Adidas Digital Transformation

Adidas Digital Transformation

Digitalization is changing people's everyday lives as well as the economic environment in which companies operate. The digital transformation will describe the evolutionary process by which - in this case - companies adapt to this digital change. In the following Adidas' Digital Transformation will be described in detail.


Company name:Adidas AG
Logo:Logo Adidas
Description:Most popular brand when it comes to urban sports style
Chief Digital Officer (CDO):n.a.

Social Media Adidas


Chief Digital Officer (CDO)


Social Media Chief Digital Officer (CDO)


External Digitalization

Digitalization is changing the demands that customers and suppliers, but also the market itself, place on the company. External digitalization is about how the company presents itself to the outside world and how it deals with these new requirements in order to be able to continue to operate successfully in the market.

This is about answering the questions:

  • How can I design my product range to inspire the customer? (Raise Net Promoter Score)
  • How can I bring my products to market as quickly as possible? (Go-to-Market strategy)

Digital Unit external

Describes own companies, which deal intensively with the topic digitization and promote this topic. Digital Unit external and Digital Unit internal cannot always be clearly separated from each other.


Digital Business Model (Value Proposition)

A business model describes how a company creates value, communicates that value and records it as revenue. Digitalization creates entirely new ways in which a company can create value that can be integrated into existing business models. Value proposition is the core of the business model, as it determines the benefits a company can offer its customers. Existing companies must therefore review their business models (in particular value proposition) and determine whether a new approach created by digitization should be used to increase the benefits for the customer.

More about digital business model can be found here in the glossary: Business Model.

Sports products and digital offers in the field of sports

Company name:MiCoach (Own Company)
Description:Mobile Fitness Tracker
Website Competitor:

Company name:Wingfield (Own Startup)
Description:Digitalize Sports by making tenniscourts smart
Website Competitor:

Digital Accelerators

Accelerators are institutions which support companies, e.g. through consulting, training or personnel, so that they can develop as quickly as possible. Normally these are startups that are helped by Accelerators. In this cooperation, a company already established on the market is supported, which faces new challenges or has to grow into the digital transformation.
More about Accelerators can be found here in the glossary: Accelerator.

Description:leAD ist the first sports venture ecosystem, inspired by Adi Dassler, the founding father of the modern sports industry. Through smart investment and mentorship, leAD works with remarkable early-stage sports tech startups from around the world.

Digital Incubators

Incubators are facilities that create optimal conditions for a company to develop fully. Incubators are also usually associated with startups. In this context, incubators create optimal conditions for successfully integrating the changes associated with digitization into an existing company.
You can find out more about incubators here in the glossary: Incubator.

Description:Experimental incubator & open source collaboration with Materialise with the aim to develop shoes that are optimally tailored to the respective requirements

Digital Startups

Digital startups of the corporate.
More about Startups can be found here in the glossary: Startup.


Digital Hubs

Digital Hubs are outsourced premises of a company in which innovations are dedicated to the topic of digitization. By means of other work processes and unfastened corporate structures, the networking of internal and external expertise is intended to create digital innovations that drive the company forward.
You can find out more about Digital Hub here in the glossary: Digital Hub.

Name:Digital Content Hub GAMEPLAN-A
Description:Their mission is it to upgrade work life through sport and creativity

Name:Digital Hub Mobility Munich
Description: The Digital Hub Mobility is part of the Germany-wide Digital Hub Initiative, launched by the country’s Federal Ministry for Economic Affairs and Energy. At twelve interconnected locations, established companies work together with innovation partners from the scientific world and the startup scene. The Digital Hub Mobility is located in the UnternehmerTUM Center for Innovation and Business Creation and makes use of the unique UnternehmerTUM ecosystem to create the digital mobility innovations of the future.


Apps of the corporate.
More about Apps can be found here in the glossary: App.

Google App Store:

App name:Adidas – Sports & Style
Description:Personalized online shopping
Google App Store:

App name:Adidas Running
Description:Mobile Fitness Tracker (App)
Google App Store:

App name:Adidas Training
Description:App for individual workouts in strength training
Google App Store:

Additional information – Apps

Adidas offers App users a free advantage program called “Creators Club”. App users can earn points through training, which they can then use in the Creators Club to receive special offers. Special offers are for example Limited-Product-Editions or access to exclusive events.

Internal Digitalization

Refers to the digitization of internal company structures and processes. Here, the digitization of the company's own product and service chain is at the forefront.

This is about answering the questions:

  • How can I increase my productivity through even more digital processes?
  • How can I increase my productivity through even more digital processes?
  • How can I achieve faster results through even more digitalisation in the company?

Digital Unit internal

Describes internal company departments or even a direct subsidiary that deals intensively with the topic of digitization and drives it forward. Digital Unit external and Digital Unit internal cannot always be clearly separated from each other.


Digital Strategy

Describes the strategy, i.e. the long-term behavioural plan, of how a company wants to implement digitalization within the company.

Creating the NewWith this strategiy the company believes in creating something new like pushing boundaries of products, experiences and services. And they chose this strategy because they think with sports you have the power to change the life of people.

Digital Governance

Digital Governance ensures that the digital strategy is properly implemented. And - vice versa - governance should serve to support the alignment of the digital architecture. It refers to the management and interaction with employees in connection with the implementation of digitalization in the company.


Digital Architecture

Digital Architecture describes the structure of corporate structures and areas that the company uses to implement digitalization in the best possible way.


Digital Processes

Digital processes refer to processes that the company uses to implement digitalization. Based on this, it is used for the internal digitalization. Usually they are implemented based on a business process map on different levels (e.g. level 1-5). Processes designed on level 1 are End-to-End (E2E) processes. Business Process Management (BPM) is the methodology to design and manage digital processes.


Digital Organization

Type of control of the business units that the company chooses to implement digitalization.

Small own agile teamsIn order to be able to implement the digitalisation of the company in the best possible way, Adidas wants to work with its own small and agile teams.

Digital Platform

Describes platforms that the company uses for implementation or as part of its digital strategy.

Individual DevOps approachMany companies follow today the state-of-the-art DevOps approach. This is needed to provide apps und infrastructure as soon as possible.

Digital Tools

Describes tools (e.g. programs) that the company uses to implement or within the framework of the digital strategy.

3D printing at the SpeedfactoryNew production factory, which is resource-saving and very innovative, e.g. through the use of new robotic technologies and 3D printing processes. This means that high-quality and personalised shoes can be produced in a sustainable and efficient manner.
API First approachIt is very common for tech companies to use and provide APIs. This is done in order to gain flexibility and to create an ecosystem.

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See also

See also (glossary External Digitalization):

See also (glossary Internal Digitalization):

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