AGENCIES

Sports brand Adidas moves its $512m global media account to Omnicon

By our African Marketing Confederation News Team | 2026

Adidas has reportedly awarded the business to Omnicom Media Group following a competitive pitch involving Publicis Groupe and incumbent WPP.

Omnicom Media Group (OMG) has become the new global media agency of record for one of the world’s most prestigious brands – Adidas sporting apparel – according to international media reports.

The account is said to be valued at around US$512-million and has been with another global advertising giant, WPP, for the past eight years.

WPP, in turn, won the business from Carat, the global media planning and media buying agency within the Dentsu group.

Adidas awarded the business to Omnicom Media Group following a competitive pitch involving Publicis Groupe and incumbent WPP.

Photo: Muhammed Ali Onem/Pexels

Specialist agency PHD to lead to Adidas work going forward

PHD, OMG’s specialist media planning and buying network, will lead the work on the Adidas account. Among PHD’s other clients are Google, Volkswagen and Audi.

PHD recently won a Media Grand Prix at the 2026 Cannes Lions Festival for a campaign with Uber Eats.

Comments Sporting Goods Intelligence Europe: “Adidas’ appointment of Omnicom Media Group signals more than an account change. With marketing at [US$3.52-billion], 12.4% of net sales, and the FIFA World Cup 2026 as the campaign axis, the move reflects a brand reconfiguring its media stack at peak investment scale.”

According to the SGI Europe website, winning the Adidas account extends a run of major global account wins for OMG. This year it has already won the business of computing giant IBM and Dyson, a global technology and appliance brand.

Adidas is among the world’s major global sportswear brands. Its rivals include Nike, fellow German brand Puma, and Under Armour.

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