Adidas

Adidas AG (German pronunciation: [ˈʔadiˌdas] ⓘ ;

Adidas AG
stylized in all lowercase since 1949)[4] is a German
athletic apparel and footwear corporation
headquartered in Herzogenaurach, Bavaria, Germany.
It is the largest sportswear manufacturer in Europe, and
the second largest in the world, after Nike.[5][6] It is the
holding company for the Adidas Group, which also
owns an 8.33% stake of the football club Bayern
Munich,[7] and Runtastic, an Austrian fitness
technology company. Adidas's revenue for 2018 was
listed at €21.915 billion.[3]

The company was started by Adolf Dassler in his

mother's house. He was joined by his elder brother
Rudolf in 1924 under the name Gebrüder Dassler
Schuhfabrik ("Dassler Brothers Shoe Factory"). Factory outlet in Herzogenaurach, Germany
Dassler assisted in the development of spiked running Formerly Gebrüder Dassler
shoes (spikes) for multiple athletic events. To enhance Schuhfabrik (1924–1949)
the quality of spiked athletic footwear, he transitioned Company type Public
from a previous model of heavy metal spikes to FWB: ADS (https://www.boer
Traded as
utilising canvas and rubber. Dassler persuaded U.S. se-frankfurt.de/equity/DE000
sprinter Jesse Owens to use his handmade spikes at the A1EWWW0)
1936 Summer Olympics. In 1949, following a DAX component
breakdown in the relationship between the brothers, Industry Textile, footwear
Adolf created Adidas and Rudolf established Puma, July 1924 in
Founded
which became Adidas's business rival.[1] Herzogenaurach, Germany
(as Gebrüder Dassler
The three stripes are Adidas's identity mark, having Schuhfabrik)
been used on the company's clothing and shoe designs 18 August 1949 (as
as a marketing aid. The branding, which Adidas bought Adidas)[1]
in 1952 from Finnish sports company Karhu Sports for Founder Adolf Dassler
Headquarters Herzogenaurach, Bavaria,
Germany
Area served Worldwide
Key people Thomas Rabe (chairman)[2]
Bjørn Gulden (CEO)
Products Apparel, footwear,
sportswear, sports
equipment, toiletries
Revenue €21.915 billion (2018)[3]
the equivalent of €1,600 and two bottles of Operating €2.368 billion (2018)[3]
whiskey,[8][9] became so successful that Dassler income
described Adidas as "The three stripes company".[8][9] Net income €1.702 billion (2018)[3]
Total assets €15.612 billion (2018)[3]
Total equity €6.364 billion (2018)[3]
History Number of 57,016 (2018)[3]
employees
Subsidiaries Adidas Runtastic
Early years: the "Gebrüder Dassler
Matix
Schuhfabrik"
Website adidas.com (https://www.adi
The company was founded by Adolf "Adi" Dassler das.com/)

(left): Adolf Dassler, founder of Adidas, c. 1915; (right): the 'Dassler Brothers Shoe Factory' near
Herzogenaurach train station in 1928

who made sports shoes in his mother's scullery or laundry room in Herzogenaurach, Germany after his
return from World War I. In July 1924, his older brother Rudolf joined the business, which became
"Dassler Brothers Shoe Factory" (Gebrüder Dassler Schuhfabrik).[10] The electricity supply in
Herzogenaurach was unreliable, so the brothers sometimes had to use pedal power from a stationary
bicycle to run their equipment.[11]

Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic events. To
enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal
spikes to utilising canvas and rubber.[12] In 1936, Dassler persuaded U.S. sprinter Jesse Owens to use his
hand made spikes at the 1936 Summer Olympics. Following Owens' four gold medals, the name and
reputation of Dassler shoes became known to the world's sportsmen and their trainers. Business was
successful and the Dasslers were selling 200,000 pairs of shoes every year before World War II.[13]

Both Dassler brothers joined the Nazi Party (NSDAP) in May 1933 and became members of the National
Socialist Motor Corps.[14] Adolf took the rank of Sportwart in the Hitler Youth from 1935 until the end of
the war.[15] During the war, the company was running the last sport shoe factory in Germany and
predominantly supplied the Wehrmacht with shoes. In 1943, their shoe production was forced to cease
operations and the company's facilities and workforce was used to manufacture anti-tank weapons. From
1942 to 1945, at least nine forced labourers were working at both sites of the company.[16]

The Dassler factory, used for production of anti-tank weapons during World War II, was nearly destroyed
in 1945 by US forces. It was spared when Adolf Dassler's wife convinced the American soldiers that the
company and its employees were only interested in manufacturing sports shoes. American occupying
forces subsequently became major buyers of the Dassler brothers' shoes.[17]

Split and rivalry with Puma

The brothers split up in 1947 after relations between them had broken down,[18] with Adolf forming a
company registered as Adidas AG, from Adi Dassler, on 18 August 1949, and Rudolf forming a new firm
that he called Ruda – from Rudolf Dassler, later rebranded Puma. Urban myths have popularised two
false backronyms for the name "Adidas": All Day I Dream About Sports[19] and All Day I Dream About
Sex.[20]

