1. HR Strategy of Adidas Group
Parfentyev Mikhail,
Reshetnikova Darya17.05.2012 1

2. Structure of presentation
Slides
• Corporate profile………………………………2-7
• Mission statement and group strategy……8-9
• HR-planning……………………………………..10
• Three-pillar HR strategy………………......11-20
• Aspects of employee culture………………...21
• Key Employee Statistics 2011……………….22
• Adidas Group’s HR focus………….……..23-24
• Conclusion…………………………………..25-26
2

3. Corporate profile
All brands are renowned for their
innovation and heritage and include
household names such as:
• adidas,
• Reebok,
• TaylorMade,
• Rockport,
• CCM,
• Ashworth,
• Five Ten
Headquartered in Herzogenaurach,
Germany, Group employs more than
46,000 people across the globe and
generated sales of € 13.3 billion in
2011
Adidas group is one of the global leaders in the sporting goods
industry, offering a broad range of footwear, apparel and
hardware for sport and lifestyle
3

4. Adidas Group Enjoys Strongest
Organic Growth In 5 Years
4

5. Sales Grow Across All Geographies
and In All Product Categories, 2011
5

6. Financial Highlights
6

7. 7

8. Mission Statement
The adidas Group strives to be the global leader in
the sporting goods industry with brands built on a
passion for sports and a sporting lifestyle
Guiding Principles:
1) strengthening brands and products
improve the quality, look, feel and image
2) socially and environmentally responsible
• financially rewarding for employees and shareholders
• match and exceed consumer expectations and to provide
them with the highest value
3) consistently delivering outstanding financial results
8

9. Group Strategy
create a culture of innovation, challenging ourselves to break with
convention and embrace change
push the boundaries of products, services and processes to strengthen
competitiveness and maximise the Group’s operational and financial
performance
Strategic choices under six key strategic pillars
9

10. HR planning
In 2010 - SHINE, a Human Resources people strategy
• to leverage existing best practices
• create a single global standard for the field
organization
This ensures a set of broad and deep vertical retail and
commercial skills to develop staff globally
10
In 2011, the implementation
and execution of SHINE
throughout our markets has
progressed and we are more
than halfway through
completing the global roll-out

11. Three-pillar
Human Resources
strategy
1
• Creating a working
environment that stimulates
team spirit, passion,
engagement and achievement
2
• Expanding performance culture
based upon strong leadership
3
• Being an “employer of choice”
11
The adidas Group
strives to be the
global leader in
the sporting goods
industry with
brands built on a
passion for sports
and a sporting
lifestyle

12. 1. Creating a working environment
engagement drives performance
12
Employee satisfaction
Commitment
Engagement
(Group’s KPI)
Business performance

13. 1. Creating a working environment
internal communication
activities to Drive employee
engagement
13

14. 2. Performance culture based upon
strong leadership
Enabling employees
to reach their
personal best: Group
Competency Model
Performance
management: PEP
14

15. Success Drivers for Performance
15

16. 2. Performance culture based
upon strong leadership
Talent management
16

17. Workforce values
Believable
Inspiring
Creative
Conscientious
Sincere
Experienced
17

18. 2. Performance culture based
upon strong leadership
• Succession management
• Performance-driven remuneration system
Global Salary Management System
Global Bonus Program
• Additional compensation components
Long-Term Incentive Programs
18

19. 2. Performance culture based
upon strong leadership
• Attractive work environment
Work-Life Integration
• Diverse workforce
• Increasing proportion of women in
management positions
• Diverse sports activities for employees
Company sports department
19

20. business plan Route 2015
specific initiatives and
workstreams
innovative ways to incentivize
and reward employees
T&D, building the skills and
competencies
3. Being an “employer of choice”
20
“war for talent” -
backbone of HR
program
• adidas Group is one of the leading employers for school leavers and
students/graduates (2011)
• Employee Referral Program (2010-2012) increasing competition in the
international labour market

21. Key Employee Statistics 2011
21

22. There is
no end for
sports
Diversified
employees
Fair
competition
with team
spirit
Aspects of Employee Culture
22

23. 1
• Creating a working
environment that stimulates
team spirit, passion,
engagement and achievement
2
• Expanding performance culture
based upon strong leadership
3
• Being an “employer of choice”
23
Three-pillar
HR strategy
Adidas Group’s HR focus

24. Adidas Group’s HR focus
Performance and commitment
Opportu-
nities
Abilities
Motivation
24
1
• Creating a working
environment
recruitment
and
selection
T&Dperformance
management
Financial
Non-
financial
Working
conditions
Supportive
environment
Professional
and personal
growth

25. Role of HR department in carrying out enterprise culture
• HR department is like a driver
• The essence of Adidas business culture and values is
fully reflected in HR strategy
• The mission of the company is directly connected with
three-pillar HR strategy
Example:
25
“Spirit of fair
competition” in Group
strategy
Performance payment
system & equal
opportunities for
promotion every
employee in HR
strategy
Conclusion

26. • Successful organizational performance
depends on a close fit or alignment
between business and human resource
strategy (Allen and While, 2007)
• On the maturity stage it is worth to focus
the development of HR strategy on
creating working environment, employees’
performance and commitment
26
Conclusion

27. Thank You For Attention!
27