History of adidas
• Adidas AG (German pronunciation: [ adi das]ˈ ˌ ) is a
German multinational corporation that designs and
manufactures sports clothing and accessories.
• Adidas AG is a German sports wear manufacturer
and parent company of the Adidas Group, which
consists of the Reebok sportswear company,
TaylorMade-Adidas golf company and Rockport.
• Adidas is the largest sportswear manufacturer in
Germany and Europe and the second biggest
sportswear manufacturer in the world.
• adidas AG is a German sports apparel
manufacturer, part of the adidas Group. It
registered as adidas AG on 18 August 1949 (with
lower-case lettering: "adidas").
• The company was named after its founder, Adolf
(Adi) Dassler, who started producing shoes in the
1920s in Herzogenaurach, near Nuremberg, with
the help of his brother Rudolf Dassler who later
formed rival shoe company PUMA AG.
• The company's clothing and shoe designs
typically include three parallel stripes of the
same color, and the same motif is incorporated
into adidas' official logos.
Dassler Brothers Shoes
• Adolf "Adi" Dassler started
to produce his own sports
shoes in his mother's wash
kitchen in Herzogenaurach,
Bavaria after his return
from World War I. On 1
July 1924, his brother
Rudolf "Rudi" Dassler
joined the business, which
became Gebrüder Dassler
Brothers Shoe Factory)
Dassler Brothers Shoes
• Brothers started the
venture in their
mother's laundry but, at
that time, electricity
supplies in the town
were unreliable, and
sometimes had to use
pedal power from a
stationary bicycle to
run their equipment.
Dassler Brothers Shoes
• By the 1936 Summer
Olympics, Adi Dassler
drove from Bavaria to the
Olympic village with a
suitcase full of spikes and
persuaded U.S. sprinter
Jesse Owens to use them,
the first sponsorship for an
Following Owens's four
gold medals, his success
cemented the good
reputation of Dassler shoes
among the world's most
• Both brothers joined the Nazi Party, but Rudolf was
slightly closer to the party. After the war Rudolf was
picked up by American soldiers and accused of
being a member of the Waffen SS, he was
convinced that his brother betrayed him.
The brothers split up in 1947:
• Rudi forming a new firm that he called Ruda – from
Rudolf Dassler, later rebranded Puma, and Adi
forming a company formally registered as Adidas
AG from Adi Dassler on 18 August 1949.
adidas – the story
of a logo
• The 3-Stripes mark is without doubt the
quintessential adidas symbol. It was created by the
adidas company founder, Adi Dassler, and first
used on footwear in 1949.
• Dassler created a symbol that could be
immediately recognized when his footwear was
used in athletic competition and associated with
adidas. He emphasized the association with the
slogan “The Brand with the 3 Stripes”. The 3-
Stripes were first used on apparel in 1967. The 3-
Stripes now enjoy worldwide recognition as an
• The logo shows three shapes coming
together to form a larger shape, namely a
diamond. The space between the shapes
forms another shape, that of a person with
arms raised in victory and celebration.
• The corporate logo changed after the divestiture of Salomon in October 2005.
The new logo of the adidas Group was launched in April 2006. The adidas
Group logo is th umbrella under which all Group-owned brands stand. It brings
adidas back to its roots by using the familiar adidas wordmark as a visual
identity to the business community, strengthening image and impression.
• From a design perspective, the new logo is simple, clear, confident and shows
leadership. It will support future business growth and is flexible enough to anticipate
any unforeseen changes.
• At the same time the adidas brand received a new logo to incorporate the
divisions Sport Performance and Sport Style.
Adidas from1949 to now
18 August - adidas is registered as a company, named after its
founder: 'Adi' from Adolf and 'Das' from Dassler.
The 'Miracle of Bern'
1954 - The 'Miracle of Bern' Germany battle Hungary with a
competitive advantage. They are wearing adidas soccer boots
which for the first time feature removable studs.
Driven by a desire to help all athletes committed to performance,
adidas manufactures equipment for what some consider "fringe
sports". Unconventional high jumper Dick Fosbury launches
himself up and over in adidas footwear.
The "adidas" team wins
Crowning moment: Franz Beckenbauer, the "Kaiser", raising the
World Cup in victory salute. Germany had just beaten Holland 2-1 in
the 1974 final.
After Adi Dassler's death, Adi's wife Käthe, his son Horst, and his
daughters carry on the business.
With a new management
Under the CEO Robert Louis-Dreyfus, adidas is moving from being a
manufacturing and sales based company to a marketing company.
adidas goes public
Flotation of the company on the Frankfurt and Paris Stock
A splendid year
The "three-stripes company" equips 6,000 Olympic athletes from
33 countries. adidas athletes win 220 medals, including 70 gold.