Adidas and Puma SE entered into a fierce and bitter business rivalry after the split. The town of
Herzogenaurach was divided on the issue, leading to the nickname "the town of bent necks"—people
looked down to see which shoes strangers wore.[21] Even the town's two football clubs were divided:
ASV Herzogenaurach club was supported by Adidas, while 1 FC Herzogenaurach endorsed Rudolf's
footwear.[11] When handymen were called to Rudolf's home, they would deliberately wear Adidas shoes.
Rudolf would tell them to go to the basement and pick out a pair of free Pumas.[11] The two brothers
never reconciled and although they are now buried in the same cemetery, they are spaced as far apart as
possible.[22]

In 1948, the first football match after World War II, several members of the West Germany national
football team wore Puma boots, including the scorer of West Germany's first post-war goal, Herbert
Burdenski. Four years later, at the 1952 Summer Olympics, 1500 metres runner Josy Barthel of
Luxembourg won Puma's first Olympic gold in Helsinki, Finland.[23]

At the 1960 Summer Olympics, Puma paid German sprinter Armin Hary to wear Pumas in the 100 meter
sprint final. Hary had worn Adidas before and asked Adolf for payment, but Adidas rejected this request.
The German won gold in Pumas, but then laced up Adidas for the medals ceremony, to the shock of the
two Dassler brothers. Hary hoped to cash in from both, but Adi was so enraged he banned the Olympic
champion.[13]

The "Pelé Pact" was the most notable event in the Dassler brothers feud, when both owners of Adidas and
Puma agreed not to sign a sponsorship deal with Pelé for the 1970 FIFA World Cup, feeling that a bidding
war for the most famous athlete in the world would become too expensive, only for Puma to break the
pact and sign him.[24][25] Many business experts credit the brothers' rivalry and competition for
transforming sports apparel into a multi-billion pound industry.[26]

Corporate image

(left): the original trefoil Adidas logo until 1997. It is now used on the Adidas Originals heritage line; (right):
the 1990–2023 logo, originally designed for the Equipment line, then adopted as the corporate emblem.
In 1952, following the 1952 Summer Olympics, Adidas acquired its signature 3-stripe logo from the
Finnish athletic footwear brand Karhu Sports, for two bottles of whiskey and the equivalent of
€1600.[9][27]

The Trefoil logo was designed in 1971 and launched in 1972,[28] just in time for the 1972 Summer
Olympics held in Munich.[1] This logo lasted until 1997, when the company introduced the "three bars"
logo (that had been designed by then Creative Director Peter Moore), initially used on the Equipment
range of products.[28]

Tapie affair
After a period of trouble following the death of Adolf Dassler's son Horst Dassler
in 1987, the company was bought in 1990 by French industrialist Bernard Tapie,
for ₣1.6 billion (now €243.9 million), which Tapie borrowed.[29] Tapie was at the
time a famous specialist of rescuing bankrupt companies, an expertise on which
he built his fortune.

Tapie decided to move production offshore to Asia. He also hired Madonna for
promotion.[30] He sent, from Christchurch, New Zealand, a shoe sales
representative to Germany and met Adolf Dassler's descendants (Amelia Randall
Dassler and Bella Beck Dassler) and was sent back with a few items to promote
the company there. Bernard Tapie,
French
In 1992, unable to pay the loan interest, Tapie mandated the Crédit Lyonnais bank businessman,
owned Adidas from
to sell Adidas,[31] and the bank subsequently converted the outstanding debt owed
1990 to 1992 but
into equity of the enterprise, which was unusual as per the prevalent French
relinquished control
banking practice. The state-owned bank had tried to get Tapie out of dire financial due to debt.
straits as a personal favour to Tapie, it is reported, because Tapie was Minister of
Urban Affairs (ministre de la Ville) in the French government at the time.

Robert Louis-Dreyfus, a friend of Tapie, became the new CEO of the company in 1994. He was also the
president of Olympique de Marseille, a team Tapie had owned until 1993.[32] Tapie filed for personal
bankruptcy in 1994.[31] He was the object of several lawsuits, notably related to match fixing at the
football club. During 1997, he served 6 months of an 18-month prison sentence in La Santé prison in
Paris. In February 2000, Crédit Lyonnais sold Adidas to Louis-Dreyfus for a much higher amount of
money than Tapie owed, 4.485 billion (€683.514 million) francs rather than 2.85 billion
(€434.479 million).

Post-Tapie era
In 1994, combined with FIFA Youth Group, SOS Children's Villages became the main beneficiary.

In 1997, Adidas AG acquired the Salomon Group who specialized in ski wear, and its official corporate
name was changed to Adidas-Salomon AG. With this acquisition Adidas also acquired the TaylorMade
golf company and Maxfli, which allowed them to compete with Nike Golf.
In 1998, Adidas sued the NCAA over their rules limiting the size and
number of commercial logos on team uniforms and team clothing.
Adidas withdrew the suit, and the two groups established guidelines
as to what three-stripe designs would be considered uses of the
Adidas trademark.

