Adidas has built itself an impeccable reputation of lifestyle, creativity, modernity, culture and sport. Since their birth in 1949, they have gone through a whirlwind of different projects, initiatives and movements.
Since about 2010, Adidas has been diving head first into Sustainability to better develop their business and brand in our ever growing market place. I have researched deep into the efforts they make and the messages they spread, and can’t help but applaud.
They put people before profits, and encompass people and profits with their endeavours to maintain the planet. Adidas’ core values include empowering their workers and increasing people’s awareness of health and education. All of Adidas’ products are produced in countries with cheap and fast labour, where worker’s rights aren’t necessarily the main objective.
The Adidas SMS Worker Hotline was established in 2011, and has since allowed 260,000 employees to anonymously voice concerns, ideas, opinions, and overall inquiries to their employers. Giving the workers in the suppliers factories in less developed countries a chance to be a bigger part of the business process empowers, but also educates.
In my opinion this is one of the most innovative new initiatives launched by any business. Giving people the option to play a larger role in such a big business will spread a level of importance as well as self pride. Additionally, i think this spreads an important message that every persons voice is valuable, and no matter what the circumstances in terms of race, gender and monetary situation.
While the famous 3 stripes will last forever in consumers’ minds, Adidas hopes to also push forward every effort they are making to be one of the most desired and admired brands in the world. Ranking number 5 on the “Global 100 Most Sustainable Corporations” list, it’s efforts can’t be dismissed as they have a strongly voiced passion to empower people to embrace themselves and respect the planet while making vast profits in the meantime. Adidas will never stop learning and improving as they have the necessarily resources and influence to create actual change.
I love Adidas and always will. Knowing about their plentiful efforts along the way make them so much more promising and inspiring for the future.
Great post! I agree that Adidas has been making strong initiatives to provide quality products alongside being ethical. However, I’m curious to know what are your thoughts on Adidas maintaining cheap, overseas labour? Do they follow through with the complaints received from workers or just document them? I personally think the practice of employing people for a lower wage than you would in western country is unsustainable in its nature.