Company profile

Adidas

Sporting goods · Herzogenaurach, Germany · adidas.com

adidas is a global sporting goods company with a consumer-led model across performance and lifestyle products, direct-to-consumer, wholesale, e-commerce. Its current direction emphasizes brand heat, locally relevant products, disciplined wholesale, DTC growth, continued investment in digital transformation, technology, supply chain resilience.

Strategic priorities

Drive brand heat and locally relevant product execution

Management says 2025 improvements came from stronger local products, activations, product range, market-led go-to-market execution.

The 2025 roadmap says adidas continued to drive brand heat with stronger emphasis on locally relevant products and activations, improved its product range and market-led go-to-market approach.

Roadmap to Success

Grow direct-to-consumer and e-commerce

Digital channels remain a central growth lever and a source of margin support.

Q1 2026 DTC sales rose 22%, with e-commerce up 25% and own retail up 19%, while the company sustained a full-price sales focus.

adidas records strong start to the year in the first quarter of 2026

Continue enterprise digital transformation

The company is actively simplifying core systems and digitizing operations across the value chain.

Tech says it is moving into one real-time, cloud-based and scalable ERP system with SAP S/4 HANA and moving applications to the Cloud.

adidas Careers Tech

Reduce carbon intensity and strengthen supply chain resilience

Sustainability remains tied to operational strategy and supplier transformation.

The 2025 climate statement says adidas achieved a 9% reduction in carbon intensity per product by 2025 and is focused on renewable electricity, coal phase-out, lower-carbon materials.

Climate Change Overview

AI program

adidas does not publicly describe a standalone enterprise AI program in the sources reviewed. The public record instead shows adjacent capabilities, including athlete-data driven design and manufacturing, digital transformation, cloud-based modernization, which suggest AI would be one tool within a broader data and technology agenda.

Technology posture

adidas presents itself as a tech-enabled consumer brand, with cloud migration, ERP modernization, cybersecurity, DTC digitization as clear priorities.

Cloud

4/5

2/5

Data

4/5

Public disclosures emphasize cloud-based ERP, app modernization, data-informed product innovation, while named AI specifics are limited.

Technology vendor categories

Cloud

n/a, adidas says it is moving applications to the Cloud and operating a cloud-based ERP environment, but no current cloud hyperscaler is publicly named in the sources reviewed

Data

n/a, adidas publicly references athlete data, running data, consumer preference data, but does not publicly list a current enterprise data platform vendor in the sources reviewed

n/a, no current named AI vendor or formal AI platform is publicly disclosed in the sources reviewed

ERP

SAP S/4 HANA

CRM

Salesforce Commerce Cloud, Salesforce Marketing Cloud, Salesforce Service Cloud

Security

n/a, adidas says it is elevating cyber security capabilities, but no current vendor is publicly named in the sources reviewed

Recent developments

Sources

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Evidence confidence 86/100. Generated 2026-07-03 from public sources.