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Adidas AG
Adidas Logo.svg
Herzogenaurach - Adidas - 2016.jpg
Fábrica de Adidas en Herzogenaurach , julio de 2016
AntesFábrica de calzado Dassler Brothers (Gebrüder Dassler Schuhfabrik) (1924-1949)
TipoAktiengesellschaft
Negociado comoFWB :  Componente ADS
DAX
IndustriaTextil , calzado
FundadoJulio de 1924 ; Hace 96 años (como Gebrüder Dassler Schuhfabrik) el 18 de agosto de 1949 ; Hace 71 años (como Adidas) [1] (1924-07)
 (1949-08-18)
FundadorAdolf Dassler
Sede
Herzogenaurach
,
Alemania
Área de servicioMundial
Gente clave
ProductosPrendas de vestir , calzado , ropa deportiva , artículos deportivos , artículos de higiene personal
IngresosIncrease € 21.915 mil millones (2018) [2]
Ingresos de explotaciónIncrease2.368 millones de euros (2018) [2]
Lngresos netosIncrease1,702 millones de euros (2018) [2]
Los activos totalesIncrease15.612 millones de euros (2018) [2]
Equidad totalIncrease6.364 millones de euros (2018) [2]
Número de empleados57.016 (2018) [2]
Subsidiarias
Sitio webadidas-group.com

Adidas AG (en alemán: [ˈʔadiˌdas] ; estilizado como adidas desde 1949 [3] ) es una corporación multinacional alemana , fundada y con sede en Herzogenaurach , Alemania , que diseña y fabrica zapatos, ropa y accesorios. Es el mayor fabricante de ropa deportiva de Europa y el segundo del mundo, después de Nike . [4] [5] Es la sociedad de cartera del Grupo Adidas, que consta de la empresa de ropa deportiva Reebok , el 8,33% del club de fútbol alemán Bayern München , yRuntastic , una empresa austriaca de tecnología de fitness. Los ingresos de Adidas para 2018 se cifraron en 21.915 millones de euros. [2]

La empresa fue fundada por Adolf Dassler en la casa de su madre; se unió a él su hermano mayor Rudolf en 1924 bajo el nombre de Gebrüder Dassler Schuhfabrik ("Fábrica de zapatos Dassler Brothers"). Dassler ayudó en el desarrollo de zapatos para correr con clavos ( clavos ) para múltiples eventos deportivos. Para mejorar la calidad del calzado deportivo con púas, pasó de un modelo anterior de púas de metal pesado a utilizar lona y goma. Dassler convenció al velocista estadounidense Jesse Owens para que usara sus clavos hechos a mano en los Juegos Olímpicos de Verano de 1936 . En 1949, tras una ruptura en la relación entre los hermanos, Adolf creó Adidas y Rudolf estableció Puma., que se convirtió en el rival comercial de Adidas. [1]

Las tres franjas son la marca de identidad de Adidas y se han utilizado en los diseños de ropa y calzado de la empresa como ayuda de marketing. La marca, que Adidas compró en 1952 a la empresa deportiva finlandesa Karhu Sports por el equivalente a 1.600 euros y dos botellas de whisky, [6] [7] tuvo tanto éxito que Dassler describió a Adidas como "La empresa de las tres rayas". [8] [6] [9]

Historia

Primeros días

(Izquierda): Adolf Dassler , fundador de Adidas, c. 1915; (derecha): la 'Fábrica de zapatos Dassler Brothers' cerca de la estación de tren de Herzogenaurach en 1928

La empresa fue fundada por Adolf "Adi" Dassler, quien fabricaba calzado deportivo en la despensa o lavandería de su madre en Herzogenaurach , Alemania, después de su regreso de la Primera Guerra Mundial. En julio de 1924, su hermano mayor Rudolf se unió al negocio, que se convirtió en "Dassler Brothers Fábrica de calzado "( Gebrüder Dassler Schuhfabrik ). [10] El suministro de electricidad en Herzogenaurach no era confiable, por lo que los hermanos a veces tenían que usar la potencia del pedal de una bicicleta estacionaria para hacer funcionar su equipo. [11]

