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Our culture is shaped by our purpose ‘through sport, we have the power to change live​s’ and by our people, who are the key to the company’s success. We have great talents in our organization who work with passion for sports and our brands. It is our people that bring our strategy to life and make the difference in achieving our long-term goals.


At adidas, we have a winning culture. But to win, physical power is not enough. Just like athletes also our employees need mental strength in their game. We foster that athlete’s mindset through a set of behaviors that we want to see in our people and that are at the core of our unique company culture – the 3 Cs:

  • Confidence allows athletes to make quick decisions on the field, to reach higher. For us at adidas, confidence means to acknowledge that we don’t have all the answers. But we are willing to take risks, we try new things. And if we fail, then this is part of our learning – it helps us improve.
  • Collaboration. Every elite athlete relies on partners: coaches, team mates, and nutritionists. We, too, know that we are stronger together. Winning as one team takes open and candid dialogue, inclusiveness, and trust in each other’s abilities and talents.
  • Being the best sports company in the world takes Creativity. No great athlete succeeds by copying their predecessors’ training plans and strategies. We have to be open to new ideas, explore, gain an edge, and stand out. Only then can we succeed.


Leading people is a privilege that comes with responsibilities. Why? Because we know that the performance, well-being and knowledge of our employees have a significant impact on brand desire, consumer satisfaction, and ultimately, our financial performance. So we need to have great leaders in our company that constantly develop and inspire their teams and serve as role models for the leaders of the future. Together with employees and leaders worldwide, we have developed a global framework that clearly defines the behaviors that are expected of leaders and what great leadership at adidas should look like. This leadership framework strongly supports our company culture and therefore is based on the three company behaviors: Confidence, Collaboration, and Creativity.

Click here to learn more about our leadership culture on the adidas blog ‘GamePlan A’.