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Adidas logo

Adidas – the story of a logo
The 3-Stripes mark is without doubt the quintessential adidas symbol. It was created
by the adidas company founder, Adi Dassler, and first used on footwear in 1949.
Dassler created a symbol that could be immediately recognized when his footwear
was used in athletic competition and associated with adidas. He emphasized the
association with the slogan “The Brand with the 3 Stripes”. The 3-Stripes were first
used on apparel in 1967. The 3-Stripes now enjoy worldwide recognition as an adidas
In the late 60s adidas expanded into the leisure and apparel sector, and this prompted
Käthe and Adi Dassler to seek a new, additional identification mark for the adidas
brand. In August 1971, the Trefoil was born, out of more than 100 ideas. Inspired by
the 3-Stripes, it is a geometric execution with a triple intersection, symbolizing the
diversity of the adidas brand. This symbol was first used on adidas products in 1972,
and later became the company’s corporate symbol. Today it plays the important role
of representing the adidas Originals collection.
In 1997, adidas decided to introduce an integrated corporate design, choosing as the
core element a new and yet familiar logo: the 3 bars. It was designed in 1990 by the
then Creative Director Peter Moore, and initially used on the Equipment range of
performance products. It is inspired by the 3-Stripes as they appear on footwear. The
shape formed by the bars also represents a mountain, indicating the challenge to be
faced and the goals to be achieved.
In August 1998, following the merger of adidas and Salomon, the then named adidas-
Salomon AG introduced a new corporate logo. The logo unites the values of the brands
of the Group, incorporating the typical colours of the two previous groups: blue for
adidas, red for Salomon. The logo shows three shapes coming together to form a
larger shape, namely a diamond. The space between the shapes forms another shape,
that of a person with arms raised in victory and celebration. This logo appeared on all
corporate documents of the then named adidas-Salomon AG, but not on products.
In July 2002, adidas-Salomon AG presented a revolutionary new business strategy for
the adidas brand, aimed at expanding its customer base and driving top-line growth.
The new structure marked a fundamental shift from the traditional “Footwear” and
“Apparel” structure, introducing a new three-divisional approach with the “Sport
Performance”, “Sport Heritage” and “Sport Style” divisions.
The products in the adidas Sport Performance division are developed for the sports
performance market but have design appeal, encouraging consumers to wear the
products both on and off the court or playing field.
The adidas Sport Heritage division contains adidas Originals products. Originals
products seek to extend the adidas brand’s unique and authentic heritage to the
lifestyle market. Design and functionality are already strong aspects of the two
existing adidas divisions and are continued with an even stronger focus in the new
Sport Style division.
adidas Sport Style - the future in sportswear designed by Yohji Yamamoto is an
exclusive collection, consisting of men’s and women’s footwear, apparel and
accessories. It combines the mission of the sports brand with the vision of style to
develop an unexpected and radical appeal. Yohji Yamamoto: “For me, this is an
interesting and exciting new project on many levels. And, I always wanted my clothes
to be accessible to… and desired by… a greater number of people, and I feel that it will
be possible for me to achieve this through this new line.”
In 2007, the Sport Heritage and Sport Style divisions merged into a single Sport Style
division. The logos of the two divisions remain visible on the respective collections.
The corporate logo changed after the divestiture of Salomon in October 2005. The new
logo of the adidas Group was launched in April 2006. The adidas Group logo is the
umbrella under which all Group-owned brands stand. It brings adidas back to its roots
by using the familiar adidas wordmark as a visual identity to the business community,
strengthening image and impression.
From a design perspective, the new logo is simple, clear, confident and shows
leadership. It will support future business growth and is flexible enough to anticipate
any unforeseen changes.
At the same time the adidas brand received a new logo to incorporate the divisions
Sport Performance and Sport Style.
adidas – a name that stands for competence in all sectors of sport around the globe.
The vision of company founder Adolf (“Adi”) Dassler has long become reality and his
corporate philosophy the guiding principle for successor generations.
The idea was as simple as it was brilliant. Adi Dassler’s aim was to provide every
athlete with the best possible equipment. It all began in 1920, when Adi Dassler
made his first shoes using the few materials available after the First World War.
Today, the adidas product range extends from footwear and apparel to accessories
for all kinds of different sports. The key priorities are: running, football, basketball
and training.
In 1949 Adi Dassler first registered adidas in the commercial register
(Handelsregister) in Fürth (near Herzogenaurach). The official name of the company
back then was “Adolf Dassler adidas Sportschuhfabrik”. After a period spanning
almost 70 years, the Dassler Family withdrew from the company in 1989, and the
enterprise was transformed into a corporation (“Aktiengesellschaft”).
French-born Robert Louis-Dreyfus was Chairman of the Executive Board from April
1993 to March 2001. It was he who initiated adidas’ flotation on the stock market in
November 1995. Since 2001, Herbert Hainer has been leading the Group.
adidas Group – In 1997, adidas acquired the Salomon group, and the company’s
name changed to adidas-Salomon AG. The Salomon group also included the
TaylorMade golf brand.
