Managing a Successful Project: Equality, Diversity, Strategies, and Initiatives of Adidas

This project management study focuses on exploring the perceptive of equality, diversity, strategies, and initiatives of Adidas. It examines how Adidas promotes equality and diversity in its organization culture and the impact it has on the company. The study also delves into the strategies and initiatives implemented by Adidas to achieve its goals and objectives.

MANAGING A
SUCCESSFUL PROJECT
1

Table of Contents
INTRODUCTION...........................................................................................................................3
Background..................................................................................................................................3
Rationale .....................................................................................................................................3
Research Aims.............................................................................................................................3
Research Objectives...................................................................................................................3
LITERATURE REVIEW................................................................................................................4
On Equality..................................................................................................................................4
On diversity..................................................................................................................................4
On various strategies and initiatives of Adidas............................................................................5
Research methodology ....................................................................................................................6
Sampling – ..................................................................................................................................6
Research approaches – ................................................................................................................6
Analysis and discussions..............................................................................................................6
CONCLUSION ...............................................................................................................................9
REFERENCES...............................................................................................................................10
2

INTRODUCTION
Background
Adidas Group Sweden is a Big Corporate group of Scandinavian unit. It has its head
office within Germany. It is within the charge of the Scandinavian area and also some Baltic
countries. In the Early `1920,at the age of 20 , Adolph(Adi) Dassler invented shoes for the track
purpose .After four years later his brother Rudolph(Rudi) founded a shoe company German
supports. At the begging of the Olympics in 1928,In Amsterdam. The unique designs of the Adi
began to get a worldwide reputation as a famou golf medalist Jesse Owens ,who wons fur gold
medalist for the U.S was wearing Dassler's track shoes at the Berlin Olympics of 1936. In the
year 2005 brand Reebok is acquired by the Adidas and this ensues that the majority of the
Original Reebok staff members quitted. A cultural clash is experience by Reebok with Adidas
that is much bigger as well as structured apart from the former Reebok. Some staff members are
not feeling comfortable as working norms were different.
Rationale
Equality as well as diversity was creates so that everybody gets a fair as well as equal
treatment in terms of age, sexual orientation, gender as other characteristics, these not only
provide the inequitable treatment but at the same time also promotes fair as well as Equal
society. Strategies and initiative are crucial for an organization as it gives a direction as well as
outlines measurable goals. It is also used for day to day decisions and also the analysis the
progress of the company. It also focuses on the changing approaches for moving forward.
Research Aims
To evaluate a perceptive of equality, diversity, strategies and initiatives of Adidas
Research Objectives
 To evaluate the perceptive of equality of Adidas
 To evaluate effect of diversity in Adidas.
 To analyse Strategies and initiatives of Adidas.
Research questions
What is the perceptive of equality of Adidas ?
Analysis various effects of diversity within Adidas?
What are the various Strategies and initiatives of Adidas?
3

LITERATURE REVIEW
On Equality
As Explained by Young, ( 2016) Adidas Enhance visibility for girls and women within
sports ,for this they committed that there is an equal gender presentation all across social
channels. There are various new partnership and regular initiatives are designed to rise awareness
of issues as well as breakdown the barriers that becomes hurdles between girls and sports. For
example Negatively stereotypes,Visibility ,lack of access and in equality. Celebrities like Maria
Taylor( Reporter and Host for ESPN) ,Rahaf Khatib(Six Star finisher, Marathon runner) and
many more as they need female sports within media For example Negatively
stereotypes,Visibility ,lack of access and in equality. Apart from that Adidas also provides
continued commitment ,Adidas will.
 To remove barriers Adidas work with the local communities to the sports at their roots.
 Uplift visibility of female athletes within sports media by partnership with Twitter.
 To drive equality Adidas collaborate with the Women's support organization from
grassroot to high class.
As per the view of Muller. and Turner (2017) from the Beginning of the year 2019, April .
Adidas partnership with the twitter as well as Inter sport will Promote women's high school
team all over the country and also continue throughout the year. According to SVP Brand
Director of Adidas ,Kate Ridley they thrilled to brand with a global media company Twitter
regarding this project. It is crucial that girls have to more access to the sports such as to
practice,to play and also to watch it ,as if the girls are unable to see their roles model on the
television screen or on social sites through sports as never won't have a reason to join the sports
or stay within the sports.
On diversity
As cited by Newton, (2016) Adidas feels very proud to reached global target of 33% of women
within the leadership Eighteen months prior to the actual date. As it has always been a global
village. They have provided to their German culture but at the same time ,it has been an
international brand from the beginning. Through the sports they have power to the change as it
is a will of Adi Dassler's ability to transcend the boundaries like skin, language,national
border .It is also crucial to know that innovation can't be done without diversity of its people. As
it provides new ideas,contrary points as well as fresh perspectives that are considers as the
4

