Adidas
| Industry | Textile; Footwear; Sports equipment |
|---|---|
| Founded | July 1924 (as Gebrüder Dassler Schuhfabrik); officially registered as Adidas AG on 18 August 1949 |
| Founder | Adolf Dassler |
Area served | Worldwide (except North Korea, Russia, Turkmenistan, Afghanistan, South Sudan, Chad, State of Palestine; sales prohibited in Iran by government order) |
Key people | Thomas Rabe (Chairman of the Board); Bjørn Gulden (Chief Executive Officer) |
| Products | Apparel; Footwear; Sportswear; Sports equipment |
| Revenue | €21.915 billion (2018) |
| €2.368 billion (2018) | |
| €1.702 billion (2018) | |
| Total assets | €15.612 billion (2018) |
| Total equity | €6.364 billion (2018) |
Number of employees | 57,016 (2018) |
| Website | www.adidas.com; www.adidas-group.com |
Adidas AG (stylized as adidas since 1949) is a German multinational corporation founded in 1949 and headquartered in Herzogenaurach, Bavaria, Germany. It designs and manufactures sportswear, footwear, and sports equipment, and also sponsors sporting events and athletes worldwide. Adidas is the largest sportswear manufacturer in Europe and the second-largest in the world, after Nike.
As of 2018, Adidas reported revenues exceeding $14.534 billion and employed approximately 60,000 people. The Adidas brand was valued at $6.8 billion in 2018, making it the second most valuable sports brand after Nike.[1][2]
History
Origins
The origins of Adidas date back to the early 1920s, when brothers Adolf “Adi” Dassler and Rudolf Dassler founded Gebrüder Dassler Schuhfabrik in Herzogenaurach, Germany. They produced unbranded slippers and shoes, as well as spiked athletic footwear. Adi handled design work, while Rudolf managed public relations. Their shoes gained prominence when they supplied the German national track and field team. At the 1936 Berlin Olympics, Adi persuaded American sprinter Jesse Owens to wear his handmade spiked shoes. Owens won four gold medals, significantly boosting the reputation of the Dassler footwear among athletes and coaches worldwide. By the late 1930s, the brothers sold about 200,000 pairs of shoes annually.[3]
During World War II
During World War II, the Dassler factory shifted to military production for the Wehrmacht. In addition to manufacturing military boots, the factory produced Panzerfaust anti-tank weapons. Rudolf was drafted into the military, while Adolf remained in Germany. After the war, Allied authorities investigated Adi’s activities and his alleged affiliations with the Nazi Party and the Waffen-SS; he convinced them that Rudolf had falsely accused him.
Split of the Dassler brothers
In 1948, Rudolf Dassler left the business and founded Puma AG. Adolf Dassler assumed full control of Gebrüder Dassler Schuhfabrik and renamed it “adidas” on 18 August 1949—combining “Adi,” his nickname for Adolf, and “das,” the first syllable of Dassler. Under his leadership, Adidas focused on close collaboration with sports professionals to develop improved products and pioneered the use of high-profile athletes to promote its brand. Adolf and his son Horst built the company into a global sportswear empire, peaking in the late 1980s.
Official FIFA supplier
In 1963, Adidas expanded into football by producing soccer balls. Since 1970, Adidas has been the official sponsor and provider of soccer balls and referee apparel for the FIFA World Cup. Adidas supplies match balls and uniforms for referees, assistant referees, and ball retrievers. On 19 January 2005, Adidas announced an extension of its partnership with FIFA, securing World Cup rights through 2014. In November 2013, Adidas and FIFA confirmed their alliance would continue through 2030.[4]
Crisis
In 1987, Horst Dassler—who had succeeded his father as company head—died at age 51. The company then faced intense competition, especially from Nike, and management challenges under Bernard Tapie, who became embroiled in financial scandals.
Resurgence and modern era
In the 1990s, Adidas garnered acclaim for the German national team’s jersey at the 1994 World Cup in the United States, featuring a colorful diamond pattern. This design was also used by Club América in Mexico (1994) and by River Plate in Argentina (1996), contributing to Adidas’s strong reputation in football apparel.
Under CEO Robert Louis-Dreyfus, the company was restructured. In 1997, Adidas AG acquired ski-equipment manufacturer Salomon Group—renaming the parent company Adidas-Salomon AG—which included the golf brand TaylorMade. In 2001, Herbert Hainer became CEO and Adidas launched a golf division, beginning with the Golf SwinMariBall and AlGolf brands, which later folded into Adidas’s own golf line.
On 3 May 2005, Adidas sold Salomon Group to Amer Sports of Finland for €485 million. In August 2005, Adidas announced its intention to acquire Reebok for US $3.1 billion. The Reebok acquisition strengthened Adidas’s position in the U.S. market and brought it closer to Nike in global market share.
