Adidas is a global organization that regards its social and environmental responsibilities as of the utmost importance to its identity. It has been involved in several initiatives, including refugee support, women empowerment, education (to name a few). Earlier this year the company created Major League Soccer uniforms out of ocean waste plastic for all of the league’s teams over Earth Day weekend. It has also recently finished producing the first ever eco-friendly football jerseys made out of the same recycled materials for the University of Miami Hurricanes.
Adidas’s most recent ambition is to remove barriers to sport for underserved kids. The company has organized several community service initiatives in the past, but two years ago the mission of the brand’s “Social Purpose” platform became more focused on helping kids gain access to sports.
In a five-week program called “Month of Purpose,” Adidas employees participated in volunteer projects in Portland, New York, Los Angeles, South Carolina, and Indianapolis. About 200 of the brand’s employees refurbished a baseball diamond, created a new soccer pitch and basketball court, and provided shoes and sports gear at the Watts Empowerment Center in the South Los Angeles community. Adidas provided eight hours per quarter to its staff members as a baseline for the program, but many employees exceeded the requirement and contributed to the cause in their own time.
Watts, California is home to thousands of active gang members, the largest area in California of single-parent homes, and just nearly five percent of residents with a bachelor’s degree. About 50 percent of the community’s children don’t graduate high school.
Adidas set the bar high for other organizations as they continue to strive to change lives through sport. The company’s commitment to serving the community is unmistakable. By encouraging its staff members to participate in programs like “Month of Purpose,” Adidas ensures that its values are consistently represented through the people who comprise its brand and empower its team members to work towards the company’s overall mission to be impactful.