we believe that, through sport, we have the power to change lives
We strive to be the global leader in the sporting goods industry with brands built upon a passion for sports and a sporting lifestyle. We continuously work to create a culture of innovation, challenging ourselves to break with convention and embrace change.
adidas has its roots in Germany but we are a truly global company. Around the world we employ over 57,000 people. Employees from about 100 nations are working at our global HQ in Herzogenaurach, Germany – the ‘World of Sports’. Every year we produce over 900 million sports and sports lifestyle products with independent manufacturing partners worldwide. In 2018 we generated sales of € 21.915 billion. These numbers alone can easily suggest that adidas is quite a large and also multifaceted organization. True. But we keep things simple, lean and fast. And we will use this approach now to give an overview of what our company is all about.
IT IS ALL ABOUT SPORT
This is where we come from, everything we do is rooted in sport. And sport plays an increasingly important role in more and more people’s lives, on and off the field of play. Sport is central to every culture and society and is core to an individual’s health and happiness. Therefore, we believe that, through sport, we have the power to change lives. This core belief guides the way we run our company, how we work with our partners, how we create our products, and how we engage with our consumers.
WE PLAY TO WIN
Athletes will not settle for average. And neither do we. We have a clear mission: To be the best sports company in the world. Every day, we come to work to create and sell the best sports and fitness products in the world, and to offer the best service and consumer experience – and to do it all in a sustainable way. To successfully do that, we focus entirely on our authentic sports brands as they connect and engage with our consumers.
STRATEGY
Everything we do is rooted in sport. The good news is that sport plays an increasingly important role in more and more people’s lives, on and off the field of play, so we operate in a highly attractive industry. We push the boundaries of products, experiences and services to drive brand desire and capitalize on the growth opportunities in sport as well as in sports-inspired casual and activewear. However, the importance of sport goes far beyond that. Sport is central to every culture and society and is core to an individual’s health and happiness. Therefore, we believe that, through sport, we have the power to change lives. And we work every day to inspire and enable people to harness the power of sport in their lives.
THE KEY TO SUCCESS
We believe that our people are the key to the company’s success. We have great talents in our organization who work with passion for sports and our brands. It is our people that bring our strategy to life and make the difference in achieving our long-term goals.
WHAT MAKES A WINNING TEAM – THE 3CS
At adidas we have a winning culture. But to win, physical power is not enough. Just like athletes also our employees need mental strength in their game. We foster that athlete’s mindset through a set of behaviors that we want to see in our people and that are at the core of our unique company culture – the 3Cs:
- Confidence allows athletes to make quick decisions on the field, to reach higher. For us at adidas confidence means to acknowledge that we don’t have all the answers. But we are willing to take risks, we try new things. And if we fail, then this is part of our learning – it helps us improve.
- Collaboration. Every elite athlete relies on partners: coaches, team mates, and nutritionists. We, too, know that we are stronger together. Winning as one team takes open and candid dialogue, inclusiveness and trust in each other’s abilities and talents.
- Being the best sports company in the world takes Creativity. No great athlete succeeds by copying their predecessors’ training plans and strategies. We have to be open to new ideas, explore, gain an edge and stand out. Only then can we succeed.
Sport is every tomorrow that ever made up its mind to be better than the day it left behind. Be part of that tomorrow.
As much as success nurtures a growing global company, we never settle for status quo. Instead, we want to advance every single day when we open our doors for more than our 53,000 employees worldwide. They are our creative capital to shape the future of sport. Because at adidas, we believe sport has the power to change lives.
At adidas, our love for sport drives who we are and what we do. Every day.
The brands of our company complement each other in a unique way to help athletes perform better, play better, feel better. Our products break records, set trends, make history. Every day. All over the world. Welcome to adidas.
It is not only about faster shoes and fashion statements. Just as a shoe is more than padding and foam, there is more to us than just the product. Everything we do is bound by one simple thought: we strive to help you perform at your best. Your success is our ambition. Your defeat spurs us on to be better.
Our brands complement each other like the skills of an exceptionally gifted decathlete.
Our consumers’ brand love is based on our employees’ extraordinary passion for a sporting lifestyle. With dedication, commitment and team spirit, we continuously innovate to establish new benchmarks in everything we do. Shaping the sporting goods industry sustainably is more than a job. It’s our impulse, an attitude that is truly dear to our hearts. It drives us.
Our core brands
The brand that started it all. For seven decades adidas has looked at what people wear on the courts, tracks, playing fields, and streets and simply said, “We can do better.” Drawing from the roots of our founder Adi Dassler, adidas brings passion for great products to athletes and everyday people around the world.
Inspired by its roots in fitness, Reebok is a global sports brand that is committed to empowering people to be “Fit for Life.“ Reebok’s success is based on its courage to challenge convention: developing innovative products and creating the latest athletic style.
