Adidas Philippines: Fostering a fair, inclusive, and diverse culture

Being recognised as a top workplace is a significant achievement, and for Adidas Philippines, it is a status validated by its own employees.

An overwhelming 99% of staff at Adidas Philippines Inc. say it is a great place to work, according to its ranking by Great Place to Work. The figure is well above the 65% average for a typical company in the Philippines.

The positive experience reported by Adidas Philippines employees appears to be built on several tangible pillars. The company demonstrates a significant commitment to employee growth through learning and development.

Globally, the company's workforce invested over 1 million hours in training in 2023, averaging 17.9 hours per employee. Access to digital platforms like LinkedIn Learning and Udemy is provided, alongside an emphasis on informal learning and mentoring. Employee feedback suggests these programmes are effective, with 97% of participants reporting feeling more connected to the company culture.

In terms of performance and rewards, Adidas has adopted the “My Best” performance development approach. This system integrates company values into evaluations and promotes continuous coaching and feedback, aiming for an equitable recognition system that supports a high-performance culture.

For Adidas Philippines employees, competitive benefits including health insurance, flexible work options, and employee discounts contribute to the positive workplace experience. Job listings for roles in the Philippines often highlight attractive benefits and opportunities for career progression, reinforcing its appeal as an employer.

Beyond the internal structure, Adidas Philippines actively engages with local communities, using its brand platform to champion diversity and inclusion. This external focus serves to connect the brand with its consumers and support various groups.

One prominent example is the company's commitment to empowering women and girls in sport. Adidas Philippines partnered with the Philippine Women's National Football Team, the "Filipinas," in February 2023, a multi-year deal that also supports youth teams.

Programmes like "Girls Can Run" and "With Women We Run+" provide training, gear, and workshops on topics from nutrition to mental toughness for aspiring female runners. 

The brand also deeply connects with Filipino culture, particularly through basketball. In May 2025, Adidas became the official outfitter for the men's national team, Gilas Pilipinas.

Celebrating local talent, Adidas Philippines launched its first Filipino player-edition shoe for rising basketball star Kevin Quiambao in June 2025. It was designed by Filipino artist Quiccs, described as a "bold and meaningful collaboration" bridging performance and culture.

Support for the LGBTQ+ community is also visible through initiatives like the "Limitless" project under its adidas Runners Manila community. This programme creates a safe and welcoming space for LGBTQ+ runners, offering mentorship and community activities. 

These external engagements demonstrate a tangible commitment to diversity and inclusion, using the brand's influence and resources to create a positive impact within the Philippines. 

These local initiatives are part of Adidas' broader global DEI strategy, “Creating an Equal Playing Field for All,” launched way back in 2022. 

The strategy is built on three pillars: people, culture, and accountability. The “People” pillar focuses on attracting diverse talent, the “Culture” pillar aims to foster an inclusive environment, and the “Accountability” pillar ensures DEI is a shared responsibility. 

Global mechanisms like the DEI Executive Council and the “Leading with Inclusion” programme for leaders drive this strategy. 

Adidas also sets global targets, such as achieving 50% female representation in leadership by 2033. 

Employee Resource Groups (ERGs) are another key part of the global framework, with over 30 groups worldwide focusing on various diversity dimensions. In 2023, a formal ERG Framework was introduced, providing recognition and allocating 5% of working time for ERG leaders. 

While the internal picture for Adidas Philippines employees is largely positive and contributes to its reputation as one of the best companies for diversity the country, a complete view of fairness requires looking beyond the corporate and retail workforce. 

Adidas has a global policy framework for human rights and fair labour practices across its supply chain, aligned with the Fair Labour Association. However, the closure of the Mactan Apparel Inc. factory in Cebu in mid-2023 highlighted a significant challenge. This resulted in nearly 4,000 workers being retrenched. 

Adidas stated it engaged with its supplier partner to ensure redundancy guidelines were followed, providing severance packages higher than the legal minimum. 

“We continue to engage closely with SCI (the supplier partner) and the government agencies in Cebu, to understand if there are any additional measures that can be taken to support the impacted workforce,” Adidas said in a statement. 

So, what can other companies learn from Adidas's approach in the Philippines? 

First, inclusivity can't just be a corporate mandate. It needs to be woven into the local culture. Adidas didn’t just import a global diversity policy. It connected with what matters to Filipinos. Authentic connection beats generic policy every time. 

Second, building an inclusive brand is a two-way street. It involves fostering a great internal culture with tangible benefits and growth opportunities, while also championing diversity externally through community partnerships. 

One reinforces the other. An amazing internal culture gives legitimacy to external campaigns, and visible community support makes employees proud to be part of the company.

 Finally, the full picture matters. The contrast between the experience of direct employees and the realities faced by supply chain workers highlights a crucial point. A company’s commitment to fairness is judged across its entire value chain. 

While Adidas provides a strong model for corporate culture, the Mactan factory closure serves as a potent reminder for all businesses: true inclusivity must extend beyond the office walls to every person connected to the brand.