Engaging our stakeholders
Our stakeholders are those people or organisations who affect, or are affected by, our operations. Companies do not operate in isolation from society and our stakeholders have a legitimate interest in the way we do business. They are a diverse group and include the following:
- Employees of the adidas Group
- Authorisers government, trade associations, shareholders, Board of Directors
- Business partners unions, suppliers, service providers
- Workers in our suppliers' factories
- Opinion-formers journalists, community members, special interest groups
- Customers professional sports people, distributors, retailers, consumer
Ways we engage
We engage with our stakeholders in a number of ways:
- Formal stakeholder consultation meetings (called 'stakeholder dialogues') with workers, union representatives, NGOs and suppliers. Reports of stakeholder dialogue meetings can be downloaded from our corporate website
- Meetings with Socially Responsible Investment (SRI) analysts
- With our employees through internal reporting and induction programmes
- Responding to enquiries from consumers and the media
- Collaborating with other brands in joint initiatives
- Outreach to graduates and the academic community.
Our approach to engaging with stakeholders
Whenever we are approached by our stakeholders, our policy is clear: we actively engage, we listen, we seek to understand their concerns and where it is within our ability, we act.
When you have a well-developed sustainability programme, as we have, engagement is rarely a one-off event: stakeholder relationships develop over time and along the way, the nature of the dialogue changes, and matures. Where there is a positive and open approach to engagement, perspectives can be shared, differences respected and, at times, new partnerships forged.
Read about the major stakeholder dialogues which took place in 2010.