The subject of this final paper is sustainable marketing and the importance of its application in the business conditions imposed by nowadays. The way in which companies, in this case Adidas, approach sustainability and apply sustainable marketing strategies will be presented. The goal, based on the available secondary data, is to explain the broader concept of sustainability, then to define sustainable marketing and finally to elaborate everything that is mentioned before on the example of a company that respects the principles of sustainable business. Sustainable marketing, unlike the traditional marketing concept, takes into account except economic factors also environmental and social impacts. The emphasis is no longer on the short-term realization of profit through transactions, but on the long-term establishment of relations with consumers and harmony with the environment. The transition from a traditional marketing business practice to a sustainable one requires many adjustments. Sustainable marketing, although still in its rise, plays a dominant role in promoting sustainability and developing public awareness of the importance of implementing environmental and social aspects in the business process. Sustainable business practices are becoming more and more necessary and demanded by consumers. Companies that have realized the necessity of introducing sustainable marketing strategies in their business and that base their business on them contribute both to the community and to their visibility and acceptance in the market. Adidas is a company that operates respecting the fundamental principles underlying the concept of sustainability. The story of the company, as well as the development of sustainable production and ecologically conscious behavior is from year to year supplemented and developed towards ever greater goals and wider aspects of them. The company starts its sustainable goals from people and caring for the planet all the way to broader dimensions looking into the future, such as the vision that they want to be a climate-neutral company by 2050. With its campaigns related to sustainability, Adidas raises its voice and tries to make changes in small but sure steps.