When people are shopping, they may make different choices in the face of different brands. People generally choose goods with high brand recognition. This paper studies the reasons that brand awareness has an impact on people’s consumption intentions, the measures other enterprises can take to improve their brand awareness and attract more consumers and gain more profits. This paper uses the 4P theory (product, price, place, promotion) to explain the marketing process of Adidas and other issues in four aspects. At the end of this article, some data and forms can show that there are some huge differences in net profits with part of his competitors due to Adidas marketing strategy.