by Bryce White
Adidas, which some people may know by their acronym all day I dream about soccer or Sports, was founded August 18, 1949 in Herzogenaurach Germany. The global sports lifestyle brand produces various sports products with a great dedication to improve the world in various areas. Specific areas where they seek improvement is with environmental support and combating racism with their various on going donations, internal support, and campaigns that suggest consistency, resiliency, authenticity, and a great foundation for a brand who is socially and environmentally responsible.
Adidas’ mission statement reads as followed “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.” Although there mission is directly focused on the quality and production of the brand and brand products there actions speak louder than their words. In my opinion, this shows their commitment without the need to boast and brag about how they are impacting the world in a positive manner. This also is a display of their authenticity and genuine responsibility.
Their impact on the environment is second to none in the sports industry. In 2015 Adidas partnered with an environmental organization Parley for the Oceans and launched their Parley campaign that was centered around removing plastic from our oceans. Recycling and marine waste is a very serious issue. Scientist sand experts predict that we will have more plastic than fish in our oceans in 30 years. In 2019 this campaign was able to produce 11 million shoes made from recycled plastic from our oceans which is a large amount of plastic that is removed from the oceans. This campaign has been so successful and impactful Adidas has made it a goal to remove and replace all virgin polyester with recycled polyester in 2024. Adidas has suitability in mind as well as making an impact with social issues, for they are standing up to racism. They continue to donate and invest in black and hispanic communities. They will invest 120 million dollars over the next four years and will increase their hispanic and black employees by 30% over the next four years. Employing individual from this specific community is huge, for it shows that they want these communities to not only be represented in media but internally. This displays genuine commitment to social change.
What can Adidas learn from NIKE?
I think Adidas can learn how to support activist and movements prior to popularity. Although, Adidas intent and commitment to social responsibility is genuine they could have supported the movement earlier. Nike supported and centered a campaign around Collin Kapernick early and it felt even more genuine because Collin was blacked balled from the NFL, which showed Nike’s ability to support a cause despite popularity or trends. I think both companies are doing great things and are impacting the world in their respective ways. I think sporting brands have a huge platform as well as a huge following that can influence the masses to be better humans. I think these two brans hold a lot of responsibility because of how much power they have. I love seeing how each brands impact each other, for example I recently purchased nike’s recycled shoes (space hippies). Not sure if this would have happened if Adidas campaign and support to help the environment was not successful.