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AI Shelf Index · 2026 holiday shopping season

adidas AI shopping shelf share

🏃 Fitness & Outdoor · 🇬🇧 UK · updated 12 Oct 2026

Standing

#23

Fitness & Outdoor · UK

#27 #23

Shelf-share

1.1%

of UK answers

1.0% 1.1%

Sentiment

81%

positive

No week-to-week change larger than the variation between readings.

Who's on the fitness & outdoor shelf

1 Gymshark
5.9%
2 Sweaty Betty
5.8%
3 Brooks
5.8%
4 Adanola
5.5%
5 HOKA
5.4%
6 WalkingPad
4.3%
⋯
23 adidas
1.1%

The shoppers adidas wins

The same answers, sliced by the shopper the question implies — where adidas ranks best.

The New Shopper
#6
The Aesthetic Athlete
#10
The Rambler
#23
The Desk Mover
#49

Where adidas wins the journey

Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.

Awareness

#52

0.1%

Research

#19

1.3%

Comparison

#45

0.4%

Validation

—

not surfaced

Purchase

#4

5.0%

Where the engines differ

ChatGPT
1.2%
Google AI Mode
1.5%

What AI says about adidas

Observed from the answers themselves — not a score.

Sentiment

81% positive · no negative mentions

Price framing

framed mid

40% budget, 45% mid, 15% premium

“adidas Runfalcon 6 — £40.50 — cheapest of the bunch.”

ChatGPT

“adidas Techfit — sleeper budget option If you want something much cheaper without going down to flimsy fashion leggings, Techfit is worth considering.”

ChatGPT

“adidas describes it specifically around functional strength, weight training and controlled stability; it has a 6 mm drop and Continental/Adiwear outsole.”

ChatGPT

“(adidas) One caveat: it isn't a genuine running shoe.”

ChatGPT

Products AI names

The specific adidas items the engines put in front of UK shoppers.

  • Response Shoes (Black/White) 0.2%
  • Ultrarun 5 Running Shoes 0.2%
  • Duramo SL Wide 0.1%
  • Adizero Boston 13 0.1%
  • Adizero Dropset Pro Women's 0.1%
  • Adizero EVO SL Woven 0.1%
  • Dropset 4 0.1%
  • Dropset Pro 0.1%

Shelved alongside

Brands the engines recommend in the same answers as adidas.

Nike

HOKA

Asics

Saucony

Gymshark

Lululemon

Brooks

Sweaty Betty

How to read this

Bar is how often that brand is recommended in the same answer as adidas, relative to the rest.

adidas on other shelves

🇺🇸 US Fitness & Outdoor · #17 🇨🇦 CA Fitness & Outdoor · #16 🇦🇺 AU Fitness & Outdoor · #9 All markets →

Slingso Managed Outcomes

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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with adidas.