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Beyoncé and adidas Team Up to Make Shoes and Money

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adidas announced that it would collaborate with Ms. Knowles on several endeavors, including a signature collection with Adidas and an expansion of the singer’s active-wear brand, Ivy Park. She will be a creative partner at adidas.

In a statement, Ms. Knowles called the coming collaboration the “partnership of a lifetime” and touted a shared philosophy “that puts creativity, growth and social responsibility at the forefront of business.”

Reebok announces first-ever loyalty program, Unlocked

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Reebok’s hunt for a younger consumer continues with first foray into customer loyalty

After unveiling an unexpectedly irreverent creative platform last month, Reebok is continuing in its mission to reach a younger audience with a revamp of its digital strategy and the introduction of its first loyalty program.

The loyalty initiative, which has been Unlocked, will reward consumers’ brand interaction with a benefit scheme developed by Reebok and its partners. 

adidas Opens Mega Asia Headquarters in Shanghai, Determined to Win China

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adidas wants to win the Asia-Pacific, and its new home court is in Shanghai.

The sportswear giant opened an official new regional headquarters in the Chinese city on Wednesday, hoping to consolidate its leading position in greater China’s sporting goods markets.

The 21-floor mega-office in central Shanghai will house more than 1,500 staff overseeing projects in China, Japan, South Korea, Southeast Asia, and the Pacific

Reebok to Open Shanghai Fashion Week With See-Now, Buy-Now Runway Show

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For the first time, Reebok is trying out the see-now-buy-now business model with the hope of using that strategy again.

Reebok’s fashion quota is about to go up substantially, thanks to its presence at Shanghai Fashion Week as a partner brand.

In advance of Reebok’s opening night runway show at Taipinghu Xintiandi, the Boston-based athletic brand literally puts its name and vector logo in lights on a building in the Bund. Tonight’s runway show will feature appearances by American rapper Future and Chinese singer and actor William Chan. As is increasingly the case with notables that Reebok aligns itself with, Future and Chan provide a serious social media reach with nearly 15 million Instagram followers between them.

Fact Snacks

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saw significant improvements in 2018, with a return to profitability: 

Gross margin




Open source

Currency-neutral sales increase


in 2018

Open source

Currency-neutral sales increase 8% in 2018

In 2018, adidas delivered another year of significant top-line growth with currency-neutral revenues increasing by 8%. This development was driven by a 9% improvement at brand adidas, reflecting a double-digit sales increase in Sport Inspired as well as a high-single-digit gain in Sport Performance. The latter was driven by double-digit sales growth in the training and running categories. Currency-neutral Reebok brand sales were down 3% versus the prior year, as double-digit sales growth in Classics was offset by a decline in Sport. From a channel perspective, the company’s top line increase was largely driven by double-digit improvements in direct-to-consumer revenues with particularly strong support from e-commerce, where revenues grew 36% to more than € 2 billion in 2018. In euro terms, the company’s revenues grew 3% to € 21.915 billion (2017: € 21.218 billion), reflecting significant negative currency translation effects.

Record sales, the highest margin in our history, strong net income improvements – 2018 was another successful year for our company. 


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  • Currency-neutral revenues up 8%
  • Double-digit growth in strategic growth areas adidas North America, Greater China, e-commerce
  • Operating margin increases 1.1pp to 10.8%
  • Net income from continuing operations grows 20% to € 1.709 billion
  • Reebok returns to profitability 
  • Management proposes dividend increase of 29% to € 3.35 per share

adidas has been ranked 


in the

2018 Corporate Human Rights Benchmark, which measures the human rights performance of the top 100+ global companies.


2018 Corporate Human Rights Benchmark

adidas has been ranked #1 in the 2018 Corporate Human Rights Benchmark (CHRB), which measures the human rights performance of the top 100+ global companies across industry sectors. The CHRB ratings are closely tracked by investors and social responsibility investment (SRI) funds. With a score of 87.5 we moved up 4 places in the ranking, having been placed 5th in the 2017 pilot. Why did we do so well? One word: Transparency. We shared our ongoing work to protect human rights defenders, to tackle modern slavery challenges along our supply chain and our deep involvement in human rights and sports. We also shared our policies and approach to women’s rights, which has both an internal and external focus for us as a brand. The bottom line is that we are delivering on our belief that, through sport, we have the power to change lives.