Adidas
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Adidas AG
Type Public company
Listing on the FWB exchange: ADS
Founded July 1924 (as Gebrüder Dassler Schuhfabrik)
August 18, 1949 (as Adidas)
The founders are Adolf Dassler
Location Germany Germany: Herzogenaurach
Key figures Herbert Heiner (General Manager)
Industry Production of sporting goods
Products Sports goods
Turnover :€ 10.799 billion[1] (2008)
Operating profit : €1.070 billion[1] (2008)
Net profit : €1.79 billion[1] (2010)
Number of employees 38,982 (2008)
Subsidiaries of Reebok, Runtastic[d], TaylorMade Adidas[d] and Ashworth[d]
Website adidas.com
Adidas AG (German :[adadiˌdas], Russian "adidas", on behalf of Adi (Adolf) Dassler) is a German industrial concern specializing in the production of sports shoes, clothing and equipment.
The CEO of the company is Herbert Heiner.
Currently, the company is responsible for the distribution of products from Adidas, Reebok, Y 3, RBK & CCM Hockey, as well as Taylor Made Golf[2].
Content
1 Manual 2 Structure 2.1 Adidas Sport Performance (Performance) 2.1.1 Some divisions and collections of the direction 2.1.1.1 Predator 2.1.1.2 Clima365
2.2 Adidas Sport Heritage (Originals) 2.2.1 Divisions of the direction 2.2.2 Individual lines of clothing of the direction
2.3 Adidas Sport Style (Adidas Style)
3 History 3.1 History of the company before the Second World War 3.1.1 1920s.
Birth 3.1.2 1930s.
Company growth
3.2 History of the company after the Second World War 3.2.1 1940s 3.2.2 1950s Development, high profile results of athletes in the company's shoes 3.2.3 the 1960s.
Strengthening of positions 3.2.4 the 1970s.
Universal recognition.
The death of Adolf Dassler 3.2.5 1980s.
Further change of owners and managers.
Crisis 3.2.6 1990s The Return of Adidas 3.2.7 The beginning of the XXI century
4 Activities 4.1 Advertising and sponsorship activities
5 Criticism 6 Interesting facts 7 Photos and illustrations 8 Notes 9 Literature 9.1 The company's own issue
10 Links
Manual[edit / edit wiki text]
Adidas Group logo
Adidas Group CEO: Herbert Heiner Adidas Group CFO: Robin J. Stalker (English: Robin J. Stalker) Adidas Group Brand Director: Erich Stamminger Global Operations Adidas Group: Glenn S. Bennett CEO of Adidas Group in Russia: Martin Shankland CEO of Adidas Group in Ukraine: Cherevko Rostislav
Structure[edit / edit wiki text]
Adidas Group
Adidas AG
Reebok International Ltd.
TaylorMade Adidas Golf
Adidas Performance
Adidas Originals
Adidas Style
TaylorMade
Adidas Golf
Ashworth
Adidas Sport Performance (Performance)[edit / edit wiki text]
The logo of the Adidas Performance direction.
Sports style direction
Adidas Performance[3] is a direction of the company that combines modern technologies that facilitate training for athletes, and is characterized by such integral indicators as the modernity of sports equipment, innovations, revolutionary technologies, "smart products".
Some divisions and collections of the direction[edit / edit wiki text]
Adidas Purah
Adidas Adilibria women's collection of clothing and shoes for fitness Adidas Techfit Adidas Bounce Adidas Trail a series for outdoor activities in rough terrain Adidas Terrex a series for tourism Adidas Top Ten — a series of several models of basketball sneakers, which feature the logos of NBA teams.
Adidas Competition a collection of tennis shoes.
Predator[edit / edit wiki text]
Predator is a collection of football equipment and uniforms dating back to 1994.
The very idea to start producing sneakers with rubber pads for improved ball control came from Craig Johnston, a retired Australian, a former Liverpool player.
Clima365[edit / edit wiki text]
This is a concept that combines a variety of technologies that provide comfort and convenience 365 days a year.
This concept, in turn, consists of another concept ClimaProof and several technologies — ClimaLite, ClimaCool and ClimaWarm.
ClimaProof consists of three technologies ClimaProof Wind, ClimaProof Rain and ClimaProof Storm.
The ClimaProof concept was created so that the wearer of the company's products using this technology could train in cool and cold weather, at any time of the year, in any weather conditions.
