“At the Adidas Group, our love for the sport drives who we are and what we do. Every day.”, this is the most common belief of Adidas on which the company has been working for so long. People’s passion and interest in health and fitness is increasing day by day, and style and fashion follow it simultaneously. No one likes to jog around the park in flip flops and so need Adidas for the most comfortable footwears for the same. Adidas has a vast range of sportswear and active wear for which people fall for every day. The brands of this group complement each other in a unique way to help athletes perform better, play better, feel better. The various products at Adidas are shoes, apparels and accessories that break records, are trendsetters and create history every day all over the world. People purchase all its products with great enthusiasm and zeal to work out in them with their best efforts for the desired results. Adidas believes in completing the customer’s satisfaction and maintaining the same and keeping the customer as the king. It designs its products in a luxurious way that attracts every individual towards it. Everything the company does is bound by one simple thought that it strives to help people perform at their best and people’s success is Adidas’ ambition. Also, people’s defeat spurs Adidas on to be better. It is not only about faster shoes and fashion statements, but also the comfort is unbeatable. Just as a shoe is more than padding and foam, there is more to Adidas than just the product. The brands complement each other like the skills of an exceptionally gifted decathlete. The employees of Adidas have an extraordinary passion for a sporting lifestyle which develops the customer’s brand love. With dedication, commitment and team spirit, the company continuously innovates to establish new benchmarks in everything. Shaping the sporting goods’ industry in a sustainable manner is a job in itself. Its driving force is imbibed in the impulse, an attitude that is truly dear to the hearts. This driving force is the only reason that continues to keep them strive for longer and longer, and helps them in innovating latest to latest products for the customers without really hesitating. Adidas is very well aware about customer’s tastes and preferences and thus knows that customers long for variety and choice in everything they need and they truly deserve the same too and doesn’t want people to be reduced to just one of many aspects and abilities. The company maintains itself to engage with you in a long-lasting relationship, no matter it’s customer is an athlete who is looking for the best equipment, or a fashionista who is searching for the next trend, or both. The multi-brand strategy enables the company to do just that because it allows Adidas to tackle all the opportunities from several perspectives. It provides distinct and relevant products in a way that it keeps a unique identity for all the brands and sub-brands working for them; this is what Adidas is truly proud of.
Performance calls for focus and dedication, so the group has set itself with a few Guiding Principles to ensure the right directions on its pathway. This brand name is continuously strengthening the brands and products to improve the competitive position. Also, it stays consumer-focused and improves the quality, look, feel and image of the products. The organisational structures match and exceed consumer expectations, as well as provide the highest value and quality products. It even seeks innovation and design leaders who can help athletes of all skill levels in achieving highest performance level with every single product. The company is dedicated to consistently delivering outstanding financial results and is a global organisation which duly fills its responsibilities towards social and environmental duties to overall enhancement of creativity and diversity.