Adidas is a truly global sports brand. Therefore, everything they do is rooted in sports. Everything that happens in sports happens in moments. Every moment is a chance for the athlete to start over and take today.
Innovation is a funny thing. Sure, it is a science, but it is also about the right technologies at the right time, the right people at the right place, and more often than not it can be coincidental. But then when you get it right and everything comes together, that is when innovation does what it should: it changes the rules of the game forever.
Good news is that Adidas has always had innovation in its DNA. They think of founder and original creator Adi Dassler as the ultimate innovator always looking to keep pushing the envelope and providing every athlete in every sport around the world with the best possible equipment.