In October 2005, the Salomon business segment, including the related subsidiaries
and brands Salomon, Mavic, Bonfire, Arc’Teryx and Cliché, was sold to the Finnish
Amer Sports Corporation. The company changed its legal name to “adidas AG”
following shareholder approval at the Annual General Meeting in May 2006.
On January 31, 2006, adidas-Salomon AG acquired Reebok International Ltd. The
closing of the Reebok transaction marked a new chapter in the history of the adidas
Group. By combining two of the most respected and well-known brands in the
worldwide sporting goods industry, the new Group benefits 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. And in June 2006, the company’s name is changed to adidas AG.
The adidas Group has well over 38,000 employees worldwide, with more than 2,600
working at the company’s headquarters in Herzogenaurach. A team of designers,
product developers and experts for biomechanics and material technology carries
out research in Portland and at adidas’ second technology centre in Scheinfeld near
In Scheinfeld models, prototypes and made-to-measure performance products are
also manufactured and tested. It is here that adidas maintains the only sports shoe
production facility still in existence in Germany.
More than 170 subsidiaries guarantee marketplace presence for products of the
adidas Group around the world. Sales and distribution of adidas products is grouped
in four regions worldwide: Europe/Emerging Markets, North America, Asia/Pacific
and Latin America. Today, the adidas Group is Europe’s biggest supplier of athletic
footwear and sports apparel.
Adi Dassler -
the man who gave adidas its name
Adolf Dassler was inspired by a single idea when he made his first shoes in 1920, at
the age of just 20. His vision was to provide every athlete with the best footwear for
his respective discipline. It was this principle that guided him right up until his death
in 1978.
His first shoe, made from the few materials available in the difficult post-war period,
was produced from canvas. A passionate athlete himself, from the very beginning
Adi Dassler was in close contact with sports participants and was always present in
person at important sports events.
Adi Dassler focused his work on the classic disciplines of track and field. In the mid
1920s he was already experimenting with spikes. Athletes wore special shoes from
his workshop for the first time at the 1928 Olympic Games in Amsterdam.
In the mid 1930s Adi Dassler was already making 30 different shoes for eleven
sports, and he had a workforce of almost 100 employees. In less than two decades
adidas advanced to become the world’s leading sports shoe manufacturer.
After the turmoil of the Second World War, Adi Dassler made a fresh start. In 1947,
with 47 workers, he began putting into practice the knowledge gained from the prewar
period and also new ideas. Adi Dassler made the first post-war sports shoes
using canvas and rubber from American fuel tanks. In 1949 he registered the
company named “Adolf Dassler adidas Sportschuhfabrik” in the commercial register
in Fürth.
The breakthrough came for Adi Dassler when Germany won the Soccer World Cup in
1954. In the legendary Final against Hungary, the German team wore boots with
screw-in studs – by adidas.
Parallel to the rapid developments in sport, Adi Dassler strove to specialize and
optimize his products. Adi Dassler was the first entrepreneur to use sports
promotion in order to make the public aware of his innovations. He started using
well-known athletes as advertising for his products. Many famous athletes such as
Jesse Owens, Muhammad Ali, Max Schmeling, Sepp Herberger and Franz
Beckenbauer counted themselves among the friends of the Dassler Family.
Aggressive publicity became one of the cornerstones of his corporate policy. From
now on, Adi Dassler came up with a product innovation for every major event,
documenting the superiority of adidas footwear. In constant contact with active
athletes in a wide variety of disciplines, he developed the optimal shoe for almost
every sport. Together with his son Horst, Adi Dassler created an international
company that was, and still is, present at all the world’s major sporting events.
From the mid 1960s, adidas also started producing apparel for competition and
training. Ball production began in 1963, and ever since 1970 the Official Matchball at
all major soccer events has been an adidas product.
Adi Dassler died in 1978, at the age of 78. Carrying on his heritage and his ideas, his
name and his developments will continue to help athletes in their efforts to push the
limits of performance, on into the new millennium.
Following the death of the company founder, Adi Dassler’s widow Käthe and his son
Horst took charge of running the company. Horst Dassler perfected the
opportunities offered by sports promotion. Under his guidance, adidas became a
global leader in the sector of innovation in sports marketing. He was also
responsible for establishing the brand in France. Horst Dassler died unexpectedly in
1987, at the early age of 51.
In 1989, adidas was transformed into a corporation (“Aktiengesellschaft”). At the
beginning of the 1990s, after a difficult transition period, adidas returned to its roots
and its original objective. Producing top products in top quality again became the
company’s guiding principle. In 1991, adidas launched adidas EQUIPMENT, a line of
performance-oriented, functional footwear and apparel.