ClimaLite is a lightweight, breathable fabric that directly contacts the surface of the skin.
They ensure the removal of moisture from the skin (through a combination of specially developed materials, fibers and methods of fabric processing), give a feeling of dryness and coolness in hot weather, help to maintain an optimal body temperature.
ClimaCool (ClimaChill) is a technology that actively removes moisture and excess heat from the skin surface, provides comfort and a feeling of coolness during physical exertion, even in the most intense heat.
Specially designed ventilation ducts and materials with a three dimensional structure provide micro ventilation, and heat and moisture wicking materials absorb sweat and bring it to the surface of the fabric for further rapid evaporation.
ClimaWarm lightweight breathable fabrics that provide thermal insulation, allow you to keep dry and comfortable in cold weather thanks to dense synthetic materials.
These materials are so dense that they do not pass air, however, at the same time they help to remove excess moisture from the body.
Adidas Sport Heritage (Originals)[edit / edit wiki text]
The logo of the Adidas Sport Heritage (Originals) direction.
Casual style
The I love Tokyo sports jacket, which is a typical example of Adidas Originals products
The direction of the adidas Sport Heritage company (better known as Originals[3]) was founded in its existing form only in 2001, however, before that, all the prerequisites and features of this direction existed in the company in an "unformed" form.
Originals is a trend that has absorbed all the most fashionable and stylish trends from the world of sportswear that exist at the time of the collection's release.
As a rule, there are no or very few sports developments of Adidas in Originals, since the direction is intended for everyday wear, and not for sports and fitness classes.
Divisions of the direction[edit / edit wiki text]
Inline (from English — "permanent") — collections presented in all Adidas stores where there are Originals departments.
Select (Fashion) (from English — "fashion") - these collections are presented in individual Originals stores and in a limited number of large stores where there are Originals departments.
Trend (from English — "direction, trend") is a collection that is specially developed exclusively for Originals stores, taking into account the latest fashion trends.
As a rule, it sets the "tone" of the general collection of the next season.
Individual clothing lines of the direction[edit / edit wiki text]
On April 13, 2004, it was announced that Adidas, in close cooperation with the famous hip hop artist Missy Elliot, was launching a new women's clothing line, shoes and accessories.
The Respect M. E. collection (from English — "respect me") is, first of all, respect, as Missy Elliot herself formulated.
The name of the collection is not accidental — the initials of Missy Elliot — in the English version of M. E.-allow her to declare her respect and at the same time demand respect for herself.
The Ali by Adidas line represents Muhammad Ali as a style icon, both in the ring and outside it.
The Ali line of textiles and shoes, designed for buyers of different ages, will help to take a fresh look at this great boxer, a man who became a style icon of his time and continues to inspire modernity.
Adidas Sport Style (Adidas Style)[edit / edit wiki text]
The logo of the Adidas Style direction.
The design direction of the style
The direction was created in 2002, and collects the author's design works, the fruits of the company's cooperation with famous designers of the fashion world.
The products of this direction combine the convenience and practicality of sportswear and the stylishness of casual clothing[4].
These are models for active, athletic people, at the same time preferring to always look beautiful and fashionable[4].
Adidas itself officially declares that the Style direction is the future of sports equipment and clothing[5].
By attracting designers such as Yoji Yamamoto, Adidas has achieved penetration into previously inaccessible consumer pools[5].
In 2007, sport Style and sport Heritage merged into a single sport Style direction, but the logos of the two directions are still present on the company's products[5].
The Adidas SLVR collection (read as adidas silver) is a fashionable sports and casual trend.
The collection includes men's and women's clothing, shoes and accessories.
History[edit / edit wiki text]
The history of the company before the Second World War[edit / edit wiki text]
the 1920s.
Birth[edit / edit wiki text]
one thousand nine hundred twenty
Shortly after the First World War, at the beginning of 1920, the Dasslers decided to organize a family business — sewing shoes at a family council.
The first products of the Dassler family were home slippers and orthopedic shoes for training disabled athletes (of which there were many after the war).
The material for them was decommissioned military uniforms, and the soles were cut out of old car tires.
one thousand nine hundred twenty four
Adolf's older brother, Rudolf, also joined the production.
On July 1, 1924, the Dassler Brothers Shoe Factory was founded.
