Adidas has announced the closure of its offices in Austria, which have housed the company’s running app operations since 2015. The decision, part of a larger consolidation of Adidas’ digital functions, will affect around 170 employees working in Pasching, Vienna, and Salzburg. These employees will be able to apply for new roles at Adidas’ other locations in Herzogenaurach, Amsterdam, or Zaragoza.
This move follows Adidas’ acquisition of Runtastic, a health and fitness app company, in 2015. The consolidation is expected to be completed by mid-2025, with the aim of strengthening Adidas’ digital offerings. Tobias Seemann, Adidas’ senior vice president of global digital and e-commerce, explained that the focus is on delivering better digital experiences while concentrating on Adidas’ core competencies.
Adidas has already begun winding down operations for several digital products, including phasing out Runtastic apps earlier this year. Despite the office closures, the company plans to maintain a strong presence in Austria through wholesale sales, owned stores, and sports partnerships.
More layoffs expected?
While Adidas has not officially announced any further layoffs beyond the closure of its Austrian running app offices, the company’s ongoing consolidation of digital operations and recent shutdown of Runtastic apps signal potential for more restructuring in the future. Adidas is streamlining its digital functions to focus on core areas like its Adidas Running and Adidas Training apps, which could result in further operational changes.
Given the broader trend in the tech and retail sectors toward cost-cutting and optimization, particularly in digital and e-commerce operations, it’s possible that additional layoffs may occur as part of these adjustments. However, Adidas has yet to provide specifics on whether more job reductions are planned. As the company continues to focus on profitability and digital growth, more details could emerge in the coming months.