Dassler ayudó en el desarrollo de zapatos para correr con clavos (clavos) para múltiples eventos deportivos. Para mejorar la calidad del calzado deportivo con púas, pasó de un modelo anterior de púas de metal pesado a utilizar lona y goma. [12] En 1936, Dassler convenció al velocista estadounidense Jesse Owens de que usara sus clavos hechos a mano en los Juegos Olímpicos de Verano de 1936 . Después de las cuatro medallas de oro de Owens, el nombre y la reputación de los zapatos Dassler se hicieron conocidos por los deportistas del mundo y sus entrenadores. El negocio tuvo éxito y los Dassler vendían 200.000 pares de zapatos cada año antes de la Segunda Guerra Mundial. [13]

Ambos hermanos Dassler se unieron al NSDAP en mayo de 1933 y también se convirtieron en miembros del Cuerpo Nacional de Motores Socialistas . [14] Además, Adolf tomó el rango de Sportwart en las Juventudes Hitlerianas desde 1935 hasta el final de la guerra. [15] Durante la guerra, la empresa dirigía la última fábrica de calzado deportivo del país y principalmente suministraba zapatos a la Wehrmacht . En 1943, la producción de calzado se vio obligada a cesar sus operaciones y las instalaciones y la mano de obra de la empresa se utilizaron para fabricar armas antitanques . De 1942 a 1945, al menos nueve trabajadores forzosos trabajaron en ambos sitios de la empresa. [dieciséis]

La fábrica de Dassler, utilizada para la producción de armas antitanques durante la Segunda Guerra Mundial, fue casi destruida en 1945 por las fuerzas estadounidenses, pero se salvó cuando la esposa de Adolf Dassler convenció a los soldados de que la empresa y sus empleados solo estaban interesados ​​en fabricar calzado deportivo. . Posteriormente, las fuerzas de ocupación estadounidenses se convirtieron en importantes compradores de los zapatos de los hermanos Dassler. [17]

División y rivalidad con Puma

Los hermanos se separaron en 1947 después de que las relaciones entre ellos se rompieron, [18] con Rudolf formando una nueva firma a la que llamó Ruda - de Rudolf Dassler, luego rebautizado como Puma , y Adolf formando una compañía formalmente registrada como Adidas AG de Adi Dassler en 18 de agosto de 1949. Un mito urbano ha promulgado el backronym All Day I Dream About Sports . [1]

Puma SE y Adidas entraron en una feroz y amarga rivalidad comercial después de la división. De hecho, la ciudad de Herzogenaurach estaba dividida sobre el tema, lo que llevó al apodo de "la ciudad de los cuellos doblados": la gente miraba hacia abajo para ver qué zapatos usaban los extraños. [19] Incluso los dos clubes de fútbol de la ciudad estaban divididos: el club ASV Herzogenaurach fue apoyado por Adidas, mientras que el 1 FC Herzogenaurach respaldó el calzado de Rudolf. [11] Cuando los manitas eran llamados a la casa de Rudolf, deliberadamente usaban zapatos Adidas. Rudolf les diría que fueran al sótano y escogieran un par de Pumas libres. [11] Los dos hermanos nunca se reconciliaron y, aunque ahora están enterrados en el mismo cementerio, están lo más espaciados posible. [20]

En 1948, el primer partido de fútbol después de la Segunda Guerra Mundial, varios miembros del equipo nacional de fútbol de Alemania Occidental usaron botas Puma, incluido el anotador del primer gol de la posguerra de Alemania Occidental, Herbert Burdenski . Cuatro años después, en los Juegos Olímpicos de 1952 , el corredor de 1500 metros Josy Barthel de Luxemburgo ganó el primer oro olímpico de Puma en Helsinki , Finlandia. [ cita requerida ]

En los Juegos Olímpicos de Verano de 1960 , Puma pagó al velocista alemán Armin Hary para que vistiera los Pumas en la final de los 100 metros de velocidad. Hary había usado Adidas antes y le pidió a Adolf que le pagara, pero Adidas rechazó esta solicitud. El alemán ganó el oro en Pumas, pero luego vistió a Adidas para la ceremonia de medallas, para sorpresa de los dos hermanos Dassler. Hary esperaba sacar provecho de ambos, pero Adi estaba tan furioso que prohibió al campeón olímpico. [13]

Imagen corporativa

Ver también: tres rayas
(izquierda): el logo original de Adidas en forma de trébol hasta 1997, ahora se usa en la línea de herencia de Adidas Originals ; (derecha): el logotipo actual, diseñado en 1990 para la línea Equipment , luego adoptado como logotipo corporativo

