Adidas

About the Company

• Inspired by their heritage, they push the boundaries of culture and human performance
• Through sports, they believe they have the power to change lives
• Their specialities include: apparel, footwear, premium fashion, sports brand, football, running,
training, basketball, and originals
• Adidas currently has 316 locations spread over 45 countries organized into 19 teams
• With sport playing an increasingly important role in more and more people's lives, both on and
off the field of play, Adidas operate in a highly attractive industry
Important Information
• The Adidas 'People Promise' guides them to deliver their mission to be the best sports brand in
the world and live their purpose Harm Ohlmeyer (Present)
CEO
• The people part of their strategy is built on 3 pillars: Leadership, Performance and Betterment Bjørn Gulden (from Jan '23)
• Key to their success and the execution of their next five-year strategic cycle ‘Own the Game’, is Founded 1949
their people and their culture Headquarters Herzogenaurach, Germany
• Innovation & Digital are the two enablers which set them up for success
• Anchored in two pillars, ‘People’ and ‘Planet’, they aim to achieve the overarching goal of No. of employees (FY '22) 62000+
shaping a better future for everyone by using sport as a positive vehicle of change
Net Sales (FY '22) € 21.234 bn
Purpose
Through sport, we have the power to change lives
Mission
To be the best sports brand in the world
Attitude
Impossible is Nothing
By being optimistic & knowing the power of sport, we see endless possibilities to apply this power & push all people forward with action
Strategic Focus Areas
CREDIBILITY EXPERIENCE SUSTAINABILITY
Adidas is the leading brand thanks to their To grow long-term relationships with their Their commitment to sustainability is truly holistic and
credibility in both sport and culture. To consumer, they excite and empower them by deeply embedded into how they have done business for
continue to excite their consumers with creating personalized experiences in both digital over two decades. It’s rooted in their purpose that,
innovative concepts that support our mission, and physical spaces. With this in mind, they ‘through sport, we have the power to change lives’. As
they will sharpen our brand, refine their will accelerate their transformation into a direct- they continue to pioneer in sustainability, they will move
product offering, and leverage partnerships to to-consumer-led (DTC-led) business built from strong stand-alone initiatives to a scaled &
further enhance their credibility with around membership. comprehensive sustainability program.
consumers.
Recent News
ADIDAS successfully placed two bonds in an amount of € 1 Bn ADIDAS with robust growth in the third quarter as macroeconomic challenges
Adidas successfully placed two bonds in an amount of € 1 billion in increase
total. The 3-year bond of € 500 million matures in November 2025 and "The market environment shifted at the beginning of September as consumer
has a coupon of 3.000%, while the 7-year bond of € 500 million matures demand in Western markets slowed and traffic trends in Greater China further
in November 2029 and has a coupon of 3.125%. The bonds will be listed deteriorated. As a result, we saw a significant inventory buildup across the
on the Luxemburg Stock Exchange (Euro MTF) and have industry, leading to higher promotional activity during the remainder of the year
denominations of € 100,000 each. The final orderbook was more than which will increasingly weigh on our earnings,” said Adidas CFO Harm Ohlmeyer.
three and a half times oversubscribed. Deutsche Bank acted as Sole They are encouraged by the enthusiasm for the upcoming FIFA World Cup which
Global Coordinator, and, together with BNP Paribas, Citigroup, and is already noticeable in their Football revenue growth. In North America they are
DZ BANK AG as Joint Active Bookrunners for the offering.(Nov '22) gearing up for an exciting upcoming basketball launch. (Nov '22)
BJØRN GULDEN to become CEO of ADIDAS AG ADIDAS with strong growth in western markets in Q2
The Supervisory Board of Adidas AG resolved upon the succession of Western markets continued to show strong momentum in the second quarter amid
Adidas CEO Kasper Rorsted. Effective January 1, 2023, Bjørn Gulden heightened macroeconomic uncertainty. With Asia-Pacific returning to growth,
will be appointed as a member of the Executive Board and CEO of markets combined representing more than 85% of Adodas' business grew at a
Adidas AG. Kasper Rorsted and the Supervisory Board mutually double-digit rate. With sports back at center stage this summer, revenues in the
agreed that he will step down as CEO and leave the company upon the strategic growth categories of Football, Running and Outdoor all increased by
expiry of November 11, 2022. Harm Ohlmeyer, Chief Financial Officer double digits. However, the macroeconomic environment, particularly in China,
of Adidas AG, will lead the company in the interim until December 31, remains challenging. In the second quarter, currency-neutral revenues increased 4%
2022. The Supervisory Board announced a CEO transition on August as adidas continued to see strong momentum in Western markets. (Aug '22)
22, 2022. (Nov '22)
Relevant Questions
• What kind of work culture does Adidas endorse and how has employee engagement changed or evolved recently?
• What are the different training and mentorship programs a newly joined employee is put through?
• What are the latest marketing or advertising tools being deployed by leading sports gear companies in the world?
• What are some of the key learnings a New joinee should expect after being a part of this prestigious organization?
• What are some of the top skills that a New joinee must possess to be a part of Adidas?
• What is the strategy of Adidas to deal with the rising competition and how has it differentiated it from other players in the industry?
• What is Adidas' view on the resale of sneakers market?
• Adidas is a company which always looks forward for the betterment of the status quo. So regarding that what is the the status quo Adidas
wishes to change next?
• How does Adidas uses technology to showcase their products in metaverse.