Our approach

In managing our community affairs programme, the adidas Group has adopted a largely decentralised and brand-oriented model for community involvement practices, recognising that people in our subsidiaries and Group entities best understand the needs and cultural sensitivities of their local communities.

Pillars of the programme

The adidas Group community affairs programme is built on three complementary pillars: community involvement, employee involvement and corporate giving.

Community involvement

Community involvement for us ranges from conventional community projects and cause-related marketing initiatives to immediate relief efforts for people in need.

Cause-related marketing initiatives

The adidas Group joins with charities or good causes to market products that make a positive impact on key social issues while achieving business objectives.

Relief efforts

We respond to natural disasters around the globe, for example the flooding in Indonesia and India, Hurricane Katrina in the US and the earthquake victims in Peru.

Employee involvement

Employee involvement supports the company's community affairs goals and objectives by providing meaningful opportunities for our colleagues to engage with the communities where they work, and may also live.

Corporate giving

Donations at the adidas Group can take the form of financial contributions, product contributions, know-how and services.

In each community, the specific design of these three pillars is determined by local cultural, economic and social factors. The nature of our business - sports - provides us with a unique platform to address the key concerns of the communities in which we do business.

Brand programmes

Initiatives that derive from the brand's individual identities may vary in form, but are all aimed at supporting children and young adults.

Group activities

At Group level we engage with the local community at the adidas HQ and fund good causes around the world. We also support our suppliers' communities, as well as make contributions to organisations that promote sustainable development practices within the industry.

We are selective and support projects that show sustainable benefits to the communities in which we live and work.