As CEO of Adidas, Louis-Dreyfus quadrupled revenue to €5.84

billion ($7.5 billion) from 1993 through 2000.[33] In 2000, he An Adidas shoe, with the
announced he would resign the following year, due to illness. company's three parallel bars

In 2003, Adidas filed a lawsuit in a British court challenging Fitness

World Trading's use of a two-stripe motif similar to Adidas's three stripes. The court ruled that despite the
simplicity of the mark, Fitness World's use was infringing because the public could establish a link
between that use and Adidas's mark.[34]

In September 2004, English fashion designer Stella McCartney launched a joint-venture line with Adidas,
establishing a long-term partnership with the corporation. This line is a sports performance collection for
women called "Adidas by Stella McCartney".[35]

On 3 May 2005, Adidas informed the public that they had sold their partner company Salomon Group for
€485 million to Amer Sports of Finland.

In August 2005, Adidas declared its intention to buy Reebok for

$3.8 billion (US$). This takeover was completed with partnership
in January 2006[1] and meant that the company had business sales
closer to those of Nike in North America. The acquisition of
Reebok also allowed Adidas to compete with Nike worldwide as
the number two athletic shoemaker in the world.[36]

In 2005, Adidas introduced the Adidas 1, the first ever production

shoe to use a microprocessor. Dubbed by the company "The
World's First Intelligent Shoe", it features a microprocessor
Adidas has long been a popular
capable of performing 5 million calculations per second that
manufacturer of astro turf football
automatically adjusts the shoe's level of cushioning to suit its shoes – shown here a recent pair
environment. The shoe requires a small, user-replaceable battery that has been a popular choice.
that lasts for approximately 100 hours of running. On 25
November 2005, Adidas released a new version of the Adidas 1
with an increased range of cushioning, allowing the shoe to become softer or firmer, and a new motor
with 153 percent more torque.[37]

In April 2006, Adidas announced an 11-year deal to become the official NBA clothing provider. The
company has been making NBA, NBDL, and WNBA jerseys and products as well as team-coloured
versions of the "Superstar" basketball shoe. This deal (worth over $400 million) took over the previous
Reebok deal that had been put in place in 2001 for 10 years.
In November 2011, Adidas announced that it would acquire outdoor action sport performance brand Five
Ten through a share purchase agreement. The total purchase price was US$25 million in cash at
closing.[38]

Recent years
By the end of 2012, Adidas was reporting their highest revenues
ever and Chief Executive Herbert Hainer expressed optimism for
the year ahead. Adidas now has global corporate headquarters in
Herzogenaurach, Germany and many other business locations
around the world such as London, Portland, Toronto, Tokyo,
Australia, Taiwan and Spain.[39]

In January 2015, Adidas launched the footwear industry's first

reservation mobile app. The Adidas Confirmed app allows
consumers to get access to and reserve the brand's limited edition Adidas North America headquarters
sneakers by using geo targeting technology.[40] in Portland, Oregon

On 24 March 2015, Adidas and McDonald's unveiled the 2015

McDonald's All-American uniforms. For the third year in a row, players will be wearing short-sleeved
jerseys, made with the same lightweight and breathable material as the ones used in the NBA.[41]

In August 2015, Adidas acquired fitness technology firm Runtastic for approximately $240 million.[42]

In May 2017, Adidas sold TaylorMade golf company (including Ashworth) to KPS Capital Partners for
$425 million.[43]

In March 2022, Adidas sold Reebok to the Authentic Brands Group,[44] for ca. $2.5 billion.[45]

In August 2022, the company announced that CEO Kasper Rørsted would step down in 2023.[46] Bjørn
Gulden became CEO in January 2023.[47]

Corporate affairs

Business trends
The key trends for Adidas are (as at the financial year ending December 31):[48]
 Year Revenue[a] Net income[b] Effective tax Number of Number of
Sources
(€b) (€m) rate (%) employees stores

2006 10.0 483 31.4 26,376 [49]

2007 10.2 551 31.8 31,344 [49]

2008 10.7 642 28.8 38,982 1,884 [50]

2009 10.3 245 31.5 39,596 2,212 [50]

2010 11.9 567 29.5 42,541 2,270 [51]

2011 13.3 613 30.0 46,824 2,384 [52]

2012 14.8 791 29.3 46,306 2,446 [52]

2013 14.4 787 29.2 49,808 2,740

2014 15.5 490 29.7 53,731 2,913

2015 16.9 634 32.9 55,555 2,722

2016 19.2 1,017 29.5 60,617 2,811 [53]

2017 21.2 1,097 29.3 56,888 2,588

2018 21.9 1,702 28.1 57,016 2,395 [3]

