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At the adidas Group, our love for sport drives who we are and what we do. Every day.

The brands of the adidas Group complement each other in a unique way to help athletes perform better, play better, feel better. Our products break records, set trends, make history. Every day. All over the world. Welcome to the adidas Group.

It is not only about faster shoes and fashion statements. Just as a shoe is more than padding and foam, there is more to us than just the product. Everything we do is bound by one simple thought: we strive to help you perform at your best. Your success is our ambition. Your defeat spurs us on to be better.

Our brands complement each other like the skills of an exceptionally gifted decathlete.

Our consumers’ brand love is based on our employees’ extraordinary passion for a sporting lifestyle. With dedication, commitment and team spirit, we continuously innovate to establish new benchmarks in everything we do. Shaping the sporting goods industry sustainably is more than a job. It’s our impulse, an attitude that is truly dear to our hearts. It drives us.  

We are laser-focused on our mission: we strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle! 

Herbert Hainer, CEO of the adidas Group

The adidas Group at a glance

Employing more than 53,731 people in over 160 countries, we produce more than 660 million product units every year and generate sales of € 14.5 billion (all figures relate to 2014). These numbers alone can easily suggest that our Group is quite a complex organisation. True. But we keep things simple, lean and fast. And we will use this approach now to tell you what our company is all about. Ready ... set, go.

The adidas Group at a Glance

We embrace a multi-brand strategy

We think you deserve choice. We believe no one should be reduced to just one of many facets and talents. No matter whether you are an athlete looking for the best equipment, or a fashionista searching for the next trend, or both – we want to engage with you in a long-lasting relationship. Our multi-brand strategy enables us to do just that because it allows us to tackle opportunities from several perspectives, as both a mass and a niche player, always providing distinct and relevant products. In this way, our brands and their sub-brands all keep their unique identity. 

Let’s get started with our two main brands: adidas and Reebok.

Brand Architecture

adidas goes "all in" to make you a better athlete

adidas has a clear mission: the brand strive to be the globally leading and most popular sporting goods brand. adidas Sport Performance divison's focus is mainly on innovation and technology. Being a true multi-sport specialist, you will have to search hard for sports we don't provide products for. adidas is everywhere where the best meet the best, like the FIFA World Cup or the Olympic Games, but also everywhere else around the globe where sports are simply played, watched, enjoyed and celebrated.

However, we are not just designing products for all kinds of sports. We are designing products for athletes. Athletes always strive for their personal best. Athletes find inspiration in sports no matter what they do. We help them to achieve their peak performance by making them faster, stronger, smarter and cooler.

But this is not where the story ends. No matter how serious you are about sports – a sporting lifestyle does not end in the locker room. This is why we have adidas Originals, our sub-brand that brings our iconic DNA from the courts to the streets. For well over a decade, it has been celebrating originality in a globally trendsetting way and, as the first brand leveraging its sports assets in the lifestyle area, it is regarded as a legitimate sports lifestyle brand. Just ask Snoop Dogg. Or Rihanna. Or Katy Perry.

adidas Sport Style is defined as the "Future of Sportswear" and includes the labels Y-3, Porsche Design Sport and the adidas NEO label. From the track to the catwalk, it helps you to "Style your Life".

From downhill mountain bike racing to rock climbing, from wingsuit flying to kayaking, Five Ten makes footwear for the world‘s most adrenaline pumped sports. Five Ten is a leading and highly valued brand within both the technical outdoor market and the outdoor action sports community – especially when it comes to high-friction footwear.

The “Brand of the Brave” has continuously been at the forefront of innovations and shares the same passion for athletes as we do at adidas. A perfect match. So next time you climb the Trango Towers, take the right footwear.


To deep dive into the world of adidas click here.

