Adyen, a leading financial technology platform, has announced the international expansion of its Adyen Giving checkout donation feature in partnership with adidas. Building on the success of their North American pilot, where shoppers contributed over $1 million the initiative is now scaling across Europe, Brazil, and Mexico to support global organizations including the UN Refugee Agency (UNHCR) and the Special Olympics.
The collaboration simplifies the donation process by integrating giving directly into the point-of-sale (POS) experience, allowing shoppers to contribute to important causes with a single tap.
Proven Impact and Rapid Scaling
Since the program launched in 2023, the data highlights strong consumer adoption of checkout-based donations:
- North American Milestone: Over $1 million raised across 216 stores in the U.S. and Canada for organizations such as the Terry Fox Foundation and Boys & Girls Clubs of America (BGCA)
- European Expansion: The program is now live in all 28 adidas stores in Germany, with Special Olympics Germany added as a partner
- Global Footprint: Expansion is underway across additional European markets, as well as Brazil and Mexico
Consumer Trends: The Rise of Flexible Giving
Insights from the Adyen Index 2025 show a shift toward more flexible, low-commitment donation behavior:
- Increased Willingness to Give: 30% of global consumers feel more motivated to support charities
- Commitment-Free Giving: 34% prefer one-time donations over recurring commitments
- Micro-Donation Effect: Consumers tend to give more annually when contributing smaller amounts during purchases
How Adyen Giving Works
The Adyen Giving solution is designed to ensure transparency and simplicity:
- Direct Flow: 100% of donations are transferred directly to nonprofit organizations
- Fee Absorption: Adyen covers all transaction fees, ensuring full donation value reaches charities
- Matching Program: Adyen will continue matching donations made through the platform until the end of 2026
Leadership Perspectives
Matthias Koeppel, Director of Charitable Giving at adidas, stated:
“Through sport, we have the power to change lives. Expanding our collaboration with Adyen allows us to offer millions of shoppers a simple and transparent way to support organizations doing essential work.”
Alexa von Bismarck, President EMEA at Adyen, added:
“Consumers want to make a difference, but they also want flexibility. Adyen Giving enables spontaneous and trusted donations directly at checkout.”
About Adyen
Adyen is a global financial technology platform used by companies such as Meta, Uber, H&M, eBay, and Microsoft. The company provides end-to-end payment solutions, data insights, and financial products to help businesses scale efficiently while enabling integrated social impact initiatives.
