Adidas has a clear mission – “to be the leading sports brand in the world”. To accomplish this mission, the organization at Adidas is segmented to meet the needs of distinct groups of sport-oriented consumers. Our product and marketing initiatives primarily focus on key global sports categories and on the sports lifestyle market. The Adidas brand attitude “Impossible is nothing” drives all our brand communication initiatives and helps us strengthen the Adidas brand’s bond with the consumer. With our broad but selective distribution approach and our pricing strategy, we clearly position Adidas as a premium brand in all markets.
