Adidas’s mission statement is “to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.” In this regard, they are very focused on bringing the best and most innovative products to consumers all around the world. Adidas further elaborates on their mission statements as follows: 

We are committed to continuously strengthening our brands and products to improve our competitive position.”

We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.”

We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.”

We are a global organization that is socially and environmentally responsible, that embraces creativity and diversity and is financially rewarding for our employees and shareholders.”

We are dedicated to consistently delivering outstanding financial results.”

     Adidas’s mission statements clearly state the purpose of the organization and where the company is in the present. The advantages of the statements are that they are very product and consumer-oriented, meaning that Adidas continuously strive to improve their products, ensuring that they are delivering products of high quality and innovative designs. A disadvantage to these statements is if the company does not produce high quality and aesthetically pleasing products, then they are going against their mission statements. This means that customers may stop buying Adidas products as soon as they realize that they are being cheated by the company.

     Adidas also addresses the needs of employees and shareholders. This is an advantage because it motivates them to perform better in the workplace. Their mission statements not only communicate Adidas as a strong business in the sporting goods industry, but also demonstrate the group’s corporate social responsibility (CSR) and their strive for excellence. Overall, the role of their mission statements serve to connect the company to produce the best products for the global community.

Works Cited:
"Our Mission." Adidas Group. Adidas, 6 Aug. 2012. Web. 23 Sept. 2012. 
     <http://www.adidas-group.com/en/ourgroup/values/default.aspx>.
 





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