Two brothers with opposite characters complement each other Adolf is a calm and balanced producer, while Rudolf is an active and sociable seller.
one thousand nine hundred twenty five
Adolf invented and sewed the world's first football boots with spikes, which were forged by the blacksmiths the Tselein brothers.
The football model turned out to be comfortable and, together with gymnastic slippers, became the main product of the Dasslers.
one thousand nine hundred twenty seven
The Dasslers rented an entire building for their factory, increased the staff to 25 people, and production to 100 pairs of shoes per day.
Later, the Dasslers bought out this factory.
one thousand nine hundred twenty eight
The brothers ' spikes, developed together with Joseph Weitzer, receive a patent from the German bureau.
The 1928 Summer Olympics in Amsterdam were the first appearance of the brothers ' shoes at such a large competition.
Several athletes perform in Dassler shoes.
one thousand nine hundred twenty nine
For the first time in the assortment those brothers ' factories appear football boots.
the 1930s.
The growth of the company[edit / edit wiki text]
one thousand nine hundred thirty one
The German economy is being hit by a crisis.
The factory of the Dassler brothers is not much affected by this problem, the brothers are buying out the building, which until then they only rented.
The company starts the construction of a 3 storey building, later called "Villa".
one thousand nine hundred thirty two
At the 1932 Olympics, the German Artur Jonat, performing in Dassler shoes, became the third in the 100 meter race.
This is the first serious success of an advertising campaign based on cooperation with athletes.
one thousand nine hundred thirty four
The event of the year for Adolf is a wedding.
On March 17, Katrina Meritz, the daughter of shoe designer Franz Meritz, becomes his wife.
Within a few years, future heirs are born — Horst, Inge and Katrin.
one thousand nine hundred thirty six
At the Olympic Games — 36 in Berlin, American runner Jesse Owens in Dassler shoes won four gold medals and set five world records.
Sales of the "Dassler Brothers Factory" exceeded 400,000 German marks.
one thousand nine hundred thirty eight
The second Dassler factory opens in Herzogenaurach.
In total, their company produces 1000 pairs of shoes every day.
one thousand nine hundred thirty nine
After the outbreak of World War II, despite the fact that both Dassler brothers were staunch members of the Nazi Party, the Dassler factories were confiscated by the Nazis, and the brothers themselves went to the front.
At one of the factories, the Nazis tried to establish the production of hand held anti tank grenade launchers, but the factory equipment was not adapted for such production, so Adolf was returned from the army a year later to produce training shoes for German soldiers.
The history of the company after the Second World War[edit / edit wiki text]
1940s [edit / edit wiki text]
one thousand nine hundred forty five
The town of Herzogenaurach fell into the American occupation zone.
Rudolf ended up in a prisoner of war camp, the Dassler factory supplies 1000 hockey skates to the United States under the terms of the indemnity.
As compensation for the skates, she receives decommissioned US Army ammunition tents, old baseball gloves, etc.
one thousand nine hundred forty six
The occupation is over.
Rudolf returns from a prison camp.
The brothers had to raise the family business almost from scratch.
Dassler shoes were again made from the remnants of military ammunition, and 47 employees were paid with goods (firewood, yarn, etc.).
Emil Zatopek's running boots.
Adidas, 1948.
one thousand nine hundred forty eight
In the spring, shortly after the death of their father, the brothers part due to a quarrel.
Rudolf took one factory for himself, and Adolf took another.
They agreed not to use the name and symbols of the family business.
Adi named his company Addas, and Rudy named his company Ruda.
But after a few months, Addas turns into Adidas (an abbreviation of Adi Dassler), and Ruda turns into Puma.
So the world famous brand Dassler ceased to exist at that time.
The brothers themselves remained silent about the reasons for the quarrel until the end of their days.
Perhaps Rudy could never forgive Adi for not trying to rescue him from a prisoner of war camp after the war, using his acquaintance with American officers.
Or maybe they just couldnot share their father's inheritance.
In any case, after the collapse of the family business, the brothers did not talk to each other, and Puma and Adidas became the fiercest competitors.
one thousand nine hundred forty nine
Adolf violated the agreement on the non use of the symbols of the"Dassler Factory".
He took two stripes from the Dassler logo, added a third to them and patented the resulting ones as the Adidas symbol.
