Our Purpose is to Move People Through the Wonders of Sport. These words have multiple, important meanings.

Move: physically by helping people to live active lifestyles, emotionally by bringing joy into people’s lives and fostering connections, and behaviourally so that people adopt more sustainable behaviours.

People: accessible to all people, at all levels. From beginners right up to expert elites. Today we have the technicity that enables us to produce world-class competitive products.

Wonders of Sport: The magic of doing it your way, it can be the joy of participation or the thrill of performance, we help make sport yours in an inclusive way.

Our purpose to "Move people through the wonders of sport" is to democratize sports and its practice for everyone worldwide. We believe each of our teammates brings unique talents, experiences, and perspectives and have to be celebrated for who they are. Through collective efforts, we feel confident in meeting our ambition of being one of the World’s Most Inclusive Brands.

Worldwide, we are committed to welcoming diversity and leveling the playing field ensuring equal opportunities for all our teammates to thrive irrespective of race, nationality, ethnicity, religion, gender, difference of abilities, age, educational background, political identities, sexual/gender identity and sexual orientation.