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Sport is at the core of everything Adidas do. Sport plays an increasingly significant role in more and more people’s lives, both on and off the field. It is central to every culture and society and is core to our health and happiness. The kay to Adidas’s success and the execution of our strategy ‘Own the Game’, are their people and culture. They bring our identity to life, defined by our purpose, mission, and attitude. Their purpose, ‘through sport, we have the power to change lives’, guides the way we run our company, how Adidas works with their partners, how they create our products, and how they engage with our consumers. Adidas will always strive to expand the limits of human possibilities, to include and unite people in sport, and to create a more sustainable world. Athletes do not settle for average. And neither does Adidas. They have a clear mission: To be the best sports brand in the world. Every day, we come to work to create and sell the best sports products in the world, and to offer the best service and consumer experience – and to do it all in a sustainable way. Adidas is the best when they are the credible, inclusive, and sustainable leader in the industry. At adidas, they are rebellious optimists driven by action, with a desire to shape a better future together. Adidas sees the world of sport and culture with possibility where others only see the impossible. ‘Impossible is Nothing’ is not a tagline for them. By being optimistic and knowing the power of sport, they see endless possibilities to apply this power and push all people forward with action.