01
Expand product image sets (currently 1 per product, need 3+)
Weak image coverage reduces trust and makes products harder to evaluate.
+$47.8M/mo·50 products
×adidas AG
Live audit · May 20, 2026www.adidas.com50 products · 50 sampledE-commerce
adidas AG,
you're leaving $382.4M
on the table every year.
We audited 50 of your 50 products. Your catalog scores 36/100 — top Footwear/Athletic brands hit 80. That gap is worth $31.9M/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
36/100
Sales at risk
$31.9M/mo
$382.4M/yr if unaddressed
Products to fix
43 of 50
86% of catalog needs work
Time to fix
8d → 1m
Manual vs Dondo
21th percentile of 107 audited stores
The verdict
“You are currently performing 16 points below the industry average. For a brand of adidas's stature, this represents millions in avoidable lost revenue.”
Manual
59.8h/mo
$2.4K/mo
@ $40/hr · 59.8h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Expand product image sets (currently 1 per product, need 3+)$47.8M/mo
Add missing product descriptions$19.8M/mo
Improve catalog SEO fields$13.7M/mo
Rewrite weak product titles$9.6M/mo
Conservative
$23.9M/mo
Moderate
$31.9M/mo
Aggressive
$47.8M/mo
Research-backed conversion impact rates
Descriptions: 10% conversion loss (Salsify 2024: 55% won't buy from poor content)Images: 15% conversion loss (Photoroom/Pixelz 2024: 58-100% sales increase with images)Titles: 5% revenue impact (15% CTR loss × 53% organic traffic share — FeedOps 2025)SEO: 5% organic traffic loss (BrightEdge 2025: 53% of traffic is organic)
Monthly online revenue of $318.7M based on reported annual revenue of ~€21.427B FY2023 (approx. $23.2B).
Formula: Sampled 50 of 50 products (×1 extrapolation). Losses combined multiplicatively: 1-(1-r₁)(1-r₂)(1-r₃)(1-r₄) to avoid double-counting.
Act 02 · Audience
Who you're talking to, and the gap between you.
Before we look at what's broken, we need to understand who reads your product pages and what they came for.
02 · 01 — Buyer
Meet Mateo.
She's 45-55% of revenue of your revenue — and your product pages aren't answering her questions.
A 28-year-old marketing professional and amateur athlete living in a major metropolitan hub. He bridges the gap between high-performance sports and street-style culture, valuing items that offer both technical utility for training and aesthetic 'clout' for social settings. He is a loyal adiClub member who prioritizes sustainability but expects a premium digital experience to match the brand's price point.
Mateo 'The Urban Performer' Rodriguez
She walks in already thinking:
Sizing inconsistency between 'Originals' lifestyle models and 'Performance' athletic footwear.
Lack of technical details and multi-angle imagery to justify the premium $150+ price tag on 'Authentic' jerseys.
Perceived technical instability of the e-commerce platform during high-traffic drops evidenced by 'bot protection' errors.
What she's trying to do:
Signal cultural awareness and athletic heritage through iconic footwear silhouettes like the Gazelle or Superstar.
Maintain peak physical performance during high-intensity training using moisture-wicking and cooling fabric technology.
Transition seamlessly from a professional urban commute to an evening social or athletic event without changing footwear.
What pushes her to buy:
Limited edition lifestyle collaborations (e.g., Star Wars, high-profile designers).
Release of 'Authentic' tier national team kits ahead of major tournaments.
Sustainability markers like 'Recycled Polyester' or 'Made to be Remade' credentials.
Technical Obscurity and Transactional Friction
The current catalog fails this persona by providing zero technical specs for high-ticket items like the $150 Mexico Authentic Jersey, leaving the buyer unable to distinguish its value from cheaper 'Fan' versions. Additionally, the presence of 'Security/Bot' placeholder text in descriptions and the lack of multiple product views (sole, heel, interior) for $170 performance shoes creates a high-friction experience that triggers the persona's fear of sizing errors and poor customer service responsiveness.
