“Can Adidas use its global scale and direct-to-consumer channel to deepen shopper engagement and loyalty through seamlessly embedded payment, financing, and donation experiences at the point of sale?”
Adidas is one of the world's largest sports apparel and footwear companies, publicly listed (DAX: ADS) and operating across 160+ countries. Its embedded finance story is primarily that of a large enterprise consumer goods company deploying third-party infrastructure at checkout (Adyen for in-store payments, Affirm for consumer BNPL) and managing a sophisticated internal treasury function (SAP-based global cash factory, multi-bank syndicated credit facilities). Adidas does not operate embedded finance as a revenue line but consumes it as infrastructure to run its omnichannel retail and D2C commerce at scale.
Adidas processes payments through Adyen.
Adidas's lending and capital products are provided by Affirm.
The Embedded Finance Index 2026 maps 2 layers in Adidas's stack: Payments / PSP (Adyen); Lending (Affirm and BNPL / pay-over-time at checkout).
Adidas was founded by Adolf Dassler and is founded in 1949, headquartered in Herzogenaurach, Germany.
Get a read on where your own stack stands against Adidas and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.