With streetball in 1992, adidas started specifically addressing a younger target
group. In 1993, Robert Louis-Dreyfus took over management of the company. The
Frenchman initiated the comeback of the Three Stripes. In 1995, the adidas share
was one of the most interesting new introductions on the stock market. In 1997,
adidas AG and the Salomon group combined to form adidas-Salomon AG. In 1998
TaylorMade was separated from the Salomon Group and combined with adidas Golf.
Since 2001, Herbert Hainer has been leading the Group.
In October 2005, the Salomon business segment, including the related subsidiaries
and brands Salomon, Mavic, Bonfire, Arc’Teryx and Cliché, was sold to the Finnish
Amer Sports Corporation.
On January 31, 2006, Reebok International Ltd. was acquired providing the new
adidas Group with a footprint of around € 9.5 billion ($11.8 billion) in the global
athletic footwear, apparel and hardware markets.
The adidas story
Adi Dassler makes his first shoe in his workshop in Herzogenaurach near
Nuremberg in Germany. The shoe made of canvas was a training shoe for runners
and cost two reichsmarks.
Adi Dassler followed three guiding principles in his development work: produce the
best shoe for the requirements of the sport, protect the athlete from injury, and
make the product durable.
Adi Dassler develops the first special shoes for soccer and track & field. For the first
time shoes with studs and spikes are introduced.
He also constructs different shoes for the different distances and uses state-of-theart
materials to achieve a saving in weight.
Adi Dassler’s shoes are worn at the Olympic Games for the first time. Adi Dassler
takes care of “his” athletes in Amsterdam and strives to optimize the respective
shoes, working closely with the athletes. Lina Radke-Batschauer is the first athlete
to win an Olympic gold medal in adidas shoes. She ran the women’s 800m in world
record time.
Adi Dassler makes his first tennis shoes.
The Olympic Games in Berlin are the sporting highlight for Jesse Owens. He sets
new bests in almost all of the twelve events in which he competes. The black USAmerican
is the most successful athlete in Berlin, winning four gold medals.
Adi Dassler’s range now comprises 30 different shoes for a total of eleven sports.
The 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.
On August 18th, 1949, Adi Dassler first registers the “Adolf Dassler adidas
Sportschuhfabrik” in the commercial register (Handelsregister) in Fürth.
Adi Dassler focuses his efforts on new football shoes. He produces his first shoes
with moulded rubber studs.
The first of the “Samba” all-round soccer shoes are launched on the market. The
Samba continues to be regarded as the classic all-round training shoe today.
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 “World
Development of the first nylon half-soles for sprint shoes.
At the Olympic Games in Rome, 75% of all track & field athletes rely on adidas
shoes. Wilma Rudolph, who suffered from polio as a child, takes the gold in the
100m and 200m and in the 4x100m relay. To mark the Olympic Games, the “Rom”
training shoe is launched.
adidas shoes dominate the Soccer World Cup in Chile. They are worn in all 32
The first adidas balls are developed and produced.
adidas presents the lightest track shoe ever made. The “Tokio 64” weighs just 135
grams per shoe. At the Olympic Games in Tokyo, Willi Holdorf - in adidas - is the first
German to take gold in the decathlon.
The first adidas sports apparel is produced - with the ever popular Three Stripes, of
adidas athletes also dominate the Olympic Games in Mexico. Dick Fosbury clears
2.24m with a new high jump technique and takes the gold medal. adidas is the first
company in the world to produce injection-moulded multi-stud soles of
polyurethane, giving a one-year guarantee on the sole. The first jogging shoe,
“Achill”, is launched.
In Mexico an adidas ball, the “Telstar”, is the official ball at a Soccer World Cup for
the first time. Right up until the present day, all goals at major soccer events are
scored with adidas balls.
Muhammad Ali and Joe Frazier face each other in the “Fight of the Century”. Both
wear special boxing boots developed by Adi Dassler.
The German team wins the European Soccer Championships in adidas shoes. At the
Olympic Games in Munich, Ulrike Meyfarth wins her first Olympic gold in the high
jump. The “Adilette” is introduced, still one of the classics in the adidas range today.
Following on the European Championship title, the German team wins the World
Cup again. The first adidas tennis rackets are launched.
Edwin Moses wins gold in the 400m hurdles at the Olympic Games in Montreal. The
“TRX” jogging shoe is introduced. adidas also sets the pace in the winter sports
sector, with newly developed X-country ski bindings.
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. His son Horst carries on the adidas heritage.
The “Copa Mundial”, the world’s best-selling soccer shoe ever, is launched. It is still
being produced today in Germany, among other countries until today.
The German team wins the European Soccer Championships for the second time,
outfitted from head to toe in adidas.
At the Olympic Summer Games in Los Angeles, 124 out of 140 nations compete in
adidas. 259 medals are won in products with the Three Stripes. Ulrike Meyfarth wins
her second Olympic gold medal (after 1972) in the high jump.
