Annual Report

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CEO letter

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Person doing sports in adidas clothing (photo)

Letter from the CEO

Kasper Rorsted

2019 marked a special year for adidas. Already today, adidas is a much better and stronger company than ever before. But we will not stop here. Like every athlete, we train and work hard to up our game season after season, year after year.

Letter from the CEO

Our Results

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Person doing sports in adidas clothing (photo)
Net sales
€23.640 bn
+6% c.n.
Income Statement
Operating margin
11.3%
+0.4pp
Income Statement
Net income from continuing operations
+12%
€1.918 bn
Income Statement
Gross margin
52.0%
+0.2pp
Income Statement
Employees
59,533
+4%
Employee Population
Dashboard

Our Strategy

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Our Core Belief

(Graphic)

Our mission
to be the best
sports company in the world

Corporate Strategy

Our Highlights

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Person doing sports in adidas clothing (photo)
COLLABORATING WITH THE BEST (photo)

COLLA­BORATING WITH THE BEST

In 2019, we expanded our network of athletes and creatives with Beyoncé, the Queen of Pop, alpine skier Mikaela Shiffrin, and other new additions. Leveraging our Open Source mindset, such collaborations help us to spur creativity and thus develop the most desirable products and brand experiences.

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MAJOR PRODUCT LAUNCHES (photo)

MAJOR PRODUCT LAUNCHES

New product launches generate the majority of sales of our adidas and Reebok brands. In 2019, we again launched numerous highlight products across all categories – from running shoes to lifestyle sneakers to outdoor apparel.

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ECO-INNOVATION & CONSUMER ENGAGEMENT (photo)

ECO-INNOVATION & CONSUMER ENGAGEMENT

Sustainability plays a central role in achieving our mission: to be the best sports company in the world. This is why, every year, we mobilize millions of people to protect the oceans, and we develop innovative products that fulfill the needs of athletes and consumers while at the same time making a contribution to responsible consumption.

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ADIDAS LDN: THE MOST DIGITAL ADIDAS STORE TO DATE (photo)

ADIDAS LDN: Our most digital store

London’s Oxford Street – since the fall of 2019, this is the address of our newest and ‘most digital’ adidas brand flagship store. With more than 100 digital touchpoints, the store takes the shopping experience to the next level. In addition, ‘adidas LDN’ is one of our biggest stores worldwide, setting new standards in terms of product presentation, offering and service.

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70 YEARS OF ADIDAS & NEW WORK SPACES (photo)

70 YEARS OF ADIDAS & NEW WORK SPACES

adidas turned 70 in 2019 – a big birthday, which called for a big party. We also inaugurated new buildings with modern working concepts at our key locations. These concepts enable our employees to perform at their best, day in and day out, and to optimally balance their working and private lives.

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