In the highly competitive global sportswear industry, Adidas has established itself as a leading international brand known for innovation, quality, and performance. This study examines consumer preference towards Adidas and identifies the key factors influencing purchase decisions. The research focuses on understanding buying behaviour, satisfaction levels, and the impact of attributes such as comfort, quality, price, style, and brand image. Data was collected through a structured questionnaire from 150 respondents to analyse consumer perceptions and preferences. The findings reveal that comfort and quality are the most influential factors affecting purchase decisions, while consumers across different age and income groups show similar buying patterns. The study concludes that Adidas maintains a strong market position due to its consistent product performance and brand recognition. However, continuous innovation, competitive pricing strategies, and enhanced customer engagement can further strengthen consumer preference and brand loyalty.

Keywords: Adidas Consumer, Preference,  Sportswear Industry, Brand Image, Comfort, Quality, Purchase Behaviour.