Adidas increases donation to black communities to $ 120 million


The call for widespread change following the murder of George Floyd at the hands of the police spread to the sneaker world last Friday, with Adidas workers holding a continuous protest in response to what was described as “a constant indulgence in taking active measures against racist work. environment “by Adidas Originals Assistant Apparel Director Julia Bond.The brand released a statement in response later today, saying it “has always been and always will be against discrimination in all its forms and against racism.” Now, Adidas CEO Kasper Rorsted speaks on behalf of the company, detailing three specific actions the brand plans to take immediately.

“While we have talked about the importance of inclusion, we need to do more to create an environment in which all of our employees feel safe, heard and have equal opportunities to advance their careers,” said Rorsted in the press release published yesterday. “As Adidas, we will create lasting change and we will do it now. ”

To support this statement, Rorsted and Adidas agree to invest $ 20 million in black communities in the United States over the next four years. Over the next five years, Adidas has announced that it will offer 50 awards per year to its black employees. In addition, the brand will also increase its number of black employees, with a minimum of 30 percent of new hires Adidas and Reebok in the United States being Black and Latinx.

However, the words of Adidas and Rorsted would have done little to appease the group of more than 200 employees who were currently demonstrating against the company. According to New shoes, Who initially announced the news of the demonstration, an anonymous employee qualifies the response of the mark of “laughable” and affirms that the demonstration will continue. The source added that a number of unidentified retail accounts support the group’s position.

In Bond’s original note to Adidas, she and her colleagues asked the brand to apologize “for the racism and discrimination they openly allowed and perpetuated.” Rorsted’s statement is not only devoid of an apology, but the brand’s pledge of $ 20 million does not meet the $ 30 million demanded by protesters. The unnamed source tells New shoes that employees were also upset that no black executive was called upon to help shape the brand response.

Sole Collector contacted Adidas for a comment on this latest development.

UPDATE (06/10): According to a new report by New shoes, Adidas increased its donation from $ 20 million to $ 120 million. The update was reportedly announced to employees this morning at the brand’s North American headquarters in Portland. Despite this, it is said that the brand has yet to apologize, one of the requests made by employees participating in the protest.


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