Adidas intends to accelerate sales and earnings growth until 2020 as a part of its long-term strategic business plan. The company expects currency-neutral sales to increase at a rate between ten per cent and 12 per cent per year between 2015 and 2020. Net income from continuing operations is projected to grow between 20 per cent and 22 per cent per year in the five-year period.
The strategy remains on significantly elevating brand desirability and achieving strong improvements in sales and profitability. The company’s culture is based on the core belief that, through sport, all Adidas employees have the power to change lives. As part of the accelerated growth plan until 2020, Adidas is focusing its HR initiatives on leadership, talent development and performance management.
As a part of a digitalisation offensive, the company plans to significantly drive direct sales. In addition, improvements in digitalisation processes at every stage of the value chain are targeted to accelerate building direct relationships with the consumer. Digital technologies such as 3-D creation, 3-D printing and smart manufacturing methods are already used in the development and production of Adidas products. These technologies will be expanded even further.
The company will sharpen the focus of its brand portfolio, concentrating even more strongly on the Adidas and Reebok brands and its core competencies in the development and marketing of sports and sports-inspired footwear and apparel.