SS22 coming soon
Since 1924, "the brand with the three stripes" has been providing us with equipment for the best sports performance. After the sports world, the German giant conquered the fashion world in the 1980s. Adidas became a household name among young people and non-sportsmen. Among the most famous products: The Adidas Superstars or a Beckenbauer tracksuit.
With its fame, big stars like to lend their name to the brand. This has led to collaborations with, among others, Pharrel Willams, Katy Perry, and of course, Kanye West.
Meanwhile, it's impossible to imagine the sports and fashion world without Adidas. With three permanent clothing lines (Trefoil, Adidas Performance, and Adidas NEO) and notably a partnership with Japanese designer Yohji Yamamoto (Y-3), the German brand continues to innovate in all areas.
Taking ownership of the game
2022 is the second year of Adidas' five-year strategic cycle. The "Own the Game" initiative clearly places the consumer at the center of everything, recognizing the role they play in shaping industry trends: They [the consumers] strive for an active and healthy lifestyle, they want to combine sport and lifestyle, they are digital by default and sustainable by conviction. The "Own the Game" strategy will capture the opportunities consumers offer and create new ones for their benefit.
Successful implementation of this strategy will build brand credibility, elevate the consumer experience and push the boundaries of sustainability. In 2022, for example, Adidas is committing to stop using cotton from China's Xinjiang region in response to human rights violations against the Uighur people that the Chinese government is accused of.
The sustainability trend is therefore increasingly being pursued by the brand with three stripes. "Managing environmental impacts at our sites and throughout the value chain is a key part of our work," says Adidas. The plan is therefore to reduce emissions as much as possible by 2025 and to make water consumption as efficient as possible. This is promising for the future of Adidas.