Adidas have received surprisingly bad reviews

Shoes, dangling, socks
Photo: Avallan17

Adidas is, like most of us know, a big brand within sports clothes and shoes. The company was established in 1949 in Germany and has continued to grow ever since. Adidas generated more than 11 billion euros in 2019. But compared to other brands, the reviews about Adidas stands out – and not in a positive way. What is the problem?

Why do we say this?

Looking at the Occurrence-Grade Matrix (see picture), our overall interpretation is that Adidas customer service is not working properly. Topics such as “email”, “called” and “wait” have very low scores compared to the rest of the project.

The topic “email”, for instance, occurs in 32% of the texts and often together with the topic “time” (in 45% of the cases). We can assume that waiting a long time for an answer by email leads to frustration among Adidas customers.

The topic “order” is another one with a very low score; 1,34 / 5 compared to the average 1,42 / 5 for the whole project. It occurs frequently, in 40% of the texts, and frequently together with the topic “shoe”. This is interesting since the topic “shoe” is the topic in our analysis that actually has the highest grade; 1,75 / 5 compared to the average 1,42 / 5. It also occurs a lot. In 46% of the texts, the topic “shoe” is mentioned.

Overall, customers seem pleased with their Adidas shoe when it arrives, but unhappy waiting for the shoe, and solving issues related to the shoe with the – apparently – slow customer service.

Our recommendations for Adidas

From our analysis, we can assume that it would be beneficial if Adidas tried to speed up their customer service. Waiting for a response about a faulty order is never fun for the customers.

The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on Trustpilot.

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