#2 – Adidas: Changing Lives Through Sport

Best Purpose of the Week – Illustrated Purpose Statements From Around the World

“Through sport, we have the power to change lives.”

Founded in 1949 by Adi Dassler, Adidas has always been rooted in performance.

But what transformed it from a shoemaker in post-war Germany into a $22B global brand isn’t just design and innovation—it’s purpose.

It’s what led Adidas to equip Jesse Owens at the 1936 Olympics, a bold act of defiance before it was even a company.

It inspired the brand’s support of Run-D.M.C. in 1986, pioneering the first non-athlete endorsement deal in sportswear history.

It fueled their sustainability commitment: over 30 million pairs of shoes made with Parley Ocean Plastic since 2015.

It’s what powered their 2021 “Impossible is Nothing” campaign, amplifying the voices of women, immigrants, and underrepresented athletes worldwide.

Purpose has also shaped bold business decisions: a strong digital pivot that now drives over 40% of its sales, and a 2022 pledge to achieve climate neutrality by 2050.

Adidas shows that living purpose, it’s not just selling shoes—but shaping culture, impacting lives, and staying relevant for generations.

Because sport it’s about connection, equity, and transformation, and not just about competition.