Eleven out of twelve teams at the European Basketball Championships put their
trust in the Three Stripes. The “Marathon Training” running shoe is awarded a “very
good” rating by Stiftung Warentest, the independent German consumer test
institute. adidas is awarded the “German Marketing Prize”. adidas star Ivan Lendl
plays his way to the top of the world tennis rankings.
Again the spotlight is on adidas at the Soccer World Cup in Mexico. The adidas
“Azteca”, the world’s first synthetic World Cup matchball, is introduced.
Horst Dassler dies at the age of 51.
adidas launches the revolutionary “TORSION®” sole system, still used today for a
wide variety of sports shoes.
adidas becomes a corporation (“Aktiengesellschaft”), but retains its family
adidas EQUIPMENT is launched. The new label denotes performance-orientated
footwear and apparel.
At the Olympic Games in Barcelona, Heike Henkel takes the gold in the high jump.
The first adidas streetball tournament takes place in Marx Engels Square in Berlin.
Considered merely a trend in 1992, streetball has since become firmly established
as a sport. Thousands of players compete to win in 3-on-3 fair-play games.
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 in the
1970s style. The “Gazelle” is produced again in small quantities.
The year of the comeback. adidas reports a clear upward trend in sales and
earnings. “Predator®” is the name of the revolutionary soccer shoe introduced on
the occasion of the Soccer World Cup in the USA. The “adidas Predator Cup”, a
soccer tournament for young talent, takes place for the first time in co-operation
with the adidas Bundesliga clubs in Germany.
It is now 75 years since Adi Dassler made his first shoes. adidas sets milestones in
the events scene. adidas attracts participants and spectators to its events in the
sectors of basketball, streetball, soccer, track & field, outdoor and tennis. Six years
after the family-owned company was transformed into a corporation, adidas goes
public. The adidas share is one of the most interesting new listings on the stock
market in Germany.
1996 turns out to be one of the most successful years in adidas history. At the
European Soccer Championships and the Atlanta Olympic Games adidas
successfully underlines its ambition to become the leading sports brand in the
Five of the 16 teams at the European Championships wear adidas. adidas also
supplies the Official Matchball and equips the referees and linesmen. The innovative
adidas soccer shoes with Traxion sole technology are an instant success and
represent a new milestone in the development of soccer shoes. The German team
wins the European Soccer Championships – fully outfitted in adidas.
adidas has chosen 1996, the centenary of the modern Olympic Games, to celebrate
past successes and triumphs still to come - symbolized by the concept “We knew
then - we know now”. This concept reaps rich rewards with gold medals by Donovan
Bailey (Canada) in the 100m, Lars Riedel (Germany) in the discus, Nourreddine
Morceli (Algeria) in the 1500m, Haile Gebrselassie (Ethiopia) in the 10,000m and
Felix Savon (Cuba) in boxing. adidas equips 33 nations in Atlanta; 6,000 participants
wear adidas, and adidas supplies products for 21 of the 26 sports. No other brand
has been so closely associated with so many athletes in so many sports over so
many years as adidas.
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
becoming the stars of the future, with adidas.
adidas announces the acquisition of the Salomon group (with the brands Salomon,
TaylorMade, Mavic and Bonfire). This acquisition creates one of the world’s leading
sporting goods groups with a portfolio of outstanding brands. The name of the new
group is changed to adidas-Salomon AG.
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. adidas
supplies the official World Cup matchball, equips 12,000 World Cup officials and
volunteers, outfits the referees and linesmen and delivers numerous revolutionary
soccer technologies. Alongside France, adidas is official supplier to Argentina,
Germany, Yugoslavia, Romania and Spain.
In the spring, adidas-Salomon employees move into reconfigurated and refurbished
headquarters. With the creation of the so-called “World of Sports” on a former US
Army base, adidas-Salomon AG decides long-term in favour of Herzogenaurach as
the company’s corporate headquarters, and thus in favour of the birthplace of the
adidas brand. In the first phase, the campus-style World of Sports provides space for
600 people working in the Global Marketing departments.
adidas celebrates its 50th anniversary. And following a successful turnaround, the
company is now in top form. For the first time, adidas-Salomon AG exceeds DM 10
billion, with sales of DM 10.471 billion. The number of employees now totals 12,829
adidas is Official Sponsor of the Women’s World Cup 1999 in the USA, underlining its
dominant position as the number one soccer brand. Alongside Germany, adidas is
partner to Sweden, Japan, China and Australia. The Three Stripes are also highly
visible at the last sporting highlight of the millennium. adidas, as Official Sponsor,
dominates the World Track & Field Championships in Seville, and is once again
supplier to numerous federations and athletes. Additionally, adidas is named Official
Supplier and Licensee for the European Soccer Championships in 2000.
In November, Herbert Hainer is appointed as Deputy Chairman and Chief Operating
Officer of adidas-Salomon AG. He is to become Robert Louis-Dreyfus’ successor as
CEO in spring 2001.
