Annual Report 2024

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ESRS S4

Consumers and End-Users

At adidas, our business model is centered around our consumers.We focus on understanding and addressing what matters most to them by delivering high quality, safe products, the service they expect and the experience they need. Through our marketing practices, we embrace diversity in all its forms, while upholding our responsibility to data privacy.

Impacts, risks and opportunities

Impacts

  • Responsible marketing practices
    As part of our dedication to responsible marketing practices, we recognize the profound impact that marketing strategies can have on the mental and psychological well-being of our consumers
  • Environmental claims
    Environmental claims in advertising should be accurate and not misleading.Consumers should have all relevant information about the product before making a purchasing decision

Risks

  • Privacy
    Risk of administrative fines, individual legal claims, or other administrative action through missing implementation or maintenance of a privacy management
  • Health and safety
    Risk of non-compliance with regulatory requirements which could lead to voluntary or mandatory product recalls, returned stock and herewith lead to penalties, fines or reputational damage
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Key metrics & actions

At adidas, we are dedicated to maintaining the highest standards of data protection, safeguarding the wellbeing of our consumers, and promoting ethical marketing practices that resonate with our values of diversity, equity and inclusion. As a result, these actions and commitments are reflected in our daily operations.

Privacy

Integration of robust privacy management systems into our business practices, including regular audits, employee training, and the adoption of security technologies.

Health and safety

Implementation of companywide product safety policies and standards that covers all aspects of a specific product.

Responsible marketing practices

Appropriate and proactive measures, such as sentiment analysis or a partner escalation process, are in place to safeguard our brand and ensure that our brand values are reflected.
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Number of product recalls in 2024 related to health and safety

0 due to the quality of our products and thorough processes, policies and standards in place, there were no recorded product recalls in 2024. read more

Policies

We have adopted multiple policies, guidelines and standard operating procedures that anchor our approach to consumers and end-users in the management of our business. An overview of these policies can be found in the topical standard of S4.