Adidas reported record revenue of €24.8 billion in 2025, with operating profit climbing 54% to €2,056 million. Behind those numbers sits one short purpose line: through sport, the company believes it can change lives. This post breaks down the Adidas mission statement, its vision, core values, employee alignment, and culture using the latest 2025 figures.
Adidas Mission Statement – TLDR
- The Adidas mission statement is to be the best sports brand in the world.
- Its purpose, “through sport, we have the power to change lives,” guides product, marketing, and sustainability work.
- Six values shape the company: courage, ownership, innovation, teamplay, integrity, and respect.
- Adidas employed about 64,938 people across 180 nationalities at the end of 2025.
- Record 2025 revenue reached €24.8 billion, up 13% on a currency-neutral basis.
Adidas Mission Statement
Adidas defines its mission as being the best sports brand in the world. The company measures that against three things: product quality, service, and the experience it gives consumers. The mission connects to the brand slogan “Impossible is Nothing,” which Adidas uses to frame how it speaks to athletes and amateurs.
What is Adidas’s mission statement?
Adidas wants to lead the sporting goods market by making products that improve performance, a position it contests with American rival Nike. CEO Bjørn Gulden has tied the goal to disciplined, quality growth rather than heavy discounting.
The mission ran through the Own the Game plan from 2021 to 2025, built around five categories: football, running, training, outdoor, and lifestyle. By the close of 2025, currency-neutral revenue for the Adidas brand had grown 13% for a second straight year.
Adidas revenue, 2021 to 2025 (€ million)
Adidas Vision Statement
The vision of Adidas centers on its purpose: through sport, the company believes it has the power to change lives. That statement sits at the core of how Adidas sets long-term goals, and it sets the tone for both performance products and everyday wellbeing.
Adidas mission and vision in practice
The Adidas vision links elite sport with health and inclusion. The company funds grassroots programs and builds digital running and training communities to reach more people. Sustainability belongs to the same vision. Adidas hit its target of cutting carbon intensity per product by 9% by 2025 against a 2022 baseline, and it keeps replacing virgin polyester with recycled material.
The “You Got This” campaign carries the vision into marketing. In 2025 the company extended it to show how coaches, parents, and teammates lift athletes, turning pressure into joy. Like fellow German company BMW, Adidas trades on the Frankfurt Stock Exchange, where investors track how well that purpose converts into sales.
Adidas Core Values
Adidas builds its culture on six core values: courage, ownership, innovation, teamplay, integrity, and respect. These guide hiring, daily decisions, and how teams work together across the business.
What are Adidas’s core values?
Courage covers risk-taking and creative product ideas. Ownership asks employees to act like the brand is theirs. Innovation feeds the product pipeline, while teamplay, integrity, and respect set how people treat each other.
The values turn up in output. Adidas makes more than 25,000 articles across footwear, apparel, and accessories each season. In 2025 it ranked among Fast Company’s top 10 most innovative companies in sports for designs that included the Adizero Adios Pro Evo 1 racing shoe and the F50+ football boot. Adidas brand values also shape its ethics rules on non-discrimination, fair pay, and worker safety across a supply chain that, like Volkswagen and other large German manufacturers, stretches across dozens of countries.
Adidas Employee Alignment
Adidas employed about 64,938 people worldwide at the end of 2025, drawn from 180 nationalities. The company aligns this workforce around its purpose and six values rather than a long rulebook.
How Adidas aligns its people
Leadership programs, mentoring, and internal mobility connect each role to company goals. Adidas runs Functional Academies and a high-potential program to build skills and move talent between markets. Pay and wellbeing back that up, with annual pay reviews, pay-equity checks, mental-health training, and hybrid work.
Results followed in 2025. Operating margin rose 2.6 points to 8.3%, and net income from continuing operations grew 67% to €1,377 million, even after a currency hit of more than €1 billion that also tests global manufacturers like Suzuki. The board proposed a 40% dividend increase to €2.80 per share and started a share buyback of up to €1 billion for 2026.
Adidas operating profit, 2021 to 2025 (€ million)
Adidas Culture
Adidas describes its culture as inclusive and built around employee experience, performance, and wellbeing. The company ties this straight to brand strength and financial results.
Inside the Adidas culture
Sport sits at the center. Adidas treats its purpose as a working tool, using partnerships with athletes such as Mohamed Salah to model positive behavior on and off the field. Collaboration runs across the business: local market teams pick the right products for their consumers, and the Adidas Innovation Lab works with athletes on new designs.
Growth in 2025 reached every region, a brand-led recovery that recalls turnarounds at other global names such as Hyundai. Currency-neutral revenue rose 22% in Latin America, 17% in Emerging Markets, 14% in Japan and South Korea, 13% in Greater China, and 10% in both Europe and North America.
Adidas currency-neutral revenue growth by region, 2025 (%)
FAQs
What is Adidas’s mission statement?
Adidas’s mission is to be the best sports brand in the world, judged by product quality, service, and consumer experience. The brand slogan “Impossible is Nothing” supports that goal.
What is the Adidas vision statement?
The Adidas vision rests on its purpose: through sport, the company has the power to change lives. It links performance sport with wellbeing, inclusion, and sustainability.
What are Adidas’s core values?
Adidas holds six core values: courage, ownership, innovation, teamplay, integrity, and respect. These shape hiring, product decisions, and how employees work together across 180 nationalities.
How much revenue did Adidas make in 2025?
Adidas reported record revenue of €24.8 billion in 2025, up 13% on a currency-neutral basis. Operating profit rose 54% to €2,056 million.
How many people does Adidas employ?
Adidas employed about 64,938 people worldwide at the end of 2025, representing 180 nationalities. The workforce grew as revenue posted double-digit gains.
Sources:
https://www.adidas-group.com/en/media/press-releases/adidas-reports-record-revenues-for-2025-and-expects-strong-sales-and-profit-growth-to-continue-over-the-next-years
https://report.adidas-group.com/2025/en/
https://www.macrotrends.net/stocks/charts/ADDYY/adidas-ag/number-of-employees
