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our mission and values

Mission: To be the leading sports brand in the world.

To accomplish this mission, the brand is comprised of two divisions that reflect two distinct market segments: Sport Performance and Sport Style.

Values: Authentic, Passionate, Innovative, Inspirational, Committed, Honest

Ever been asked by your friends or family to define or explain just what is adidas? The best way to define adidas just might be through the Brand Values. These six words really do capture the essence of the adidas Brand. Okay, there is no mention of sport, or fashion, or trends, or performance. However, within each of the Values there is an implied connection to these other things.

The Values are kind of a higher plane; they could be thought of as a way to measure yourself, what you do, and how well you do what you do. You could think of the Brand Values as the foundation for the adidas Brand. We always talk about building the Brand, and that the Values are the foundation upon which the Brand should be built.

Authentic: adidas is the first genuine sports brand. We were founded by a true athlete whose one guiding principle was to make equipment that makes athletes better. This is what made Adi Dassler Authentic then, this is what makes us authentic today, and this is what will always make us authentic.

Passionate: Passion is at the heart of sport and of every true athlete. Passion knows know borders, no age, no race and not time. Passion is what drives athletes to succeed and is what drove Adi Dassler to make his first pair of athletic shoes in 1920. It is this same passion that will always guide adidas.

Innovative: There is continuous innovation in every area of our business – from product technologies that help athletes perform better to communications that help athletes understand our brand and our products. New ideas and solutions can be found in every office and department around the world.

Inspirational: Being inspirational helps build and maintain relationships with the athletes we support. It is our emotional connection to our heritage, our athletes and to sport that inspires us to create products and communications that, in turn, inspire others.

Committed: Our commitment to our athletes and sport is uncompromising, unwavering and forever. We will continue to sponsor, advise, listen to and support athletes with the same resolve as Adi Dassler.

Honest: At all times and in all relationships, adidas is genuine, ethical and fair.