Apparel sales increase 50%.
adidas AG acquires the Salomon Group with the brands Salomon,
Taylor Made, Mavic and Bonfire in December 1997. The new
company is named adidas-Salomon AG.
The new brands
The integration of the new brands is gaining momentum. The new
Taylor Made Fiesole clubs boost sales. Salomon in-line skates take
off with high double-digit growth during the first half of 1999.
Following personnel changes, the new management initiates an
ambitious Growth and Efficiency Program. Major sports events
such as the European Soccer Championship EURO 2000™ and the
Olympic Summer Games, where swimmer Ian Thorpe takes three
gold medals, contribute to the company’s success.
Sale of Salomon
The Salomon Group (including Salomon, Mavic,
Bonfire, Cliché and Arc’Teryx) is being sold to
Amer Sports in October 2005. The new adidas
Group is focusing even more on its core strength
in the athletic footwear and apparel market as
well as the growing golf category. The legal
name of the company will change to “adidas AG”
in May/June 2006.
adidas-Salomon AG acquires Reebok
he closing of the Reebok transaction on January 31,
2006 marks a new chapter in the history of the adidas
Group. By combining two of the most respected and
well-known brands in the worldwide sporting goods
industry, the new Group will benefit from a more
competitive worldwide platform, well-defined and
complementary brand identities, a wider range of
products, and a stronger presence across teams,
athletes, events and leagues.
adidas Group presents strategic business
In November 2010, the Group unveiled its
2015 strategic business plan named
"Route 2015". This plan is the most
comprehensive the adidas Group has
ever prepared, incorporating all brands,
sales channels and Group functions
adidas Group acquires Five Ten
On 3. November 2011, the adidas Group announced the acquisition
of the outdoor specialist Five Ten. Five Ten is a leading brand in
the technical outdoor market and within the outdoor action sport
community. The brand represents an excellent addition to the
adidas Outdoor portfolio and allows the adidas Group to expand
into complementary market segments.
adidas changes running forever
Revolutionary energy return, superior cushioning, optimal fit and
temperature independence: adidas introduces the Energy Boost, a
cushioning technology that provides the highest energy return in
the running industry. And just like that, running will never be the
• Sports Equipment and other accessories
• Adidas also designs and makes slide-style
sandals, watches, eyewear, bags, baseball
caps, and socks. As well, Adidas has a
branded range of male and female
deodorants, perfumes, aftershave and
Adidas Original stores
• There are many adidas Originals Concept
Stores around the world (Europe, South
America, North America, Asia and
• In addition in United Kingdom some
Adidas stores are located inside of JD
• Adidas has Two Subsidiaries
"Adidas is all in" is the current global marketing
strategy for Adidas. The slogan aims to tie all
brands and labels together, presenting a unified
image to consumers interested in sports, fashion,
street, music and pop culture.
Adidas, like other sports brands, is believed to
engender high consumer brand loyalty. Brand
loyalty towards Adidas, Nike, Inc., Puma AG and
several other sportswear brands was examined in
a recent study. The study found consumers did not
exhibit unduly high loyalty towards such brands
Purchased Reebok to gain presence in North America
Leader in Corporate Responsibility & Sustainability
Multi-brand Strategy is a Major Strength for Adidas
Great Customer Loyalty for Adidas
Signing Great Players to Exclusive Contracts
Supplier Power - Adidas
Economies of Scale - Adidas
Brand Name - Adidas
Male Dominate Executive Board
high cost structure
Tarnished Reputation due to Child Labor
View That Adidas if One Step Behind Nike
Grow Reebok men
Continue Partnership Development
Economy Planned acquisition of Armani
More Innovation Will Help Adidas Growth
New Products and Services Will Propel Adidas Growth
International Expansion - Adidas Emerging Market
Growth Could Help Adidas
Acquisition of Competitors Could Help Adidas
US Market share shrank 2009
competition with hiriazi
competition with puma
competition with Nike
competition with Bata
Intense Global Competition
• When West Germany won the 1954 FIFA
World Cup, their footwear was supplied by
• In 1997, Adidas AG acquired the Salomon
Group who specialized in ski wear, because
with this acquisition Adidas also acquired the
Taylormade Golf company and Maxfli, which
allowed them to compete with Nike Golf.
• Adidas has a branded
range of male and
• "Impossible is Nothing"
is the current
slogan for Adidas.
• For many years Adidas
creates all the balls for
FIFA World Cup. Name
of the last one is
• Adidas also provides
apparel and equipment
for all teams in Major
• In 2005, Adidas introduced the Adidas 1, the
first ever production shoe to use a
microprocessor capable to perform 5 million
calculations per second.
• On 11 April 2006, Adidas announced an 11-
year deal to become the official NBA clothes