Adidas Mission Statement

Company: Adidas
CEO: Kasper Rørsted
Year founded: 1992
Headquarter: Herzogenaurach, Bavaria, Germany
Employees: 59,000
Ticker Symbol: ADS
Market Cap (July 2022): $32.6 Billion
Annual Revenue (2021): $25.122 Billion
Profit | Net income (2021): $1.702Billion

Products & Services: ǀ Sportswear ǀ Sports equipment ǀ Footwear ǀ Toiletries
Competitors: Nike ǀ Easybay ǀ Under Armour ǀ Callaway Golf | Lululemon | Vans | Allbirds

A fun fact about the company is that Adidas was born out of a sibling dispute between the Dassler brothers.

Adidas is probably one of the world’s most recognized sportswear brands. The company started its journey back in 1924 as Gebrüder Dassler Schuhfabrik, but later rebranded itself to Adidas in 1949. From athletic footwear to sporting merchandise, the company produces some of the best products.

Adidas’s annual revenue reached $25.122 billion with a profit of $1.702 billion.

The in-depth analysis of Adidas’ mission statement, Vision statement, core values, and sustainability will help you understand the success of this sportswear giant.

Table of Contents

“To be the best sports brand in the world. We are the best when we are the credible, inclusive, sustainable leader with #1-2 Market Share in each strategic category.”

Adidas’ Mission Statement Analysis

Adidas has a simple mission statement. Here is a complete analysis.

Revolutionize Sports Merchandise with the Best Sports Items

To gain a competitive edge in the market, Adidas use various tools and strategies at its disposal. The company aims at becoming the “best sports brand” across the globe. The mission statement clearly indicates in becoming the best, the brand has become one of the most inclusive and reliable sporting goods companies.

Become a Sustainable, Inclusive Leader

Adidas strives for innovation, creativity, and cutting-edge technology. Adidas’ passion to impact the world with its sustainability and long-term goals make it an industry leader. As a trustworthy leader, Adidas’s mission statement shows that the company wants to revolutionize the sportswear industry by creating extraordinary products.

Not many brands embrace diversity and inclusion as Adidas does. That is why all of its stores have products for everyone, regardless of age, gender, size, or athletic abilities.

Promoting Sports as a Lifestyle

Adidas is a brand that is all about sports. The mission statement clearly establishes that Adidas’s primary focus is to promote sports as a lifestyle and offer products to support it. The company relies heavily on positioning itself strategically for continuous growth in its operations.

It is all about Activeness

By incorporating a commitment to the sports industry, Adidas also shows commitment to boosting awareness of an active lifestyle. One of the brand’s goals is to encourage people to stay fit and active by being sporty. Doing so will serve the company’s purpose of offering high-quality products to cater to the needs of customers from diverse backgrounds.

Adidas Purpose

“Through sport, we have the power to change lives. We will always strive to expand the limits of human possibilities to include and unite people in sport and to create a more sustainable world.”

Exceptional products offering endurance and performance have been Adidas’ priority for a long time now. This purpose of the company has always kept it amongst the frontrunner in the industry while giving its competitors a tough time.

Adidas’ Purpose Analysis

Here is a detailed analysis of Adidas’s purpose.

Unite People through Sports

Adidas had the purpose of being a global brand, and it already is. However, the company continues to make an effort to expand its awareness worldwide. It also shows how Adidas aims to include and unite people in sport through exceptional sportswear. Creating a sustainable world has always been the brand’s top priority.

To expand its reach, the company collaborates with global partners, stakeholders, and marketing agencies to reach the local market in the most efficient manner possible.

Power to Change Lives through Excellence, Innovation, and Performance

Innovation in creation and excellence are at the heart of Adidas’ business goals. The company’s purpose reflects the concept of changing people’s lives by designing the most innovative products in the sports industry. In the process, they create a sustainable world where people redefine what’s possible every day.

Expanding Athletes’ Limits to Prove What’s Possible

Athletes rely on their level of endurance and performance. That is why they are always after a product that can give their performance a little bit of oomph. Adidas’ purpose is to continue producing merchandise and developments in the market that will motivate athletes to push a little bit harder and reach their maximum performance potential.

Adidas Attitude

“Impossible is nothing. We are rebellious optimists driven by action to shape a future together and we see the world with possibilities where others only see the impossible.”

Adidas firmly believes that “nothing is impossible.” Its attitude to shape the future comprises the following elements:

Passion to Make the Impossible Possible

To invoke passion amongst customers, the company must feel passion first. This is the attitude Adidas embodies when it comes to sports. The sportswear company works with a vision of making the impossible possible with its resilience, passion, and perseverance to defy all the odds and challenges that come its way.

This is one reason Adidas only employs visionary, strong-willed individuals inclined toward athleticism. This helps the company become a tightly knit corporation with individuals sharing like-minded views about sports and active lifestyles.

This mental synchronicity amongst Adidas’ employees makes it a perfect place for those pursuing a career with something to do with sports.

Shaping the Future with Brilliant Performance

Only a company that knows how to boost and maintain its performance in the market and customers’ mind can stay on top in the sports industry. The best way for Adidas to prove this is by producing ultra-performance sports apparel and gear time and again.

To stay true to its attitude and make the world a better place with its products, Adidas focuses on unwavering power of unity and working together. It always collaborates with the best experts, chemists, and engineers in clothing and footwear tech. This ensures that the brand puts only the best products on shelves around the world.

What’s more?

Athletes and people who live and breathe sports are Adidas’ target audience. It’s why the brand is involved in programs that can help improve the lives of people committed to sports. Adidas is actively involved with several causes to give back to the community.

References & more information

Adidas, Adidas Delivers Strong Results In 2021 And Expects Double-Digit Sales Growth In 2022, Adidas
Adidas, About Profile, Adidas
Adidas, Global Brands, Adidas
Adidas, Sustainability Communities, Adidas
Adidas, Corporate Giving Guides, Adidas
Adidas, About Profile, Adidas
Adidas, Who We Are, Adidas,
Featured image by Camilla Carvalho