Serin Waddell

Luke Warren
Joshua Weidus

The Adidas Group Business Profile

What is it that makes a company great? Is it distinctive design? Is it innovative

products? Is it passion for changing the world? As the third largest sports wear company in the

world, the Adidas Group has achieved greatness and they have not fallen short of any of these

characteristics. They live by their mission ...to be the global leader in the sporting goods

industry with brands built on a passion for sports and a sporting lifestyle. The Adidas Group

looks continually to push their limits and disrupt the world of business. They are a company that

represents all aspects of the PACE curriculum on a global scale.

Adidas exemplifies professionalism, by strategically push forward with new plans for growth

and fresh ideas. With this strategy, Adidas has grown a significant amount within the past 5 years.

Adidas Groups market capitalization has increased greatly since 2013, after the release of Kanye

Wests YEEZY collection and launching Energy Boost Running Technology. In 2015, sales

increased in Western Europe, Greater China, Latin America, and Middle Eastern countries. That

international growth can be attributed to the release of the YEEZY collection, putting Adidas in a

street-style, sports-wear fashion category. Alec Leach, author for Highsnobiety, states that the

reason for this sudden upswing is due to, honoring [Adidas] illustrious past, while looking

ahead with avant-garde designer collaborations and innovative new concepts(Highsnobiety).

New designs and stronger marketing strategies have put Adidas in second place globally for

sportswear brands, right below Under Armour. Additionally, Adidas has made a plan for the

next 5 years called Creating the New. This project is surrounded by the fact that the sporting
goods industry is growing more rapidly than any other industry, including technology. Creating

the New has three specific goals. The first is to be the fastest in satisfying consumer needs and

in internal decision-making. The second is to grow share of mind, share of market and share of

trend in six chosen cities. The third is to be the first sports brand that invites not only athletes,

but also consumers and partners to be part of their brands (Adidas Group). Adidas not only

proves professionalism, but also proves academic value as well.

Academically, Adidas is on the forefront of doing what it takes to evolve and sustain

excellence throughout their company. Adidas looks for employees who are very diverse and have

a wide variety of skills. Through a strategy called the Functional Trainee Program (FTP) Adidas

allows college graduates to enter their company with an 18 month program that comprises of six

three-month assignments in various departments. At least one of these assignments takes place

internationally (Cosmo). Adidas believes they need to be at the forefront of change as they adapt

to new consumer demands, innovations in technology and the overall dynamics in the expanding

the sporting goods industry. Through three megatrends that the Adidas group is anticipating to

become apparent in the coming years, Adidas has taken proactive steps to ensure they are

evolving with the sports industry. The three main trends consist of digitalization, urbanization,

and individualization. Adidas is convinced that everything that can be digitized, is being

digitized. There is a variety of digital technology that is involved in the creation of value:

smartphones, data analytics, cloud infrastructure, and more. Digital services also offer

completely new possibilities to connect and interact with their consumers such as Facebook,

Twitter, Instagram and other social media platforms. Adidas believes that the appeal and power

of their own brands will be determined by their growth in key cities. Since 1990, the number of

megacities with more than 10 million inhabitants has tripled. These are the halo locations,
where the perception of brands will be shaped. From there, they will spread to the rest of the

world. The customers relation to brands is increasingly based on their own individual

experiences with a brand, a campaign or a product. This trend is growing in terms of importance

and they are committed to cater to this trend with their brands (Adidas Group).

The character of Adidas can be seen through their goals for diversity and inclusion.

Adidas is a company that was started in Germany in 1920. Since then, Adidas has made great

effort into making the company diverse and global. The Chief HR Officer of the Adidas Group,

Karen Parken stated, The level of innovation of any organization is in direct proportion to the

diversity of its people. Diversity provides the steady stream of new ideas, fresh perspectives and

contrary points of view that are the lifeblood of innovation (Adidas Group). Adidas is a strong

believer that diversity in the workforce is the pillar of success. Adidas focuses especially to have

equal opportunities for males and females especially in regards to leadership roles. Diversity and

inclusion is also noticeable on an international level. Adidas believes it takes people with different

ideas, strengths, interests and cultural backgrounds to be successful. Adidas is proud to offer a

wide variety of jobs, from lawyers to designers, from full time to seasonal and for all education

levels. They believe since their careers are so different it only makes sense that their workforce is

just as diverse. The company encourages an open environment for critical thinking from people

that have various experiences. With such a wide variety of people, employees are given the

option to dress casually, have flexible work schedules, flat hierarchies, and an environment that

supports different stages of life.

Lastly, Adidas demonstrates remarkable engagement as an overall company. Sports have

a positive impact on our society, and this is what Adidas wants to support through their

community engagement. Community engagement and support for those who need help (relief

efforts) are key elements in Adidas corporate culture. The Adidas group works closely with
multiple different organizations both locally and globally. All of their programmes are built on

three corresponding pillars; community involvement, employee engagement and corporate

giving. These three pillars are all determined by local cultural, economic and social factors.

Programmes led by the Social and Environmental Affairs teams include activities at the Group

headquarters, relief operations and projects in suppliers countries. Since disaster can strike at

any moment, Adidas is willing to provide financial aid and donate products to international aid

organizations to support the victims who are affected by these disasters and have built

relationships with many humanitarian aid organizations that help Adidas bring supplies to

affected areas all around the world (Adidas Group).

Adidas is on the forefront of their industry. They are taking the fashion industry to a new

level. With each aspect of the Adidas Group there is a passion and distinctive nature creating

change. Adidas has truly embodied the PACE curriculum; there is no doubt in the race to

success, they have set the pace. The question is who can keep up?
 Roles

Serin Waddell wrote the section of the paper for Character and Professionalism. She also helped

edit the paper and put finishing touches. Additionally, she help film the presentation along with

helping to editing the video.

Josh Weidus did extensive research and wrote both the Academic and Engagement portions of

the Business Profile Paper. When deciding how to go about the two projects, he helped

brainstorm some of the ideas for the paper and the presentation.

Luke Warren formed both the introduction and conclusion paragraphs. He also was the paper

editor, he brainstormed what aspects of Adidas embodied PACE, and he served as

cinematographer for the presentation.

 Works Cited

"Diversity and Inclusion." Adidas Group -. Adidas Group, 2006. Web. 04 Oct. 2016.

"Full Year 2015 Results." Adidas Group -. Adidas Group, 3 Mar. 2016. Web. 04 Oct. 2016.

Leach, Alec. "Adidas Is Killing the Fashion Game Right Now & Heres Why That Matters."

Highsnobiety. Toggle Menu Highsnobiety Search Fashion Footwear Music Lifestyle Art

Selectism Our Sites What Drops Now Highsnobiety Store Snobshots Highsnobiety

Storeguide Follow Us Facebook Instagram Twitter YouTube Snapchat, 18 Nov. 2015.

Web. 04 Oct. 2016.

Rudulph, Heather Wood. "Interview Insider: How to Get a Job at Adidas Group." Cosmopolitan.

Hearst Communications, Inc., 06 Oct. 2016. Web. 06 Oct. 2016.