Lessons in Localization: adidas


The Nimdzi Lessons in Localization series highlights the largest, the most innovative, the up-and-coming, and the most successful globalization programs in the world.

In today's Lesson in Localization, we look at how adidas does localization.

A lesson by Hannah Leske.


About adidas


Sport plays an increasingly important role in people's daily lives. It is a central part of culture, society, health, and happiness. Founded almost a century ago in Herzogenaurauch, Germany, adidas has grown to be one of the most well-known sports brands in the world since then. 

adidas’ tagline is “through sport, we have the power to change lives,” and this philosophy permeates throughout the company, its products and partners, and engagement with customers. 


Having dedicated linguists sitting with local teams ensures the right tonality, an efficient process, and a great product.

Letting the market dictate what they translate and transcreate is a good way to ensure they meet customer demands and mitigate waste.

Marrying the knowledge of the market with expert transcreation is the keystone to developing great content on a global level.


Fast facts:

Included in this Lesson in Localization

  • Localization at adidas: an overview
  • Organization
  • Culture
  • Languages
  • Project and process management
  • Supply chain
  • Quality control
  • Technology
  • Interesting initiatives


This has been a preview. The full report can be accessed online by Nimdzi Partners.

The full report is reserved for Nimdzi Partners and organizations participating in the Lessons in Localization series. If you are not a Nimdzi Partner, or are interested in how your company can participate in Lessons in Localization, contact us.

Who should we feature next?

The Nimdzi Lessons in Localization series highlights the most successful localization programs in the world. For more information about this series, or if you have a suggestion for an exemplary localization program that you would like to see highlighted, contact us today.

Special thanks to Jana Chavez-Sanders, Localization Director at adidas for sharing a valuable lesson in localization.

Hannah Leske Nimdzi Insights

This Lesson in Localization was prepared by Nimdzi's Localization Researcher, Hannah Leske. If you wish to learn more, reach out to Hannah at [email protected].

1 May 2023

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