En 1952, después de los Juegos Olímpicos de Verano de 1952 , Adidas adquirió su logotipo exclusivo de 3 rayas de la marca finlandesa de calzado deportivo Karhu Sports , por dos botellas de whisky y el equivalente a 1600 euros. [7] [21]

El logo de Trefoil fue diseñado en 1971 y lanzado en 1972, [22] justo a tiempo para los Juegos Olímpicos de Verano de 1972 celebrados en Munich . [23] Este logotipo duró hasta 1997, cuando la empresa introdujo el logotipo de las "tres barras" (que había sido diseñado por el entonces director creativo Peter Moore), utilizado inicialmente en la gama de productos Equipment . [22]

Asunto tapie

Bernard Tapie , un ex empresario francés que una vez fue propietario de Adidas, pero que desde entonces ha renunciado a su control sobre la empresa debido a sus deudas.

Después de un período de problemas después de la muerte del hijo de Adolf Dassler Horst Dassler en 1987, la compañía fue comprada en 1989 por el industrial francés Bernard Tapie , por ₣ 1.6 billón (ahora 243,9 M €), que Tapie prestado. [24] Tapie era en ese momento un famoso especialista en rescatar empresas en quiebra, una experiencia sobre la que construyó su fortuna.

Tapie decidió trasladar la producción en alta mar a Asia. También contrató a Madonna para un ascenso. [25] [ cita requerida ] Envió, desde Christchurch , Nueva Zelanda, un representante de ventas de zapatos a Alemania y conoció a los descendientes de Adolf Dassler (Amelia Randall Dassler y Bella Beck Dassler) y fue enviado de regreso con algunos artículos para promover la compañía allí.

En 1992, al no poder pagar los intereses del préstamo, Tapie ordenó al banco Crédit Lyonnais que vendiera Adidas, [26] y posteriormente el banco convirtió la deuda pendiente en capital de la empresa, lo que era inusual según la práctica bancaria francesa prevaleciente. El banco estatal había tratado de sacar a Tapie de una situación financiera desesperada como un favor personal a Tapie, se informa, porque Tapie era ministro de Asuntos Urbanos (ministre de la Ville) en el gobierno francés en ese momento.

Robert Louis-Dreyfus , un amigo de Bernard Tapie, se convirtió en el nuevo CEO de la compañía en 1994. También fue el presidente del Olympique de Marseille , un equipo que Tapie había tenido hasta 1993. [27] Tapie se declaró en quiebra personal en 1994. [26] Fue objeto de varias demandas, en particular relacionadas con el amaño de partidos en el club de fútbol. Durante 1997 cumplió 6 meses de una pena de 18 meses de prisión en La Santéprisión en París. En febrero de 2000, Crédit Lyonnais vendió Adidas a Louis-Dreyfus por una cantidad mucho mayor de la que debía Tapie, 4.485 millones (683.514 millones de euros) de francos en lugar de 2.850 millones (434.479 millones de euros). También llevaron a la quiebra a propósito a la empresa de Tapie que era propietaria de Adidas, porque solo la empresa tenía derecho a demandarlos.

Era post-Tapie

Un zapato Adidas, con las tres barras paralelas de la empresa.

En 1994, junto con el Grupo Juvenil de la FIFA , Aldeas Infantiles SOS se convirtió en el principal beneficiario.

En 1997, Adidas AG adquirió Salomon Group, que se especializaba en ropa de esquí, y su nombre corporativo oficial se cambió a Adidas-Salomon AG. Con esta adquisición, Adidas también adquirió la empresa Taylormade Golf y Maxfli , lo que les permitió competir con Nike Golf.

En 1998, Adidas demandó a la NCAA por sus reglas que limitaban el tamaño y la cantidad de logotipos comerciales en los uniformes y la ropa del equipo. Adidas retiró el traje y los dos grupos establecieron pautas sobre qué diseños de tres rayas se considerarían usos de la marca comercial Adidas.

As CEO of Adidas, Louis-Dreyfus quadrupled revenue to 5.84 billion euros ($7.5 billion) from 1993 through 2000.[28] In 2000, he announced he would resign the following year, due to illness.

