Adidas
“Can Adidas build a truly unified global direct-to-consumer commerce and loyalty platform while scaling its centralised treasury infrastructure to match 160+ country operations?”
Founded in 1949 as a footwear manufacturer, Adidas has grown into the world's second-largest sportswear company, operating both direct-to-consumer e-commerce and thousands of retail stores globally. Its embedded finance footprint is largely treasury and payments infrastructure: a global cash factory programme centralises FX and liquidity management across 160+ countries, while Adyen serves as the core acquiring and in-store payments partner. Adidas does not operate embedded financial products for end-consumers or third-party merchants — its finance infrastructure is in-service of its own retail and wholesale operations.