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® Precision. More than 25% of the goals in
this tournament are scored by players wearing this shoe. The adidas EQUIPMENT
Silverstream is the Official Matchball of the tournament.
In Sydney, adidas underlines its competence as an Olympic brand. adidas is
represented in 26 of 28 sports. More than 3,000 athletes wear adidas. adidas
develops revolutionary products based on the concept of “Energy Maintenance” for
six sports: swimming, track & field, cycling, fencing, weightlifting and wrestling. The
most lasting impression of all is left by the adidas EQUIPMENT Full Body Swimsuit,
in which Ian Thorpe, Australia’s 17-year-old national hero, wins three gold medals
and sets four world records, becoming the star of the Sydney Olympics.
With the “Road to Sydney” program, adidas produces the first sporting goods soap in
the industry’s history. It is televised worldwide by leading TV channels. Prior to this,
adidas is named “Advertiser of the Year” and is presented with the prestigious Clio
Award in New York.
In October, adidas-Salomon AG is selected to join the Dow Jones Sustainability
Indexes (DJSI). The DJSI are the world’s first global indices tracking the
performance of the leading sustainability-driven companies worldwide. In the
Annual Review 2000, Dow Jones analyzed the social, environmental and financial
performance of adidas-Salomon AG and concluded that adidas-Salomon is an
industry leader on sustainability issues. In particular Dow Jones recognized that
adidas-Salomon has made significant progress in improving the social and
environmental conditions in the factories which supply its products.
adidas underlines its position as the undisputed market leader in soccer and signs a
long-term agreement as Official Sponsor and Licensee of the FIFA World Cup™ 2002
and 2006 and the Women’s World Cup 2003.
Also in October, adidas-Salomon presents an exciting new structure for its core
brand adidas in New York. Instead of the traditional divisional structure of Footwear
and Apparel/Accessories, adidas has three divisions: Forever Sport, Original and
EQUIPMENT. In 2002, the divisions were renamed into adidas Sport Performance,
adidas Sport Heritage and adidas Sport Style. As of 2007, there are two divisions:
Sport Performance - intending to support and equip all athletes in the best possible
way and Sport Style – targeting the lifestyle consumer.
November 3 marks the 100th birthday of the late Adi Dassler, the founder of adidas.
adidas-Salomon´s sales are at a new record level in 2000 reaching € 5.8 billion. The
Growth and Efficiency Program, initiated earlier in the year, is completed,
successfully paving the way for future success for the Group.
Herbert Hainer is officially appointed as CEO and Chairman of the Executive Board of
adidas-Salomon AG effective March 8, 2001.
adidas, as the first brand in the sporting goods industry, launches the
“Customization Experience” project introducing a new business model in the
industry giving consumers the opportunity to create their own unique footwear to
their exact personal specifications in terms of function, fit and looks.
In September the first adidas Originals store opens in Berlin, followed by Tokyo in
December. In addition, the first adidas megastores open in Paris and Amsterdam.
adidas and Germany's most successful football club FC Bayern Munich agree on a
unique strategic partnership. While acquiring a 10% stake in FC Bayern Munich AG,
adidas renews its contract as official sponsor, supplier and licensee until 2010.
adidas-Salomon achieves record-breaking sales of € 6.1 billion. Management keeps
its promise of a 15% increase in earnings per share by putting together a team that
is committed to maximizing the financial results through the Group's passion for
performance, innovation and heritage.
adidas-Salomon ends the year as the top performer in the DAX-30, Germany's
leading stock index, with a gain of 28%, and the share price outperforms the index by
At the Olympic Winter Games in Salt Lake City, adidas and Salomon athletes win a
combined 191 medals (62 gold, 67 silver and 62 bronze). adidas outfits more than
50% of all individual athletes, eight national Olympic teams and several sports
federations at these Games. Overall highlights include Christoph Langen and André
Lange in bobsled and the victorious German women’s biathlon team, all wearing
adidas. The list of victorious Salomon athletes is headed by Janica Kostelić who wins
a historical 4 medals (including 3 golds) at Winter Games in alpine skiing, and Fritz
Strobl who wins the marquee men´s downhill event, both using Salomon skis.
adidas opens its new North American headquarters in February. The adidas Village,
as it is called, is located 5 minutes from downtown Portland in an area undergoing a
program of urban renewal and unites all adidas and Salomon employees in
Portland, Oregon under one roof.
