“Calling All Creators” is both an appeal and the motto of the adidas 2016 Annual Report. Employees, partners, communities and consumers contribute to the development of new concepts and products by being creators. The annual report was therefore published in a comprehensive as well as a condensed version and supplemented by a magazine. With the help of its striking design, strong images and relevant texts, the magazine component makes the company strategy tangible and accessible. The publication is exquisitely crafted and, with its diverse materials and slanting cut, achieves a dynamic look.