Everything we do is rooted in sport. Sport plays an increasingly important role in more and more people’s lives, on and off the field of play. It is central to every culture and society and is core to our health and happiness. Key to our success and the execution of our strategy ‘Own the Game’, are our people and our culture. They bring our identity to life, defined by our purpose, mission, and attitude. At adidas, we are rebellious optimists driven by action, with a desire to shape a better future together. We see the world of sport and culture with possibility where others only see the impossible. ‘Impossible is Nothing’ is not a tagline for us. By being optimistic and knowing the power of sport, we see endless possibilities to apply this power and push all people forward with action.