2019 23.6 1,976 25.0 65,194 2,533

2020 19.8 432 25.4 62,285 2,456

2021 21.2 2,116 19.4 59,258 2,184

2022 22.5 612 34.5 61,401 1,990

Current executive board

CEO: Bjørn Gulden
Chief Financial Officer: Harm Ohlmeyer
Global Brands: Eric Liedtke
Global Operations: Gil Steyaert
Global Sales: Roland Auschel

Former management
CEO (1993–2002): Robert Louis-Dreyfus
CEO (2002–2016): Herbert Hainer

Products

Apparel
Adidas manufactures a range of clothing items, varying from men's and women's t-shirts, jackets,
hoodies, pants and leggings.[54]
The first Adidas item of apparel was the Franz Beckenbauer tracksuit created in 1967.[1] Adidas AG is the
largest manufacturer of sports bras in Europe, and the second largest manufacturer in the world.[55]

Sportswear

Association football
One of the main focuses of Adidas has always
been football kits, and the associated
equipment. Adidas remains a major company in
the global supply of team kits for international
association football teams and clubs.

Adidas makes referee kits that are used in

international competition and by many
countries and leagues in the world. The
company has been an innovator in the area of
footwear for the sport, with notable examples Argentina national team jersey Autographed jersey of
for the 2014 FIFA World Cup, the Spain national team
including the 1979 release of the Copa Mundial
autographed by Diego for the 2014 FIFA World
moulded boot used for matches on firm dry
Maradona Cup
pitches. It holds the accolade of the best selling
boot of all time. The soft-ground equivalent
was named World Cup and it too remains on the market.

Since 1970, FIFA, the world governing body of

football, has commissioned specially designed
footballs for use in its own World Cup tournaments.
The Adidas Telstar was the first ball commissioned for
the World Cup in 1970. The balls supplied for the 2006
World Cup, the "Teamgeist", were particularly
noteworthy for their ability to travel further than
Beau Jeu, which Telstar 18, official ball previous types when struck, leading to longer range
translates to "Beautiful for the 2018 FIFA goals. Goalkeepers were generally believed to be less
Game" in English, was World Cup comfortable with the design of the ball, claiming it was
an official match ball of prone to move significantly and unpredictably in
UEFA Euro 2016.
flight.[56]

Adidas introduced the Jabulani for the 2010 World

Cup. The ball was designed and developed by Loughborough University in conjunction with Bayern
München. The Adidas Brazuca for the 2014 World Cup was the first World Cup ball named by the
fans.[57] In 2022, for the 14th time in a row, Adidas created the 2022 World Cup ball, Al Rihla.[58]
Adidas is one of the official sponsors of the UEFA Champions League,
and the Adidas Finale is the competition's official match ball.[59] Along
with the aforementioned Adidas Predator boot, Adidas manufactures the
adiPure range of football boots. Adidas named an official match ball of the
UEFA Euro 2016 tournament the Adidas Beau Jeu which translates to
"The Beautiful Game" in English.[60] Adidas provides clothing and
equipment for all teams in Major League Soccer.

The Adidas Finale (ball in

Baseball the 2020–21 season
pictured) is the official
Adidas has also provided baseball equipment and sponsors numerous
match ball of the UEFA
players of Major League Baseball and Nippon Professional Baseball in
Champions League.
Japan.

Adidas Baseball hardgoods are licensed to Dick's Sporting Goods.[61]

From 1997 to 2008, Adidas sponsored the New York Yankees.[62]

Basketball
Adidas's Superstar and Pro Model shoes, affectionately known as "shelltoes" for their stylized hard
rubber toe box, were fueled by, among others, coaches such as UCLA's John Wooden.[63] Adidas drew
about even with Converse in basketball by the mid-1970s before both started to fall behind then-upstart
Nike in the early 1980s.[64] Subsequently, Adidas Superstar became very popular in the 1980s hip hop
streetwear scene alongside Adidas's stripe-sided polyester suits.

From 2006 to 2017, Adidas was the uniform supplier of all the 30 teams in the National Basketball
Association, replacing the Reebok brand after Adidas's acquisition of Reebok. Adidas was replaced by
Nike as the official uniform supplier of the league after the 2016–17 season.[65]

Cricket
Adidas began manufacturing cricket footwear in the mid-1970s, with
their initial target market being Australia. Their shoes were a radical
departure from traditional leather cricket boots which had remained
basically unchanged for decades, being lighter and more flexible but
also offering less toe protection, so that it became not uncommon to
see batsmen who had been struck by the ball on the foot hopping
around in pain. Having continued to manufacture cricket footwear for
Indian cricketer Sachin
many years, in 2006 the company finally entered the field of bat Tendulkar, batting with his
manufacture in 2008 and currently their bat range includes the personalized Adidas cricket bat
Pellara, Incurza, Libro and M-Blaster models.

In the 1990s, Adidas signed the superstar Indian batsman Sachin Tendulkar and made shoes for him.[66]
From 2008 until his retirement, Adidas had sponsored the cricket bat used by Tendulkar. It created a new
bat, 'Adidas MasterBlaster Elite', personalized for him.
In 2008, Adidas made a concerted move into English cricket market by sponsoring English batting star
Kevin Pietersen after the cancellation of his lifetime deal with Woodworm, when they ran into financial
difficulties.[67] The following year they signed up fellow England player Ian Bell, Pakistan opening
batsman Salman Butt and Indian Player Ravindra Jadeja.