02 · 02 — Voice
Your brand voice, scored.
Performance ExcellenceProviding professional-grade innovation and technical specificity for athletes at every level.
Cultural RebellionCelebrating heritage and style through iconic silhouettes and high-profile creative collaborations.
Sustainable InnovationIntegrating recycled materials and circularity into the core of product design and manufacturing.
Global FairnessFostering an inclusive community by ensuring equitable and secure access to high-demand products.
Best of your brand
We do this to protect customers and to give everyone a fair chance of getting the sneakers.
Security Messaging
Your product pages
While the catalog effectively utilizes performance-based keywords and sustainability labels (e
Technical Metadata vs. Brand Storytelling
While the catalog effectively utilizes performance-based keywords and sustainability labels (e.g., 'Recycled Polyester'), technical errors in snippets like the 'Mexico Pants' reveal internal security scripts instead of product copy. This disrupts the premium consumer journey and contradicts the brand's mission of excellence by failing to provide the narrative depth expected of a global sports leader.
To be the best sports brand in the world.
~€21.427B FY2023 (approx. $23.2B)
Revenue
~59,030 (2023)
Team
~100M+ across all platforms
Social presence
Global athletic and lifestyle consumer base estimated in the hundreds of millions.
Customers
Key differentiators
Boost technologyExtensive archive of iconic silhouettes (Samba, Stan Smith, Superstar)Sustainability leadership with recycled plasticsHigh-profile collaborations (Yeezy - formerly, Fear of God, Bad Bunny)
Values
PerformancePassionIntegrityDiversity
Tech stack
Salesforce Commerce CloudGoogle AnalyticsAdobe TargetAkamai CDNForter (Fraud Prevention)ZendeskTealium
1.4/5
Trustpilot (4,500+)
4.5/5
Google (Varies by store location (generally high for physical retail))
What customers love
- Comfort of Boost soles
- Timeless style of Originals
- Durability of athletic gear
Common complaints
- Shipping delays during high-demand drops
- Poor customer service responsiveness
- Issues with website crashes during limited releases
Social presence
7.5M
tiktok
4M
twitter
985K
youtube
40M
facebook
~$200M - $250M (global marketing budget is ~€2.5B annually)
Ad spend/mo
TV, Social Media, Influencer Marketing, Sports Sponsorships, Search Engine Marketing
Ad channels
02 · 03 — Proof
Same product, rewritten for Mateo.
BW Army Shoes
Today
BW Army Shoes
Access to the adidas product page was blocked by a security system designed to prevent bot activity during high-traffic releases. The website identifies potential security issues to ensure all customers have a fair chance at sneakers. Users are advised to check browser scripts or ad blockers and attempt access from a different device if a block occurs.
After · Dondo
adidas Originals BW Army Leather Sneakers - Vintage Indoor Trainer Look
Step into a legacy of understated street style with the clean, authentic aesthetic of the German Army Trainer.
• Premium Leather & Suede Upper: Delivers a refined, durable finish that ages perfectly with every wear.
• Gum Rubber Outsole: Provides low-profile traction while maintaining the iconic retro indoor look.
• Textile Lining: Ensures all-day breathability whether you are at the office or the gallery.
• Standard Sizing Architecture: Engineered to fit true-to-size, eliminating the usual Originals sizing guesswork for a perfect first-time fit.
Join adiClub for free shipping and secure your piece of sports heritage today.
Mexico 26 Third Authentic Jersey
Today
Mexico 26 Third Authentic Jersey
Men Performance Best Seller
After · Dondo
Mexico 26 Third Authentic Soccer Jersey - HEAT.RDY Pro-Grade Tech for Fans
Own the exact jersey worn on the pitch, engineered with pro-grade technology to keep you cool when the match heats up.
• HEAT.RDY Cooling Technology: Maximizes airflow and moisture-wicking to keep you dry during intense training or summer heat.
• Heat-Applied Federation Crest: Minimizes weight and friction for an elite, aerodynamic fit that standard fan jerseys lack.
