History & Timeline:
Adolf Dassler: 1900 Nov 3 birth in Herzogenaurach.
Adidas stylized as ɑdidɑs since 1949
: Adolf Dassler Start in his mother's house; he was joined by his elder brother Rudolf under the name Dassler Brothers Shoe Factory.
The young Adi Dassler in his shoe factory.
: First Adi Dassler sports shoes produced after the war are made using canvas and rubber from American fuel tanks.
: Adi Dassler starts up production again, with 47 workers. He takes the first two syllables of his first and last name as the name for his products.
And he gives his shoes an unmistakable identifying symbol: the Three Stripes.
: Adi Dassler started over again at the age of 49, registered the “Adi Dassler adidas Sportschuhfabrik”
and set to work with 47 employees in the small town of Herzogenaurach.
: adidas is the most widely worn German sports shoe brand at the Olympic Games in Helsinki.
For the first time track shoes with removable spikes are used. Emil Zatopek wins three gold medals in one week, in adidas shoes.
He triumphs in the 5,000m and 10,000m and in the marathon. An achievement that has not been repeated since.
The first adidas sports bags are introduced.
: The German team wins the World Cup for the first time. Adi Dassler is at the game in Berne;
at half-time he adapts the players’ shoes to the ground conditions, using screw-in studs.
The soccer shoe worn in the Final in Berne is later called “WorldChampion”.
: REEBOK: A BROTHER-TO-BE, STILL MILES AWAY
two British men by the names of Joe and Jeff Foster gave their grandfather’s company “J.W. Foster and Sons” (founded in 1895) a new name: Reebok.
Keep it in mind for now, we will get back to this later.
: What’s in a name? Everything, when you name it after a “Kaiser”. When the Franz Beckenbauer tracksuit model celebrated its debut,
it became the first piece of apparel for adidas and opened a whole new business to a company that, so far, was famous for shoes.
Franz Beckenbauer's tracksuit was the first ever piece of apparel from adidas.
: Adidas delivered the official ball, TELSTAR, for the 1970 FIFA World Cup™for the first time.
As the name TELSTAR already tells, the ball was designed to improve visibility on Black and White TV.
: Muhammad Ali and Joe Frazier face each other in the “Fight of the Century”.
Both wear special boxing boots developed by Adi Dassler.
: All goals at the Soccer World Cup in Argentina are scored with the “Tango”, the official matchball.
Adi Dassler dies at the age of 78 on 6 th Sep. His son Horst carries on the adidas heritage.
: 4A COMPUTER FOR YOUR FEET
An innovation ahead of its time, the Micropacer featured a system – known today as miCoach – providing performance statistics to athletes.
: Horst Dassler dies at the age of 51.
: Adidas becomes a corporation (“Aktiengesellschaft”), but retains its family ownership.
: adidas EQUIPMENT is launched. The new label denotes performance-orientated footwear and apparel.
: Robert Louis-Dreyfus becomes President of Adidas AG. New sales and marketing strategies pave the way for the successful turnaround.
The Originals wave surfaces. Trendsetters such as Madonna wear classic sports footwear and apparel of the 1970s.
Nov 17 Adidas go public IPO
: A new generation of adidas athletes symbolizes the innovative technologies and contemporary design of adidas products.
Anna Kournikova in tennis, and David Beckham and Alessandro del Piero in soccer are just some of the exceptional talents in their sport who are on the way to become the stars of the future, with adidas.
: In June the adidas-Salomon share is admitted to the DAX, comprising Germany’s 30 largest quoted companies.
The highlight of 1998 is the FIFA World Cup™ in France.
Adidas is the first sporting goods company to be named Official Sponsor of a Soccer World Cup and equips hosts France, who go on to become the new World Champions.
Adidas has worldwide license rights to the world’s biggest single sporting event.
: With its adidas brand, adidas-Salomon dominates the two outstanding sports events of the year: the European Soccer Championships in Holland and Belgium, and the Olympic Summer Games in Sydney.
