Annual Report 2024

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The image shows a pink running shoe on a transparent surface. The sole of the shoe appears to be in the foreground, while the rest of the shoe remains out of focus against what looks like a digital or pixelated background. The texture of the shoe's upper suggests it may be made of synthetic materials with patterns and possibly cushioning for comfort during runs.The image shows a pink running shoe on a transparent surface. The sole of the shoe appears to be in the foreground, while the rest of the shoe remains out of focus against what looks like a digital or pixelated background. The texture of the shoe's upper suggests it may be made of synthetic materials with patterns and possibly cushioning for comfort during runs.

Highlights 2024

Performance

This is an advertisement or promotional image featuring a pair of sneakers. The design of the sneakers appears to be modern and sporty, with vibrant red and black accents that give them a bold look. These shoes are placed against a simple background, which helps to draw attention to the product without any distractions.

AE1

Showcasing the future of adidas Basketball through innovative design and technology, the Anthony Edwards 1 excites consumers on and off the court. Voted sneaker of the year in 2024 by Complex, the success of Anthony Edwards’ model also drives consumer awareness for our Harden, D.O.N., and Dame signature lines.

This is an image featuring a single tennis shoe with the Adidas Originals brand visible across it. The color of the sole and laces suggests that the shoe belongs to the "ADIDAS ZERO" line, known for its distinctive design. Overlaying the top left corner of the shoe is a text that reads "ADIZERO." in capital letters.

Adizero Adios Pro 4

The Adizero Adios Pro range is developed to break records. The Adios Pro 4 takes the technology from Adizero Adios Pro Evo 1 – our record-breaking running shoe – and makes it available to all ambitious marathon runners.

This is an image of a pair of Adizero sneakers. The shoes are predominantly white with black stripes. Overlaid on the image is text that says "ADIZERO EVO".

Adizero Evo SL

This launch is further democratizing our record-breaking Adizero range, offering technological innovation and design elements from the Adizero Adios Pro Evo 1 at the more affordable price point of € 150. With its clean look, the Evo SL catches attention during and after any run.

The image features a close-up of someone's foot wearing a red and black supernova 2 sneaker, with the shoe's laces prominently displayed. The background is out of focus but shows what appears to be an outdoor setting, possibly a sidewalk or street.

Supernova 2

Even lighter than its predecessor, the Supernova 2 provides a superior daily running experience, with new features such as the Dreamstrike+ midsole which enhance the franchise’s comfort-driven proposition.

This image captures a moment on a street. We can see three people who appear to be exercising or running in the foreground. In the background, there's an old building with some ornamental details such as balconies adorned with railings. The sky is overcast, suggesting it might be early morning or late afternoon given the soft lighting. There are no discernible texts or logos on visible in the image that provide additional context about the location, event, or the individuals shown.
This image features a pair of high-top sneakers with the text "ULTRABOOST 5" written across the picture in bold letters.

Ultraboost 5

The latest iteration of our iconic running franchise refocuses on performance, featuring a reengineered midsole to provide even more energy return and bold colorways for lifestyle-conscious runners.

This is a promotional poster with the text "SL DUROMO" in bold letters at the bottom. The image features a person who appears to be resting, with one leg lifted as if they're posing or ready for movement. There’s also a pair of sneakers visible on them, Adidas brands based on the recognizable logo.

Duramo SL

Developed for the price-conscious runner and priced below € 80, the mesh upper and padded heel create a soft, supportive feel, while the Lightmotion midsole adds lightweight cushioning.

The image shows a pair of blue and red sports sneakers placed vertically next to each other.The image shows a pair of blue and red sports sneakers placed vertically next to each other.
This is an image of a Predator soccer cleat designed by Adidas, with the words "PREDATOR" indicating the type and model number.

Predator

Many of football’s greatest players trust the Predator, a boot crafted for goals. The latest iteration continues this success story, featuring a lightweight soleplate and heel construction that optimizes traction for dynamic movement and stability when striking the ball.

The person in the image appears to be holding a shoe and standing next to cases that likely contain more shoes. His facial expression suggests a positive mood, possibly related to his professional achievement or announcement. The person is dressed in what seems like sports attire, suggesting he may be involved with a sporting event or is in the context of sports. The logo in the background appears to be associated with Adidas and the word "PREDATORS," which might refer to a team name or to the brand itself if it's a product name.The image shows a pair of adidas shoes with one the adidas logo facing outward. In the center, there is an object that appears to be hands reaching out towards the shoes.
The image is an advertisement or a promotional graphic for a pair of red adidas sports cleats with the numbers "50" visible and presumably indicating their model number.

F50

After a nine-year hiatus, we relaunched the F50 on the occasion of its 20th anniversary. Taking inspiration from elite track spikes, we provided this famous built-for-speed football franchise with a comprehensive upgrade.

