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ADIDAS SPORT: adidas Sport is mainly targeting competitive sports. The division's focus is primarily on innovation and technology. Target consumers range from sports participants at the highest level to those inspired by sport. Everything at adidas reflects the spirit of our founder Adi Dassler. His main objective back in those days already was to make athletes better, with innovation at the heart of all adidas Sport products. To underline our credibility as the multi-sport specialist and leverage brand strength, there is hardly any category that we don't produce products for. adidas is everywhere where the best meet the best, such as the FIFA World Cup, or the Olympic Games, but also everywhere else around the globe where sports are simply played, watched, enjoyed and celebrated.