When you hear the name Adidas, what comes to mind? For most, it’s more than just a sportswear brand—it’s a global powerhouse of trust, innovation, and cultural relevance.

But this wasn’t always the case. Adidas began as a small German shoe company, founded by Adolf Dassler to primarily sell football products. Today, it boasts a market capitalisation of over £18 billion and annual sales exceeding £19.5 billion.

 

What transformed Adidas into the global icon it is today? A blend of strategic rebranding, customer-focused initiatives, and relentless innovation. Suppliers to the property industry—serving estate and letting agents—may not be in the business of selling trainers, but they can draw valuable lessons from Adidas’ journey.

Let’s explore how these principles can help you build a recognisable, trusted brand in a competitive market. 

 

1. Evolve While Staying True to Your Core Mission

Adidas started with a clear mission: to create high-quality footwear for athletes. Over the years, it has expanded to include fashion-forward collections, sustainability initiatives, and collaborations with high-end brands like Prada. Yet, its commitment to innovation and performance has never wavered. 

Your takeaway: Your core offering may be lead generation, marketing tools, or PropTech solutions. While it’s essential to stay true to your expertise, consider how you can evolve to meet changing industry needs— such as tools to simplify conveyancing workflows, seamless deposit management, or help agents navigate ESG compliance efficiently.

 

2. Put the Customer First

Adidas became a leader by listening to its customers. From collaborating with athletes and fashion icons to creating loyalty programs like the Creators Club, Adidas ensures customers feel valued and engaged. 

Your approach: Estate and letting agents are navigating a challenging landscape. Are you addressing their real pain points? Whether it’s simplifying lead management or enhancing property marketing, tailor your solutions to their specific needs. Consider running workshops, webinars, or consultations to foster genuine relationships. 

 

3. Collaborate for Greater Impact

Adidas’ partnerships, like its groundbreaking Adidas x Prada line and its acquisition of Reebok, show the power of strategic collaborations. These initiatives expanded Adidas’ reach, blending athletic performance with luxury style to appeal to diverse audiences. 

How you can apply this: Forge partnerships with complementary brands or industry influencers. For instance, collaborate with PropTech companies to offer integrated solutions or co-host events with key stakeholders. Partnerships can amplify your brand’s reach and position you as a thought leader. 

 

4. Innovate Relentlessly

From pioneering screw-in studs for football boots to the revolutionary Boost cushioning technology, Adidas has a history of setting industry standards. Their constant push for innovation keeps them ahead of competitors.

Ask yourself: Are you pushing boundaries in your offerings? Whether it’s developing cutting-edge tools to streamline agent workflows or introducing fresh marketing strategies, innovation can differentiate your brand and build trust. 

 

5. Build Emotional Connections Through Storytelling

Adidas’ Impossible is Nothing campaigns are a masterclass in storytelling. These campaigns inspire audiences to overcome challenges, connecting emotionally with customers and fostering brand loyalty. 

What’s your story? Why did your company start? How do your solutions make life easier for estate and letting agents? Use blogs, case studies, and social media to share stories that connect emotionally with your audience. People are more likely to trust brands they connect with on a deeper level. 

 

6. Maximise the Power of Digital Marketing 

Under its Creating the New strategy, Adidas fully embraced the digital age. From meme marketing to targeted campaigns in key cities like New York and Tokyo, the brand uses digital platforms to engage with dierse audiences. 

Your opportunity: Are you maximising digital channels? Engage agents through email marketing, interactive content, and webinars. Use platforms like LinkedIn to establish thought leadership, and ensure your website is optimised for conversions. 

 

7. Leverage Scarcity and Exclusivity

Adidas uses limited product releases to create buzz and drive demand. This strategy not only boosts sales but also reinforces its reputation as a desirable, premium brand. 

Your move: Consider exclusivity in your services. For example, offer limited-time promotions or premium-tier packages that provide additional value. Creating a sense of urgency and FOMO (Fear of Missing Out) can make your brand more appealing. 

 

8. Focus on Quality and Consistency

Adidas ensures every product reflects its values—performance, style, and innovation. This consistency is mirrored across all touchpoints, from their products to their marketing campaigns. 

Are you consistent? From your branding to client communications, ensure your messaging is cohesive and reflects your company’s values. A consistent experience builds trust and reinforces your reputation. 

 

9. Capitalise on Competitor Missteps

Adidas thrived not just through its own strategies but by capitalising on competitors’ missteps. A prime example is Nike’s decision to pull its products from many retail stores to focus on direct-to-consumer sales through its own outlets and e-commerce.

While this move allowed Nike to strengthen its brand control, it left a significant gap in the retail market—a gap Adidas was quick to fill, strengthening retailer relationships and capturing a broader audience.

What’s the lesson for you? Watch for competitors' shifts—like scaling back services or skipping events—and act swiftly to fill the void. Agility and awareness can turn their retreat into your opportunity. Monitor market trends and competitor behaviour closely to identify and act on opportunities quickly. 

 

Be the Adidas of the Property Industry

Adidas didn’t achieve its status as a global leader by chance. Its success stems from understanding its audience, evolving with the times, and staying committed to its core mission. As a supplier to estate and letting agents, adopting similar strategies can help you stand out in a competitive market. 

By combining innovation, customer-centricity, and strategic partnerships, you can position your brand as a trusted partner—not just another supplier. The property industry is ready for its own game-changers. Will your brand be one of them? 

If you are now feeling inspired by the Adidas brand and you want to and start crafting your own winning strategy, but you’re unsure how, we’re here to help!

Email us at lee@angelsmedia.co.uk or call 020 8663 4989, and let’s get started on building your digital success.