The adidas mission has changed little since founder Adi Dassler began making sports shoes in the 1920s: to be the best sports brand in the world. The history of adidas is one of consistently meeting the evolving needs of the athlete. Focusing more on function and less on fashion, adidas strives to provide athletes with shoes that can make a tangible difference in their performance. Meeting athlete needs is what makes adidas the best. adidas America has continued to build on this history.

In February of 1993, adidas AG acquired Sports Inc., a US-based sports marketing company founded by former Nike executives Rob Strasser and Peter Moore. Sports Inc. had been working in conjunction with adidas USA on the design, development and marketing of the adidas Equipment line. This line helped rejuvenate and reposition the adidas brand in the United States by creating an exclusive line focused on fulfilling the functional needs of the athlete and by utilizing the best materials and athlete input in the tradition of Adi Dassler. It offered moisture management, thermal insulation, weather protection, ease of movement and safety, helping the athlete to perform more efficiently. After the successful creation and lauch of adidas Equipment, adidas AG combined adidas USA and Sports Inc. to form adidas America.

adidas AG's objective for adidas America was to bolster the connection between adidas AG's operations in America and Europe and to revitalize the company's United States business. Strasser was appointed President and CEO of adidas America, and Moore became the Creative Director. After Strasser's unexpected death in October of 1993, Moore filled both positions.

In 1995, Steve Wynne was selected as the new president and CEO, and Moore became Worldwide Creative Director for adidas AG. Despite changes in management at adidas America, Rob Strasser's original mission and philosophy remain. Adidas America is committed to producing the highest quality sports shoes and apparel in the world. To accomplish this goal, Strasser created a working environment that promotes cooperation and encourages creativity. At adidas America, titles and position are unimportant. Employees at all levels are free to approach each other with ideas and suggestions. Strasser eschewed the typical corporate world of suits and subordination for a more open, comfortable environment.

That philosophy paid off in 1994, when adidas leapt from eighth to third in the United States Footwear Industry Rankings. Worldwide Creative Director Peter Moore said of 1994, "This year was definitely a successful one for adidas, but in no way are we satisfied. Whe have created tremendous momentum for the brand, but now we'll have to work twice as hard to keep the ball rolling." Since then, unwilling to be content with its 1994 success, the company has made huge developments in both footwear and apparel. From its conception of Torsion or Traxion in adidas footwear to Clima, which is designed to regulate the temperature and humidity between the garment and the skin in adidas apparel.

A 1994 article in Sporting Goods Dealer summarized the successful reentry of adidas into the American market. David Sparrow writes, "It is the 1990s, and two footwear superpowers with different philosophies share a common goal: world supremacy. But while every move Nike and Reebok make is aimed squarely at the other, their global ambitions, especially in Germany, have awakened a sleeping giant named adidas, whose greatest resource is its rich history and former global dominance. adidas threatens to challenge and mystify both of these footwear superpowers for years to come."