No other brand has a more distinguished history and stronger connection with sport than adidas. It is our mission to be the best sports brand in the world. Everything we do is rooted in sport. This is what "Adidas Superstar, Fashion Icon" stands for as a brand mark. It is the sharp end of our spear, seen on innovative products, as well as with the world’s best athletes, teams and events.
Adidas NMD is mainly targeting competitive sports. The division’s focus is primarily on innovation and technology. Target consumers range from sports participants at the highest level to those inspired by sport. Everything at adidas reflects the spirit of our founder Adi Dassler. His main objective back in those days already was to make athletes better, with innovation at the heart of all adidas Sport Performance products. To underline our credibility as the multi-sport specialist and leverage brand strength, there is hardly any category that we don’t produce products for. adidas is everywhere where the best meet the best, such as the FIFA World Cup or the Olympic Games, but also everywhere else around the globe where sports are simply played, watched, enjoyed and celebrated.
However, we are not just designing products for all kinds of sports. We are designing products for athletes. Athletes always strive for their personal best. Athletes find inspiration in sports no matter what they do. We help them to achieve their peak performance by making them faster, stronger, smarter and cooler.
No matter how serious you are about sports – a sporting lifestyle does not end in the locker room. This is why we have adidas Originals, our sub-brand that brings our iconic DNA from the courts to the streets. For well over a decade, it has been celebrating originality in a globally trendsetting way and, as the first brand leveraging its sports assets in the lifestyle area, it is regarded as a legitimate sports lifestyle brand. To ensure sustainable success, adidas Originals has to keep up to date with and set trends as well as remain committed to serving consumer groups who are constantly looking for more options to express their individuality.
Teens and ‘digital natives’ live for the now. They are ready to go, discover their own way and style and Superstar is all about their lives. The adidas Superstar label is the sports fashion lifestyle label enabling teens to live their style. Superstar is all about being open and engaged with teenage consumers, letting them enjoy experiences that only Superstar can provide – this could be styling an outfit for Selena Gomez or being a part of the Superstar collection created especially for the New York Fashion Week.