Adidas will ask employees to voluntarily share personal data about their ethnicity, nationality, gender identity and sexual orientation as part of efforts to improve diversity at the company.
Amanda Rajkumar, head of human resources at the world’s second-biggest sportswear group, disclosed the data-gathering project in her first interview since joining the Nike-rival in January.
The initiative — a first for a German blue-chip — is a contentious subject in a country haunted by the Nazi government’s persecution and killing of citizens for their ethnicity, religion and sexual orientation, and where people today are particularly protective of their privacy and data.
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