Search

Adidas Mission Statement

What is Adidas' mission statement and what are its core values?
Include the mission of the company, which is its reason for existence, and
the company’s core values. Please include an example of how they
demonstrate these values.

A mission statement, by definition, expresses a company's purpose for

existing. Though brief and concise, consisting of one or several sentences,
the mission statement includes identification of a company's core purpose
and focus, its intended direction in the marketplace, and of the various
business facets that funnel the purpose, focus and direction into actual
business practice and transactions. The mission statement defines how a
company's philosophy will be translated into daily actions in policy and
standards of conduct and of operation. The essential elements of a
mission statement are:

 the nature of products and range of product offerings, which

includes competitive position in the marketplace and methods of
competing
 the intended customers and intended company-customer
relationship
 the marketing considerations of price, quality, customer and product
service, geographic range of product marketing
 the nature of relationships with employees and shareholders,
suppliers, competitors and with the community at large

adidas' Mission Statement

The mission statement for the adidas Group [note adidas does not
capitalize the initial /a/] is posted on the company website under
"Careers": adidas-group.com/mission-and-values. It reads:

Mission

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.

We are innovation and design leaders who seek to help athletes of all

skill levels achieve peak performance with every product we bring to
market.

We are consumer focused and therefore we continuously improve the

quality, look, feel, and image of our products and our organizational
structures to match and exceed consumer expectations and to provide
them with the highest value.

We are a global organization that is socially and environmentally

responsible, that embraces creativity and diversity, and is financially
rewarding for our employees and shareholders.

We are dedicated to consistently delivering outstanding financial results.

Comparing this statement of six sentences to the above definition, adidas

identifies the nature of products and the range of products offered:
"sporting goods industry with brands built on a passion for sports and a
sporting lifestyle."

It identifies adidas' industry and competitive position in the

marketplace: "sporting goods industry" "global leader.

It identifies its method of competing: "continuously strengthening our

brands and products."
It identifies its intended customers, "athletes of all skill levels," and
its customer relationship: "achieve peak performance with every
product ... match and exceed consumer expectations and to provide them
with the highest value."

It identifies adidas' marketing strategy, "continuously improve the

quality, look, feel, and image of our products," and adds "continuously
improve ... corporate structure."

It identifies the nature of its relationships with the community at large,

its employees and its shareholders: "global organization that is socially
and environmentally responsible, "embraces creativity and diversity,"
"financially rewarding for our employees," and financially rewarding for
"shareholders." 

Core Values

Corporate core values are defined as the fixed, unchanging, guiding

principles of conduct and ethics that shape and govern the conduct of a
company in the business world and the world at large: business practices
and strategies endless adapt and change while core values remain fixed
and unchanging. Core values are expressedas part of the mission
statement: while the concise pronouncement of core values may be brief
and undetailed in the mission statement, an addendum may be attached,
as is the case with adidas' statements, that elaborates in detail on the core
values. adidas' mission statement pronouncement of core values says:
"We are a global organization that is socially and environmentally
responsible, that embraces creativity and diversity, and is financially
rewarding for our employees and shareholders." adidas' expanded
statement of core values:

adidas Group [Core] Values

Performance
Sport is the foundation for all we do and executional excellence is a core
value of our Group.

Passion
Passion is at the heart of our company. We are continuously moving
forward, innovating, and improving.

Integrity
We are honest, open, ethical, and fair. People trust us to adhere to our
word.

Diversity
We know it takes people with different ideas, strengths, interests, and
cultural backgrounds to make our company succeed. We encourage
healthy debate and differences of opinion.

The detail elaborating the concise mission statement of core values

("socially and environmentally responsible, that embraces creativity and
diversity, and is financially rewarding for our employees and
shareholders") includes education, innovation and improvement, integrity,
ethicality, honesty, trust, respect for peoples' and cultures' differences.
These details are added to the earlier details of social and environmental
responsibility, high value production, and matching or exceeding
expectations.

Example of Demonstration of Core Values

While in 1989, adidas denounced and banned the use of ozone-depleting

chlorofluorocarbons though acknowledging that the ban would not
affect adidas because chlorofluorocarbons have never been used by
adidas. This weak example of adhering to their core value of
environmental responsibility is off-set by a more recent change, reported
in 2012, to waterless injected CO2-based fabric dyes. These
environmentally conscious compressed carbon dioxide dyes, called
DryDye technology, use no water. Compare this to the 6.6 gallons (25
liters) of water typically used to dye one T-shirt with conventional dyes.
Equally importantly, compressed CO2 dyes use 50 percent less dye; that
is 50 percent less dye exposure per T-shirt per T-shirt wearer. Another
eco-friendly innovation reduced the number of product samples sent
in 2012 by 600,000 because of the introduction of virtual
technology(electronically generated and transmitted) sample images in
"virtual fashion" samples. While the first-generation virtual fashion
technology is not stellar, the innovative reduction of resource use is
stellar, and it is easier to improve the technology than it is to restore the
environment when resource capital is lost or even depleted.