Adidas, Official Supplier and Licensee of EURO 2000™, equips European Champions France and the most outstanding player of the tournament, Zinédine Zidane. Alongside Zidane, David Beckham (England), Patrick
Kluivert (Holland) and Alessandro del Piero (Italy) wear the revolutionary new adidas soccer shoe, the EQUIPMENT Predator.
: “Impossible is nothing” is the central message of a global brand campaign that adidas launches in February. It brings to life the attitude adidas shares with athletes
around the world – the desire to render the impossible possible, to push yourself further, to surpass limits, to break new ground.
The campaign shows the rich stable of adidas athletes past and present, including the greatest of all time, boxing legend Muhammad Ali, long-distance runner Haile Gebrselassie,
football icon David Beckham and NBA star Tracy McGrady.
: Adidas announces its new role as the Official Sportswear Partner for the Beijing 2008 Olympic Games.
Adidas will outfit the Chinese Olympic teams for the Turin 2006 Olympic Winter Games and the Beijing 2008 Olympic Games.
In July, adidas-Salomon AG and Porsche Design Group sign a long-term strategic partnership including licensing agreement.
The objective of the cooperation is to jointly establish a hi-tech premium brand in the sports sector. The first products will be available in 2007 worldwide.
: On January 31, 2006, adidas-Salomon AG announces that it has closed its acquisition of Reebok International Ltd.
Providing the new adidas Group with a footprint of around € 9.5 billion ($11.8 billion) in the global athletic footwear,
apparel and hardware market.
“We are delighted with the closing of the Reebok transaction, which marks a new chapter in the history of our Group,”
says adidas-Salomon AG Chairman and CEO Herbert Hainer.
“By combining two of the most respected and well-known brands in the worldwide sporting goods industry, the new Group will
benefit from a more competitive worldwide platform, well-defined and complementary brand identities, a wider range of products,
and a stronger presence across teams, athletes, events and leagues.”
: One year after the closing of the acquisition of Reebok by the adidas Group, the company has outlined the strategic direction of the brand for 2007 and beyond.
At the Reebok Global Headquarters in Canton, Massachusetts, Herbert Hainer, CEO andChairman of the adidas Group, Paul Harrington, President and CEO of Reebok,
and Uli Becker, Chief Marketing Officer of Reebok, explained their new and sustainable positioning to turn Reebok into an American-inspired,
global brand that celebrates individuality in sport and life.
The three-divisional set-up, established in 2000, has been very successful for adidas. Now, the divisional structure is evolving. At the core,
there will be a two-divisional set-up of Sport Performance and Sport Style. Within Sport Performance, clear focus lies on Running, Football,
Basketball and other global performance categories. Sport Style, comprised of the previous Sport Heritage and Sport Style divisions,
will specifically target the lifestyle consumer. In March adidas presents the evolution of its brand attitude Impossible is Nothing with a campaign
that encourages everyone to take their first step in reaching their impossible.
Through stories of real people attempting and achieving what once seemed like impossible goals,
adidas hopes to inspire people to think about their own obstacles and how to overcome them.
: Dirk Schönberger was hired as Creative Director for adidas.
: Adidas acquired the outdoor specialist Five Ten, and TaylorMade first the golf company Ashworth.
: Adidas introduced the Energy Boost running shoe, Created in cooperation with the German chemical company BASF,
the material combines former contradictory benefits of soft and responsive cushioning for a running experience unlike any other.
: The next five-year strategic business plan for the company was presented. 'Creating the New'
The strategy translates that competence in sports into streetwear and fashion because sport is an attitude and a lifestyle.
As the brown shoe category was not core to this strategy, 2015 saw the divestiture of the Rockport brand.
This allowed the company to reduce complexity and focus on the adidas and Reebok brands.
To achieve this, the plan is focused on three strategic choices:
- Speed: Become the first true fast sports company – fast in satisfying consumer needs, fast in internal decision-making.
- Cities: Six key cities in which to grow share of mind, share of market and share of trend are identified: New York, Los Angeles, Shanghai, Tokyo, London and Paris.
- Open Source: Be the first sports company that invites athletes, consumers and partners to be part of the brands.