adidas has revealed its new strategy, Own the Game, to strengthen the credibility of the adidas brand, create a unique consumer experience and to continue to expand the company's activities in the area of sustainability. The new strategy is designed to significantly increase sales and profitability as well as gain market share until 2025. The company said in a statement that more than 95 percent of sales growth is expected to come from the five strategic categories: football, running, training, outdoor, and lifestyle.

“‘Own the Game’ is a growth and investment strategy, which will lead Adidas into a successful future. Our strategic focus is on increasing credibility of the adidas brand, elevating the experience for our consumers and pushing the boundaries in sustainability,” said Adidas CEO Kasper Rorsted.

The company’s direct-to-consumer (DTC) business is projected to account for around half of the company’s total net sales by 2025 and to generate more than 80 percent of the targeted top-line growth. The company’s e-commerce business is forecast to double to between 8 billion euros and 9 billion euros.

From a market perspective, adidas will focus on Greater China, EMEA (Europe, Middle East, and Africa) and North America. Overall, these three strategic markets are expected to account for around 90 percent of sales growth until 2025. In addition, nine out of ten Adidas articles will be made from sustainable materials by 2025.