Adidas
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| Adidas | |
|---|---|
 | |
| Name | Adidas AG |
| Type | Public (Aktiengesellschaft) |
| Traded as | FWB: ADS, OTCQX: ADDYY |
| Foundation | 18 July 1949 in Herzogenaurach, Germany |
| Founder | Adolf Dassler |
| Location | Herzogenaurach, Bavaria, Germany |
| Key people | Thomas Rabe (Chairman of the supervisory board), Bjørn Gulden (CEO) |
| Industry | Sportswear |
| Products | Athletic shoes, footwear, sportswear, sports equipment |
| Revenue | ▲ €21.427 billion (2023) |
| Num employees | 59,533 (2023) |
| Homepage | adidas-group.com |
Adidas is a German multinational corporation, founded and headquartered in Herzogenaurach, Bavaria, which designs and manufactures footwear, apparel, and accessories. It is the largest sportswear manufacturer in Europe and the second largest in the world, after Nike. The company's iconic three-stripe logo is one of the most recognized symbols in global marketing.
History
The company's origins trace back to the "Gebrüder Dassler Schuhfabrik" founded by brothers Adolf Dassler and Rudolf Dassler in the 1920s in their mother's laundry room. Following a bitter rift after World War II, the brothers split in 1948, with Adolf founding Adidas on August 18, 1949, and Rudolf establishing the rival firm Puma. The brand gained early fame by providing spiked footwear for Jesse Owens at the 1936 Summer Olympics in Berlin. Under Adolf's leadership, the company became a dominant force in association football, introducing innovations like screw-in cleats and supplying the official match ball for the 1974 FIFA World Cup. Following a period of family ownership, the company was transformed into a public joint-stock company in the 1990s.
Products
The corporation's portfolio is segmented into performance sportswear under the Adidas Performance label and lifestyle-oriented casual wear under Adidas Originals. Core product lines include footwear for association football, running, basketball, and training, as well as technical apparel and accessories. Notable innovations include the introduction of the Stan Smith tennis shoe, the Superstar shell-toe basketball shoe, and the Predator football boot. The company also produces a wide range of equipment, including the Adidas Telstar and subsequent official match balls for tournaments like the FIFA World Cup and UEFA Champions League.
Branding and marketing
The brand is built around its classic Trefoil logo and the performance-oriented three stripes, which were registered as a trademark in 1949. Its marketing strategy heavily emphasizes partnerships with major sports leagues, including Major League Baseball, the National Basketball Association, and the National Football League. The company maintains high-profile endorsement contracts with global athletes such as Lionel Messi, Kylian Mbappé, and James Harden, as well as collaborations with celebrities like Beyoncé and her Ivy Park line, and Kanye West for the Yeezy partnership. It is a long-time sponsor of mega-events like the Olympic Games and the FIFA World Cup.
Corporate affairs
Adidas AG is listed on the Frankfurt Stock Exchange and is a constituent of the DAX index. The company operates through a direct-to-consumer network of branded retail stores and e-commerce, alongside a wholesale business supplying a global network of retailers. Its corporate structure includes major subsidiaries like Reebok, which it owned from 2006 to 2021, and TaylorMade Golf Company. The global headquarters, known as the "World of Sports," remains in Herzogenaurach, directly opposite the historic headquarters of its rival Puma. Key leadership has included CEOs such as Herbert Hainer and Kasper Rorsted.
Controversies
The corporation has faced several significant controversies. Its partnership with Kanye West was terminated in October 2022 following the artist's series of antisemitic remarks, leading to a major financial write-down and the cessation of the Yeezy product line. The company has also been criticized for its labor practices in the past, with allegations concerning factories in Asia linked to the broader sweatshop debate that affected the sportswear industry in the 1990s. Furthermore, its sponsorship of the 2022 FIFA World Cup in Qatar drew scrutiny from human rights groups over the host nation's labor policies.
See also
* Puma (brand) * Nike, Inc. * Sportswear (activewear) * List of sportswear manufacturers
Category:Adidas Category:Sportswear brands Category:Companies based in Bavaria Category:Companies listed on the Frankfurt Stock Exchange