Customers who bought directly from adidas paid for run tracking more often than direct Nike customers
Share of paneled U.S. customers who bought directly from each brand and had a Strava, Runna, or Garmin subscription receipt, August 2025–August 2026
Share with paid run-tracking receipt
Source: YipitData U.S. e-receipt panel. adidas n=18,194; Nike n=54,984. Direct buyers are a proxy for the addressable app and loyalty audience, not confirmed adiClub members.
Chart data
| Series | Share with paid run-tracking receipt |
|---|---|
| Direct adidas customers | 2.91% |
| Direct Nike customers | 2.12% |
Which run-tracking services produced the difference?
Strava appeared for 2.19% of adidas customers and 1.52% of Nike customers. Runna appeared for 0.47% and 0.27%, respectively. The smaller Runna and Garmin cells are directional, while the combined run-tracking measure and Strava comparison support the broader difference.
How did the share who also paid for run tracking change within the same adidas cohort?
Among adidas customers observable throughout the period, the share who also paid for run tracking was 1.43% in 2023 and 2024, then rose to 2.39% in 2025 and 2.68% through August 17, 2026. The partial 2026 window means its level is not directly comparable with a full calendar year.
Why does this article not measure adidas Running subscribers directly?
The observable paid adidas Running or Runtastic base contained only 65 users in 2023, 51 in 2024, and 13 in 2025, which was too small and stale for a reliable wallet or churn analysis. The article therefore uses customers who bought directly from adidas as an explicitly labeled proxy and does not claim how app subscribers behave.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel from January 2023 through August 17, 2026. The current comparison used 18,194 adidas and 54,984 Nike customers who bought directly from each brand in the trailing year. Paid run tracking required a Strava, Runna, or Garmin subscription receipt. The same established adidas cohort produced the annual trend. Direct buyers are an imperfect proxy for adiClub eligibility and exclude wholesale purchases. App-store billing may be missed, buyer demographics were not adjusted, and results measure payment rather than app use, switching, or causal effects.