Established in 1920, Adidas is currently the world's second-largest maker

of sporting goods. Let's see how its aims and values contribute to this
successful standing:

Adidas' mission statement can be found in the Careers section of its

website here. A mission statement summarizes the aims and values of a
company or group. From this definition, Adidas' aims can best be
described as being based on prestige within its industry and monetary
gain. The following sentences appear most prominently in the aims
section of Adidas' mission statement:

We are innovation and design leaders who seek to help athletes of all

skill levels achieve peak performance with every product we bring to
market.

...We are dedicated to consistently delivering outstanding financial

results.

Adidas' values, meanwhile, focus on four key traits: "performance,

passion, integrity, and diversity." You can read a description of how these
characteristics apply to Adidas on their mission statement's page.

I would say that Adidas' values also include sustainability. A large portion

of Adidas' website is dedicated to displaying the company's efforts in
going green and reducing the impact of the manufacturing of its products
 on the environment. You can see the vision and mission of Adidas'
environmental approach at this page. 

So, how does Adidas demonstrate these values and aims?

Adidas has for a long time been well-known as a leader in the sports
merchandise arena. It has also long been a popular and fashionable brand
to the everyday consumer. Its constant presence in pop culture dates all
the way back to when the 80s rap group Run DMC almost exclusively wore
Adidas tracksuits and sneakers. Meanwhile, Adidas is prevalent in sports
as well, sponsoring countless athletesacross all fields of sport. It is the
second-most prevalent sponsor in basketball, sponsoring 66 players, and
one of the longest-running sporting companies, having sponsored Jesse
Owens in the 1936 Olympics, where he won four gold medals. Therefore,
Adidas' prestige in its industry and its place as a "design leader" cannot be
challenged.

Financially, Adidas is solid as well. Forbes lists it as #61 on its list of the
world's most valuable brands (Forbes.com). While its revenue has declined
in recent years (reflecting an international economic decline) it has still
retained respectable profits. For these reasons, Adidas fulfills its aim of
"delivering outstanding financial results."

Lastly, I would follow Adidas' environmental approach page to see more

on how its projects are working towards the company's sustainability,
including its efforts to produce greener stores and to reduce its carbon
emissions via modifications to its supply chain.
FURTHER READING:
https://en.wikipedia.org/wiki/List_of_Adidas_sponsorships

 list Cite 
 link Link

Access hundreds of thousands of answers with a free trial.

Start Free Trial
 Ask a Question



                                                                                                                  


Submit Question


Popular Questions
 Distinguish between the marketing concept and the selling
concept.
 3 EDUCATOR ANSWERS
 What are the advantages and disadvantages of a free market
economy? And what are the roles and...
 3 EDUCATOR ANSWERS
 What are the advantages and disadvantages of the
privatisation of government-owned companies such...
 3 EDUCATOR ANSWERS
 What are the types of economic systems?
 2 EDUCATOR ANSWERS
 What causes people to move from a rural area to an urban
area?
 4 EDUCATOR ANSWERS

MORE BUSINESS QUESTIONS »

eNotes.com will help you with any book or any question. Our summaries and
analyses are written by experts, and your questions are answered by real
teachers.
 Join eNotes

Apply to be an Educator

Recommended
 Literature Study Guides
 New Study Guides
 Literature Lesson Plans
 Shakespeare Quotes
 Homework Help
 iOS App
Other Useful Stuff
 FAQ
 About Us
 Contact Us
 Privacy Policy
 Terms of Use
 Jobs
 Blog
Connect With Us
    

© 2018 eNotes.com, Inc. All Rights Reserved.




MISSION, VISION AND VALUES, ETC.

Mission 

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.

Vision

We are innovation and design leaders who seek to help athletes of all skill levels achieve peak
performance with every product we bring to market.
We are consumer focused and therefore we continuously improve the quality, look, feel, and
image of our products and our organizational structures to match and exceed consumer
expectations and to provide them with the highest value.

We are a global organization that is socially and environmentally responsible, that embraces
creativity and diversity, and is financially rewarding for our employees and shareholders.

We are dedicated to consistently delivering outstanding financial results.

Values

Performance

Sport is the foundation for all we do and executional excellence is a core value of our Group.

Passion

Passion is at the heart of our company. We are continuously moving forward, innovating, and
improving.

Integrity

We are honest, open, ethical, and fair. People trust us to adhere to our word.

Diversity

We know it takes people with different ideas, strengths, interests, and cultural backgrounds to
make our company succeed. We encourage healthy debate and differences of opinion