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Adidas Mission and Vision Statement Analysis

Adidas Mission and Vision Statement Analysis

There is no doubt that Adidas is one of the most popular and recognizable sportswear brands in the world.

The company was established in 1924 by brothers Adolf and Rudolf Dassler. In 1949, the brothers parted ways, and Rudolf Dassler founded the Puma brand. While Puma is also a popular brand, it cannot come close to the notoriety of Adidas. Many people attribute the popularity of Adidas to the company’s clear mission and vision statement and core values.

So, let’s take a look at the company in my in-depth Adidas mission and vision statement analysis.

adidas mission and vision statement analysis

Adidas Mission Statement

The main mission statement of Adidas is fairly clear and forceful. It is ‘to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.’

The mission statement also makes it clear what the company stands for and its main driving force. It states, ‘we are committed to continuously strengthening our brands and products to improve our competitive position.’

Read more: Does Walmart Recycle Plastic Bags and Bottles?

Not as simple as it seems…

On the face of things, this mission statement is simple and easy to understand. However, further investigating the mission statement reveals a lot about the company and how it operates. So, let’s take a look at the main points in the mission statement and what they really mean.

Promoting an Active Lifestyle

An active lifestyle is a driving force behind the extensive Adidas product range. This part of the mission statement encourages people to encourage sports and other activities into their daily routines. Of course, Adidas sells the products that people need to take part in a wide range of different sports.

the adidas mission and vision statement analysis

Improving Sports

This further reveals and highlights the sports focus of the company. While Adidas attracts customers from all walks of life, it makes particular efforts to attract athletic customers. The company particularly focuses on athletic children and teenagers who will become lifelong customers.

Part of the way Adidas increases its visibility to these customers is by organizing and sponsoring special programs. These programs are aimed at helping aspiring young athletes to hone their skills. This helps to give the company an altruistic outlook while also making it more recognizable to teenagers.

Exceeding Expectations

Adidas’ research and development team strive to constantly improve their existing products. They also create innovative new features that instantly gain recognition. Some of these features are exclusive to Adidas sportswear, footwear, and other products.

Creating Innovative Products

Creativity and innovation are two of the strongest elements of the Adidas company structure. The company places a lot of emphasis and devotes resources to sourcing the leading creative designers in the industry.

This allows them to constantly develop cutting-edge technology that creates Adidas running shoes. Not only are the running shoes aesthetically appealing, but they are also designed to enhance and improve performance with every step.

Adidas Vision Statement

Like its mission statement, the Adidas vision statement is clear and easy to understand. It 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.’

It can be seen that the long-term vision of the company is founded on excellence in product performance. Let’s take a closer look at the main elements that comprise this vision.

Creating the Best Designs

The vision statement starts by declaring the goal to become the sports industry’s leading designer. It can be seen that over the years, the company has secured a reputation for providing the best products around. Adidas is committed to maintaining this reputation and using it as a key selling point of future products.

Maximizing Athlete Performance

There is no doubt that Adidas currently creates and innovates many of the leading athletic products in the world. However, the company is also committed to constantly improving on these products. This helps Adidas to maintain its edge in the competition.

Manufacturing Top Quality Products

Although Adidas products tend to be in a higher price bracket, people are willing to pay more for them. This is largely due to the unparalleled quality that Adidas products provide. This can be seen in every element of the clothing and footwear, from the stitching on the seams to the reinforced soles. Adidas products are known for being especially durable and providing uncompromising quality.

Reaching the Global Market

Adidas is a household name among people all around the world. However, the company is constantly developing strategic marketing plans to further strengthen its global presence. Adidas partners with international athletes and popular celebrities to make the brand synonymous with success.

Core Values

The company was founded on a collection of admirable and clear values, which are performance, passion, integrity, and diversity. Adidas has adhered strongly to these core values over the years in all operations of its business. They can be seen in the commitment to quality as well as new products and decisive business decisions.

Here are some of the many ways these values have shaped and influenced the company over the years.


Adidas is committed to creating the best-performing sports products on the market. To ensure this, the company employs the leading checklists, engineers, and experts in clothing technology. These professionals help to ensure that every element from conception to packaging is the very best.


All Adidas employees are passionate about sports and understand the drive it takes to be the best. This helps the company to maintain and promote a strong passion for sports and sporting apparel. Because Adidas employees are united with the same passion, they are willing and able to work hard to achieve the company’s goals.

adidas the mission and the vision statement analysis


Adidas is committed to improving the lives of people through sports. This can be seen through the athletic scholarship programs and other activities that they organize. These elements are designed to give back to the community and enhance the lives of sports-loving people.


Adidas is committed to embracing all types of diversity. This is shown by the wide range of products that the company creates and promotes. Adidas clothing is available to people of all shapes and sizes, while there are products for men, women, teenagers, and children.

Popular Adidas Products

The first item in the Adidas apparel range was a tracksuit that was released in 1967. Since then, Adidas AG has risen to become the biggest manufacturer of sports bras in the whole of Europe. Other popular items in the extensive range of apparel include jackets, pants, t-shirts, leggings, and jackets.


Adidas creates special sportswear for all of the most popular sports. This includes soccer, basketball, cricket, golf, gymnastics, ice hockey, and tennis. Adidas sportswear is designed to allow freedom of movement while also allowing the body to breathe.

Running Shoes

The Adidas product range includes a large number of different types of running shoes. These shoes are created for all types of sports. Each type of running shoe includes special features that aid performance.

The Adidas commitment to innovation can be seen in its Adidas Futurecraft Bio fabric running shoes. These shoes were launched in 2016 and are created from material created from ocean plastic. Not only is this material significantly lighter than traditional silk fibers, but it is also fully biodegradable.

adidas mission and the vision statement analysis


The range of accessories that can be found in the Adidas product range is almost endless. Like the company’s sportswear and running shoes, these accessories boast innovative designs and features. This includes branded deodorants, perfumes, wristbands, bags, eyewear, baseball caps, and mobile accessories.

Looking For Awesome Adidas Gear Online?

Looking for sportswear but don’t want to face the shopping mall crowds? Then, why not do some online shopping for the whole family!

Ladies first as always with the Adidas Originals Women’s Trefoil Crewneck Sweatshirt, the Adidas Women’s Race Running Shoe, or the Adidas Women’s Tiro 21 Track Jacket, as well as the Adidas Women’s Essentials Linear Hoodie, the Adidas Women’s Tastigo 19 Shorts, and the Adidas Women’s Match Visor for your afternoon tennis lessons.

We also found some great Adidas menswear and accessories such as the Adidas Men’s Superlite Relaxed Fit Performance Hat and Adidas Men’s Superlite Performance Visor, along with the Adidas Men’s Adilette Shower Slide shoe, and the Adidas Watches Process_SP1. Silicone Strap all available online in 2023.

And lastly, for the youngsters, the Adidas Originals Kids’ 3-Stripes Long Sleeve Tee, and Adidas Originals Unisex-Child Trefoil Tee, and how about a LEGO Adidas Originals Superstar 10282 Building Kit, or a LEGO 40486 Mini Adidas Originals Superstar Exclusive Building Set for some awesome kiddie fun!

Final Thoughts

A large part of the secret behind the success of Adidas is the company’s clear mission and vision statements. It is clear that the company strives for innovation and is committed to quality and hard work. The end result can be seen in the high quality and diversity of the Adidas product range. Two other keys to the success of Adidas are brand recognition and marketing.

The three stripes of the Adidas logo are instantly recognizable to people all around the world. All Adidas products proudly display this simple yet distinctive logo as a badge of authenticity.

Hats off to Adidas for outstanding innovation and quality, as always!

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