News • 22.03.2021

Adidas presents growth strategy ‘Own The Game’ until 2025

Strategic focus on direct-to-consumer, e-commerce, consumer experience

A collage of images illustrating Adidas new business strategy...
Source: Adidas

Adidas introduced its new strategy ‘Own the Game’ at a virtual investor & media day. Main strategic focus of ‘Own the Game’ is to strengthen the credibility of the adidas brand, to create a unique consumer experience and to continue to expand the company's activities in the area of sustainability.

The new strategy is designed to significantly increase sales and profitability as well as gain market share until 2025.

As building direct relationships with its target audience plays an increasingly important role, adidas will evolve its operating model to address consumers more directly. As a result, the company’s direct-to-consumer (DTC) business is projected to account for around half of the company's total net sales by 2025 and to generate more than 80% of the targeted top-line growth.

The company's e-commerce business is forecast to double to between € 8 billion and € 9 billion. 

Investment into digital transformation

“Our strategic focus is on increasing credibility of the adidas brand, elevating the experience for our consumers and pushing the boundaries in sustainability,” said adidas CEO Kasper Rorsted. “To successfully execute our strategy, we will continue to significantly invest into our people, our brand and the digital transformation of the company.”

Investments into product development, marketing, sponsoring and the company's digitalization are set to increase significantly over the next five years. adidas plans to invest around € 1 billion more into the brand in 2025 compared to 2021. By 2025, the digital transformation of the company will have been driven forward with investments amounting to over € 1 billion as well.

The company's digital transformation is driven by investments of more than € 1 billion until 2025. Core processes across the entire value chain will be digitalized: from the creation process with 3D design capabilities, via the sourcing of its products to selling it to customers and consumers. In 2025, the vast majority of adidas’ sales will be generated with products that were created and sold digitally. To achieve this, the company will expand its data and technology expertise internally and increase the size of its tech team. In 2021 alone, adidas will hire more than 1,000 tech and digital talents. The company is also investing into the new ERP system S/4HANA.

Source: Adidas

related articles:

popular articles:

Thumbnail-Photo: CASHINFINITY™: 1,000th cash recycling system in use at dm...
25.10.2021   #Cash #hygiene

CASHINFINITY™: 1,000th cash recycling system in use at dm

CASHINFINITY solution optimises security of cash processing, is easy to use and increases the productivity

Whilst seeking a cash management solution for the back office, Europe’s largest drugstore chain opted for GLORY’s CI-100. In order to be able to carry out transactions, configurations and settings online, the cash management system has ...

Thumbnail-Photo: MWC Barcelona 22 – Mobile World Congress
13.10.2021   #e-commerce #retail

MWC Barcelona 22 – Mobile World Congress

28.02. - 03.03.2022 | Barcelona

It’s time to reconnect, reimagine, and reinventMWC Barcelona is the world’s most influential event for the connectivity industry. From 28 February to 03 March 2022 world-leading companies and trailblazers share the latest thought ...

Thumbnail-Photo: RetailTech Japan 2022
11.10.2021   #brick and mortar retail #retail

RetailTech Japan 2022

01.03.-04.03.2022 | Tokyo, Japan

RETAILTECH JAPAN is Japan's largest and most influential trade show specializing in retail information systems. It will be staged in Tokyo on 01.03.-04.03.2021. There is a wide range of cutting-edge retail information technology ranging from ...

Thumbnail-Photo: The first cashier-free supermarket inaugurated in Dubai...
21.10.2021   #food retail #refrigeration cabinets

The first cashier-free supermarket inaugurated in Dubai

Unmanned stores with remote-controlled counters

“The world of retail is evolving and digital transformation will be the engine of change. Customers are increasingly demanding and they are asking for a fast, pleasant and safe shopping experience. The innovation will support retailers in this ...

Thumbnail-Photo: How to increase sales with voice search SEO
15.11.2021   #digital marketing #EuroCIS 2022 – technology special

How to increase sales with voice search SEO

How retailers can serve consumer voice searches

Search requests via voice assistants such as Alexa, Siri, Cortana and Co. continue to rise – voice search therefore is one of the most important trends in online marketing 2021. With voice search SEO, companies can sustainably benefit from ...

Thumbnail-Photo: E-Commerce Expo Asia 2022
11.10.2021   #e-commerce #brick and mortar retail

E-Commerce Expo Asia 2022

12.10.-13.13.2022 | Singapur

Discover all the end-to-end knowledge in the e-commerce space at E-Commerce Asia 2022 on Oct. 12-13, including Customer Experience, Mobile Commerce, Cross Border Commerce, e-Commerce Trade Strategy, Supply Chain Management, Omni-Channel Retail, to ...

Thumbnail-Photo: E-commerce Germany Awards are back to business!...
11.11.2021   #online trading #e-commerce

E-commerce Germany Awards are back to business!

Awards presented in categories such as Omnichannel, Logistics, Payment, Analytics and IT Solution

We're not only bringing back the E-commerce Berlin Expo in February 2022, but also all the events associated with it. E-commerce Germany Awards is, of course, one of them. There are exciting times ahead, so let's find out what they will ...

Thumbnail-Photo: K5 Future Retail Conferenz 2022
12.10.2021   #e-commerce #brick and mortar retail

K5 Future Retail Conferenz 2022

29.06.-30.06.2022 | Berlin

The K5 FUTURE RETAIL CONFERENCE in Berlin is the leading event for digital retail in the DACH region. As part of the K5 FUTURE RETAIL CONFERENCE in Berlin, more than 150 speakers, movers and shakers and innovators from the German e-commerce ...

Thumbnail-Photo: Cloud POS technology – shaping up the future of retail and restaurant...
30.09.2021   #marketing research #POS software

Cloud POS technology – shaping up the future of retail and restaurant industries

The escalating trend of online payments is expected to strengthen the cloud POS market up to 2026

The digital payment landscape is transforming incredibly, worldwide. With specific technological advancements and penetration of cloud systems being a top priority, various corporations, retailers, and in-store leaders have pivoted to the use of ...

Thumbnail-Photo: E-Commerce Berlin Expo
10.09.2021   #online trading #e-commerce

E-Commerce Berlin Expo

05.05.2022 | Station, Berlin

Every single year, this pure-play e-commerce event attracts more than 10,000 international visitors and over 200 exhibitors. Every February, more than 50 speakers gather in Berlin to share their e-commerce knowledge. In the e-commerce industry, the ...

Supplier

iXtenso - retail trends
iXtenso - retail trends
Celsiusstraße 43
53125 Bonn
CCV GmbH
CCV GmbH
Gewerbering 1
84072 Au i.d.Hallertau
Citizen Systems Europe GmbH
Citizen Systems Europe GmbH
Otto-Hirsch-Brücken 17
70329 Stuttgart
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
GLORY Global Solutions (Germany) GmbH
GLORY Global Solutions (Germany) GmbH
Thomas-Edison-Platz 1
63263 Neu-Isenburg
EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen