"Sachin Tendulkar is a global icon, one of the best batsmen of our times.
He has a huge following in cricket-playing countries and there is no reason why we should not use him as a global ambassador," said Adidas managing director-designate Andreas Gellner, who will assume his post in India next month.
Gellner, who joined Adidas in 1995 in Germany, was previously the managing director of Adidas Malaysia.
Adidas in India has initiated ground level activities in tennis, football and cricket. The emphasis, according to a company statement, is to promote sport at a grass-roots level to identify, support and promote talent.
In tennis, Adidas supports over 40 athletes on the domestic circuit.
The brand is also the official kit sponsor of the All India Football Federation and has signed Baichung Bhutia, captain of the Indian national football team, as a brand ambassador.
In cricket, apart from Tendulkar, Virendar Sehwag, Zaheer Khan and Ashish Nehra also endorse Adidas. The company plans to focus and highlight its strengths in the performance-wear category as well, including areas such as running, tennis, football, and basketball apparel.