Adidas works with wholesale and franchise partners alongside its company-operated stores and e-commerce business. For an investor, the first decision is the commercial model: an authorised multi-brand retailer, a partner-operated adidas store or a broader development relationship. Each requires country-specific rights and terms.
Updated 8 October 2026. The original publication date and URL are retained.
What adidas’s own reporting confirms
The company’s 2025 business-model overview explicitly identifies wholesale and franchise partners. Its sales-channel report provides the following context:
| Reported measure | 2025 figure | How to interpret it |
|---|---|---|
| Wholesale share of net sales | 60% | Partner distribution is a substantial part of the business. |
| Direct-to-consumer share | 40% | Includes company retail and e-commerce. |
| Company-operated stores | 2,022 | Own stores; this is not a franchise-store count. |
| Own-store composition | 886 concept stores; 1,136 factory outlets | Different formats with different commercial purposes. |
Adidas reported €24.811 billion in 2025 revenue in its 4 March 2026 results announcement. This describes the group’s scale, not the revenue or profitability a new retail partner should expect.
Franchise store, wholesale account or regional partnership?
A wholesale account supplies approved products to an authorised retail business. A branded franchise arrangement adds contractual responsibilities around operating an adidas store, where that model is offered. A regional development relationship can involve multiple locations and a wider operating platform. The rights granted must be established in the actual agreement.
An existing company-owned store is not automatically a franchise opportunity. Nor does authorisation to stock products grant permission to use adidas as the store’s trading identity, sell through every online channel or claim territorial exclusivity. Confirm the proposed format and rights holder before selecting premises or promoting the venture.
Adidas franchise cost: build a budget you can substantiate
The cited corporate sources do not publish a single worldwide franchise fee, royalty rate or store-investment threshold. A generic dollar range cannot stand in for adidas’s commercial terms. Investors need a country-specific model based on the agreed format, proposed property, product supply and development obligations.
- Premises: deposits, occupancy costs, professional fees and rent during the fit-out period.
- Store delivery: approved design, fixtures, construction, technology and opening contingencies.
- Inventory: opening assortment, footwear size curves, apparel sizes, landed costs and replenishment.
- Operations: management, staffing, training costs, logistics, insurance and local compliance.
- Working capital and contract commitments: operating runway, agreed marketing contributions, guarantees and any contractual payments.
Model the cash cycle as carefully as the projected margin. Inventory purchased ahead of a season ties up capital; slow-moving sizes and styles create markdown exposure. The financial case should use proposed buying terms and local trading assumptions, with a slower-sales scenario that shows the funding required.
What strengthens a retail partnership proposal
A serious proposal connects the target customer to an executable store and product plan. Performance running, team sports and lifestyle footwear serve different purchasing needs. The operating team must explain how it will manage the authorised assortment, replenish stock and maintain service standards.
- Operating record: demonstrate relevant retail management, financial reporting and inventory discipline.
- Location case: substantiate catchment, competing stores, access, occupancy terms and expected trading conditions.
- Capital capacity: identify committed funding for launch and the full proposed development schedule.
- Channel plan: establish the requested physical and digital rights and how the business will comply with them.
Product access, territory protection, online sales, ordering obligations, renewal and exit provisions belong in the commercial negotiation. Global brand recognition is an advantage; the local operation must still earn its return through sales productivity and disciplined costs.
Develop your adidas market-entry case
Star Brands Consulting Group supports investors in evaluating the appropriate structure and preparing the financial, market and operating proposition for engagement. Submit the target country, available capital, retail track record and intended scale through our advisory service. Any appointment remains subject to adidas or the relevant authorised rights holder’s approval.
For comparison, review the distinct application process in our Nike authorised-retailer guide.
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