The sports apparel leader lets the world into its heart and company values as it showcases a wide variety of articles written by Adidas group staff.
In a remarkable attempt to create more intimate and unique relationships and foster online interaction with its customers, Adidas has recently launched its first corporate blog, written and maintained by the staff of the Adidas group.
Led by Jan Runau, chief corporate communication officer of the Adidas group, Adidas staff–composed of contributors from different departments–have written extensively on a wide variety of topics, such as brand identity, business operations, and football matches, among others, as far back as August of this year prior to the launch. The first official blog post discusses how the Adidas group’s approach on corporate blogging draws from the foundations of the company – sports, and the values that athletes live by.
Runau effectively summarizes the spirit of the people that form the heart of the blog:
The blog is authored and maintained first and foremost by adidas Group employees. We want to provide authentic insights and additional background about our company and the manifold business we drive in an industry which is one of the most inspiring and emotional of its kind. We want to conduct a genuine dialogue with everyone who is interested in what we are doing and want to explain how and why we are doing it.
Beyond the Group’s usual communication materials… a lot more is happening in our fascinating company each and every day – topics which are worth to share and which will hopefully help you to understand the adidas Group even better – no matter if you are an applicant, a journalist, an investor, a sports fan who is interested in off-court issues like sports business or an adidas Group employee who seizes every chance to look beyond the nearby.
The launch of the blog ties in with Adidas’ recent efforts to bring itself closer to the people. The world can only eagerly anticipate the next social move of the sports icon.