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Strategy Overview

We’re all ‘creating the new’ – because we believe that through sport, we have the power to change lives

We have taken three clear strategic choices that we want to focus on: Speed, Cities and Open Source. Our People will bring them to life.

​‘Creating the New’ is the headline for our next five-year strategic business plan. ‘Creating the New’ is the attitude that leads us into the future – an exciting future, because our industry is growing in size and scope and will continue to do so. In fact, the sporting goods industry is growing faster than most other industries, including consumer electronics. This trend will continue. Sport is central to every culture and society and is core to an individual’s health and happiness. All of this is very good news to us because our core competency is sport. Through sport, we have the power to change lives. We work every day to inspire and enable people to harness the power of sport in their lives. We also translate our competence in sports into streetwear and fashion because sport is an attitude and a lifestyle. Everything we do is rooted in sports.  

Unique portfolio of brands 

At the very heart of ‘Creating the New’ are our brands. Our brands are what connect us with our consumers; therefore, the success of our brands defines the success of our business. Our core brands – adidas and Reebok – have strong identities in sport. adidas appeals to athletes and Reebok focuses on the fitness consumer. Through our unique portfolio of leading sports brands, we cater for the needs and desires of more consumers than any of our competitors. With ‘Creating the New’, we will get closer to them than ever before. To achieve that, our plan is based on three strategic choices:

  • Speed: We will become the first true fast sports company: Fast in satisfying consumer needs, fast in internal decision-making.
  • Cities: We have identified six key cities in which we want to grow share of mind, share of market and share of trend.
  • Open source: We will be the first sports brand that invites athletes, consumers and partners to be part of our brands.

In March 2017 the three strategic choices have been supplemented with a special focus on the topics Corporate Culture, Digital, One adidas, North America and Portfolio.

Please click here to learn more.

‘Creating the New’ is an ambitious, yet realistic plan that provides the layout for our accelerated growth, both on the top and on the bottom line between now and 2020.

2018 is a key milestone on the road to achieving our long-term targets for 2020. We expect quality growth, with overproportionate bottom-line improvements. This will enable an even stronger increase in profitability by 2020 and allows us to upgrade our long-term target yet again.


Making it successful will be a true team effort. We are here to win!