Adidas, the renowned German sportswear brand, recently announced its commitment to invest $20 million in the black community within the United States. This significant initiative is a part of Adidas’ ongoing efforts to combat racism and promote diversity within the company. Furthermore, Adidas has set a clear objective to ensure that at least 30% of all new U.S. jobs at Adidas and Reebok are filled by black and Latino individuals.
The brand has a rich history of collaboration with prominent black athletes and celebrities. Its sneakers and tracksuits have become iconic fashion items within hip hop culture, extending all the way back to the 1980s when artists like Run-D.M.C. started donning them.
Recognizing the immense contribution of the black community to its success, the Adidas managing board realized the need for more substantial action to fight racism and foster an inclusive work environment. CEO Kasper Rorsted emphasized that it is not enough to merely espouse the importance of inclusion; Adidas must actively create a safe and supportive environment where all employees feel heard and have equal opportunities for growth and advancement.
In response to the global protests following the tragic death of George Floyd, numerous companies have pledged significant financial resources toward racial and social justice causes. Adidas joins this movement by committing to spending $20 million over the next four years across several initiatives. These initiatives encompass funding grassroots basketball programs, establishing a school for footwear design, and supporting sports within the black community. Additionally, Adidas intends to provide 50 scholarships specifically for black students and implement measures to increase the representation of black and Latino individuals within its North American workforce.
In an effort to promote transparency and accountability, Adidas will release further details about these actions during staff meetings in Portland and Boston. The company’s dedication to equity, diversity, and opportunity is apparent in its commitment to investing in the black community and expanding representation throughout all levels of the organization. Through these crucial steps, Adidas aims to foster an environment where all employees can thrive and contribute to the brand’s ongoing success.
For more information about Adidas’ commitment to combating racism and promoting diversity, you can visit their official website here. Additionally, you can find information about their various initiatives and partnerships in support of racial and social justice causes on their corporate responsibility page here.