Documente Academic
Documente Profesional
Documente Cultură
NYSE: ADS.DE
Adolf Dassler
Herbert Hainer
Company History
Adidas was founded in 1948 by Adolf Adi Dassler, following the
split of Gebrder Dassler Schuhfabrik (Dassler Brother Shoe
Factory) between him and his older brother, Rudolf.
During the 1936 Summer Olympics held in Germany, Adolf
persuaded U.S. Sprinter Jesse Owens to run using his companys
spikes. Owens went on to win 4 gold medals.
Differences in political ideologies between the two brothers during
the World War II tensions between the two brothers.
They finally split in 1947 and went on to form adidas and Puma.
Now owns brands like Rockport, Reebok, Taylormade, etc.
Logo
3 Stripes mark :
Created in 1949 by Adolf Dassler.
The brand with 3 stripes.
Trefoil:
Introduced in 1971.
Represents the diversity of adidas brand.
Now used for adidas Originals collection.
3 Bars:
1997- integrated corporate design by Peter
Moore.
Shape formed by the bars represents a
mountain, indicating challenges to be faced and
goals to be achieved.
Products
Footwear Clothing
OPPORTUNITIES: THREATS:
New foot-friendly designs are developed Other brands offer more styles and
each year. varieties, thus more competition.
Tie-up with emerging sports Threat from other competitive brand who
teams/clubs/players internationally. produce sports equipment and accessories
Brand building by setting up sports at a lesser cost.
academies. Pirated/fake imitations affect brand
image.
CSR Initiatives
All programmes are built on three complementary pillars
community involvement, employee involvement and corporate
giving.
Sponsorships
FIFA World Cup
UEFA Champions League
Rocky IV
Skyfall
Iron Man 3
Katy Perry
Controversies
2011 All Blacks replica rugby jersey pricing controversy.