What does the name ADIDAS stands for?
Did you know that creators of Adidas and Puma
In the beginning the three stripes were used to
stabilize the shoe.
First company to offer a sponsorship for an
Founder: Adolf (Adi) Dassler
CEO: Herbert Hainer
Headquarters: Herzogenaurach, Germany
No. Of employees: 46,306
Adidas was founded in 1948 by Adolf “Adi” Dassler, following the
split of Gebrüder Dassler Schuhfabrik (Dassler Brother Shoe
Factory) between him and his older brother, Rudolf.
During the 1936 Summer Olympics held in Germany, Adolf
persuaded U.S. Sprinter Jesse Owens to run using his company’s
spikes. Owens went on to win 4 gold medals.
Differences in political ideologies between the two brothers during
the World War II tensions between the two brothers.
They finally split in 1947 and went on to form adidas and Puma.
Now owns brands like Rockport, Reebok, Taylormade, etc.
3 Stripes mark :
•Created in 1949 by Adolf Dassler.
•‘The brand with 3 stripes’.
•Introduced in 1971.
•Represents the diversity of adidas brand.
•Now used for adidas Originals collection.
•1997- integrated corporate design by Peter
•Shape formed by the bars represents a
mountain, indicating challenges to be faced and
goals to be achieved.
•Long heritage and high brand value.
•The company sponsors major sporting
events including Olympics and major
sportsmen and teams.
•Diversified product portfolio.
•Strong and innovative marketing have
created a strong brand retention.
•The products can sometimes be costly
due to innovative technology or
•Stiff competition and similar big
brands means customers have high
•New foot-friendly designs are developed
•Tie-up with emerging sports
•Brand building by setting up sports
•Other brands offer more styles and
varieties, thus more competition.
•Threat from other competitive brand who
produce sports equipment and accessories
at a lesser cost.
•Pirated/fake imitations affect brand
All programmes are built on three complementary pillars –
community involvement, employee involvement and corporate
FIFA World Cup
UEFA Champions League
Iron Man 3
2011 All Blacks replica rugby jersey pricing controversy.
2012 "shackle" sneakers.
Sweatshops and labor rights violations.