Adidas Mission and Vision Statement Analysis

Adidas mission statement is “The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.” The statement banks on the boundless capacity of the company to provide the best products for athletes to boost their performance. It also adds its unwavering resolve to stay abreast of the market needs in the advancement of these products as a branding tactic. The components in Adidas’ mission statement include:

  • Improving sports. In this mission statement, Adidas emphasizes on its role to continuously lead in offering its customers the best products. For the love of sports, Adidas has a sports-specific culture embedded in everything about the company. For instance, the Adidas is very particular when it comes to specifics of what it showcases for each category of sports such as shoes for men and women, and the respective sports they engage in. Other than in the provision of sportswear, Adidas is a great supporter of sports through targeted campaigns and sponsorship programs to support young talents.
  • Exceeding expectations. The reason Adidas has a reputation that precedes it is simply because of its uncompromising attitude on quality. Adidas is a brand that one can say demands little marketing efforts courtesy of the satisfaction it gives its customers wherever they are. And there is much more to Adidas – the company remains faithful to its sustainable roadmap that incorporates among other supporting its workers and the environment at large. In this way, it touches on lives beyond the sports realm making it one of the most responsible businesses of its time.
  • Innovations. Adidas clearly shows that creative mindset is at the heart of all its operations as demonstrated by the constant rollout of incredible sports shoes and other related products. The designs characterizing its work are precise and tailored to the specific needs of the athlete, showing just why the company has become a darling in the sports sector.


Adidas mission and vision statements have been gradually changing with the ever-evolving sports shoes, apparels and other accessories over the years, and this has been instrumental in securing the leadership position the company is identified with in the current markets.

In fact, Adidas managerial approaches are highly valued for their ability to keep the company on its best at all times irrespective of the nature of the market forces, something that Adidas credits its mission and vision statements for. Theoretically, the mission statement of a company is a definition of the primary objectives that the company seeks to implement to spur its growth.

On the other hand, the vision statement is an illustration of where the company wants to be in a predetermined future. In this analysis of Adidas, its mission statement reflects on the efforts of the company to produce products that match to no other in the market. Essentially, the target is on uniqueness customized to give its customers an advantage in what they do while using them.

When it comes to the vision statement, Adidas emphasis is on the leadership position the company seeks by dominating the market as the most sought-after company in the sector. The management also incorporates core values to ensure the workers operate in an atmosphere that favours the achievement of goals in line with the mission and vision statement.

For instance, promotion of integrity, passion, and diversity among other ideologies is something the company considers integral to its overall success. In fact, proper implementation and working together of all these components is the key towards Adidas’s achievement of its vision. 

FORMERLYDassler Brothers Shoe Factory (Gebrüder Dassler Schuhfabrik) (1924–1949)
INDUSTRYApparel, accessories
FOUNDEDJuly 1924; 95 years ago
(as Gebrüder Dassler Schuhfabrik)
18 August 1949; 70 years ago (as Adidas)
FOUNDERAdolf Dassler
HEADQUARTERSHerzogenaurach, Germany
KEY PEOPLEIgor Landau, Chairman
Kasper Rørsted, CEO
PRODUCTSFootwear, sportswear, sports equipment, toiletries
REVENUE€21.915 billion (2018)

Vision Statement

Adidas vision statement is “to be the design leaders with a focus on getting the best out of the athletes with performance guaranteed products in the sports market globally.” The vision statement can be drawn from the operations and the priorities of the company. It emphasizes on the creativity that characterizes Adidas making it a top brand among the best players in the niche it operates. Some of the components that relate to this vision statement include:

  • Being the design leader. In the first component of this vision statement, Adidas re-emphasizes that it is not a company that sits back and follows the rest. Instead, it is driven by the inventiveness and desire to lead the rest by setting a quality bar that meets the needs of its customers. In fact, its strategy highlights ‘creating new’ as a critical element of the leadership it brings in the market.
  • Boost athletes. The progressiveness demonstrated by Adidas in the production of products that meets the changing needs of the customer shows just how much the company values the athleticism of its clients. Historically, Adidas leaves nothing to change by aligning the needs of the clients with everything it does, and in this way, supplies them with exactly what they need to take their game to the next level.

Core Values

Adidas core values comprise “performance, passion, integrity, and diversity.” They are the principles that have kept Adidas ahead of its game for decades. They ensure the strategic approaches of the company align with the mission and vision statements. They reveal the following details:

Performance. In everything it does, Adidas emphasizes on the need for all stakeholders to maintain the ultimate rate of performance. The company acknowledges the competitiveness of the sportswear, boots and accessories market, and therefore, only the best players can thrive there.

This value relates to the second one that is all about an appetite of sports and everything good about it. Adidas is also categorical on the influence of a culture of doing things right has on the growth trend of a company. It stresses that this is what keeps the customer loyal and enthusiastic about what the company has on offer. To sum up, the type of culture that gives Adidas the reputation it boasts, the value of diversity, not only in the products it produces but also the backgrounds it associates and calls Adidas family gives it a global outlook.


Adidas slogan is: Impossible is Nothing


Adidas main headquarters is in Herzogenaurach, Germany

Adidas Mission Statement History

Adidas mission statement remains unchanged through 2020 and 2021


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