Adidas

Adidas AG is a German multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second-largest in the world, after Nike. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, 8.33% of the German football club Bayern München, and Runtastic, an Austrian fitness technology company.

During its operation, the corporation has positive recognition from international institutions and rating agencies, non-governmental organizations (NGOs) and socially responsible investment (SRI) analysts through in-depth analysis of the company’s environmental, social and corporate governance (ESG) programs.

Some outstanding positive points of the brand:

• Operating model: The Adidas brand’s operating model is directed by the guiding principles of Brand Leadership. The aim of Brand Leadership is to provide an organizational structure that enables a ‘consumer-obsessed’ culture that can act with speed, agility and empowerment.
• Consumer centricity: Adidas implemented a global Net Promoter Score (NPS) ecosystem in order to drive brand momentum in a measurable and objective manner. NPS has become an important part of the Adidas brand’s advocacy program. Through this program, they strive to understand consumers’ perceptions (positive and negative) of the brand and the key drivers which motivate them to recommend the brand to their friends.
• Sustainability: The Adidas brand is committed to sustainability and aspires to create lasting change in their industry through eco-innovation, eco-activation, and by scaling its actions to end plastic waste. The brand’s innovations aim to reduce the amount of virgin plastic added to the world and clean up the already existing plastic. As such, the Adidas brand more than doubled the number of products made with recycled ocean plastic from seven million in 2018 to more than 14 million in 2019.

Brand origin: Germany

Website: https://www.adidas.com/

Revenue: $14,342M (2021), $16,481M (2020)

Photo origin: Google.com