Adidas

Adidas is one of the world’s largest sportswear manufacturers. Founded in 1949 by Adolf Dassler after a family split that also gave rise to Puma, the company pioneered the now‑iconic three‑stripes logo and has grown into Europe’s leading athletic brand with footwear, apparel and equipment sold globally. Its corporate purpose is “Through sport, we have the power to change lives,” and its mission is to be the best sports brand by continuously improving products and services in a sustainable way.

During the 2020s the brand has accelerated e‑commerce, aiming to double online sales and ensuring that nine out of ten products are made with sustainable technologies or materials Adidas publicly commits to ambitious climate goals, including achieving net zero emissions by 2050 and cutting scope 1 and 2 emissions by 70 percent by 2030. It also uses recycled polyester and engages in circular initiatives such as the T‑REX program, while investing in fair labour practices across its supply chain.

The brand’s international stature, historic heritage and forward‑looking sustainability efforts have allowed it to remain a major player in global sport and lifestyle markets.

Adidas’s guiding philosophy combines performance and purpose. The company’s purpose statement — “Through sport, we have the power to change lives” — underscores its belief that sport fosters health and community, and informs everything from product design to marketing. Its mission to be the best sports brand drives a relentless focus on innovation; Adidas invests in research to improve materials and athlete performance and aims to cultivate credibility by excelling in its core categories of football, running, training, outdoor and lifestyle.

The “Own the Game” strategy, launched for 2025, reflects this philosophy by centring the consumer and building emotional connections through brand experiences and digital platforms.

Adidas links its philosophy to social responsibility. It has promised that by 2025 nine out of ten items will be made with more sustainable materials and is transitioning to recycled polyester and circular design models. The company’s sustainability commitments include net‑zero targets and significant reductions in scope 1 and 2 emissions. These goals complement initiatives to improve labour conditions and promote diversity and inclusion.

By aligning commercial growth with environmental and social goals, Adidas aims to remain credible and relevant in a competitive market. Its philosophy emphasises inclusivity, innovation and responsibility, positioning the brand as both an athletic leader and a force for positive change.