• 100% Recycled Polyester: High-performance fabric that supports our mission to help end plastic waste.
• Slim Athletic Cut: Designed for the physical demands of elite play; fits close to the body for a professional look.
Shop the Authentic collection with 0% interest financing and guaranteed secure checkout.
Patrick Superstar Shoes
Today
Patrick Superstar Shoes
Originals
After · Dondo
adidas x SpongeBob Patrick Star Superstar Shoes - Limited Edition Shell Toe
Flex your cultural clout with the pinkest collaboration under the sea, bringing Bikini Bottom’s favorite neighbor to the concrete.
• Soft Suede Upper: Mimics Patrick Star's signature texture while providing premium durability for daily street wear.
• Classic Rubber Shell Toe: Protects your stride while maintaining the most iconic silhouette in street culture history.
• Custom Graphic Insole: Features exclusive Patrick Star artwork, ensuring your pair stands out in any sneakerhead's collection.
• adiClub Priority Access: Our secure release system ensures verified members get a fair chance to cop this limited drop without bot interference.
Secure your size now with our simplified returns and 100% authenticity guarantee.
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
Issues
- Extreme Brevity (e.g., BW Army Shoes is only 13 characters)
- Missing Keywords (e.g., lack of 'Weightlifting' or 'Gym' for Dropset 4)
- Brand Omission (e.g., Gazelle Indoor Shoes omits 'adidas')
Recommendations
- Expand titles to 50-80 characters
- Use standard formula: [Brand] + [Product Line] + [Key Feature/Tech] + [Gender/Category] + [Color]
Issues
- Security System 'Bot' Text appearing in product descriptions
- Non-Existent Copy (e.g., Mexico 26 Jersey has only 27 characters)
- Zero Persuasion (e.g., Patrick Superstar Shoes has only 9 characters)
Recommendations
- Replace all 'Security/Bot' placeholder text immediately
- Include a 3-bullet list for performance gear focusing on Material, Fit, and Use
Issues
- Single-Image Fatigue (most products have only 1 image)
- Lack of Detail (missing textures, crests, or sole views for high-ticket items)
Recommendations
- Implement a minimum of 4 images per SKU
- Add Hero, 45-degree angle, Detail/Texture, and On-Model shots
Issues
- Lack of Anchoring (all items at full price without member exclusive visibility)
- Round Number Bias on impulse items like the Pet Jersey
- Missing Financing Visibility (Klarna/Afterpay) for items over $150
Recommendations
- Display installment payment options clearly next to the price for any item over $100
Issues
- Zero Variants (no size or color selection visible in sample data)
- Tagging Gaps (missing filters for 'Breathable' or 'Sustainable')
Recommendations
- Fix data sync to ensure size/color variants are grouped under Parent SKUs
- Populate tags based on product material and sustainability attributes
Issues
- Under-optimized URLs (missing keywords like 'soccer' or 'kit')
- Generic titles hurting organic ranking
Recommendations
- Add high-volume keywords to product URLs
- Bulk-optimize titles with search-friendly descriptors
03 · 01b — Issues
Top issues, ranked by cost.
01
Broken Descriptions (Bot Text)
+$11.2M/moCritical failure where 'Security System' text replaces product copy on Mexico Pants and Gazelle Shoes.
critical02
Single Image Catalog
+$8.0M/moHigh-ticket items like the $170 Star Wars shoes lack necessary visual proof for conversion.
critical03
Missing Product Variants
+$5.7M/moZero variants for all sampled items prevents users from selecting sizes, leading to immediate bounces.
critical04
Low Search Visibility (Titles)
+$4.1M/moTitles like 'SL 72 RS Shoes' are too generic to rank for high-intent athletic footwear searches.
warning05
Pricing Friction
+$2.9M/moLack of installment payment visibility for $150+ items reduces average order value.