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.[29]

In September 2004, top 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",[30] and it has been critically acclaimed.[31]

Also, on 3 May 2005, Adidas told the public that they sold their partner company Salomon Group for €485m 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.[32]

Adidas has global corporate headquarters in Germany, and many other business locations around the world such as Portland OR, Hong Kong, Toronto, Taiwan, England, Japan, Australia, and Spain.

Adidas has long been a popular manufacturer of astro turf football shoes – shown here a recent pair that has been a popular choice

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 capable of performing 5 million calculations per second that automatically adjusts the shoe's level of cushioning to suit its environment. The shoe requires a small, user-replaceable battery 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.[33]

On 11 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.[34]

By the end of 2012, Adidas was reporting their highest revenues ever and Chief Executive Herbert Hainer expressed optimism for the year ahead.[35]

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 sneakers by using geo targeting technology[36]

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.[37]

In August 2015, Adidas acquired fitness technology firm Runtastic for approximately $240 million.[38]

In May 2017 Adidas sold TaylorMade golf company (including Ashworth) to KPS Capital Partners for $425 million.[39]

Products

Apparel

Adidas sells a range of clothing items, varying from men's and women's t-shirts, jackets, hoodies, pants and leggings.[40]

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.[41]

Sportswear

Association football

Argentina national team jersey for the 2006 FIFA World Cup, autographed by Diego Maradona
Autographed jersey of the Spain national team for the 2014 FIFA World Cup

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 including the 1979 release of the Copa Mundial moulded boot used for matches on firm dry 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.

Beau Jeu, which translates to "Beautiful Game" in English, was an official match ball of UEFA Euro 2016
Telstar 18, official ball for the 2018 FIFA World Cup

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 previous types when struck, leading to longer range goals. Goalkeepers were generally believed to be less comfortable with the design of the ball, claiming it was prone to move significantly and unpredictably in flight.[42]

The Adidas Finale (ball in the 2020–21 season pictured) is the official match ball of the UEFA Champions League

Adidas introduced the Jabulani for the 2010 World Cup. The ball was designed and developed by Loughborough University in conjunction with Bayern Munich. The Adidas Brazuca for the 2014 World Cup was the first World Cup ball named by the fans.[43]

Adidas is one of the official sponsors of the UEFA Champions League, and the Adidas Finale is the competition's official match ball.[44] 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.[45] Adidas provides clothing and equipment for all teams in Major League Soccer.

Baseball

Adidas has also provided baseball equipment and sponsors numerous players of Major League Baseball and Nippon Professional Baseball in Japan.

Adidas Baseball hardgoods are licensed to Dick's Sporting Goods.[46]

From 1997 to 2008, Adidas sponsored New York Yankees.[47]

Basketball

Adidas' 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.[48] 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.[49] Subsequently, Adidas Superstar became very popular in the 1980s hip hop streetwear scene alongside Adidas's stripe-sided polyester suits.[citation needed]

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' acquisition of Reebok. Adidas was replaced by Nike as the official uniform supplier of the league after the 2016–17 season.[50]

Cricket

Indian cricketer Sachin Tendulkar, batting with his personalized Adidas cricket bat

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 many years, in 2006 the company finally entered the field of bat manufacture in 2008 and currently their bat range includes the Pellara, Incurza, Libro and M-Blaster models.

In the 1990s, Adidas signed the superstar Indian batsman Sachin Tendulkar and made shoes for him.[51] 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.[52] 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.[53] 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 2015 Season, Adidas sponsored Royal Challengers Bangalore.

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.[54]

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 has been providing uniforms for the National Hockey League since the 2017-18 season, replacing Reebok.[55]

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.[56] 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.[57]

Products manufactured for the sport are sticks, gloves, protective gear and boots.[58]

Running

Adidas currently manufactures several running and lifestyle shoes, including the Energy-boost, and the spring-blade trainers.[needs update]I 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.[59]

Adidas launched two new color ways of the NMD R1 and one new color way of the NMD XR1 in September 2016.[60]adidas EQT is a style of sneakers from adidas. It originated in the early 90s and relaunched in 2017. The latest adidas EQT line released in a "Turo 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.

