Challenge: Supporting local communities
As a multinational enterprise, the adidas Group is represented in many countries around the world and its business operations impact the lives of the people in those communities. While there are many possible ways to get involved in aid or community programmes by providing financial or in-kind resources, the challenge is to know the local needs of the communities and to identify programmes that sustainably enhance the social and environmental infrastructure and also impact positively on the business environment.
Knowing local needs is just one side of the coin; the other is making programmes an integral part of the company's core business strategy and focusing the engagement where the business has its biggest impact. This approach is what distinguishes genuine community involvement from philanthropic measures.
Response: Decentralised decision-making within a global framework
The adidas Group has adopted a largely decentralised and brand-oriented model for community involvement practices, recognising that people in our regional subsidiaries and Group entities best understand the needs and cultural sensitivities of their local communities. At Group level we continue to support our suppliers' communities, as well as make contributions to organisations that promote sustainable development practices within the industry.
Initiatives that derive from the brands' individual identities and value sets may vary in form, but they are all aimed at supporting children and young adults, with sports as a common theme. Our key brand community programmes are described below:
Adi Dassler Fund
The Fund supports organisations that connect children with coaches who teach life values in addition to sport. These organisations and their programmes use sport to teach matters such as self-confidence, respect and teamwork that can break down barriers and allow people to live healthier, happier lives. The Fund receives assistance from the adidas brand and its employees around the world.
Reebok Human Rights Foundation
In 2007, the Reebok Human Rights Foundation and Community Relations programme continued financially supporting organisations in and around Reebok World Headquarters, namely the Greater Boston area. We award grants and expand existing strategic alliances and collaborations with organisations that promote social and economic equality through programmes serving inner-city youth and underserved minority groups.
TaylorMade-adidas Golf (TMaG) programme
TMaG is committed to supporting charitable organisations that champion youth, golf, and those less fortunate of all age groups. TMaG supports sports and community events near its head office in Carlsbad, California as well as charitable organisations in England, Korea and Japan.
For more see the Working with the community section.