In the image, you see a male model on an advertising or promotional shoot. The model is dressed in vibrant pink, colorful clothing and accessories, usually worn for graduations. He is kicking a football.The image is an advertisement or a promotional graphic for a pair of white and red adidas sports cleats with the numbers "F 50" visible and presumably indicating their model number.
This is an image that shows a tennis player on a blue court, wearing sports shoes. There's a text overlaid on the image which says "CRAZY QUICK".

Crazyquick

As padel’s popularity and presence grows, we built on our deep expertise in tennis and other court sports to introduce our first dedicated padel footwear franchise. Its lightweight and breathable design offers enhanced stability, cushioning, and energy return.

The image shows a promotional advertisement for a product called "DropSet 3," which seems to be associated with fitness or athletic wear. In the background, there is a person engaging in physical activity, possibly workout related given the text and items that resemble sports equipment or clothing. The foreground features an item of clothing, likely a gym or sports apparel, and some accessories like socks and a piece of sports equipment or trainer shoes.

Dropset 3

Designed specifically for the demands of weight-based exercises, the new Dropset offers enhanced stability and grip. This helps gym enthusiasts distribute weight evenly while transferring force from feet to ground, reducing injury risk.

The image shows a gym setting where three individuals are exercising.
The image shows a woman exercising, with a heavy lifting barbell and weights in the background.

Optime

Our new Optime leggings blend support, style, and freedom of movement. Engineered with advanced material constructs, the squat-proof leggings offer all-day confidence and comfort inside and outside the gym.

This is an advertisement for Terrex Xperior sportswear. The advertisement features a man looking up towards the camera, with his hands on his head. He appears to be in motion or possibly just relaxing and enjoying the experience of Terrex Xperior.

Terrex Xperior

Made with 100% recycled PrimaLoft insulation, this award-winning jacket does not compromise performance for sustainability. Its distinctive pattern and insulation support breathability and keep adventurers warm even in wet conditions.

The image shows a person standing outdoors posing for the camera. The individual is wearing a white hooded sweatshirt with an adidas logo visible on it, and there's an outdoor setting with a blue sky backdrop behind them.

Z.N.E.

Our revamped Z.N.E. collection (‘Zero Negative Energy’) is the epitome of innovation in apparel. Bringing high-quality performance fabrics into everyday silhouettes, including hoodies and pants, creates a distinctive offering that our consumers can rely on in all occasions.

Bjørns Best-of

Bjørn Gulden, CEO (Photo) holding a new model of adidas training shoe in his hands, posing in a photoshoot.

Our CEO’s choice of his favorite products

Bjørn Gulden, CEO (Photo) holding a new model of adidas training shoe in his hands, posing in a photoshoot.

Lifestyle

The image shows a pair of adidas shoes with a sneaker design. In front of the shoes is a word "Terrace" written in graphic text that resembles chalk writing on a concrete surface. The brand name "GUCCI" overlaps one side of the shoe, suggesting this could be a collab with Gucci. In the bottom right corner, there is a small label showing the Adidas logo, indicating that these are indeed adidas shoes. The backdrop is neutral, putting the focus entirely on the shoes and text.

Terrace

Seeded by the adidas x Gucci Gazelle, one of our most sought-after collaborations, we continue to drive newness and depth, building on the increasing interest of the consumer in our Terrace offering, consisting of Samba, Gazelle, and Handball Spezial. Numerous high-profile collaborations with Pharrell Williams, JJJJound, and Bad Bunny keep our franchises relevant as we carefully manage supply.

The image shows a pair of Adidas Campus sneakers displayed on a white surface with the word "CAMPUS" above. The sneakers are black with white soles and have a distinctive look featuring three stripes on each side. There is a brand logo visible at the top of them.

Campus

Originally at home in skateboarding, the Campus with its bulkier silhouette perfectly complements our Terrace offering. Organically picked up from our Gen Z and Gen Alpha consumer on social media, it now enjoys even greater popularity than Terrace silhouettes in some of our markets.

The image shows a pair of yellow sneakers with shoelaces untied, placed on a floor next to other shoes. A person's lower legs are visible above the shoes, wearing white socks.

SL 72

Historically developed for marathoners, this franchise now takes the T-toe style into Retro Running for our Lifestyle consumers. We continue to scale volumes in response to fast-growing demand, while keeping the franchise relevant through fresh colorways and exciting collaborations such as that with Sporty & Rich.

This is an image with a person's legs, wearing sneakers and pink socks. The background shows a tiled floor. There is text on the image that reads "LOW PROFILE".

Low Profile

Given our credentials in martial arts, boxing, and motorsport, we successfully incubated Low Profile franchises such as Taekwondo and Japan. The low and slim silhouettes have already created hype on fashion runways and red carpets around the world. Examples of our activations include the Stella McCartney show at Paris Fashion Week and Emma Chamberlain on the cover of The Face magazine.

The image features an adidas shoe with the text that says "CLIMA COOL" written around it.

Climacool

By pushing the boundaries of design innovation, we offer a shoe that defies conventional norms with a unique lattice structure and is entirely 3D-printed with cutting-edge technology. The 360° airflow makes the shoe feel as if it is almost non-existent, a testament to our innovation, design, and comfort journey toward creating the best Lifestyle Running product for our consumers.

