ADIDAS

Founder : Adolf Dassler

Founded : 1949 August 18
Headquarters : Germany, Herzogenaurach
Area Served : Worldwide
Products : Footwears, sportwears,sports
equipment
Revenue: US$ 21.915 billion

COMPANY PROFILE
Adidas AG is a multinational corporation, founded and headquartered
in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and
accessories. It is the largest sportswear manufacturer in Europe, and the second largest
in the world, after Nike. It is the holding company for the Adidas Group, which consists
of the Reebok sportswear company, TaylorMade golf company (including Ashworth),
8.33% of the German football club Bayern Munich, and Runtastic, an Austrian fitness
technology company. Adidas' revenue for 2018 was listed at €21.915 billion.
The company was started by Adolf Dassler in his mother's house; he was joined by his
elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler
assisted in the development of spiked running shoes for multiple athletic events. To
enhance the quality of spiked athletic footwear, he transitioned from a previous model of
heavy metal spikes to utilising canvas and rubber. Dassler persuaded U.S.
sprinter Jesse Owens to use his handmade spikes at the 1936 Summer Olympics. In
1949, following a breakdown in the relationship between the brothers, Adolf created
Adidas, and Rudolf established Puma, which became Adidas' business rival.
MISSION
Adidas mission statement is “The Adidas Group strives to be the global leader in the sporting goods
industry with brands built on a passion for sports and a sporting lifestyle. We are committed to
continuously strengthening our brands and products to improve our competitive position .” The
components in Adidas’ mission statement include:

 Improving sports. In this mission statement, Adidas emphasizes on its role to continuously
lead in offering its customers the best productsAdidas is a great supporter of sports through
targeted campaigns and sponsorship programs to support young talents.
 Exceeding expectations. The reason Adidas has a reputation that precedes it is simply
because of its uncompromising attitude on quality. Adidas is a brand that one can say
demands little marketing efforts courtesy of the satisfaction it gives its customers wherever
they are
 Innovations. Adidas clearly shows that creative mindset is at the heart of all its operations as
demonstrated by the constant rollout of incredible sports shoes and other related products.
The designs characterizing its work are precise and tailored to the specific needs of the
athlete, showing just why the company has become a darling in the sports sector.

VISSION
Adidas vision statement is “to be the design leaders with a focus on getting the best out of the
athletes with performance guaranteed products in the sports market globally.” It emphasizes on the
creativity that characterizes Adidas making it a top brand among the best players in the niche it
operates. Some of the components that relate to this vision statement include:

 Being the design leader. In the first component of this vision statement, Adidas re-
emphasizes that it is not a company that sits back and follows the rest. Instead, it is driven by
the inventiveness and desire to lead the rest by setting a quality bar that meets the needs of its
customers. In fact, its strategy highlights ‘creating new’ as a critical element of the leadership
it brings in the market.
 Boost athletes. The progressiveness demonstrated by Adidas in the production of products
that meets the changing needs of the customer shows just how much the company values the
athleticism of its clients. Historically, Adidas leaves nothing to change by aligning the needs
of the clients with everything it does, and in this way, supplies them with exactly what they
need to take their game to the next level.

WORKING PRINCIPLE
Knowledge management is a discipline of identifying, retrieving,sharing and
evaluating an enterprise’s information assets. Adidas compay takes the knowledge
management concept, which helps to demonstrating honesty and fairness in
every action that they take with in the company or outside of the company . The
company people gain their individual knowledge and they take responsibilities to
meet their companies goals and responsibilities. They take responsibility for
their overall performances in decision making and actions. With the knowledge
they acquire in their business, they celebrate success and see failures as a
opportunities for growth. As a part of global team, they are committed to working
together throughout the world by bringing together the best thinking from the
knowledge of their professionals. Also they thrive on creativity and innovation to
anticipate market trends and move quickly to embrace them. With the
management of knowledge their company acquire, they deliver what they
promises and add value that goes beyond what is expected.. Knowledge materials
like processes, documentation and audit system are in same place to ensure
quality standards are maintained and practiced.