In our latest 2025 report on the fastest-growing sportswear and footwear brands on Instagram, Adidas Football came in second. The brand added 1.1 million new followers between March 2024 and March 2025.
This account focuses entirely on football. It runs separately from the main Adidas page. Its growth came from storytelling, consistency, and working with the right creators. It posts often and stays close to football culture, both at the top level and in grassroots communities.
Blending sport with culture
Adidas Football shares content that captures the energy of the game. Its feed includes match-day clips, warmups, freestyle skills, celebrations, and short scenes from training and street football. Most posts are short videos or carousels with quick edits and a focus on action or emotion.
The videos look natural and spontaneous, but they are still well shot. Many come from real moments, often filmed by creators who are already part of the football world. That helps the feed feel current and connected. This approach also makes the account more relatable and easier to follow.
Global visibility through relatable content
Adidas Football’s top Instagram markets are the United States, the United Kingdom, and Italy. These are all football-heavy countries, but the content works well outside of them too. Posts are short, visual, and don’t rely on language or long descriptions. That helps the brand grow in many regions without changing its approach.
The feed also shows a wide range of football environments. Some posts focus on pro matches, while others feature youth leagues, small-sided games, or casual street play. This variety helps more fans feel included. It gives the account a broader identity that reflects football culture in many forms.
Showing football as fans experience it
The strongest content comes from moments fans recognize. Tunnel walks, training clips, goal celebrations, and reaction shots all feel familiar. The posts show the game from a fan’s perspective, not just from the brand’s.
Most videos are under 15 seconds and keep the viewer close to the action. This keeps attention high and makes the feed easy to scroll. It also fits the way people already watch football highlights online. Fast cuts, close angles, and crowd noise help make the content feel immediate.
A wide network of football creators
Adidas Football works with creators who already post about football. These include fan pages, football photographers, grassroots players, and sports retail communities. Many of these creators contribute content that Adidas can reuse or repost.
Because these creators are already active in the space, the content feels natural. It doesn’t feel like an ad. The product may be visible, but the focus stays on the football moment. This keeps the brand embedded in the sport, not separate from it.
This approach helps Adidas keep the feed full without producing every post from scratch. It also gives more fans and creators a reason to tag or collaborate with the brand. Over time, this creates a reliable pipeline of content and community engagement.
Adidas Football Instagram performance: March 2024 – March 2025
Follower growth: +1.1 million
Reach: 4.2 billion
Engagement rate: 7.5%
Influencers activated: 6,827
Posts featured: 29,848
Average views per post: ~18,682
Average likes per post: ~18,151
Average comments per post: ~98
Top markets: United States, United Kingdom, Italy
Most common content types:
Behind-the-scenes at matches
Fan and player reactions
Short skill videos
Community and academy highlights
A 7.5% engagement rate is high for a global brand. The numbers suggest the audience is involved and interested in the content, not just scrolling past. This level of interaction is usually tied to content that feels personal, entertaining, or meaningful to the viewer.
What other brands can learn from Adidas Football
Share the kinds of moments your audience already cares about
Focus on what fans already love. Show celebrations, warmups, skills, and match build-up. These moments already have meaning.
Keep content short and visual
Short clips work well. They load fast, are easy to watch, and require little context. They also make the feed easier to manage.
Build a network that goes beyond influencers
Adidas works with creators who are part of the football world. These include photographers, fans, retail staff, and street players. It helps the content feel grounded and more diverse.
Keep a consistent tone across countries
The visual style, editing, and pace stay the same in each region. This helps build a strong, recognizable brand identity.
Use a mix of hashtags
Adidas Football includes both brand-specific and general football tags. This helps with discovery and also makes it easier for fans to contribute content.
Let the video speak for itself
Most posts don’t rely on captions. The moment is clear. The product is present, but not the focus. This makes the content easy to engage with.
Encourage fans to participate
The more Adidas features community and fan-created clips, the more people want to share their own. A simple repost from a fan page adds value and helps the brand stay involved in real-time football culture.
Final thoughts
Adidas Football has grown its Instagram by showing football from the ground level. The content feels real, fast, and close to the action. The brand works with people who are already part of the culture and keeps the message simple.
It’s a strategy that builds connections and keeps the feed active without overcomplicating things. The brand listens, reposts, and focuses on the parts of football that matter to its followers. Over time, this steady content approach becomes a reliable driver of growth.
Want more brand insights like this?
Download the full Top Sportswear & Footwear Brands on Instagram 2025 report to see which other accounts are growing and how they’re doing it.
