Recently, Adidas can be described as a frequent action. adidas Originals, the world's first custom clover flagship store, opened at Ocean Taikoo Li in Chengdu. This is the brand's first image customization flagship store in China, and it is also the first landmark flagship store that combines brand trends and Chinese cultural heritage.
adidas Originals has placed such a heavyweight first store in Chengdu, rather than Beijing or Shanghai, where more brands have chosen in the past, on the one hand, it has taken a fancy to Chengdu's rising status as a fashion trend city, and the high degree of fit between Chengdu and clover in temperament is also an important reason. It is reported that the products sold in the store include the latest collaboration series of Adidas Originals and American pop singer Beyoncé's personal brand IVY PARK, as well as products with American music producer and fashion designer Farrell Williams.
In addition to opening stores, Adidas also entered the NFT track. On December 17, 2021, Adidas released an NFT called "Into the Metaverse", which is sold on the Adidas website for 0.2 ether (about $800), which needs to be paid for with crypto wallets such as Metamask, and has a supply of 30,000 units.
As early as the end of November, Adidas had begun tweeting about the metaverse, not revealing exactly what it was going to do, but only announcing three partners: NFT Club Bored Ape Yacht Club; NFT comic series PUNKS Comic; and NFT cultural influencer and community leader gmoney, who was leading the way in their respective fields. The price of the NFT series released this time is similar to that of high-end fashion, but Adidas did not share what these NFTs look like. Of the 30,000 NFTs, Adidas and partners keep 380, some of which are allocated to future events, but they don't mint more NFTs, and if they miss the offering, they can only buy them through secondary markets such as Opensea.
The company's further promotion of digital transformation and continuous innovation in various business areas will support the implementation of new strategies. In March 2021, Adidas released its "Own the Game" 2025 development strategy, which focuses on three key areas: enhancing brand credibility, creating unique consumer experiences, and continuing to expand its practices in the field of sustainability. This new strategy aims to drive revenue, profitability and market share growth towards 2025. The company expects more than 95% of the sales growth to come from the five strategic categories of football, running, training, outdoor and lifestyle. As it becomes increasingly important to connect directly with your target audience, Adidas will drive an upgrade to its operating model to serve consumers more directly. As a result, the Company expects direct operations to account for about half of the Company's net sales by 2025 and drive more than 80 percent of the Company's target sales growth. The company's e-commerce business is expected to double to 8 billion to 9 billion euros. From a regional market perspective, the company will focus on Greater China, North America and EMEA (Europe, Middle East and Africa) regions. Overall, these three strategic markets are expected to contribute about 90% of sales growth by 2025. In addition, by 2025, 90% of Adidas' products will be manufactured from sustainable materials.
As with previous boost technology or partnerships with marine conservation organization Parley for the Oceans, Adidas will continue to deliver breakthrough innovations in the coming years by reinforcing its innovative mindset across the company's business areas. The latest examples include Futurecraft.Strung, a running shoe whose upper is based on athlete data and will be released in 2022, and Stan Smith, the most popular lifestyle shoe, which will also launch a new, fully recyclable and biodegradable version of plant-based material. Adidas aims to make this most important and successful product the most sustainable model in the brand's entire product range. Adidas will then implement the following innovative technologies, including the application of multiple new technology platforms in the running series, the addition of a screen-swiping mechanism in the Adidas APP to obtain consumer feedback on the product, and the opening of a sustainable outdoor franchise store in the Alps called Terrex Mountain Lofts.
"The new strategy is a growth and investment strategy that will lead Adidas into a successful future. This strategy is rooted in the movement, with consumers at the heart of all our work, and will be implemented through our employees. Our strategy focuses on enhancing Adidas' brand credibility, enhancing the consumer experience and further driving sustainability. Kasper Rorsted, CEO of Adidas, said: "To ensure the successful implementation of our strategy, we will continue to focus on investing in our people and brand and accelerating the company's digital transformation." ”
In addition, it is clearly stated in the strategy that the realization of the company's strategic objectives requires the joint efforts of each employee. Adidas has more than 62,000 employees worldwide, and more than 10,000 employees in Greater China alone, who come from all over the world, with unique educational backgrounds and growth experiences, cultivate different personalities and abilities, and provide a rich and diverse range of experiences and perspectives. And diversity is the cradle of innovation.
Recently, Adidas was recognized by the Top Employer Institute and was listed as a "China Top Employer" for the ninth time and was awarded the title of "China Top Employer 2022". In response, Jason Thomas, Managing Director of Adidas Greater China, said: "We are honored to have once again been recognized and affirmed by the Top Employers Research Institute. This year marks the 25th year that Adidas has entered China. In the past 25 years, we have made progress bit by bit, thanks to the hard work of each employee. Looking forward to the future, the company's long-term development will be the journey of gathering sand into a tower, we will continue to create a diversified and inclusive company cultural environment, to provide employees with the best office experience and fair career development opportunities, so that employees in the daily work, life and social welfare practice, to further feel and actively convey the power of sports to create change. ”
Adidas' office building and interior design and renovation have been certified by the U.S. Green Building Council LEED Gold Award. In terms of layout, integrated face recognition intelligent access control system, multi-functional video conferencing system, comfortable ergonomic desk and chair, staff canteen, coffee shop, lactation room and health center. The "home" adopts a mobile office model, and employees can flexibly choose office space according to various needs such as teamwork or independent work. The 800-square-meter oversized gym contains five functional areas, combined with first-class fitness equipment and a variety of fitness classes, to help employees fully release stress and confidently cope with challenges. Adidas also equips employees with company mobile phones and full-featured company application software to meet the needs of daily flexibility, mobility, communication and internal community collaboration, improve the employee work experience, and make daily work more efficient and collaborative.
In addition, Adidas regularly carries out various forms of employee activities and social responsibility practices, leading employees to understand the brand value concept of "we can change lives through sports". Sports and the spirit of giving back to the community have been deeply integrated into the daily work and life of Adidas employees.