In the Indian Premier League (IPL), Adidas sponsored the team Mumbai Indians from 2008 to 2014 and
Delhi Daredevils from 2008 to 2013.[68] They were the official sponsors of Pune Warriors India in 2011
and 2012, however the team was banned from IPL due to payment issues. In the 2015 Season, Adidas
sponsored Royal Challengers Bangalore.

Formula1
In January 2025, it is announced that Formula1 Mercedes racing driver Andrea Antonelli is equipped with
adidas.[69]

Golf
Adidas Golf manufactures golf clothing, footwear, and accessories. Men's and women's equipment
includes footwear, shirts, shorts, pants, outerwear (wind suits), base layer and eyewear.[70]

Gymnastics
From 2000 to 2012, Adidas has provided men's and women's gymnastics wear for Team USA, through
USA Gymnastics. USA Gymnastics and Adidas sponsorship concluded at the end of 2012. In 2006,
Adidas gymnastics leotards for women and Adidas men's competition shirts, gymnastics pants and
gymnastics shorts have been available in the United States, with seasonal leotards offered for Spring,
Summer, Fall and Holidays. Adidas previous collaborated with GK Elite, since Spring 2013, Adidas
gymnastics products have been available worldwide through Elegant Sports. USA Olympic team
members McKayla Maroney, Jordyn Wieber, Jake Dalton and Danell Leyva are all sponsored by Adidas
gymnastics.

Ice hockey
Adidas provided uniforms for the National Hockey League from the 2017–18 season until the 2023–24
season.[71][72]

Lacrosse
In 2007, Adidas announced its entering to the lacrosse equipment, also sponsoring the Adidas National
Lacrosse Classic in July 2008 for the top 600 high school underclassmen players in the United States.[73]
The company made their self into their own brand such as "Adidas Lacrosse", getting several
scholarships, Bucknell (men and women), Bryant (men), Delaware (men and women), New Jersey
Institute of Technology (men), and D3 powerhouse Lynchburg (men and women in fall of 2016 with soft
good only)". Materials that Adidas provided were jerseys, shorts, shoes, shafts, heads, gloves, and
protective pieces.[74]
Products manufactured for the sport are sticks, gloves, protective gear and boots.[75]

Running
Adidas currently manufactures several running and lifestyle shoes,
including the Energy-boost, and the spring-blade trainers. The
brand has built a strong runners' network within big European
capitals, such as Paris' "Boost Energy League". In 2016, the 3rd
season launched. In Paris, the Boost Energy League gathers 11
teams representing different districts of Paris.[76]
Adidas running shoe demo in
Adidas launched two new color ways of the NMD R1 and one Boston
new color way of the NMD XR1 in September 2016.[77]

In November 2016, Adidas teased a sneaker made from ocean plastic. The shoe is created from a fabric
called "Biosteel". The shoe is called the "Adidas Futurecraft Biofabric." The material used is 15% lighter
than conventional silk fibers, and is 100% biodegradable. The shoe only begin to dissolve when it is put
in contact with a high concentration of the digestion enzyme proteinase, which occurs naturally. Once this
happens, the shoes can decompose within 36 hours. The shoe was never released.[78]

Adidas EQT is a style of sneakers from Adidas. It originated in the early 1990s and was relaunched in
2017. The latest Adidas EQT line released in a "Turbo Red" Pack on 26 January 2017, and included
models such as the Adidas EQT Support 93/17, EQT Support ADV, and EQT Support Ultra. Adidas.com
is one of the few online retailers.

Skateboarding
Adidas Skateboarding produces shoes made specifically for skateboarding, including the redesign of
previous models for skateboarding. The brand also releases signature models designed by team riders.[79]

Tennis
Adidas has been involved with tennis equipment since the mid-1960s and has historically sponsored
many top tennis players, beginning with two of the most dominant male tennis players at the start of the
professional era in the late 1960s, Stan Smith and Ilie Nastase. During the 1980s and 1990s, not only
were they exclusive apparel and footwear sponsors of world number one men's tennis players Ivan Lendl
and Stefan Edberg and ladies' world number one Steffi Graf, but each player had their own, exclusive
graphic styles designed for their use during play, which were in turn marketed to the general
public.[80][81]

Ivan Lendl even spent the vast majority of his dominant career playing with several different models of
Adidas tennis racquets, primarily using the Adidas GTX-Pro and then later the Adidas GTX Pro-T. In
2009, the company introduced a new line of tennis racquets. While the Feather was made for the "regular
player", and the Response for the "club player", Adidas targeted the "tournament player" with the 12.2 oz
Barricade tour model.[80][81]

Kabaddi
Adidas entered Kabaddi which is still a non-Olympic sport but highly popular in the Indian subcontinent
and Asian countries. In 2014, with the launch of Pro Kabaddi League a city based franchise league in
India, Kabaddi took the region by storm. In 2015, they tied up with Mumbai-based franchise U
Mumba.[82]

Accessories
Adidas also designs and makes slide-style sandals, mobile accessories,[83] watches,
eyewear, bags, baseball caps, and socks. As well, Adidas has a branded range of male
and female deodorants, perfumes, aftershave and lotions.