In March, ClimaCool®, adidas' footwear innovation featuring a 360º ventilation
system, makes its global debut. Through the introduction of new, breathable
materials in all areas of the shoe, ClimaCool™ allows consumers' feet to "feel the
breeze". One month later, adidas introduces its second innovation for the year. a³
(pronounced "a-cubed") is more than a cushioning system. It is an Energy
Management system that cushions, guides and drives the foot for the perfect
The 2002 FIFA World Cup™ in Korea and Japan in June gives adidas the perfect
platform to further strengthen and extend its leadership in football and improve its
market position in Asia. adidas presents the Predator® Mania, an improved version
of the earlier Predator® boots, and football players wear jerseys with the Dynamic
Layering Concept. The Fevernova™ is the Official Matchball for the 2002 FIFA World
adidas confirms its football leadership by selling over 6 million footballs, more than
1.5 million replica jerseys and over half a million pairs of Predator® Mania.
As in 2001, the adidas-Salomon share is once again the top performer in the DAX-30,
Germany’s leading stock index. Group sales rise 7% to reach a record level of € 6.5
adidas signs a sponsorship agreement for the European Football Championships
2004 in Portugal, thus becoming the official sponsor of every major football
tournament and event. Besides the 2003 FIFA Women’s World Cup™ and the UEFA
Champions League™, adidas is also already signed on as the official sponsor for the
2006 FIFA World Cup Germany™. With the agreement, the company once again
manifests its position as the world’s leading football brand.
Over the summer, the new JetConcept makes its successful entry into the swimming
world when adidas launches this new bodysuit at the FINA World Swimming
Championships in Barcelona, an event also sponsored by the company. Thanks to
small integrated riblets, the JetConcept reduces the drag a swimmer faces in the
water. Ian Thorpe, the first swimmer to ever wear the revolutionary suit, wins two
gold medals, one silver medal and one bronze medal.
In order to optimize its debt structure and financing terms, adidas-Salomon
launches a € 400 million convertible bond offering in August. The bond’s maturity is
set at 15 years and is convertible into approximately 4 million shares of adidas-
Salomon AG.
In September, adidas-Salomon is included in the Dow Jones Sustainability Indexes
(DJSI) for the fourth consecutive time.
Also in September, adidas opens three new Originals Stores. The store in Miami
South Beach marks the second opening in the US after New York. Korea welcomes
its first adidas Originals Store in Seoul, and Italy sees a new grand opening in Milan.
In October, the adidas sponsored German football team celebrates its fourth title at
the 2003 Women´s Football World Cup in the United States. Nia Künzer scores the
Golden Goal for the 2-1 victory over Sweden in an unforgettable final.
In November, Herbert Hainer, CEO and Chairman of the Executive Board of adidas-
Salomon AG, receives the Bambi in the business category.
In December, adidas moves some of the major marketing positions to its North
American headquarters in Portland, Oregon. Erich Stamminger, in addition to his
responsibilities as member of the Executive Board of adidas-Salomon AG, takes on
the position as CEO and President of adidas America Inc. This move allows adidas to
further strengthen its efforts in North America.
At the end of the year, adidas celebrates the opening of the new Factory Outlet in
Herzogenaurach. The outlet consists of a 3,500 square metre building with sales
floor space of around 2,000 square metres.
Despite tough market conditions, 2003 turns out to be a record year for adidas-
Salomon. Sales reach € 6.3 billion, which equals a 5% improvement in currencyneutral
terms. Net income increases by 14% to € 260 million: another record high.
“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.
At the beginning of the year adidas launches the new PredatorPulse™, the best
football boot ever made, thus underlining its position as the number one brand in
football. The new Predator® football boot features the revolutionary PowerPulse™
technology. This technology is based on a simple principle already used in the
construction of tennis rackets and golf clubs: optimal distribution of the mass. The
Predator®, which celebrates its 10th birthday this year, is the world’s best selling
football boot and is endorsed by some of the world’s best players such as FIFA World
Player of the Year Zinédine Zidane, David Beckham, Raúl, Michael Ballack, Kaká and
Rui Costa.
In March adidas and David Beckham take their long-lasting relationship to an even
higher level. They extend their contract until 2008 and at the same time unveil David
Beckham’s personal logo. This logo represents the merging together of two of the
most powerful brands in world sport.
adidas has a role as a National Supporter and Official Licensee of UEFA EURO 2004™
in Portugal and Official Supplier of the matchball, the Roteiro™. adidas outfits five
federations: Greece, France, Germany, Spain and Latvia.
The UEFA EURO 2004™ ends with a tremendous success of the Greek national
football team. The Greek team clearly proves that sport is about achieving the
impossible. When they entered EURO, Greece had never won a match in a major
tournament. When they left, they were European Champions. With this victory, five
out of the six most recent European champions were wearing the adidas Three
For adidas, the UEFA EURO 2004™ also proves to be a commercial success. More
than 1.3 million replica jerseys, over 1.2 million UEFA EURO 2004™ licensed products
and more than 250,000 pieces of our newly introduced women’s football range have
been sold.
In August adidas uses the Olympic Games in Athens as a platform for showcasing the
brand once again. adidas is official outfitter of 22 National Olympic Committees,
including host nation Greece, the USA, Germany, Great Britain, France and Cuba. In
total, more than 4,000 athletes from 45 different countries compete in the Three
Stripes and adidas provides products for 26 out of the 28 Olympic sports.