Reebok empowers you to be "fit for life"

Reebok is an American-inspired sports brand with the clear objective to become the leading fitness brand in the world. Not an easy mission. However, if there is a brand that can make it happen, it is Reebok, the brand that was fundamentally part of a fitness movement that would change the way we look at spandex and headbands. Sure, this is not the 1980s anymore, the world has changed. But so has Reebok. And today, not many have the experience and knowledge to understand the important and evolving role of fitness in society. Fitness is more than a chore. It is a lifestyle choice. It is core to people discovering each and every day how much more they are capable of. 

This is why Reebok set itself the mission to empower you to be "fit for life". Reebok helps you to stay excited about your fitness activities. The “House of Fitness” addresses the diversity that fitness brings, from activity to lifestyle: Fitness Training, Studio, Classics, Fitness Running and Walking. No matter what type of fitness activity you are into, Reebok will support you. With knowledge and experience that is second to none.

Want to enter the House of Fitness? This is the way…


TaylorMade-adidas Golf - The jewel of the golfing industry

TaylorMade-adidas Golf covers four well-defined golf brands under one roof: TaylorMade, adidas Golf, Adams Golf and Ashworth. Each brand aims to provide you with advanced products at a faster pace than any other brand. So when Justin Rose tees off or Martin Kaymer putts an eagle, you can be sure they do it with TMaG products.

The four sub-brands that make up TMaG provide a wide variety of products for an ever wider variety of players. Find out which brand is right for you below:

Young guns and lower-handicap golfers who are in search of cutting-edge metalwoods or irons already know who the market leader is - TaylorMade. Constantly redefining the game, the global market leader in the metalwoods and driver category is the brand of choice for the likes of Justin Rose, Jason Day, Dustin Johnson, Martin Kaymer, Y.E. Yang, Boo Weekly, Sergio Garcia, Retief Goosen, Paula Creamer, Jessica Korda or Natalie Gulbis . By the way: TaylorMade is also among the leaders and increasing its market share in most other golf categories.

Now, when executing a highly precise and powerful tee-off with your TaylorMade driver, you don't want to miss wearing golf shoes and apparel that are on a par with your performance. No, they should even maximise your potential and improve your play. The adidas Golf brand will equip you with just that. Plus, you will look great.

The latest member of our golf family, Adams Golf, focuses on clubs for game improvement as well as for senior and women golfers. You see: there is something for everyone.

Your approach to golf is characterised more by a lifestyle bias? You don't do the whole neon, skin-tight, look at me thing? Cool, may we introduce: Ashworth. Ashworth complements adidas Golf’s athletic high-performance positioning.


Get inspired by how bright the jewel of the golfing industry shines here.


Enough of golf, it’s time for the office… Rockport was founded in 1971 on the idea of making fashion footwear comfortable. How? Easy: by using the latest in athletic shoe technologies. More than 40 years later, Rockport combines its unique DNA with the innovation resources of the adidas Group and designs products which deliver uncompromised style with state-of-the-art engineered comfort. So today, you no longer have to decide whether you want to feel good or look good at work. Today, you do both. Rockport empowers you to do more, be more and live more from weekday to weekend.

If you go here, you’ll arrive in style – style made comfortable.


Hold on! We are not done just yet. If you are into ice hockey, you’ll be keen to learn that two of the world’s most recognised ice hockey brand names are adidas Group family members: Reebok Hockey and CCM team up to Reebok-CCM Hockey. Reebok-CCM Hockey equips more professional hockey players than any other company and is official outfitter of high-profile leagues such as the NHL as well as several NCAA and national teams. Reebok-CCM Hockey’s primary goal is to lead in the high-end performance segment of the hockey market.


Guiding Principles remind us of what is important

Performance calls for focus and dedication. This is why we have set ourselves Guiding Principles to make sure we stay on the right track. They remind us of what is important.


We are committed to continuously strengthening our brands and products to improve our competitive position.


We are consumer-focused and therefore we continuously improve the quality, look, feel and image of our products and our organisational structures to match and exceed consumer expectations and to provide them with the highest value.


We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.


We are dedicated to consistently delivering outstanding financial results.



We are a global organisation that is socially and environmentally responsible, that embraces creativity and diversity and is financially rewarding for our employees and shareholders.