Adidas announced they would be launching a new $199 Fit Smart wristband in mid-
August 2014. The wristband will pair with Adidas's miCoach app, which acts as a
personal trainer.[84]

Adidas "Fresh
Adilette Impact –
Adilette was the first ever pair of sandals Limited Edition"
bottle
made by Adidas, originally developed in
1963.[1] Adidas claims that a group of athletes
approached Adi Dassler requesting a shoe be made for the locker
room. To this day, the resulting sandals are a best-seller.[85] Since
the original navy blue and white Adilette sandals were created
nearly fifty years ago, more varieties have been created in
different colours (black, red, green, grey, orange, brown, yellow,
pink, golden, silver).
Adilette sandals
Most recently, Adidas has introduced a colour scheme that goes
along with its Predator and adizero line; the scheme is dubbed
warning (orange) and purple. Usually, the three stripes appear in the contrasting colour on the strap of the
classic models. The most common Adilette livery is in navy blue or black, mixed with white colours. Also
the Woodilette and Trefoil models follow a similar design but without stripes on the strap.

The model provides a contoured orthopedic rubber sole with synthetic upper, and was designed as an
after sport slide sandal, but the Adilette were quickly adopted outside of the sporting world.

Adissage
Adissage is also a slide sandal. Available in black, navy, light blue,
black with pink, and other assorted colors, the sandal has the
trademarked three stripes on a velcro strap toward the front of the
shoe. On the side of the shoe, toward the heel on either side, the
manufacturers name appears, as well as on a round emblem in the
actual heel of the footbed. Notably, there are tiny black massage nubs

A pair of Adissage
throughout the foot-bed for the purpose of massaging foot aches after sport, although popular as a casual
sandal amongst non-athletes as well.

Santiossage
The Santiossage is a slide-style sandal. The sandal has the trademarked three stripes on a velcro strap
toward the front of the shoe. Santiossage comes in black, navy, or red. On the side of the shoe, toward the
heel on either side, the manufacturer's name appears, as well as on a round emblem in the actual heel of
the foot-bed. Like the Adissage there are tiny clear massage nubs throughout the foot-bed for the purpose
of massaging after-sport footaches, although the sandals are worn casually among non-athletes. Seen
through these clear nubs are Adidas's three stripes.

Marketing
During the mid to late 1990s, Adidas divided the brand into three main groups with each a separate focus:
Adidas Performance was designed to maintain their devotion to the athlete; Adidas Originals was
designed to focus on the brand's earlier designs which remained a popular life-style icon; and Style
Essentials, which dealt with the fashion market; the main group within this being Y-3 (which is a
collaboration between Adidas and renowned Japanese fashion designer Yohji Yamamoto - the Y
representing Yamamoto and the 3 representing the three stripes of Adidas).

Launched in 2004, "Impossible is Nothing" is one of the company's most memorable campaigns.[1] The
campaign was developed by 180/TBWA based in Amsterdam, but significant work was also done by
TBWA\Chiat\Day in San Francisco.[86] A few years later, Adidas launched a basketball specific campaign
-- "Believe in 5ive"—for the 2006-2007 NBA season.[87]

In 2011, "Adidas is all in" became the global marketing strategy slogan for Adidas. The slogan aimed to
tie all brands and labels together, presenting a unified image to consumers interested in sports, fashion,
street, music and pop culture. There appears to be connection with the phrase "all-in" meaning
"exhausted" in some English speaking nations.

In 2015, Adidas launched "Creating the New" as its strategic business plan until 2020.[88]

Collaborations
Adidas has done several collaborations with well known designers, including Alexander Wang, Jeremy
Scott, Raf Simons, and Stella McCartney. They have also reached out to several celebrities, such as
Beyoncé, Jonah Hill, Karlie Kloss, Ninja and Pharrell Williams to create some of the company's most
notable and coveted pieces.[89]

Game advertisement
The brand is featured in several games, including Daley Thompson's Olympic Challenge (Commodore
Amiga), Adidas power soccer (Sony PlayStation) and Adidas Championship Football (Commodore 64,
ZX spectrum, Amstrad CPC).

