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.

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