Company Overview
Adidas AG is a global athletic apparel and footwear corporation headquartered in Herzogenaurach, Bavaria, Germany. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike.
Source: https://en.wikipedia.org/wiki/Adidas
Woke Rating
We rate Adidas as Woke.
Woke Summary
- Virtue Signalling – lots of virtue signalling found.
- Gender Ideology & LGBTQ – Adidas has Rainbow policies, and is involved with LGBTQI+ events and initiatives. Adidas regularly features rainbow-themed merchandise and campaigns, also promoting LGBTQI+ in marketing, advertising, and social media.
- Diversity Equity Inclusion (DEI) – Adidas has DEI and ESG policies. Applies gender-based recruitment targets.
- Climate Change – has emissions reduction targets and ESG policies. It supports the Paris Agreement and UN’s Sustainable Development Goals (SDGs).
Woke Policies
Wokeness and virtue signalling distracts a company from its core business, which is to make a profit for shareholders while delivering excellent, affordable products and services to its customers. Businesses should not be distracted from this core purpose, otherwise there will be unnecessary costs which are ultimately passed onto consumers. Woke ideologies are typically unfriendly towards the traditional family unit.
Below are some woke policies and initiatives from Adidas…
Gender Ideology & LGBTQ+
Adidas has Rainbow policies, and is involved with LGBTQI+ events and initiatives. Adidas regularly features rainbow-themed clothing and merchandise. They also promote LGBTQI+ in campaigns and social media.
In 2023 Adidas gained considerable criticism and backlash for a campaign showing a biological male modelling a women’s swimsuit. Adidas got slammed for not using a female model to show off women’s swimwear.
www.dailymail.co.uk/news/article-12096977/Adidas-Pride-2023-womens-swimsuit-modeled-man.html
The company has regularly produced other LGBTQ-themed clothing …
Adidas creates Pride collection with Drag Queen – Adidas teamed up with an internationally renowned drag queen for a campaign and pride collection…
“Our commitment to the LGBTQIA2S+ community is reflected in our Proud2Play group, which promotes inclusivity and acceptance regardless of sexual orientation or gender identity.”
www.adidas-group.com/en/people-and-culture/diversity-equity-inclusion
Diversity, Equity and Inclusion (DEI)
Adidas has DEI policies and initiatives. Applies gender-based recruitment targets.
“We can only meet our mission to be the ‘best sports brand in the world’ by embracing diversity, equity & inclusion…”
“We strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage. By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.”
“Our DEI strategy, ‘Creating an Equal Playing Field for All,’ is based on three key pillars: people, culture, and accountability.”
Source: www.adidas-group.com/en/people-and-culture/diversity-equity-inclusion
Adidas has 33 Employee Resource Groups (ERGs) representing 7 diversity dimensions.
Climate Change
Adidas fully supports the net-zero agenda. It has emissions reduction targets and ESG policies. It supports the Paris Agreement and UN’s Sustainable Development Goals (SDGs).
“The climate crisis and global warming represent some of the biggest challenges the world faces. With the adidas climate strategy we lay out a set of actions and targets we are taking to reduce greenhouse gas (GHG) emissions in our business and across our value chain, aiming to reach net-zero1 by 2050.”
Note – This page was updated as of 30th March 2025. Please contact us if you’ve discovered other relevant information about Adidas or other businesses pushing woke agendas. You should also contact us if you discover some positively woke-free businesses.