What are Mission Vision & Core Values of Adidas Company?

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What Drives Adidas Forward?

Mission and vision statements are the strategic bedrock for any global corporation. For Adidas AG, these elements are the compass guiding its complex operations in over 160 countries. As a leader in sportswear, these principles shape its identity and fuel its competitive edge.

These foundational beliefs dictate everything from product innovation to sustainability. They are crucial for understanding the company's strategic direction and market position, which is further detailed in our Adidas Porter's Five Forces Analysis.

The Adidas mission statement is profoundly human-centric, focusing on the transformative power of athletics for everyone from elite athletes to individuals seeking wellness. This Adidas brand purpose drives the creation of performance footwear, apparel, and community initiatives that empower people globally.

Our Vision

The Adidas vision statement is to be the best sports brand in the world, championing a culture of innovation and setting the global standard for design and authenticity.

Core Value: People

This value emphasizes passion, integrity, and diversity, forming the foundation of the Adidas corporate culture and its interactions with athletes and consumers.

Core Value: Planet

Reflecting a deep Adidas sustainability commitment, this value drives initiatives like producing over 20 million pairs of shoes with Parley Ocean Plastic in 2023.

Core Value: Performance

This principle is centered on a relentless pursuit of innovation and quality, ensuring products meet the highest standards for athletes worldwide.

Guiding Principle: Authenticity

As a key part of the Adidas brand identity, this principle demands being real, inclusive, and transparent in all endeavors and communications.

Strategic Direction

The Adidas strategic direction and 'Create the New' plan are directly fueled by these core beliefs, guiding product development and market expansion.

The Adidas company philosophy of changing lives through sport is operationalized through global community programs and a pledge that over 90% of its products will be sustainable by 2025, demonstrating a commitment that extends far beyond commerce.

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This future-oriented Adidas vision statement is an ambitious declaration of its goal for undisputed global market leadership, a pursuit backed by a strategic plan including a 9 billion euro R&D investment through 2025.

Through Sport

This Adidas brand purpose is the belief in the power of sport to change lives, uniting its mission and core values.

Performance

A commitment to creating the best products for athletes, a key pillar of the Adidas company philosophy.

Passion

This core value reflects an unwavering love for sport that drives the Adidas brand identity and corporate culture.

Integrity

A guiding principle of honesty and authenticity, fundamental to the trust in the Adidas credo.

Diversity

The Adidas commitment to inclusion is evidenced by its aim for women to hold at least 40% of leadership positions.

Ownership

This value emphasizes accountability and responsibility, critical to the Adidas strategic direction and employee mission. For a deeper look at governance, read about the owners and shareholders of Adidas.

The Adidas mission statement, 'to be the best sports brand in the world, with the brand attitude, "Impossible is Nothing",’ encapsulates its corporate responsibility values and passion for empowering athletes and consumers.

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The core values of Adidas form the foundation of its corporate culture and strategic direction. These Adidas guiding principles are woven into every product and partnership, driving the company's global impact.

Confidence

This value is the belief in one's own abilities, manifested in empowering employees and pioneering product technologies like the 4DFWD midsole. It fuels the brand's assertive identity in a competitive market.

Collaboration

Adidas prioritizes breaking down silos to build strong relationships, evident in high-profile alliances with icons like Lionel Messi and brands like Gucci. This principle is central to its innovation and community initiatives.

Creativity

This is the drive to think differently, serving as the lifeblood for groundbreaking product design and marketing. It challenges the status quo, leading to innovations like the subscription-based adiClub program.

Commitment

Embedded in the company's philosophy is a deep commitment to sustainability and integrity, aiming to end plastic waste with initiatives like using recycled polyester. This value underscores its responsibility to athletes and communities worldwide.

These Adidas core values collectively shape a unique corporate identity that resonates globally. Discover how these principles directly influence strategic choices in our next analysis of the Mission, Vision & Core Values of Adidas.

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A company's mission and vision serve as its strategic north star, guiding critical decisions from product development to market expansion. For the global sportswear giant, this foundational framework is the engine behind its ambitious 'Own the Game' plan and its commitment to sustainability and digital consumer engagement.

The Adidas Mission Statement

The company's mission is a powerful declaration of its brand purpose and its belief in the transformative power of sport.

• To be the best sports company in the world
• To create the new for the athlete and the sport consumer
• To strengthen its communities and make a difference
• To change lives through sport

Our People

This core value champions diversity and inclusion, fostering a corporate culture where every employee can thrive and innovate.

Our Planet

This principle underscores the company's sustainability commitment, driving initiatives to reduce environmental impact across its operations.

Passion

A deep-seated love for sport and innovation fuels the drive to create cutting-edge products for athletes and consumers.

Innovation

This is a foundational pillar, pushing the boundaries of design and technology to constantly create the new in sportswear.

Integrity

This guiding principle ensures honesty, authenticity, and ethical behavior in all business dealings and relationships.

Diversity

This value is central to the brand identity, promoting an inclusive environment that reflects the global community it serves.

The Adidas mission and vision directly dictate its corporate strategy, most notably in its 'Own the Game' plan. This strategy, focused on credibility and a direct-to-consumer shift, is a direct operationalization of its aim to be the best brand, with e-commerce now representing over 50% of total revenue as of Q4 2024. Discover how this foundation was built in our article on the Brief History of Adidas. Continue reading to explore potential core improvements to the company's mission and vision for the future.

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Adidas's mission and vision could be enhanced by integrating more explicit, quantifiable commitments to sustainability and digital innovation, as detailed in this analysis of its guiding principles and strategic direction. These improvements would directly address evolving consumer demands and solidify the company's position against competitors in a rapidly changing market.

Quantifiable Sustainability Targets

The current Adidas mission statement could be strengthened by explicitly embedding its goal to replace virgin polyester with recycled polyester in all products by the end of 2024, providing a clear, measurable benchmark for its environmental commitment.

Digital-First Vision Statement

Expanding the vision to include digital leadership, such as dominating the virtual apparel market projected to reach $50 billion by 2030, would future-proof the Adidas brand identity and appeal to a new generation of consumers.

Enhanced Diversity and Inclusion Metrics

The company philosophy could be refined to include specific, public goals for representation, moving beyond general principles to match its 2025 target of increasing the share of women in leadership positions to a specific, ambitious percentage.

Explicit Innovation Commitment

Directly linking the Adidas credo to its R&D investment, which totaled €287 million in 2023, would provide tangible proof of its commitment to creating the new through advanced product development and material science.