This happened on August 18, 1949.
one thousand nine hundred forty nine
Adolf creates the first cleats with removable rubber spikes.
the 1950s Development, high profile results of athletes in the company's shoes[edit / edit wiki text]
one thousand nine hundred fifty
The company creates football boots adapted for playing football in adverse weather conditions: on the snow and on the frozen ground.
one thousand nine hundred fifty two
Adidas begins to produce other products under the Adidas brand.
The first test of diversification was the production of sports bags.
And although sneakers remain the main production, Adolf is looking for a partner who will take over the production of clothing.
By chance, at some party, he meets the owner of a textile factory, Willy Seltenreich, and orders him a thousand tracksuits with three stripes along the sleeves.
The goods went well, and the partners liked each other so much that soon Seltenreich began to sew only for Adidas.
At the Olympic Games — 52, Emil Zatopek in Adidas sports shoes wins gold medals within three weeks.
He wins at distances of 5,000 meters, 10,000 meters and in the marathon (This is an achievement that has not been surpassed to this day).
Meanwhile, Zatopek's wife wins the javelin throwing competition.
one thousand nine hundred fifty four
At the FIFA World Cup — 54 — the Adidas clad German national football team became the world champion for the first time.
one thousand nine hundred fifty six
Adidas signs an agreement with the IOC on advertising Adidas at the 1956 Olympic Games.
Adidas signs the first license agreement with the Norwegian factory in Gjorvik, soon Adidas will begin to produce in France.
the 1960s.
Strengthening positions[edit / edit wiki text]
one thousand nine hundred sixty
At the Olympic Games — 60, most athletes perform in Adidas sports shoes.
Wilma Rudolph wins three gold medals in the sprint, despite suffering from polio as a child.
one thousand nine hundred sixty one
The process of textile production and marketing has been finally established.
The primary process of diversification is almost complete.
one thousand nine hundred sixty three
The diversification towards the production of balls has been completed.
one thousand nine hundred sixty eight
At the Olympic Games — 68 athletes equipped with "Adidas" win 37 gold, 35 silver and 35 bronze medals.
Adidas is the first in the world of sports shoes to produce a molded polyurethane sole with a one year warranty on it.
Subsequently, this technology has gained worldwide popularity and is currently used everywhere.
the 1970s.
Universal recognition.
The death of Adolf Dassler[edit / edit wiki text]
"Shamrock", one of the three symbols of the company.
Created in 1972, at the moment it is a symbol of the Adidas Originals trade direction (more stylish than the athletic direction).
one thousand nine hundred seventy
The Adidas Telstar ball becomes the official ball of the FIFA World Cup held in Mexico.
one thousand nine hundred seventy two
Adidas becomes the title sponsor of the Olympic Games in Munich, and the German national team becomes the European Football Champion.
The appearance of the famous "shamrock" of the company.
Three sheets indicate the company's presence on three continents of the world.
one thousand nine hundred seventy four
German football players become world champions for the second time.
The team puts on Adidas boots, the official ball of the World Championship is the Adidas Telstar II model.
one thousand nine hundred seventy five
Adolf Dassler becomes an honorary member of the" American Sporting Goods Association " — the first among non Americans.
one thousand nine hundred seventy six
At the Olympic Games, athletes equipped with Adidas won 75 gold, 86 silver and 88 bronze medals (this record has not been broken so far).
one thousand nine hundred seventy eight
Adolf Dassler dies and the management of the company passes to his widow Katarina.
The World Cup is being held in Argentina.
The official ball of the Championship becomes the Adidas Tango.
the 1980s.
Further change of owners and managers.
Crisis[edit / edit wiki text]
one thousand nine hundred eighty two
The FIFA World Cup is being held in Spain.
The official ball of the Championship becomes Adidas Tango España.
Copa Mundial boots are produced, which are successfully sold all over the world, including Russian Adidas stores.
one thousand nine hundred eighty four
Katarina dies and the management of the company passes to Horst Dassler the son of Adolf and Katarina.
He established strong relations with the International Olympic Committee and the International Football Federation and tried to make the first reforms at the enterprise.
one thousand nine hundred eighty six
The 1986 FIFA World Cup is being held in Mexico, this is the second time that this country hosts the World Championship.
The official ball of the Championship is Adidas Azteca.
one thousand nine hundred eighty nine
51 year old Horst died, his sisters tried to run the company, but quickly realized that they did not have the appropriate scope and competence, so they sold 80% of their shares for just 440 million German marks to French entrepreneur Bernard Tapie, the then owner of the French football club Olympique Marseille.
