The application of modern digital technologies is today an essential part of business operations with the aim of automating business processes, speeding them up and minimizing total costs. The digital transformation of business includes the application of digital marketing in business operations. Digitization, which is increasingly common and increasingly present in modern times and in the company's environment, has led to the transformation of all its functions. One of the first business functions to be touched by digitization is marketing. In the modern business of a company, digital marketing becomes a very influential factor because it leads to the improvement of the company's business and marketing strategy. Effective awareness and proper integration of the best digital marketing strategies and patterns has the potential to guarantee competitive, comprehensive and profitable achievements of start-ups and existing businesses. The most widespread component of promotion in digital marketing is advertising on social networks. Social networks represent the most frequently used new media by people to achieve mutual communication, interaction and connection with the aim of spreading and sharing information in a very short time. Social media platforms provide their users with the following primary benefits: increased accessibility, reduced costs and expanded reach, human-to-human communication, business-to-consumer interaction, and accessible customer service support. In the paper, a case study of the Adidas company was made. Adidas is one of the most popular brands among men and women when it comes to sportswear all over the world. The application of modern digital technologies is today an essential part of business operations with the aim of automating business processes, speeding them up and minimizing total costs. The company adidas is present on social networks Facebook, Instagram, TikTok and X/Twitter.