warning03 · 02 — AI Search
Can AI find you? (0% visible)
0
claude0
gemini0
chatgpt0
perplexity0
Primary
0
Secondary
0
Mentioned
60
Absent
Visibility by intent
Queryclaudegeminichatgptperplexity
“best new arrival running shoes for marathon training”
“best stylish lifestyle sneakers for everyday wear”
“best high-performance gym shoes for heavy lifting”
“best trendy platform sneakers for a streetwear look”
“best breathable mesh sneakers for summer travel”
“Nike Air Max vs top-rated alternatives for walking”
“New Balance 550 vs similar retro basketball styles”
“Puma Nitro vs other lightweight responsive running shoes”
“Lululemon Blissfeel vs other premium women's trainers”
“Under Armour Hovr vs modern cushioned sports shoes”
Who AI recommends instead
What to fix for AI visibility
“best new arrival running shoes for marathon training”
The current Adizero product descriptions focus on the 'Star Wars' collaboration and 'Goukana' lifestyle elements rather than technical marathon specs like carbon plates, energy return, and long-distance durability.
marathon training shoeslong distance running performancecarbon fiber plate technologyenergy return foamelite racing footwear
“best stylish lifestyle sneakers for everyday wear”
Descriptions emphasize specific IP (Mandalorian) or 'Goukana' heritage rather than articulating 'all-day comfort' or 'versatile styling' for daily use.
everyday lifestyle sneakersversatile casual footwearall-day comforturban street stylepremium lifestyle trainers
“best high-performance gym shoes for heavy lifting”
The inventory is skewed toward running (Adizero) and football (Jerseys). There is zero content addressing heel-to-toe drop, lateral stability, or flat-sole traction required for lifting.
weightlifting stabilitystrength training shoesflat sole for squatsground contact feelheavy lifting support
“best trendy platform sneakers for a streetwear look”
While the brand has 'Originals' heritage, current product copy lacks trending aesthetic descriptors like 'chunky,' 'platform,' or 'height-boosting' that AI uses to map to streetwear queries.
platform sole sneakerschunky streetwear shoeselevated midsolebold silhouettemodern street fashion
Sources citing you
apartstyle.com · chatgpt
holabirdsports.com · chatgpt
about.underarmour.com · chatgpt
prevention.com · chatgpt
03 · 03 — Benchmark
How you stack up.
adidas (You)
36
Nike, Inc.
26
Puma
84
New Balance
82
BrandDesc wordsLifestyle %Materials %Voice %
adidas (You)19w0%16%70%
Nike, Inc.35w16%29%77%
Puma110w75%65%78%
New Balance125w80%55%70%
Competitive analysis based on German market presence, catalog depth in Footwear/Athletic categories, and evaluation of product page richness including technical specifications and visual assets.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
Insufficient images (0%)
Weak titles (0%)
Category distribution
Price analysis
$30
Min
$111
Avg
$110
Median
$180
Max
10%
Budget
36%
Mid-range
4%
Premium
Coverage
100%
Has description
118
Avg desc length
100%
Has images
1
Avg imgs/product
0%
Compare-at
4%
Psychological
0%
Avg discount
✕
Installments
✓
Bundles
Issues
- Only 0% of products show compare-at prices — missing urgency signals
- Only 4% use psychological pricing patterns (.99, .95)
- No installment/financing information visible in product descriptions
Recommendations
- Add compare-at prices to at least 20-30% of products to create urgency and anchor value
- Apply charm pricing (.99 endings) to high-traffic products for 1-3% conversion lift
- Add payment plan visibility to high-ticket product descriptions to reduce sticker shock
Homepage
0
Perf
0
A11y
0
SEO
?
LCP
?
FCP
?
CLS
?
TBT
Mobile issues
- Homepage mobile performance score is 0/100 — slow load times hurt mobile conversion
- Homepage accessibility score is 0/100 — accessibility issues may block users
7,500
Low est.
15,000
Mid est.
30,000
High est.
Act 04 · Plan
What we do about it.
One ranked roadmap, three views. Phase 1 alone recovers the majority inside 2 weeks.