Adidas running shoe demo in Boston

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.[61]

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.[62]

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. Ivan Lendl even spent the vast majority of his dominant career playing with several different models of Adidas tennis racquets, primarily using the legendary Adidas GTX-Pro and then later the Adidas GTX Pro-T. The company recently introduced a new line of tennis racquets. While the Feather is made for the "regular player", and the Response for the "club player", Adidas targets the "tournament player" with the 12.2 oz Barricade tour model.[63]

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 with storm. In 2015, they tied up with Mumbai-based franchise U Mumba.[64]

"The association of kabaddi with adidas is a clear exemplification of the growth of the sport over the last two years," shared U Sports CEO, Supratik Sen.

Accessories

Adidas "Fresh Impact" - Limited Edition bottle

Adidas also designs and makes slide-style sandals, mobile accessories,[65] 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.[66]

Adilette

Adilette was the first ever pair of sandals 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.[67] 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). 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.[citation needed]

The model provides a contoured orthopedic rubber sole with synthetic upper, and was designed as an après-sport slide, but the adilette were quickly adopted outside of the sporting world.[citation needed]

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. Notably, 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' three stripes.[citation needed]

Adissage

A pair of 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. Like the Santiossage, there are tiny black massage nubs throughout the foot-bed for the purpose of massaging foot aches after sport, although popular as a casual sandal amongst non-athletes as well.[citation needed]

Marketing

Chuck D in an Adidas sweatsuit

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.[68] A few years later, Adidas launched a basketball specific campaign -- "Believe in 5ive"—for the 2006-2007 NBA season.[69]

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 new strategic business plan until 2020.[70] This plan has three strategic choices: speed, cities and open source.[70]

Marketing In India

India has been a very speculative market for Adidas.[why?] Despite this Dave Thomas, managing director of Adidas in India is ambitious of the country's potential.[71] The company hopes to double its revenue from Rs. 805 crores by 2020.[71] In 2015, the company had signed Ranveer Singh a prominent Bollywood actor as a brand ambassador to the company's products.[72] Ranveer then was a budding actor. The company later decided to use the people's almost religious adoration for the game cricket to promote their brand. It soon launched a new cricket campaign in the country.[73] The campaign was called FeelLoveUseHate with prominent Indian cricketer Virat Kohli.[74] However, in 2017, Virat Kohli was removed as the brand ambassador of the company.[75] The cricketer later signed a major deal with Puma India.[76] 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.[77]

Game advertisement

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

Collaborations

Adidas has done several collaborations with well known designers, including Jeremy Scott, Alexander Wang, and Raf Simons. They have also reached out to several celebrities, such as Beyoncé, Kanye West, Pharrell Williams, and Stan Smith to create some of the company's most notable and coveted pieces.[78]

Sponsorship

Main article: List of Adidas sponsorships
Lionel Messi, who is sponsored by Adidas, prepares to shoot with his dominant left foot during the final of the 2014 FIFA World Cup.

Adidas has numerous major kit deals with football clubs worldwide, including their main sponsor Bayern Munich[79] and other clubs listed in the hatnote above. Moreover, their sponsored national teams include Germany, Spain, Mexico, Argentina, Sweden, Japan and Russia.

Master of the "knuckle ball" technique at free-kicks, Juninho’s Adidas boots in a museum

Adidas has sponsored numerous players, including Lionel Messi, Zinedine Zidane, Kaká, David Beckham, Steven Gerrard, Gareth Bale, Thomas Müller, Xavi, Mesut Özil, James Rodríguez, Iker Casillas, Arjen Robben, Paul Pogba, Dele Alli, Luis Suárez, Ivan Rakitić, Diego Costa, Mohamed Salah, Roberto Firmino, Paulo Dybala, Mats Hummels and Manuel Neuer.[80][81][82][83]

Adidas is one of the official sponsors of the UEFA Champions League, and the Adidas Finale is the competition's official match ball.[44] Along with the Adidas Predator boot, Adidas manufactures the adiPure range of football boots. Adidas provides clothing and equipment for all teams in 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.[84]

Andy Murray endorsed Adidas from the start of the 2010 season until the end of the 2014 season receiving US$4.9 million per year.

