Local programmes
Various youth education and sports initiatives, USA
Helping young people reach their potential is at the core of our US community affairs activities. Our education and sports initiatives provide opportunities to youth who are disadvantaged or who face challenging circumstances.
Examples of how we achieve this goal:
- The adidas Earn Your Stripes Scholarship Program provides financial awards to graduating high school seniors who demonstrate achievement in community service, academics and athletics.
- In partnership with local non-profit Schoolhouse Supplies, adidas provides backpacks and school supplies to underprivileged students. adidas employees donate supplies and help to fill and deliver the packs at the start of the school year.
- In summer 2007 adidas held the first adidas Sports Camp at the adidas North America HQ in Portland. Together with Portland Public Schools, we reached out to local children who otherwise would not have the opportunity to attend this kind of sports camp. During the week-long football and basketball camp, employee volunteers and community coaches taught sport skills and values such as teamwork, commitment, and self-confidence. The success of this year's camp will become the foundation for the development of an expanded sports programme with Portland Public Schools planned for 2008.
- In 2007, wildfires ravaged communities in Southern California destroying the homes, property and lives of thousands of families. Through a partnership with the non-profit Soles4Souls and humanitarian aid organisation Assist International, adidas donated apparel products to help those affected by the fires.
We continuously evaluate how best to address the needs of the community and to develop programmes and initiatives that can make a difference. Our employees recognise the importance of helping with issues in their community and play a major part in making our programmes successful by giving their time, financial contributions and other donations.
Terry Fox cause-related marketing project, Canada
adidas Canada and the Terry Fox Foundation partnered to introduce the iconic indigo blue shoe, the adidas Orion TF. All profits are donated to the Terry Fox Foundation.
Terry Fox was a young Canadian who lost a leg to cancer. He set out to raise money for cancer research by running across Canada, calling his journey the 'Marathon of Hope'. During his run, Fox wore his favourite running shoe, the 1979 adidas Orion, which adidas provided him with in 1980. Having completed more than 3,000 miles, Fox was forced to quit after 143 days of running when his cancer returned. However, along the way he raised millions of dollars and the awareness of people around the world.
Today, the Terry Fox Foundation remains true to Terry Fox's vision and principles while raising money for cancer research through the annual Terry Fox Run, donations and planned gifts. This is the first time the Terry Fox Foundation has partnered with a corporate organisation.
On an annual basis, adidas Canada will explore with the Terry Fox Foundation initiatives that:
- Raise awareness for the Terry Fox Foundation
- Increase participation in the annual run
- Raise funds for the Foundation.
Special Olympics, Japan
The Special Olympics is an international organisation that offers children and adults with intellectual disabilities the opportunity to participate in society through sport.
We feel that the Special Olympics conveys adidas' values of passion, authenticity and honesty in sport. adidas feels that funding money is important, but the volunteer spirit of adidas staff is even more crucial for successful community programmes. Therefore, since 2005, adidas employees have supported the event through volunteering activities.
In 2007, 23 employees volunteered for two days each at the event itself. Our support also included product supply and publicity activities within adidas Japan.
Good Neighbors International, Korea
Good Neighbors International (GNI) is an international humanitarian and development organisation from Korea. Formed in 1991, it became the first international NGO in Korea to receive General Consultative Status, the highest status level, with the United Nations Economic and Social Council.
GNI focuses on helping children and youth suffering from poverty and discrimination and runs 60 welfare facilities in Korea.
Having taken the Children's Day as inspiration, adidas Korea donated footballs to the GNI welfare facilities.
Around 2,000 underprivileged children in the welfare facilities started to play football after receiving adidas balls. This contributed to the children's physical strength and the development of a team spirit among the children.
- Sports camp, Herzogenaurach, Germany
- Sports youth camp, Germany