This case study describes how adidas strengthened its Northern Europe distribution by implementing an automated distribution center with Dematic to support rapid business growth and brand protection. Facing increasing demand and operational complexity, especially following the acquisition of Reebok, adidas needed to consolidate and modernize distribution for markets including the UK, Ireland, and Benelux. By investing in advanced automation, adidas improved order accuracy, speed, and reliability while handling higher volumes efficiently. The modernized distribution operation enabled timely delivery of footwear, apparel, and accessories, reduced supply chain risk, and provided a scalable foundation for growth, helping adidas maintain service excellence and protect its global brand.

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