04 · 01 — Roadmap
The action plan, three ways.
high
02
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+$19.8M/mo·31 products
03
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+$13.7M/mo·43 products
04
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+$9.6M/mo·30 products
Your 7-day plan
Day 1Day 1: Fix the first batch of expand product image sets (currently 1 per product, need 3+) with AI Image Generator.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address add missing product descriptions for products with the most visible conversion gaps.
Day 4Day 4: Review Dondo-generated copy for brand voice and customer objections.
Day 5Day 5: Use Listing Optimizer to clean up the next catalog issue.
Day 6Day 6: Publish improvements and check the highest-impact PDPs.
Day 7Day 7: Monitor performance and continue with the next product batch.
Quick wins — do these Monday
- Rewrite 10 worst product titles (10 min each, or instant with Dondo)
- Add descriptions to 5 products missing them entirely
- Add compare-at prices to 10 high-traffic products
Week 1Title optimizationSEO Specialist
Clearer product names that are easier to scan, search, and compare.
Manual: 2.5h · Dondo: 2m
Week 2Description enrichmentContent Writer
More complete PDPs that explain value, answer objections, and support conversion.
Manual: 12h · Dondo: 2m
Week 3Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 10.4h · Dondo: 3m
Week 4SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 5.5h · Dondo: 3m
PDP conversion rate
+15-25% lift
30 days post-fix
PDP bounce rate
-10-20% reduction
30 days post-fix
Add-to-cart rate
+20-40% lift
30 days post-fix
Product return rate
-5-10% reduction
90 days post-fix
Organic CTR (Search Console)
+15-30% lift
60 days post-fix
Search impressions
+10-20% increase
60 days post-fix
A/B test suggestion
Enriched product descriptions increase PDP conversion rate
Control
50% of products keep current descriptions
Variant
50% of products receive AI-generated benefit-led descriptions
Keep 20% of products unchanged as a control group. Compare conversion rate, bounce rate, and revenue per session between optimized and control products after 30 days.
Recommended tools
Google Analytics 4Google Search ConsolePlatform analytics (VTEX/Shopify)Heatmap tool (Hotjar/Microsoft Clarity)
04 · 02 — Recommendations
What Dondo fixes for you.
01
Security/Bot text in product descriptions
Instantly overwrite broken descriptions with persuasive, tech-focused copy based on product attributes.
+30-40% conversion rate·AI Description Writer
02
Insufficient image counts for premium items
Create lifestyle backgrounds and alternate perspectives for existing hero shots to provide visual depth.
2x-3x increase in conversion rate·AI Image Generator
03
Generic, short titles with low SEO value
Bulk-optimize the catalog with keywords (e.g., 'Weightlifting', 'Classic White') and brand markers.
+20-30% CTR·AI Title Generator
04
Poor catalog navigation and missing filters
Automate the structuring of variants and tagging for features like 'Sustainability'.
-25% Site Exit rate·Listing Optimizer
05
Pricing psychology and anchoring gaps
Benchmarking pricing against competitors to optimize promotional triggers and price anchoring.
+15% Average Order Value·Competitor Analysis
04 · 03 — Queue
The product fix queue.
Connect Dondo and this becomes your work surface.
Product
Score
Impact
Feature
BW Army Shoes
15
+$8.6M
AI Title Generator
Mexico 26 Third Authentic Jersey
20
+$7.2M
AI Image Generator
Patrick Superstar Shoes
25
+$5.7M
AI Description Writer
ADIDAS STAR WARS MANDALORIAN
30
+$4.8M
AI Image Generator
Dropset 4 Training Shoes
30
+$4.3M
Listing Optimizer
Dondo-style rewrite improved the sample title from 13 to 71 characters.The improved sample description went from 57 to 96 words.Broken Descriptions (Bot Text) is tied to an estimated $31.9M/month.Technical Metadata vs. Brand Storytelling
Recap · what's at stake
You're losing $31.9M every month this stays as-is.
43 products to fix. Dondo runs it in 1 minutes.