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adidas FOR IMMEDIATE RELEASE Herzogenaurach , March 10 , 2021 adidas presents growth strategy ' Own the Game ' until 2025 Strategic focus on brand credibility , consumer experience and sustainability adidas brand architecture to be sharpened Shift to a DTC - led business model E - commerce sales to double to between € 8 billion and € 9 billion 9 out of 10 adidas articles will be sustainable Digital transformation supported by investments of more than € 1 billion Mindset of innovation as an enabler across the entire company Revenues to increase at a rate of between 8 % and 10 % p.a. on average 2021-2025 Operating margin to reach a level of between 12 % and 14 % Net income to increase at a rate of between 16 % and 18 % p.a. on average 2021-2025 Total cash return to shareholders to be between € 8 billion and € 9 billion Today , adidas introduced its new strategy ' Own the Game ' at a virtual Investor & Media Day . Main strategic focus of ' Own the Game ' is to strengthen the credibility of the adidas brand , to 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. More than 95 % of sales growth is expected to come from the five strategic categories : Football , Running , Training , Outdoor , and Lifestyle . As building direct relationships with its target audience plays an increasingly important role , adidas will evolve its operating model to address consumers more directly . As a result , 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 % of the targeted top - line growth . The company's e - commerce business is forecast to double to between € 8 billion and € 9 billion . From a market perspective , the company 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 % of sales growth until 2025. In addition , nine out of ten adidas articles will be made from sustainable materials by 2025. The company draws confidence from the success of its previous strategy ' Creating the New ' , its strong market position as well as attractive growth prospects for the sporting goods industry as a whole . " Own the Game ' is a growth and investment strategy , which will lead adidas into a successful future . Our strategy is deeply rooted in sport , puts the consumer at the heart of everything we do and is brought to life by our people . Our strategic focus is on increasing credibility of the adidas brand , elevating the experience for our consumers and pushing the boundaries in 1