The Türkiye’s Competition Authority has fined Adidas more than ₺402 million (around €11 million) for fixing the resale prices of its authorized dealers, in what the regulator described as a serious restriction of price competition in the sportswear market.
According to the Authority, Adidas Spor Malzemeleri Satış ve Pazarlama A.Ş., the company’s Türkiye’s subsidiary, controlled how much discount its retailers could offer, which products could be discounted, and when promotions could take place. By dictating these terms, Adidas effectively set resale prices and prevented dealers from competing freely—especially in online sales, where flexible pricing is a key competitive tool.
The Competition Board ruled on 2 October 2025 that these practices violated Article 4 of Law No. 4054 on the Protection of Competition, which bans agreements or practices that fix prices or distort competition. The fine was imposed under Article 16(3) of the same law and the accompanying regulation on fines.
In its statement, the Authority emphasized that interference with retailers’ pricing policies, particularly in digital channels, can significantly harm competition by reducing consumer choice and keeping prices artificially high.
The case forms part of a wider trend in Türkiye and across Europe, where competition authorities have intensified scrutiny of resale price maintenance (RPM) in sectors like sportswear, electronics, and consumer goods. Adidas is among several global brands that have faced enforcement action for restricting the freedom of their retail partners to set their own prices.
