The adidas NEO label is a sub brand of the adidas brand and part of this label is the kids footwear business. After identifying the problem, on how complex the consumer group kids is, their behaviour has been analysed and how to segment in order to target them properly, a literature review has detected the change in family life cycle trends, family based decision-making process and the change of being children nowadays in general. Based on the knowledge the literature review has generated, a quick snapshot has been taken of the adidas NEO label, its product and distribution strategy and how the kids business position within the label. Considering the adidas NEO label strategy and kids consumer behaviour, together with research agency different preferences, attitudes and roles of children consumer were analysed and six segments were derived. The adidas NEO label relevant segments have been chosen, analysed their preferences, attitudes and product attribute preferences and draw conclusions of not only who the relevant segments are, but how their decision making process is working and how much of the decision power is with the parents. Based on this information and with help of the focus groups, the product attributes responding to the different segments needs and preferences were defined for kid’s shoes. Through this knowledge, a competitive advantage for the adidas NEO label has been created by attracting our three core segments with exactly the needed styles, without wasting time by offering the wrong product to the wrong target consumer.