing compared to €2.55 billion in 2021. The company spent 12.3% of its net sales on marketing in 2022 compared to 12% in 2021.
Marketing and Point of Sale Expenses of Adidas
| Year | Marketing and point of sale expenses (€ Bn) |
| 2014 | € 1.923 |
| 2015 | € 2.348 |
| 2016 | € 2.41 |
| 2017 | € 2.724 |
| 2018 | € 3.001 |
| 2019 | € 3.042 |
| 2020 | €2.373 |
| 2021 | €2.547 |
| 2022 | €2.763 |
2021: The marketing and point of sale expenses of Adidas grew only slightly in 2021 compared to the previous year. Adidas spent €2.55 billion on marketing in 2021 compared to €2.37 billion in 2020.
2019:
- Marketing and Point of sale expenses of Adidas remained nearly flat at €3.042 billion in 2019 compared €3 billion in 2018.
- as a percentage of net sales, the marketing and point of sale expenses of Adidas decreased by 0.9% in 2019 compared to the previous year.
- Marketing and point of sale expenses of Adidas were 12.8% of net sales in 2019 compared to 13.7% in 2018.
2018:
Marketing expenses of Adidas increased by 10% in 2018 over the previous year.- As a percentage of net sales, these expenses grew 0.9%, from 12.8% in 2017 to 13.7% in 2018.
- Total marketing expenses of Adidas reached 3 Billion Euros in 2018, rising from 2.724 Billion Euros in 2017
Marketing Expenses of Adidas and Reebok
|
Year | Total Marketing expenses Bn Euros (Adidas & Reebok) |
| 2014 | € 1.923 Bn |
| 2015 | € 2.348 Bn |
| 2016 | € 2.41 Bn |
| 2017 | € 2.732 Bn |
| ………………… | |
| Adidas | Marketing Expenses Billion Euros |
| 2014 | € 1.533 Bn |
| 2015 | € 1.897 Bn |
| 2016 | € 2.102 Bn |
| …………………… | |
| Reebok | Marketing Expenses Million Euros |
| 2014 | € 220 Mn |
| 2015 | € 267 Mn |
| 2016 | € 265 Mn |
| …………… |
Total Marketing expenses of Adidas (Adidas & Reebok) in Billion Euros
Total marketing expenses of Adidas (including Point of Sale & Marketing Investments) reached 2.732 billion Euros . It was a rise of around 300 millions over the previous year. This includes the marketing costs of Adidas and Reebok. Over the last four years, its total marketing cost has risen by around 800 million dollars. Higher marketing expenditure reflects the high level of competition in the sports shoe and apparel industry.
Marketing expenses of only Adidas in Billion Euros
Adidas alone incurred more than 2 billion in marketing expenses in 2017. Its strong sales were driven by the strong focus on advertising In the recent years, the brand has focused on marketing to grow its connection with the customers.
Reebok Marketing expenses in Million Euros
Reebok has been spending millions on marketing. From 2014 to 2016, its marketing expenses have increased by 45 millions. A stronger focus on marketing has also helped grow its sales faster.
Read (Adidas’ Revenue and gross Profit over the past 15 years)
Sources:
The data is sourced from the Annual reports available on investors website of Adidas.