Top managers Rob Strasser and Peter Moore come to the company as development consultants, it is according to their idea that a specialized Performance direction is being developed under the motto "Back to the Roots".
the 1990s The Return of Adidas[edit / edit wiki text]
one thousand nine hundred ninety
The situation of Adidas is becoming catastrophic: losses have reached the amount of $ 100 million.
French investor Bernard Tapie acquires 80 % of the company's shares.
Thus, Adidas ceases to be a family business of the Dasslers.
one thousand nine hundred ninety one
The company's profit is falling by half compared to the previous year.
one thousand nine hundred ninety three
A group of French investors led by Robert Louis Dreyfus is buying a controlling stake in the company.
Mr. Dreyfus himself utters his famous phrase:
It is impossible to bury such a trademark as Adidas!
You just need to wake her up…
Dreyfus lured a fair number of managers and designers from Nike and Reebok and gradually began to move production outside of Germany to Indonesia, China, and Thailand.
Saving on cheap labor from third world countries has once again made products competitive on the world market.
Adidas from he refuses to work with retail chains and begins to form a network of branded stores in order to avoid mass production and overstocking of the markets of his products.
one thousand nine hundred ninety four
The 1994 FIFA World Cup is being held in the USA.
The official ball of the Championship becomes Adidas Questra.
one thousand nine hundred ninety six
The company is once again the general sponsor of the Olympic Games, which stimulated an unprecedented sales growth: +50% per year.
The growth continues to this day, but the most important thing is that we managed to establish ourselves in the American market, where Adidas "bit off" a share of 12 % of the sportswear market and 10 % of the sports shoes market.
In order to be in the stream of time and find their consumers, Adidas managers showed close attention to new sports, for example, they brought streetball to Europe, actively began to work with new youth trends and trends, thanks to which they managed to win the sympathy of American and European hip hop and rap culture.
one thousand nine hundred ninety seven
Adidas acquires the French company Salomon Sports, a leading manufacturer of winter sports products, and until 2005 the concern was called Adidas Salomon.
This step allowed the company to become the second largest global manufacturer of sporting goods after Nike.
The beginning of the XXI century[edit / edit wiki text]
two thousand one
Herbert Heiner has been officially appointed Chairman of the company's Board of Directors.
There is an official division into Performance and Originals this year the first store of the Originals direction opens.
two thousand four
The company provides equipment and shoes for 26 of the 28 Olympic sports represented, including official soccer and handball balls.
European Football Championship 2004.
The official ball of the Championship is Adidas Roteiro.
On April 13, 2004, it was announced that Adidas, in close cooperation with the famous hip hop artist Missy Elliot, was launching a new women's clothing line, shoes and accessories.
The collection "Respect M. E." (translated from English — respect me) is "first of all, respect", as Missy Elliot herself put it.
On September 8, 2004, Adidas and designer Stella McCartney (daughter of ex beatle Sir Paul McCartney) announced a long term collaboration to develop a collection of feminine clothing for tennis, running, swimming and fitness "adidas by Stella McCartney".
In Russia, the first collection of the spring Summer'05 season is presented in February at the Adidas Olymp store on Krasnaya Presnya.
two thousand five
On May 2, Amer Sports Group buys Salomon Sports from Adidas.
For another three years (until 2009), Salomon will sell its products through the Adidas retail network, at the end of this period, it is expected that Salomon departments will be completely withdrawn from the Adidas structure.
In August, Adidas Salomon AG bought 100 % of the shares of its competitor Reebok International Ltd for $3.8 billion.
The takeover of Reebok allowed Adidas to increase its share in the most important American sporting goods market for the company to 20 % and get as close as possible to the market leader — Nike, which controls 35 %.
two thousand six
The 2006 FIFA World Cup.
The official ball of the Championship is Adidas +Teamgeist.
The collaboration with Stella McCartney is extended until 2010.
two thousand eight
The adidas brand is the official partner of the 2008 African Cup of Nations[6].
Adidas Wawa Aba — the official ball of the Cup.
Athletes of 9 national teams (out of 15-16 usually represented in the competition) are equipped in Adidas uniforms.
The Champions League final in Moscow.
The official ball is Adidas Finale Moscow.
The European Football Championship 2008.
The official ball of the Championship is Adidas Europass.
two thousand nine
Women's European Football Championship 2009.
Official Ball Champion
