adidas strives to be the leading sports brand in the world – an ambitious yet realistic goal. One major lever to achieve this is the brand’s broad and unique product portfolio spanning from apparel and footwear for professional athletes to premium fashion. It allows adidas to address multiple consumer needs, tackle market opportunities from various angles as well as be less affected by one-dimensional market risks. This product portfolio as well as adidas’ commitment to excel in all relevant segments differentiates the brand from competitors and ensures solid market growth, while staying true to the brand’s values. Currently, the brand focuses on five global priorities: Football, Running, Training, Basketball and Originals.
adidas has a clear mission: "To be the leading sports brand in the world".To accomplish this mission, the brand is comprised of two divisions that reflect two distinct market segments: Sport Performance and Sport Style. Product and marketing initiatives at adidas primarily focus on five global priorities which are expected to generate over 80% of the brand's top-line growth until 2010: running, football, basketball, training and Originals.The adidas brand attitude "Impossible is Nothing" drives all brand communication initiatives and helps strengthen the brand's bond with consumers. Along with a well-defined and segmented distribution approach and a premium-price strategy, adidas clearly positions itself as a top-notch brand in all markets.Sport PerformanceThe adidas Sport Performance division has one guiding principle: to equip all athletes with product to achieve their own "impossible". While adidas is proud to support athletes in all sports, the Sport Performance division is mainly focused on four key categories: running, football, basketball and training.Sport StyleThe Sport Style Division is the home of Originals, defined as authentic sportswear. The Fashion Group, which is defined as the future of sportswear, and Style Essentials, the fresh, sport-inspired label made accessible for style-adopting youth. Together, they offer consumers products from street fashion to high fashion—all uniquely inspired and linked to sport.