Marketing in India
India has been a very speculative market for Adidas. Despite this Dave Thomas, managing director of
Adidas in India is ambitious for the country's potential.[90] The company hoped to double its revenue
from Rs. 805 crores by 2020.[90] In 2015, the company signed Ranveer Singh a Bollywood actor as a
brand ambassador to the company's products.[91] Singh then was a budding actor. The company later
decided to use the Indian people's passion for the game of cricket to promote their brand and launched a
new cricket campaign in the country.[92] The campaign was called FeelLoveUseHate with Indian
cricketer Virat Kohli.[93] However, in 2017, Virat Kohli was removed as the brand ambassador of the
company.[94] The cricketer later signed a major deal with Puma India.[95] The company also sells its
products online through e-commerce websites such as Myntra, Snapdeal, Jabong and Amazon. Adidas
also has a website dedicated to the Indian audience that markets and sells products to its consumers in
India.[96]

Sponsorship
Adidas has numerous major kit deals with football clubs worldwide,
including their main sponsor Bayern Munich.[97] Moreover, their
sponsored national teams include Germany, Spain, Mexico,
Argentina, Sweden, Japan, Hungary, Belgium, Colombia, Wales,
Chile and Italy.

Adidas has sponsored numerous

players, including Lionel Messi,
Zinedine Zidane, Kaká, David Lionel Messi, who is sponsored
Beckham, Steven Gerrard, Gareth by Adidas, prepares to shoot
with his dominant left foot during
Bale, Thomas Müller, Xavi, James
the final of the 2014 FIFA World
Rodríguez, Iker Casillas, Arjen Cup
Robben, Paul Pogba, Luis Suárez,
George Weah, Alessandro Del Piero,
Son Heung-min, Mohamed Salah and Jude Bellingham.[98][99][100][101]

Adidas is one of the official sponsors of the UEFA Champions League,

and the Adidas Finale is the competition's official match ball.[59] Along
Developer of the "knuckle
ball" technique at free-
with the Adidas Predator boot, Adidas manufactures the adiPure range of
kicks, Juninho's Adidas football boots. Adidas provides clothing and equipment for all teams in
boots in a museum Major League Soccer (MLS).

In July 2014, Adidas and Manchester United agreed to a ten-year kit deal,
beginning with the 2015–16 Premier League season. This kit deal has a guaranteed minimum value of
£750 million (US$1.29 billion), making it the most valuable kit deal in sports history, and replaced rival
Nike as the club's global equipment partner.[102]
In November 2009, World Number 4 tennis player Andy Murray was
confirmed as Adidas's highest-paid star with a five-year contract
reportedly worth US$24.5 million.[103] In Cincinnati, at the ATP Tennis
Tournament in Mason, they have also sponsored the ball-boy and ball-girl
uniforms. Adidas is also partners with Malibu Tennis Camp, Green Fitness
GmbH and with Schöler & Micke Sportartikel Vertriebs GmbH.[104]

Adidas has sponsored numerous basketball players like Kareem Abdul-

Jabbar (first ever NBA player signed with Adidas and first ever player
overall with signature shoes),[105][106] Chauncey Billups, Tim Duncan,
Brandon Knight, Jeremy Lin, Tracy McGrady, Iman Shumpert and present
players like James Harden, Damian Lillard, Donovan Mitchell, Candace
Parker, Derrick Rose, John Wall and Trae Young. Adidas also endorsed
Kobe Bryant with the Adidas Equipment KB8 as his first signature shoe Andy Murray endorsed
Adidas from the start of the
until July 2002.[107] The company also endorsed Kevin Garnett until he
2010 season until the end
opted out of his contract in 2010.[108] Gilbert Arenas was an Adidas of the 2014 season
endorser until 2010.[109] In August 2015, James Harden left Nike for receiving US$4.9 million per
Adidas by signing a 13-year contract reportedly worth year.
US$200 million.[110]

In rugby union, Adidas is the current kit supplier to the All Blacks, the France national team, the Italian
national rugby team and the South African Stormers and Western Province rugby union teams among
others. Adidas is also the New Zealand Rugby Union clothing sponsor and supplies clothing to all Super
Rugby franchises, a selection of domestic teams and national referees. Adidas are also the official match
ball supplier to the Heineken Cup. Adidas was the British and Irish Lions kit supplier from 1997 to 2013.
They are the jersey manufacturers of the Gold Coast Titans Rugby League club in the Australasian
National Rugby League. Dual rugby and league international and former boxer Sonny Bill Williams is a
global ambassador for Adidas.

Adidas has provided field hockey equipment and sponsors numerous players of Germany, England,
Netherlands, Australia, Spain and Belgium. The company has been the kit provider of Argentine women's
and men's teams for over 15 years.[111] The company also sponsored clubs Reading,[112] Beeston[113] and
East Grinstead.[114]

Adidas also sponsors professional golfers including Collin Morikawa, Ludvig Åberg, Nick Dunlap,
Tyrrell Hatton, Daniel Berger and Nick Taylor. Since Adidas does not make golf equipment the
sponsorship is more limited to clothing and shoes.[115]

In ice hockey, Adidas signed an agreement with National Hockey League (NHL) to be the official
outfitter of uniforms and licensed apparel, starting in the 2017–18 season, lasting through the 2023–24
season.
Adidas's cricket sponsorships include cricketers Lasith Malinga, Kieron Pollard, Dwayne Bravo and K. L.
Rahul. Adidas's volleyball sponsorships include Ivan Zaytsev and Earvin N'Gapeth, who advertises as a
model and brand ambassador for Adidas.[116][117]

