What are Mission Vision & Core Values of Adidas Company?

The Adidas mission clearly positions the company as a leader in the sports industry. This ambition drives Adidas to continuously innovate and improve its products and services to maintain a competitive edge. The company aims to be the best, not just in sales, but also in quality, customer experience, and sustainability.

Adidas's mission is deeply rooted in a passion for sports and a sporting lifestyle. This focus is evident in its marketing campaigns, product development, and collaborations with athletes. Adidas aims to inspire and support athletes of all levels, from professional competitors to everyday fitness enthusiasts. This commitment to sports is a core element of the Adidas brand identity.

A critical aspect of the Adidas strategy is the constant effort to strengthen its brands and products. This involves ongoing investment in research and development, design, and marketing. Adidas continuously seeks to improve its offerings to meet the evolving needs and preferences of its consumers. The company's commitment to innovation is a key driver of its success.

Adidas focuses on athletes and individuals who embrace a sporting lifestyle. This target audience informs the company's product design, marketing strategies, and brand partnerships. Adidas aims to provide high-quality footwear, apparel, and accessories that enhance performance and support a healthy, active lifestyle. This focus is a cornerstone of the Adidas company's mission.

Adidas operates on a global scale, with a presence in numerous countries and regions. This global footprint allows the company to reach a vast consumer base and capitalize on diverse market opportunities. Adidas's global operations are supported by a robust supply chain and distribution network, ensuring its products are accessible worldwide. The company's international reach is a key factor in its success, as highlighted in the Brief History of Adidas.

Adidas provides value through superior quality, continuous innovation, and a commitment to sustainability. The company invests heavily in research and development to create cutting-edge products that meet the needs of athletes and consumers. Furthermore, Adidas is increasingly focused on sustainable practices, from material sourcing to manufacturing processes. In 2024, Adidas reported that more than 90% of its cotton was sustainably sourced.

Adidas firmly believes in the power of sport to transform lives. This belief extends beyond the realm of athletic performance, encompassing physical and mental well-being, social inclusion, and personal growth. The company actively promotes this through various initiatives and partnerships.

Adidas aims to push the boundaries of human potential through innovation in sports technology and apparel. This includes developing cutting-edge products that enhance performance and enable athletes to achieve new heights. They are constantly researching and developing new materials and designs.

Adidas strives to create a world where everyone can participate in sport, regardless of their background or ability. This involves supporting grassroots initiatives, promoting diversity and inclusion in sports, and partnering with organizations that share this vision. Their campaigns often feature diverse athletes and celebrate inclusivity.

Sustainability is a core tenet of the Adidas vision. The company is committed to reducing its environmental impact through various initiatives, such as using recycled materials, reducing carbon emissions, and promoting circularity. They are investing heavily in sustainable materials and production processes.

Given Adidas's global reach and influence, its vision appears both realistic and aspirational. Their commitment to sustainability, with targets like using only recycled polyester in every product from 2024 onward, and aiming for climate neutrality by 2050, demonstrates a tangible commitment. The goal of changing lives through sport is ambitious, but Adidas's global presence provides a strong platform.

The Adidas vision for the future is about more than just selling athletic wear; it's about fostering a global community. This long-term perspective is evident in their investments in sustainable practices and their commitment to social responsibility. Adidas's strategic focus is on building a brand that resonates with consumers on a deeper level.

Adidas's investment in digitalization is a key example of how the mission influences strategic decisions. The target of achieving a 50% direct-to-consumer business by 2025 is a direct response to the mission's focus on offering the best service and consumer experience. This includes enhanced online platforms, personalized shopping experiences, and data-driven marketing strategies to engage with consumers more effectively.

The commitment to sustainability is another critical area where the vision drives action. Adidas's goal to have 9 out of 10 products be sustainable by 2025, along with the use of recycled polyester since 2024, demonstrates a strong commitment to its vision of a more sustainable world. This includes reducing carbon emissions, using eco-friendly materials, and promoting circularity in its supply chain.

The financial performance of Adidas reflects the effectiveness of its mission-driven strategies. The 12% currency-neutral sales increase in 2024 and the projected high-single-digit currency-neutral revenue growth in 2025 indicate continued double-digit growth. The significant increase in operating profit to €1.337 billion in 2024 and the projected €1.7 billion to €1.8 billion in 2025 further demonstrate the positive impact of strategies guided by the Adidas mission and Adidas vision.

The Adidas core values and mission also influence employee engagement and stakeholder relationships. By focusing on sports, sustainability, and consumer experience, Adidas creates a sense of purpose that resonates with employees and attracts consumers who share these values. This alignment strengthens the brand's reputation and fosters loyalty among both employees and customers.

The mission and vision provide a framework for long-term strategic planning. Adidas uses these statements to guide its investments in research and development, marketing, and supply chain management. This ensures that the company remains competitive and relevant in the rapidly evolving sports and fashion industries. The Adidas strategy is deeply rooted in these core principles.

Adidas's focus on key strategic categories like Football, Running, Training, Outdoor, and Lifestyle is directly linked to its mission's emphasis on sports and sporting lifestyle. This targeted approach allows Adidas to capture market share and drive sales growth. The company's performance in these categories is a key indicator of its success in achieving its mission.

Leadership plays a vital role in embodying and reinforcing the Adidas mission and Adidas vision. CEO Bjørn Gulden actively communicates the importance of the Adidas brand and its potential for growth and impact.

For example, in 2023, Adidas reported a currency-neutral revenue increase of 2% and a gross margin improvement of 0.8 percentage points, demonstrating the positive impact of strategic decisions aligned with its goals. The company's commitment to its 2025 targets, such as having 90% of products be sustainable, further showcases the dedication to its vision of a more sustainable world.

Adidas utilizes various communication channels to disseminate its Adidas mission and Adidas vision. These include corporate reports, marketing campaigns, and internal communications.

The 'Impossible Is Nothing' tagline, while evolving, has historically reinforced the idea of pushing boundaries and achieving potential through sport, resonating with the vision of changing lives. The Adidas brand consistently uses storytelling and athlete endorsements to connect with consumers on an emotional level, reinforcing its values. For a deeper dive into how Adidas uses marketing, check out this article on the Marketing Strategy of Adidas.

Alignment between stated values and actual business practices is evident in several key areas. Investments in sustainable materials, like recycled polyester and Parley Ocean Plastic, directly reflect the value of sustainability, a core tenet of the Adidas core values.

In 2023, Adidas increased its use of recycled polyester by 20%, showcasing a tangible commitment. The focus on diversity in hiring and product offerings aligns with the value of diversity and inclusion. While specific formal programs or systems for ensuring alignment are not extensively detailed in the provided search results, the integration of sustainability targets into the overall business strategy and the emphasis on a sports-minded culture suggest embedded practices that support the Adidas mission, Adidas vision, and Adidas core values.

While specific metrics for measuring the success of the Adidas mission and Adidas vision implementation are not always explicitly stated, the company uses several key performance indicators (KPIs) to track progress. These include:

Revenue growth, market share, brand health metrics (like brand awareness and consumer perception), sustainability metrics (such as the percentage of sustainable materials used), and employee satisfaction and diversity metrics. Adidas regularly reports on these KPIs in its annual reports and sustainability reports, providing transparency and accountability. For example, the company's 2023 financial results showed a significant improvement in profitability, which can be seen as a direct result of the successful implementation of its strategic initiatives.