lifeblood of the innovation. Adidas has built much of its names as well as sales within the United
States by the association with the Superstars of African and American.
As explained by Asri, Hashim. and Hassim, (2017) Black employees contradicts the brand's
image when they describe the work Culture of the company. As the existing and former
employees of Adidas said that the white leadership struggling the issues of race as well as
discrimination. Workers of the African -American says that race is continuous issues ,a few black
workers often feeling marginalized as well as discriminated against.
As explained by Banerjee,(2016) Black staff members told that it had been difficult to sit
together within the cafeteria that can makes sometimes of their white colleagues nervous as well
as it also hurts their chances of getting promotions, or they are put on the crucial marketing
campaigns as if they are not trying to fit the Adidas mold. Various exiting and former
employees said that there are only black employees within the meetings and also often felt that
the inputs are not considered or valued when the important decisions were made. Two black
employees said that there as been a common racist slur through white colleagues . Verbally and
text messages focuses by The Times . Such as the people believed that slue was kind of joke as
they only focuses the skewed perspective of company's race. These kinds of problems at Adidas
highlights a large issue facing through the American Sports industry as that has combined more
than $21 billion on the shoes alone. It is a sign of encouraging that company has taken it's first
step about the problem with racial discrimination as well as issues of inclusion. Thus the
company should go beyond its diversity messages as well as its public relations and also address
its problems with the actions.
On various strategies and initiatives of Adidas
As per the view of Palm, and Hansson, (2017) in the 21st century market place is highly
competitive as well as stay ahead to need a strong business strategy. Business strategy plays a
crucial role within any marketing leading brand. Strategy is considered as the foundation of
everything to the highly as well as fast changing business environment. Adidas brand new
business strategy encircle several things such as cresting more sustainable as well as
technological products. The aim of the company is to become the fast company as speed is
considered as the very vital element as well as core of its new strategy of business. Company also
aims that to leverage its scalable operating model so that its incomes can be grown faster as well
as derive the better operational and financial outcomes.
5

Research methodology
There are two approaches to collect as well as analyse the data such as Qualitative Research and
quantitative research.
Quantitative Research is expressed within he words such as experiences, thoughts ,case studies.
It mainly expressed number of thoughts (Young, 2016).
Surveys- list of closed as well as multiples choice various methods such as sampling online ,in
person as well over the phones.
Qualitative data collections such as through interviews and focus groups
Interviews – It is considered as the asking Questions verbally to the respondents
Focus groups- Discuss among a group of people regarding a particular topic .
Case studies -Depth study about a group,person ,events as well as organization.
Literature review- Surveys of published works through various authors (Muller. and Turner
2017).
Sampling –
It is a process that can b used within statistical analysis within the predetermined
information that can be taken from a large population . Here non probability sampling is used .it
means that select the sample on the based on the subjective judgements rather than the random
selection. Here 20 employees of Adidas are taken as respondents (Asri, Hashim. and Hassim,
2017).
Research approaches –
The inductive approach begins to research through collecting that is appropriate or his or her
interest. It begins with theories and observations are proposed towards the complete the end
process as an outcome of the research. It involves the search from pattern from the development
and observation of the explanations. As here no theories applied to the beginning of the research
as well as here researcher of free within the terms of directing for the Research process that
commenced (Palm, and Hansson, 2017).
Analysis and discussions
Do you think that diversity affect organization culture of Adidas ?
Themes-
Themes Respondents (20)
6