Athletes wearing adidas shoes or apparel win 147 gold, 73 silver and 93 bronze
medals. Among the successful adidas athletes are record-setting swimmer star Ian
Thorpe (Australia), high jumper Hestrie Cloete (South Africa), running legend Haile
Gebrselassie (Ethiopia), weightlifter Pyrros Dimas (Greece), 100m World Champion
Kim Collins (St. Kitts and Nevis), Olympic Sprint Champion Maurice Greene (USA)
and the record-breaking decathlete Roman Sebrle (Czech Republic), who debut
adidas’ latest innovations in footwear and apparel at the Olympic Games.
In September adidas and Stella McCartney announce a long-term partnership,
presenting the adidas by Stella McCartney sport performance collection. For the first
time ever a high-end fashion designer has created a functional sport performance
range for women. The first collection is available in stores across the US, Japan and
Europe starting spring/summer 2005.
In December, after three years of highly confidential in-house development, the most
advanced shoe ever hits selected markets: the “adidas_1” provides intelligent
cushioning by automatically and continuously adjusting itself. It does so by sensing
the cushioning level, using a sensor and a magnet. It then understands whether the
cushioning level is too soft or too firm via a small computer.
2004 is another outstanding year for adidas-Salomon AG. The gross margin reaches
an all-time high of 47.2%, net income increases by 21% and sales grow 7% to reach
€ 6.478 billion. Sales in the football category see a more than 20% increase to over
€ 900 million.
New partnerships are signed at the beginning of 2005: adidas announces its new role
as the Official Sportswear Partner for the Beijing 2008 Olympic Games. Additionally,
adidas will outfit the Chinese Olympic teams for the Turin 2006 Olympic Winter
Games and the Beijing 2008 Olympic Games. This agreement will be a powerful
contributor to increasing adidas’ brand profile with consumers in the Asian market.
Together with Chelsea Football Club, adidas also announces a sponsorship
agreement which comes into effect for the 2006/7 season.
On May 2, adidas-Salomon AG enters into a sale and purchase agreement to sell its
Salomon business segment, including the related subsidiaries and brands Salomon,
Mavic, Bonfire, Arc’Teryx and Cliché, to Amer Sports Corporation. The transaction is
completed on October 19, 2005.
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
become available in 2007 worldwide.
In the run-up to the Track and Field World Championships, adidas and Polar
introduce the world’s first completely integrated training system. Called ‘Project
Fusion’, it seamlessly integrates Polar heart rate and speed and distance monitoring
equipment into adidas apparel and footwear. The products become available in
spring 2006.
adidas athlete Elena Isinbayeva makes history and becomes the first female pole
vaulter to clear 5 metres. At the Track and Field World Championships in Helsinki,
Elena beats her own world record by one centimetre. Other adidas athletes are also
successful: Jeremy Wariner (400m), Allyson Felix (200m) and Jaouad Gharib
(marathon) dominate their disciplines to become World Champions.
On August 3, adidas-Salomon AG announces the planned acquisition of Reebok. The
combination of adidas and Reebok accelerates the adidas Group’s strategic intent in
the global athletic footwear, apparel and hardware markets. The transaction value is
approximately € 3.1 billion.
The adidas Group closes 2005 with 12% growth in currency-neutral sales. The
operating margin reaches a record-level high, and operating profit is up by 21%. Net
income attributable to shareholders increases 22% to € 383 million.
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
With a history that dates back to 1895, when JW Foster created the first track spike
in Bolton, England, Reebok began operating in the US in 1979 and started aggressive
international expansion in the late 1980s.
At the Investor Day in London on April 11, the adidas Group and the National
Basketball Association announce an 11-year strategic global merchandising
partnership that will make the adidas brand the official uniform and apparel provider
for the NBA, the Women’s National Basketball Association (WNBA) and the NBA
Development League (D-League) beginning with the 2006-07 NBA season. The
Reebok brand will continue to be a global marketing partner of the NBA and will
maintain the ability to create NBA branded footwear.
At the Annual General Meeting in Fürth/Germany on May 11, shareholders approve
the renaming of adidas-Salomon AG to adidas AG.
adidas is the clear winner of the 2006 FIFA World Cup™. “We exceeded all of our
football and business goals for the World Cup.” With these words, Herbert Hainer
sums up adidas’ role as Official Sponsor, Supplier and Licensee of the 2006 FIFA
World Cup™. By achieving record football sales of over € 1.2 billion, up more than
30% from 2005, adidas succeeds in further expanding its global football market
leadership position. A record 3 million replica jerseys are sold, including 1.5 million
jerseys of the German national team. In comparison, adidas sold 1.5 million
federation jerseys and 250,000 German jerseys at the last World Cup in 2002.
