It is crucial to achieve social and environmental sustainability as without it not only will companies develop a poor brand image and reputation with consumers, but their bottom line and profits will also suffer . Effective and successful implementation of the triple bottom line or some other method for managing sustainability is critical to ensuring complete business success. Being environmentally and socially sustainable can lead to numerous benefits, including increased profits, a positive reputation and brand image, competitive advantage, greater efficiency and economic sustainability.' Increased awareness of sustainability across various industries and businesses has helped expand the concept of business excellence and drawn attention to the need to use resources in a socially and environmentally responsible way.' (Asif and Searcy 2011). However, it is important to note that some have argued that societies' sudden fixation with sustainability has led to many serious ethical and practical concerns and the issues go unnoticed. (DesJardins 2016). Regardless of how a company plans to achieve sustainability, it is vital that it is simply as sustainable as possible. Since 2010, when it reached the pinnacle of its triple bottom line approach of people, profit and planet, Adidas has seen continued success across its operations. All this success can be traced back to the importance of sustainability and an appropriate approach to sustainability. Sustainability involves not only protecting the social and environmental resources your business relies on, but also managing economic profits, so it is vital for any business to be sustainable as it ensures