On 11 April 2006, Adidas signed an 11-year deal to become the official apparel provider for the NBA, signing high-profile players such as Derrick Rose, Kevin Garnett, Tim Duncan, Jrue Holiday, Tracy McGrady, and Dwight Howard.
On 1 October 2016, Kasper Rørsted became CEO of Adidas, succeeding Herbert Hainer.[5]
In August 2022, Adidas launched the RPT-02 SOL wireless headphones, featuring a nearly infinite battery enabled by Powerfoyle technology, which harvests any ambient light to recharge the battery.[6]
Collaborations
Adidas has collaborated with a wide range of brands, artists, designers, and athletes. Notable collaborations include Disney and 3M, as well as ventures with Kanye West (Yeezy), Alexander McQueen, Yohji Yamamoto, Alexander Wang, and luxury fashion houses such as Prada and Gucci. Adidas has also collaborated with artists and designers including Pusha T, Beyoncé, Bad Bunny, Hideaki Yoshihara, Yukiko Ode, Jonah Hill, Karlie Kloss, Kerwin Frost, Kid Cudi, Lotta Volkova, Paolina Russo, Pharrell Williams, and sporting figures such as Lionel Messi and the NBA.[7][8][9]
In September 2004, Adidas partnered with designer Stella McCartney to produce high-fashion sportswear under the Adidas by Stella McCartney label. In 2004, Adidas also launched the Adidas 1, the first athletic shoe featuring an integrated microprocessor—a development over 20 years in the making. Over 10,000 units were sold to athletes worldwide.
Major transactions and partnerships
- On 3 May 2005, Adidas sold Salomon Group to Amer Sports for €485 million.
- In 2005, Adidas acquired Reebok for US $3.1 billion.
- On 11 April 2006, Adidas became the official apparel provider for the National Basketball Association under an 11-year agreement.
- In August 2022, Adidas introduced the RPT-02 SOL solar-powered wireless headphones.
Apparel lines
Adidas maintains six distinct apparel lines:
Adidas Originals
A heritage line of casual sportswear and lifestyle products, featuring retro-inspired designs including the original trefoil logo.
Adidas Performance
A line focused on active sports apparel, footwear, and equipment. The logo is formed by three ascending diagonal stripes; this line replaced Originals branding for performance products.
Adidas Style
A fashion-oriented line combining elements from Originals and Performance, featuring three horizontal stripes.
Adidas Golf
A line dedicated to golf apparel and equipment, including designer collaborations with Stella McCartney, Jeremy Scott, and exclusive designs for Porsche.
Adidas 1
A line featuring apparel and footwear integrating advanced design elements, launched with select collaborations, including footwear endorsed by Selena Gomez.
Adidas Skateboarding
A line dedicated to skateboarding footwear and apparel. The logo uses the trefoil emblem with “skateboarding” text underneath.
Casual
Though primarily a sportswear brand, Adidas also offers casual fashion items such as winter jackets, boots, and polo shirts.
Financial data
| Year | 2008 | 2009 | 2010 | 2011 | 2012 |
|---|---|---|---|---|---|
| Net sales | 6,523 | 6,266 | 6,478 | 6,636 | 10,084 |
| EBITDA | 532 | 627 | 725 | 818 | 1,098 |
| Net income | 208 | 260 | 314 | 382 | 483 |
| Debt | 1,498 | 946 | 594 | 551 | 2,231 |
Sponsorships
(See separate list of Adidas sponsorships)
See also
- Adidas World of Football
- Adolf Dassler
- Nike
- Puma
- Reebok
- TaylorMade
- Umbro
- Under Armour
References
- ↑ ISPO, “La historia de la empresa mundial Adidas,” accessed 16 August 2024.
- ↑ Tiempo.hn, “Un día en la Historia: esto aconteció un 18 de agosto de...,” 18 August 2021, accessed 16 August 2024.
- ↑ Javier Caballero, “Los Creadores de Adidas y Puma eran Hermanos y se Odiaban,” 22 July 2007, El Mundo, accessed 22 July 2007.
- ↑ Diego Silber, “adidas extiende su alianza con FIFA hasta 2030,” Marca de Gol, 21 November 2013, accessed 21 November 2013.
- ↑ “Kasper Rorsted to succeed Herbert Hainer as CEO of adidas AG,” Adidas Group, 18 January 2016.
- ↑ “Este es el motivo por el que Adidas asegura que sus nuevos cascos tienen una batería casi infinita,” elEconomista.es, 14 September 2022.
- ↑ Adidas official website—Collaborations, accessed 11 November 2024.
- ↑ Eduardo Limón, “Las mejores colaboraciones de tenis adidas en toda su historia,” GQ, 2 September 2022, accessed 11 November 2024.
- ↑ “Las colaboraciones más icónicas de adidas según Jacques Slade,” Farfetch, accessed 11 November 2024.
External links
- Official website: https://www.adidas.com/
- Corporate site: https://www.adidas-group.com/