Biggest sportswear manufacturer of Europe & one of the biggest in the world, Adidas is segmented based on demographic, psychographic & behavioural factors. The Adidas group has four brands in its strong portfolio – Reebok, Adidas, Rockport & taylor made meant for different segment customer groups. Adidas uses differentiated targeting strategy to target young adults, adults as well as children who have passion for fitness & sports. Although it targets customers in the age group of 13-40 years but majority of its customers are of 15-30 years of age who hail from upper middle class or the luxury class of customers.