This report provides a comprehensive industry analysis of Adidas Australia's footwear market. It begins with an executive summary outlining the report's objectives, which include assessing the organizational background, including goals, vision, product history, and core customer groups. The report then delves into a PESTEL analysis of the Australian footwear industry, examining political, economic, social, technological, environmental, and legal factors. It identifies direct and indirect competitors, analyzes their market share, and evaluates the overall state of the market. A SWOT analysis is conducted to pinpoint the strengths, weaknesses, opportunities, and threats relevant to the industry. Finally, the report offers recommendations for a new product line, leveraging the industry analysis to capitalize on opportunities and mitigate potential threats. The report also includes a detailed exploration of Adidas's mission, key goals, core values, and product history, as well as a discussion on the core customer groups for existing products. The competitive landscape is examined, with a focus on Adidas's primary competitors and their market shares. The analysis also incorporates the application of PESTEL to the industry, and offers recommendations for a new product line based on the industry analysis to exploit opportunities or address threats.