Strongly agreed 5
Agreed 9
Neutral 3
Disagree 3
Strongly disagree 0
Interpretation
from the above table it is clear that there are 20 respondents ,out of them 5 are strongly agreed
that diverse affect the organization culture ,while 9 out of 20 are agreed as well as Disagree is 3
out of 20 (Klarsfeld. and et.al., 2016) .
2. Does diversity and equality help their employees to be treated fairly and equally?
7
Agreed
Neutral
Disagree
Strongly disagree
Strongly agreed
Agreed
Neutral
Disagree
Strongly disagree

Themes Respondents (20)
Strongly agreed 9
Agreed 4
Neutral 3
Disagree 4
Strongly disagree 0
Interpretation- From the above table it is clear that the out of 20 respondents strongly agreed is 9
as they think workers can be Equally treated ,there is no discrimination on the basis of skin,
colour,sex and gender all are treated equally.9 of them are agreed while there are 3 of them who
behaves neutrally and 4 of them are Disagreed (Radcliffe, 2018).
3.Does Strategies and initiative and helps Adidas to get a direction to achieve their desired goals
and objectives?
Themes Respondents (20)
Strongly agreed 8
8
Strongly agreed
Agreed
Neutral
Disagree
Strongly disagree

Agreed 5
Neutral 5
Disagree 2
Strongly disagree 0
Interpretation
From the above table it has been evaluated that there are 8 employees out of 20 who thinks that
Strategies and initiative and helps Adidas to get a direction to achieve their desired goals as
objectives as they are strongly agreed people as company produces the sustainable and
innovative products as well . Out of 20 respondents there are 5 are agreed while 5 are neutral as
according to them new strategy may or may not bring the changes which is beneficial for the
Adidas company (Muller. and Turner 2017).
CONCLUSION
From the above study it has been concluded that the perceptive of equality of Adidas and
diversity also affect the culture as there are no boundaries for skin, colour ,gender as company
put forwarded the females celebrities to develop a vision across all the girls and women to
participate as well to stay in the sports. It also worked with the local communities of the country
as well as has taken its first step regarding the problem with racial discrimination and also the
problems of inclusion. Thus the firm must go beyond its diversity messages as well as its public
relations and also able to address its issues with the help of actions. Company also uplift the
women athletes in the sports media through the help partnership with Twitter.
9

REFERENCES
Books and journals
Pearson UK.
Asri, N.A.M., Hashim, M.D.H.R.H. and Hassim, A.A., 2017. Successful Leadership Styles in
Managing Projects within the Oil and Gas Industries in Malaysia. ICOPS2017
eProceedings. p.354.
Banerjee, S., 2016. Role of a project manager in managing agile projects. Journal of Business &
Financial Affairs.5(3). pp.1-4.
Hillson, D., 2017. Managing risk in projects. Routledge.
Klarsfeld, A. And et.al., 2016. Comparative equality and diversity: main findings and research
gaps. Cross Cultural & Strategic Management.23(3). pp.394-412.
Muller, R. and Turner, J.R., 2017. Project-oriented leadership. Routledge.
Newton, R., 2016. Project management step by step: how to plan and manage a highly
successful project.
Palm, K. and Hansson, J., 2017. Managing integrated care–experiences form developing a digital
pathology network. International Journal of Integrated Care. 17(5).
Radcliffe, S.A., 2018. Tackling Complex Inequalities and Ecuador's Buen Vivir: Leaving No‐
one Behind and Equality in Diversity. Bulletin of Latin American Research.37(4). pp.417-
433.
Young, T.L., 2016. Successful project management. Kogan Page Publishers.
10