Strategy 2015

Building on several environmental initiatives over the past years, in 2010, we have developed a coherent Environmental Strategy for the whole adidas Group.

The Environmental Strategy 2015 aims to reduce our environmental footprint 15% by 2015 relative to sales. It follows a clear vision and mission and sets targets to be reached by 2015. These targets cover our whole value chain from product creation to sourcing and manufacturing and from our own operations to our stores and all other sales points.

An integrated approach

"Our approach is to manage environmental issues as an integral part of our daily operations, positively contributing to the adidas Group's overall business performance," says Karin Ekberg, Head of Environmental Services, adidas Group. "With this mindset the Environmental Strategy targets are interrelated with business targets and also require support from more than one single business function to achieve them. This is the beauty and the challenge in the approach: it is possible to drive the Strategy from different parts of the business, depending on where the leverage is greatest."

'Better Cotton' commitment illustrates our approach

The decision to have 100% 'Better Cotton' in our products by 2018 is a good example of this. 'Better Cotton' is cotton grown to social and environmental standards set by the multi-stakeholder Better Cotton Initiative (BCI). So while setting this target supports our ambitions to make our products more sustainable, the responsibility for meeting it rests with our Global Operations team and their sourcing strategy. Working together and using the strengths of different parts of the business is the best way to meet our goals.

Read more about our commitment to 'Better Cotton'.

Vision and Mission

The adidas Group's environmental vision and mission reflect the principles of business integration and operational excellence.


Our commitment to improve our environmental footprint is embedded in all our products, processes and services.


Adopting a leadership role in environmental management supports our business performance. This means for our different target groups:

  • Our employees are proud and passionate to work for the adidas Group because we operate honestly and deliver our environmental commitments by empowering our workforce to think and act green.
  • We actively shape the industry and lead the way by sharing best practice and partnering with others to achieve environmental sustainability.
  • Our shareholders invest in our company as they recognise we manage our business profitably and responsibly, based on long-term goals and the expectations of our society.
  • Our customers and consumers value our products for their performance, quality and environmental credentials.


An Environmental Strategy team led by Group Social and Environmental Affairs (SEA) and consisting of representatives of all brands and core functions, reports to the Executive Board of the adidas Group. Working groups tasked with meeting targets in specific areas support the Strategy team.

Reading this report

Performance counts and reporting is about making performance clear to readers.

So in this year's report each page identifies which Global Reporting Initiative (GRI) indicators it addresses, complementing the GRI Index.