Working for Global Sportswear Brands: Adidas, Nike & Puma

Adidas, Nike, and Puma are not just global sportswear leaders; they are among the most attractive employers in the entire industry. With billions in revenue, strong reputations as innovators, and iconic brand cultures, they receive thousands of applications for every role. But what truly sets them apart, and what do they expect from future talent?

Why Adidas, Nike & Puma dominate the industry

Together, these three giants represent over 50% of the global sportswear market. In 2024, Nike generated $51.4 billion, Adidas reported €21.4 billion, and Puma exceeded €8.6 billion in revenue. Their global scale is matched by strong European presence: Adidas and Puma remain deeply anchored in Germany, while Nike leads in marketing and retail across major European capitals. Their ongoing expansion fuels continuous hiring in product design, digital commerce, logistics, data analytics, and global marketing. Innovation cycles in footwear, athleisure, and performance categories further reinforce their demand for highly skilled, creative, and internationally minded professionals.

What Adidas looks for in candidates

Adidas emphasizes creativity, diversity, and inclusivity. In 2024, women represented 40% of management roles, reflecting strong employer commitments. The brand actively hires in digital marketing, product design, data analytics, and retail leadership. At the Herzogenaurach HQ, bilingual profiles (English + German) are major assets.

Adidas also prioritises sustainability expertise, from circular design to materials innovation, as it expands its eco-friendly product lines. Candidates who demonstrate curiosity, creativity, collaboration, and a growth mindset stand out in the recruitment process.

What Nike values in employees

Nike stands at the intersection of sport, culture, and fashion. It seeks bold, consumer-obsessed profiles who thrive in fast-paced, creative environments. Its most recruited roles include e-commerce managers, brand strategists, digital creators, and supply chain optimisation experts. Nike relies heavily on data analytics to decode consumer behaviour, making analytical and storytelling skills equally important. Cultural alignment is key: resilience, ambition, and a “move fast” mentality, the essence of “Just Do It”, shape the kind of talent Nike attracts.

What Puma seeks in talent

Puma’s DNA combines speed, performance, lifestyle, and youth culture. The brand prioritises merchandising experts, designers, wholesale specialists, and lifestyle marketing profiles. Because of its strong European footprint, an international mindset and bilingual skills (German/English) are often required for headquarters roles. Puma favours entrepreneurial, adaptable candidates who are comfortable working in collaborative and agile environments. Its employer brand emphasises openness, teamwork, and empowerment, qualities that drive faster hiring and long-term retention.

France, Germany, and the UK rAdidas, Nike, and Puma offer exceptional career opportunities — but they also attract intense competition. Standing out requires technical expertise, strong storytelling abilities, and a genuine alignment with each brand’s culture. Creativity, adaptability, and global mindset remain essential differentiators for landing a role with these sportswear powerhouses.

Adidas, Nike, and Puma offer exceptional career opportunities, but they also attract intense competition. Standing out requires technical expertise, strong storytelling abilities, and a genuine alignment with each brand’s culture. Creativity, adaptability, and global mindset remain essential differentiators for landing a role with these sportswear powerhouses.