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Calling all Creators

Adidas

Calling all Creators

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Vital statistics

  • 1949 Established
  • Public Type
  • > 10,000 Number of employees
  • 16,9 billion in 2015 Revenue
  • Adi-Dassler-Strasse 1
    Herzogenaurach, Germany
    HQ

Key people

  • Kasper Rorsted Chief Executive

Culture Q&A

Company Snapshot

Adidas: The Creator Brand

Adidas: The Creator Brand

Founded in 1949, Adidas has grown from a small family run sports-shoemaker into one of the most recognisable brands on the planet. Today, the brand has expanded beyond footwear to become a leading player in the sports and activewear markets, while making significant inroads into the streetwear fashion market through collaborations with Alexander Wang, Kanye West and Pharrell Williams. Employing more than 57,000 people in over 160 countries, it produces more than 778 million product units every year and generated sales of €17 billion in 2015.

Driven by its constant focus on innovation, Adidas has made creative thinking the foundation of its commercial strategy and its company culture. Despite its size, the global company believes that everybody in its workforce should approach their role as “a creator.” From marketing to design, merchandising to logistics, Here, Arthur Hoeld, general manager Originals, reveals how the company enables its employees to meet business goals without pre-conceived ideas on how they should be achieved, and empowers them to approach their work with as much creativity as possible.

BoF: How would you define the DNA of Adidas’ company culture?

As a brand we put creativity at the heart of everything we do. It’s part of our DNA and something we’re very proud of. We call ourselves “creators” and look to encourage and nurture creative people across our organisation. We believe creativity should not be limited only to traditionally creative functions. It’s an attitude that can be applied throughout the business, from HR to operations. That belief is one of the key foundations of our success.

Working at Adidas is about wanting to do something differently. Wanting to go beyond what has come before and beyond the conventional approaches already existing in the marketplace, to create something innovative and unique. Our employees consistently prove to us that you can apply that mindset in every function with great success.

 

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Company Snapshot

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