IP protection
In 2016, Adidas filed lawsuits against Skechers for making a duplicate Stan Smith design and for Adidas
replicas such as "Springblade".[118]

Criticism
Adidas's business practises/ethics and commitment to worker welfare have been scrutinised and often
criticised.[119][120]

2011 All Blacks replica rugby jersey pricing

Unhappy with the local price of the Adidas replica All Blacks jersey,
New Zealand-based All Blacks fans asked for price cuts and began
purchasing the jersey from overseas vendors after it was revealed that
the local price of NZ$220 was more than twice the price offered on
some websites.[121]

Adidas has responded by enforcing cross-border agreements to stop

overseas retailers from selling to New Zealand residents. It has been
labelled a public relations disaster by leading New Zealand PR firms The All Blacks jersey caused
and Consumer advocate groups. The largest New Zealand sportswear controversy.
retailer Rebel Sport has stated it is angry and is considering selling
the All Blacks Jerseys to the general public below cost.

2012 "shackle" sneakers

On 14 June 2012, Adidas posted on their Facebook page a picture of a pair of Jeremy Scott-designed
shoes containing shackles. The picture was of a planned shoe line that Adidas intended to release in July.
The photo caused controversy. Jesse Jackson was quoted as saying: "The attempt to commercialize and
make popular more than 200 years of human degradation, where blacks were considered three-fifths
human by our Constitution is offensive, appalling and insensitive".[122] Jackson threatened a boycott, and
NBA commissioner David Stern was at one point reportedly contacted in hopes that he would
intervene.[122] Shortly after the outcry, the company cancelled the product.[122]

Sweatshops and labour standards

Adidas has been criticized for operating sweatshops, particularly in Indonesia. Between 2006 and 2007,
Adidas rejected many of its suppliers that supported unions in favour of subcontractors with worse labour
rights records.[123] By subcontracting work to different suppliers, it is more difficult for Adidas to ensure
company labour standards are enforced. Adidas's policy includes the freedom for workers to take part in
collective bargaining and a non-retaliation policy towards workers who express concerns.[124] In practice,
however, many of Adidas's suppliers have not upheld these standards. At the Panarub factory in Java, 33
workers were fired after striking for better pay in 2005.[125]

PT Kizone is another Indonesian factory where Adidas has been criticized over treatment of workers.
They produced products for Adidas as well as Nike and the Dallas Cowboys until they closed in January
2011. 2,686 workers who were laid off are owed $3 million in severance pay and benefits. Nike has
contributed $1.5 million but Adidas has not acted. A campaign has been initiated by United Students
Against Sweatshops calling for universities to cut contracts with Adidas.[126]

On 16 July 2012, War on Want organised activists in London to replace Adidas price tags in sports stores
with 34p ones,[127] a reference to the low hourly wage rate paid to the Indonesian workers who make
Adidas goods.[128] The campaign group Labour Behind the Label claimed that the basic pay of
Indonesian Adidas workers was only £10 a week. William Anderson, head of social and environmental
affairs for the Asia Pacific region, posted an entry on the company blog in which he claimed that total
wages including bonuses and overtime were often double the hourly wage, and drew attention to
purchasing power parity.[129]

In April 2014, one of the biggest strikes on mainland China took place at the Yue Yuen Industrial
Holdings Dongguan shoe factory, producing amongst others for Adidas.[130]

In 2022, researchers from Nordhausen University of Applied Sciences identified cotton from Xinjiang in
Adidas shirts.[131]

Soviet themed items, and advertising

In 2018, Adidas promoted a line of Soviet themed items. After a social media outcry, they were taken off
the market.[132]

NCAA corruption scandal

Adidas executive James Gatto was indicted in the 2017 NCAA Division I men's basketball corruption
scandal.[133][134][135]

Racial diversity controversy

In June 2020, the head of global human resources at Adidas, Karen Parkin, voluntarily stepped down after
some black employees raised concerns about her failure to address racism and discrimination in the
workplace.[136] The former HR chief had also made a comment about racism being "noise", in addition to
not adequately addressing workforce diversity.[137] Upon her resignation, she made a statement saying
that she supports the company's continued progress towards racial justice and offered an
apology.[138][139][140]

SL 72 sneaker advertising campaign

In July 2024, Adidas withdrew and apologized for their advertising campaign starring Bella Hadid for the
SL 72 which was originally created for the 1972 Munich Olympics where the massacre of 11 Israeli
athletes took place.[141][142]

See also
Germany portal

Companies portal

Adidas Originals
Puma (brand), formed by Rudolf Dassler, brother of Adolf Dassler

Notes
a. "Net sales"
b. "Net income/(loss) attributable to shareholders"

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External links
Official website (https://www.adidas-group.com/en/) (corporate)
Official website (https://www.adidas.com/) (consumer)

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