From Listening to Action: Inside our First Partner Feedback Process
© Unsplash - Jon Tyson
At the adidas Foundation, we believe that meaningful impact starts with strong, trust‑based relationships. Listening to our partners is a fundamental part of how we learn, grow, and ensure that our work remains aligned with the realities of the communities we aim to serve.
As a young and evolving organization, feedback helps us strengthen the culture we are building, one that values openness, shared learning, and continuous improvement. This is why we are committed to engaging with partners regularly and thoughtfully.
From August to September 2025, we carried out our first formal partner feedback process. We invited all active partners, meaning organizations holding current agreements and reporting directly to us, to complete an anonymous questionnaire with nine closed and three open‑ended questions. The survey explored areas such as the value of our support, the quality of our relationships, our understanding of local contexts, and the experience of our reporting processes. We are pleased to share key results, what is working well, what could be strengthened, and how we are already responding.
Highlights: What Partners Appreciate
01. Responsive and Supportive Partnership Management
Partners emphasized our team’s responsiveness, openness, and collaborative approach. Many described these as enablers of a positive partnership experience. One partner shared: “The adidas Foundation has been patient and collaborative in dealing with any issues that have arisen, and in this way it feels like a partnership.”
02. Different Types of Support, Multi-Year Funding, and Flexibility When Reality Calls for It
Partners valued the different types of support available within the United by Sport (UbS) program, whether strengthening an existing program or initiating a new project. The multi‑year funding model was appreciated, as were the financial guidelines that allow for up to a notable Indirect Cost Rate (ICR), which one partner described as “rare and deeply valuable in the sector.” Partners also noted our willingness to adapt when circumstances change, and our attention to local realities.
03. Amplifying Partner Voices through Storytelling and Collaboration
Partners expressed gratitude for how we highlight their work through communication and storytelling. They appreciate being engaged in content creation phases and approval processes, describing this not just as visibility but as meaningful recognition. As one partner said: “The way adidas Foundation tells our story helps others see the value of what we do. It makes us feel seen and supported.”
Where We Can Improve: Challenges and Opportunities Identified by Partners
01. Reporting Felt Heavier Than Anticipated
Several partners shared that the reporting process felt more time‑intensive than expected, particularly regarding frequency and financial documentation. Some noted that they would have benefited from clearer expectations during the application stage. As one partner put it: “It would have been helpful to have more clarity and detail regarding the UbS (United by Sport) General Programming model and expectations within the Call Guidelines.”
02. Digital Tools for Reporting Were Difficult to Navigate
A relevant number of partners experienced challenges using the online system we offered for reporting, finding them complex and/or difficult to access. One partner shared: “Reporting is very technical with a lot of spreadsheets and numbers, it would be helpful to have everything in one place.”
03. Opportunity Identified: Interest in Peer Learning
Some partners expressed a desire for opportunities to connect with one another, for shared learning and exchange. While this has been part of our ambitions from the beginning of the foundation, it was not yet in place at the time of the feedback collection. One partner shared: “Increased opportunities for peer exchange or joint learning sessions among adidas Foundation partners could enhance knowledge‑sharing and collective impact.”
from feedback to action
We deeply appreciate the candid and thoughtful feedback partners shared. Our goal is to ensure our processes support the work partners are leading, while still meeting the compliance standards and regulations that guide our operations. To help strike this balance, we have created a cross-team internal working group focused on four key areas of improvement.
Our beyond funding offers related to Peer Learning and Capacity Strengthening, identified as an opportunity, were already in development and will be detailed below.
The improvements have begun to be applied within the United by Sport program, as these partners currently represent the majority of our portfolio, and will be expanded to all other partners moving forward.
01 Reporting Schedule
Where we stand: As of November 2025, we have reduced the frequency of reporting deliverables for United by Sport partners where possible and taking individual situations into consideration and communicated the updated schedule to all UbS partners.
02 Templates and Reporting Formats
Where we stand: Teams are jointly reviewing and simplifying templates within the boundaries of our regulatory requirements. Financial reporting remains our most limited area for simplification at this point in time, but we are working to make processes clearer. Future applicants will receive all relevant expectations upfront so they can plan accordingly.
03 Technology and Data Architecture
Where we stand: Since November 2025, we have been working with a technology consultancy specializing in foundations and nonprofits to assess current systems and design an improved data structure. This work is anticipated to unfold throughout 2026.
04 Partnership Types Design
Where we stand: Since mid 2025, our Programs Team has led a process to define all partnership types the Foundation can support, including the reporting expectations associated with each. This will help ensure clarity and predictability for future partners.
05 Beyond Funding Support: Peer Learning and Capacity Strengthening
Where we stand:
- In November 2025, we launched the United by Sport Community of Practice. It is a voluntary space for peer learning, resource sharing, and online workshops. Thirty-three of thirty-five United by Sport partners have joined.
- In September 2025, we partnered with the UEFA Foundation to launch the Legacy for the Future Community of Practice. This initiative focuses on increasing access to sport for girls and women. Sixteen organizations are currently participating.
- Both communities are hosted on Mighty Networks, a platform that supports networking, and resource sharing.
©Unsplash - Kelly Sikkema
A Huge Thanks to All Partners
This process has helped us reflect on who we are becoming: a learning driven, transparent, and partner-centered foundation. We are committed to making feedback a regular part of our annual cycle.
To our partners: thank you for your time, your honesty, and your trust. You spoke, we listened, and we are acting.
Each year, we will continue to collect anonymous feedback and commit the necessary time and collaboration across teams to analyze insights and incorporate them into annual planning.