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How does Adidas measure customer satisfaction?
Adidas’s 2025 annual report describes three functions in its Brand Insights department. Consumer Insights looks at broad consumer behavior; Category Insights examines category-specific needs, such as Football and Running; and Brand Insights studies marketing effectiveness and overall brand health through regular brand-funnel studies. The company says the department monitors and tracks consumer behavior across markets, categories, consumers and competitors.
Adidas describes drawing on several kinds of evidence:
- Structured third-party surveys: The company says it conducts annual brand-perception and brand-health surveys in various countries, with quantitative data collected continuously under a sampling plan.
- Digital behavior: It uses signals from social platforms and search engines.
- Qualitative feedback: It gathers views through focus groups, workshops and in-depth interviews.
The research includes people who buy technical sports products, branded sportswear and streetwear. Adidas says it emphasizes Gen Z, avid athletes and relevant experts—for example, outdoor athletes in trail-running discussions and fitness instructors in gym-wear discussions. The annual report section does not give detailed sample sizes or survey results. (adidas AG Annual Report 2025)
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Does Adidas publish a customer satisfaction score or NPS?
Not in the reviewed 2025 annual-report disclosures. Adidas describes conducting brand-health and brand-perception surveys, but the cited material does not give a numerical customer-satisfaction rating, NPS, or representative consumer score. That means readers can see how the company says it gathers insight, but cannot use these disclosures to quantify how satisfied customers are.
When comparing Adidas with another company, distinguish a description of research from published results. Useful questions include whether a company reports a representative score, and whether it explains the survey’s geography, timing, sample and the experience dimensions measured—such as products, service, returns or digital shopping.
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- Men's stylish, slip-on sneakers
- SNUG FIT: Adjustable laces provide a secure fit
- FLEXIBLE UPPER: Soft textile upper is stretchy and comfortable
- CUSHIONED MIDSOLE: Cloudfoam midsole for step-in comfort and superior cushioning
- MADE IN PART WITH RECYCLED CONTENT: This product features at least 20% recycled materials. By reusing materials that have already been created, we help to reduce waste and our reliance on finite resources and reduce the footprint of the products we make
What experience does Adidas say it wants to deliver?
Adidas frames its consumer proposition around three aims: “creating the product they want, offering the service they expect, and providing the experience they need.” That is a statement of company intent, not an independently verified finding that consumers approve of the experience.
The 2025 strategy also describes adapting products, storytelling, partnerships and distribution to local consumer needs. Adidas’s business-model overview covers Performance and Lifestyle products; it defines Lifestyle as footwear and apparel born from sport and worn for style. These categories explain the company’s stated approach, but do not establish how customers rate any particular item or purchase experience. (adidas AG Annual Report 2025)
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What do customers say about returns and customer service?
A 2024 Reddit post titled “Random Adidas Survey (My Feedback)” describes one user’s complaints about online returns and customer support. It can illustrate the kind of friction a shopper may encounter, but one person’s account cannot establish how common those problems are or represent Adidas customers overall. (Reddit post)
The annual-report material summarized here does not provide representative ratings for returns, customer support or digital shopping. Readers weighing a purchase should therefore treat an individual complaint as a prompt to check the applicable return terms and support options for their country and sales channel—not as a company-wide satisfaction measure.
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Do product recalls indicate customer satisfaction?
No. Adidas reported zero product recalls related to health and safety in 2025. That is a company-reported safety outcome with a defined scope; it is not a satisfaction score, and it does not establish that every product or service experience met customer expectations. The same distinction applies to business performance: Adidas reported net sales of €24,811 million in 2025, but sales do not by themselves measure customer satisfaction. (adidas AG Annual Report 2025)
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