In November 2009, World Number 4 tennis player Andy Murray was confirmed as Adidas' highest-paid star with a five-year contract reportedly worth US$24.5 million.[85] 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.[86]

Adidas has sponsored numerous basketball players past and present like Kareem Abdul-Jabbar and Tracy McGrady, as well as Chauncey Billups, Derrick Rose, Brandon Knight, Eric Gordon, Josh Smith, Damian Lillard, Andrew Wiggins, Tim Duncan, Jeremy Lin, Iman Shumpert, John Wall and Nick Young. Adidas endorsed Kobe Bryant with the Adidas Equipment KB8 as his first signature shoe until July 2002.[87] The company also endorsed Kevin Garnett until he opted out of his contract in 2010.[88] Gilbert Arenas was an Adidas endorser until 2010.[89] In August 2015, James Harden left Nike for Adidas by signing a 13-year contract reportedly worth US$200 million.[90]

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.[91] The company also sponsored clubs Reading,[92] Beeston[93] and East Grinstead.[94]

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. Adidas will replace its own subsidiary Reebok as official provider.[95]

Adidas' cricket sponsorships include cricketers Lasith Malinga, Kieron Pollard, Dwayne Bravo and K. L. Rahul. Adidas sponsorships Ivan Zaytsev volleyball player. Earvin N'Gapeth volleyball player it advertises as a model and brand ambassador for Adidas.[96][97]

Rivalries

In 2016, it had filed lawsuits against Skechers, one for making a duplicate Stan Smith design, and another for Adidas replicas such as "Springblade".[98]

Corporate information

Current executive board

  • CEO: Kasper Rørsted
  • Chief Financial Officer: Harm Ohlmeyer
  • Global Brands: Eric Liedtke
  • Global Operations: Gil Steyeart
  • Global Sales: Roland Auschel

Former management

  • CEO (1993–2002): Robert Louis-Dreyfus.
  • CEO (2002–2016): Herbert Hainer

Financial information

Financial data in millions of euros[99][100][2]
Year200620072008200920102013201420152016201720182019
Sales10,08410,29910,79910,38111,99014,49215,53416,91519,29121,21821,91523,640
EBITDA1,0781,1651,2807801,1591,2028831,0391,4912,0702,3682,660
Net income4835516422455677874906341,0171,0971,7021,976
Net debt2,2311,7662,189917221

Criticism

Adidas's business practises/ethics and commitment to worker welfare have been scrutinised and often criticised.[101][102]

2011 All Blacks replica rugby jersey pricing controversy

The All Blacks jersey caused controversy

Unhappy with the local price of the Adidas replica All Blacks jersey, New Zealand-based All Blacks fans have asked for price cuts and begun 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.[103]

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 and Consumer advocate groups. The largest New Zealand sportswear 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 quickly caused controversy including that of Jesse Jackson who 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".[104] Jackson threatened a boycott, and NBA commissioner David Stern was at one point reportedly contacted in hopes that he would intervene.[104] Shortly after the outcry, the company cancelled the product.[104]

Sweatshops and labour rights violations

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.[105] By subcontracting work to different suppliers, it is more difficult for Adidas to ensure company labour standards are enforced. Adidas' policy includes the freedom for workers to take part in collective bargaining and a non-retaliation policy towards workers who express concerns.[when?][106] In practice, however, many of Adidas' suppliers have not upheld these standards. At the Panarub factory in Java, 33 workers were fired after striking for better pay in 2005.[107] 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.[108] On 16 July 2012, War on Want organised activists in London to replace Adidas price tags in sports stores with 34p ones,[109] a reference to the low hourly wage rate paid to the Indonesian workers who make Adidas goods.[110] 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.[111]

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.[112]

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.[113]

NCAA corruption scandal

Adidas executive James Gatto has been indicted in the 2017 NCAA Division I men's basketball corruption scandal.[114][115][116]

Racial diversity controversy

In June 2020, the head of global human resources at Adidas voluntarily stepped down after black employees raised concerns about her failure to address racism and discrimination in the workplace.[117] The former HR chief had also made a comment about racism being "noise," in addition to not adequately addressing workforce diversity.[118] Upon her resignation, she made a statement saying that she supports the company's continued progress towards racial justice and offered an apology.[119][120][121]

See also

  • Adidas Originals
  • List of Adidas sponsorships
  • List of swimwear brands
  • Puma SE, formed by Rudolf Dassler, brother of Adolf Dassler

Notes

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References

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  • "Taylor Made Golf Co". FundingUniverse. Retrieved 22 October 2010.
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External links

  • Official website