How Adidas Found Its Second Wind

The sportswear giant’s embrace of its heritage shows how reconnecting with the past can inspire a company’s future.

Adidas’ Human Rights Policy and Euro 2000

adidas, a leading athletic shoe manufacturer, worked hard to develop and implement its human rights policy. It paid special attention to its work practices in the developing world. Nevertheless, it needed to make some strategic decisions, as it was faced with NGO protests on the sidelines of the adidas-sponsored Euro 2000 football championship. Robert Crawford and Professor Jill Klein explain the situation and explore the … [ Read more ]