Add to ORKGIn the conditions of globalization, the intensity of international competition is constantly increasing, which has resulted in increased competition between operators fighting for market dominance. This thesis focuses on the firm in a competitive environment. Its importance and timeliness are obvious in this modern world. The main objective of this work is to determine the current level of competition in the international market of sportswear and equipment, analyze the factors that negatively affect the operations of the organization and thus reduce its competitiveness. The application part of the thesis focuses on the analysis of the competitive environment of the company Adidas AG. They analyzed strengths and weaknesses, threats and oppo...