The image shows a pair of sports shoes against a white background. On the top side of the image, we can see a text "Aruku" written in capitals. Additionally, there's an upside-down adidas logo on one of the sneakers. The overall impression is that the image is likely for promotional or sales purposes.

Aruku

Another highlight in Lifestyle Running, the Aruku provides a completely different level of comfort. Inspired by an iconic running shoe from the 2000s, this franchise has a curved rocker shape and Swirlfoam cushioning that keeps our consumers moving comfortably all day. Bold activations with artists such as Gunna at ComplexCon have pushed the franchise to the forefront of the sneaker community.

The image shows a pair of Adidas sneakers resting on a wooden surface with the word "SUPERSTAR" below it.

Superstar

We are relaunching one of our most iconic shoes with new colorways, materials, collaborations, and a dedicated market-by-market approach. Led by North America, we are focusing on a young, urban consumer group and strengthening the connection to local street culture with dedicated Superstar iterations and activations coming out of our creation center in Los Angeles.

The image shows a display of sports jerseys, specifically from "Third Jerseys". The jerseys are dark blue with an adidas logo on the left, and a small horse emblems on the right.

Third jerseys

The Trefoil logo returned to the pitch with the launch of third jerseys made from 100% recycled polyester for each of our five major European football clubs, namely Bayern Munich, Manchester United, Juventus, Arsenal, and Real Madrid. Blending performance and contemporary street style, the limited-edition jerseys are designed to bring the enthusiasm for football from the field to the streets.

The image shows a pair of gold adidas sneakers, positioned against a wall. The background is blurred, but it seems to be an indoor setting. Below the shoes are the words "THE BAD BUNNY X MESSI COLLECTION" which suggest that these shoes are related to Bad Bunny's collection, possibly of merchandise or accessories associated with the artist.

The Bad Bunny & Messi Collection

In the one-of-a-kind partnership, Bad Bunny and Lionel Messi reinvented two of our most celebrated silhouettes. The collection pays tribute to individual trophies of the two global superstars. It includes the Gazelle as Bad Bunny’s favorite style element and the F50, widely recognized as one of the best football cleats of all time and worn by Messi throughout his career.

Events

The image shows a team of football players celebrating on what appears to be the pitch after a match. They are wearing red and yellow jerseys, which suggests they could be from a European national team, given the flag in the background. The text "EURO / Copa" indicates that they may have just finished or might be about to start a competition known as EuroCop, an international football tournament for European nations. There is a visible trophy on a podium near them, implying a recent victory or achievement, though no specific details are provided. The team members are expressing joy, with smiles and celebration poses.

EURO/Copa

We amplified the success of our teams at the UEFA EURO and CONMEBOL Copa América football tournaments through the launch of the second chapter of our You Got This brand campaign: Stars including Jude Bellingham and Lionel Messi shared their experience on pressure and how to overcome it. Simultaneously, we drove elevated brand visibility with activations such as our ‘Home of adidas Football’ in Berlin – a fully immersive hub with public viewing, creative studios, exhibitions, game boxes, and five-a-side football pitches for our consumers.

The image displays a person in a wheelchair participating in what appears to be an Olympic games event, where the participant is actively involved and surrounded by people, possibly team members or fellow competitors. The watermark of the Paralympics and text emphasizing this connection is present, indicating that the content focuses on para sports within the Olympic games framework.

Olympics/Paralympics

Against the backdrop of the Paris 2024 Olympic and Paralympic Games, the third chapter of our You Got This brand campaign highlighted the importance of self-belief: Athletes at the top of the game shared their mindset to encourage the next generation. The campaign matched the launch of our comprehensive Athlete Pack, a footwear collection equipping athletes across 41 different disciplines, which was also made available at our newly opened Home of Sport flagship store on the Champs-Elysées. To round up the event experience, we celebrated Olympic medal wins with our athlete partners at our adidas house in Paris.

The image shows people, likely engaged in a race or running event, and in the background, there is a banner with text that reads "MOVE FOR THE PLANET." This suggests that the event is part of a campaign to encourage physical activity for environmental causes.

Move for the Planet

For the second time, we called on athletes at every level across the world to track their physical activity across a variety of sports. Almost 230 million minutes of activity were tracked in the adidas Running app globally, with adidas donating € 1.5 million to make sports facilities more resilient to extreme weather conditions and to provide sustainability education tools to a number of local communities.

A photo is a group of athletes posing together at what seems to be a race finish or a starting point, all wearing racing bibs with numbers on them.

Road to Records

For the fourth edition of Road to Records, we gathered 120 world-class athletes for a unique running event at our headquarters in Herzogenaurach, Germany. Our athletes secured one new world record, two under 20 records, nine national records, and stimulated incredible energy at our World of Sports. The excitement was also visible in our adidas Runners’ community – who remotely participated across 60 cities – as well as around 200 retail partners and our employees who also joined in on this extraordinary experience.