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

The brands of adidas 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 adidas.

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.  


adidas at a glance

Employing more than 60,000 people in over 160 countries, we produce more than 840 million product units every year and generate sales of € 19 billion (all figures relate to 2016). These numbers alone can easily suggest that adidas 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.

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.

adidas and the "Badge of Sport"

brand portfolio

No other brand has a more distinguished history and stronger connection with sport than adidas. It is our mission to be the best sports brand in the world. Everything we do is rooted in sport. This is what “The Badge of Sport” stands for as a brand mark. It is the sharp end of our spear, seen on innovative products, as well as with the world’s best athletes, teams and events. 

adidas Sport Performance 

adidas Sport Performance is mainly targeting competitive sports. The division’s focus is primarily on innovation and technology. Target consumers range from sports participants at the highest level to those inspired by sport. Everything at adidas reflects the spirit of our founder Adi Dassler. His main objective back in those days already was to make athletes better, with innovation at the heart of all adidas Sport Performance products. To underline our credibility as the multi-sport specialist and leverage brand strength, there is hardly any category that we don’t produce products for. adidas is everywhere where the best meet the best, such as 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.

adidas Originals

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. To ensure sustainable success, adidas Originals has to keep up to date with and set trends as well as remain committed to serving consumer groups who are constantly looking for more options to express their individuality.

adidas NEO

Teens and ‘digital natives’ live for the now. They are ready to go, discover their own way and style and NEO is all about their lives. The adidas NEO label is the sports fashion lifestyle label enabling teens to live their style. NEO is all about being open and engaged with teenage consumers, letting them enjoy experiences that only NEO can provide – this could be styling an outfit for Selena Gomez or being a part of the NEO collection created especially for the New York Fashion Week. 

adidas collaborations

There are several collaborations that are part of the adidas Sport Style portfolio.

Y-3 was born from the fusion of the seeming opposites of sport and style. Y-3 marks the collaboration between a sports brand and Japanese fashion designer Yohji Yamamoto. 

Porsche Design and adidas – two great brands dedicated to merging timeless design and sports functionality in an extraordinary product experience.

The partnership between adidas Sport and Stella McCartney is a unique combination of highly technical products and a great fashion designer. 



Five Ten

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 is Tough Fitness


Reebok is an American-inspired global brand with the clear objective to become the best 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 forever change the way we look at spandex and headbands. Sure, this is not the 1980s anymore - the world has moved on. But so has Reebok. Reebok believes that fitness should not be a chore, but a way of life. And Reebok’s version of fitness – Tough Fitness – can prepare all who are willing to join in for the unknown obstacles of life. Capable of anything. Ready for everything.  

This is why Reebok’s purpose is to inspire people to be their absolute best – Physically, Mentally and Socially. Reebok’s “House of Fitness” addresses the diversity that fitness today brings, from activity to lifestyle: Functional Training, Combat Training, Studio, Running, Walking and Reebok Classics. No matter what type of fitness activity you are into, Reebok is there with its own unique point of view.

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.


CCM Hockey is the world's largest designer, manufacturer and marketer of hockey equipment and related apparel. CCM Hockey, with over 100 years of history, is dedicated to building equipment that allows players of all levels to enjoy the game at their highest level.

CCM Hockey equips more professional hockey players than any other company.


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.