Adidas AG, the holding company of Adidas Group, one of the largest sportswear brand in the world has chosen Amazon Web Services (AWS) over other cloud providers for its SAP workloads. With SAP S/4HANA on AWS, Adidas AG plans to fast track the digital transformation of its core business process, and utilize machine learning and artificial intelligence to create a cloud-based customer-centric experience across its businesses.
In addition to Adidas Group, Adidas AG is also a shareholder in German football club Bayern München and Australian fitness technology company Runtastic. As part of the announcement by AWS, Adidas AG SAP environments will be migrated to AWS to become a more data-driven business and enhance the direct-to-customer business model.
One of the areas that the company plans to enhance is the personalization of customer experience in ecommerce by using Amazon SageMaker. Amazon SageMaker uses machine learning technology to analyze data and provide customer-focused product recommendations. Adidas AG plans to decrease the time taken in product creation process by creating virtual product lines in AWS for design, feedback, and update of its products.
AWS’ sustainable solutions would be explored by Adidas AG from carbon tracking, waste reduction, and energy conservation. The core service in this front is the Amazon Sustainability Data Initiative (ASDI) which allows organizations to gather datasets efficiently for sustainability analysis.