The next major football events are just around the corner. In June, UEFA and adidas
sign a long-term partnership granting adidas the global sponsorship rights for the
UEFA EURO 2008™ in Austria and Switzerland. In addition, UEFA and adidas extend
their UEFA Champions League partnership, making adidas the Official Ball Supplier
for the UEFA Champions League until 2009.
In September, Reebok launches its new global ad campaign “When Did I Know?”,
celebrating the individuality and exploring the defining moments of its NFL
superstars. As a reflection of Reebok’s brand positioning of individuality and
authenticity, each ad depicts the precise instant when Reebok’s top players knew
they were destined for greatness. As the official outfitter of the NFL, Reebok is the
only brand with the ability to show some of the league’s best athletes, including
Peyton Manning (Indianapolis Colts), Vince Young (Tennessee Titans) and Roy
Williams (Dallas Cowboys), in this unique and poignant light.
Additionally further successful collaborations with Yohji Yamamoto and Stella
McCartney are both extended until 2010.
In November the adidas Group announces the sale of the Greg Norman Collection
wholesale business to MacGregor Golf Company.
One year after the closing of the acquisition of Reebok by the adidas Group, the
company outlines the strategic direction of the brand for 2007 and beyond. At the
Reebok Global Headquarters in Canton, Massachusetts in January, Herbert Hainer,
Chairman and CEO of the adidas Group, Paul Harrington, President and CEO of
Reebok, and Uli Becker, Chief Marketing Officer of Reebok, explain 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 sports heroes 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.
In April, Reebok launches a groundbreaking campaign showing the ease of running
at the speed of chat. The “Run Easy” philosophy is born out of the conviction that
running has, over time, become focused on performance, distance and speed. The
multi-faceted campaign features celebrities from around the world demonstrating
its central message, that running should be about enjoying the ride.
In August, the German Football Association (DFB) and adidas announce the longterm
extension of their successful partnership of more than 50 years until the year
2018. Under the new endorsement agreement, adidas will remain Official Outfitter of
the DFB until the end of 2018 and will continue to supply the complete ranges of
match, training and leisure apparel for all DFB teams. “The cooperation between
adidas and the DFB is undeniably something very special. There are only few other
examples in the world of such a strong and proven partnership between a company
and a federation. I am glad to see one of the longest and most successful
partnerships in sport continue with this new agreement,” said Herbert Hainer, CEO
and Chairman of adidas AG.
In September, the Rockport Company takes an evolutionary leap with the highly
anticipated global launch of the Rockport with adidas TORSION® collection. From its
contemporary style and design to its advanced performance and comfort features,
the new collection builds on Rockport’s legacy in footwear innovation and further
highlights the synergies at play within the adidas Group.
In December, adidas unveils the adidas “EUROPASS”, the match ball for the UEFA
EURO 2008™. As the Official Sportswear Partner of this major sports event, adidas
will supply all officials, referees, volunteers and ball boys. With the broad presence
in Europe and beyond, adidas wants to further strengthen and extend its global
football market leadership.
Towards the end of the year, the adidas Sport Style division presents new highlights
of the Y-3 collection at the New York Fashion Week. Separately, adidas announces a
new product collaboration with Diesel - adidas Originals Denim by Diesel becomes
available in stores in February 2008.
2007 is a record year for the adidas Group – generating sales of € 10.3 billion and
posting a net income of € 551 million.
In February TaylorMade-adidas Golf announces the sale of its Maxfli and related
trademarks to Dick’s Sporting Goods. The Noodle trademark and all golf ball patents
remain with TaylorMade-adidas Golf.
As of April 1, Uli Becker is the new President and CEO of the Reebok brand. The
former Chief Marketing Officer of Reebok succeeds Paul Harrington.
adidas and Samsung announce their strategic partnership in March and unveil
miCoach - a real-time training system included in a mobile phone, designed to
motivate, inspire and enable athletes at all levels to reach their training goals. It is
the most advanced interactive training system by collecting and turning personal
data into individual training plans based on one’s fitness level and specific goals.
Also in April, adidas launches the football campaign for 2008 in Germany. The
world's biggest football stars meet the world's smallest football teams in a film
project called "Dream Big". The concept continues the adidas tradition of
showcasing elite-level athletes alongside real people, inspiring and enabling them to
achieve their impossible, further enhancing the brand statement “Impossible is
The UEFA EURO 2008™ in Austria and Switzerland starts in June. adidas, as the
Official Partner and Licensee, produces the match ball EUROPASS and equips five
national teams: Germany, Spain, France, Romania and Greece are among the 16
best teams in Europe to fight for the title.
Spain takes the European Championship title in an exciting all-adidas final. On the
business side, the UEFA EURO 2008™ is also a very successful event for adidas,
underlining the brand’s leadership in the football market worldwide.
In July, Reebok and driving ace Lewis Hamilton announce a multi-year partnership
at a spectacular media event. At the event, Reebok unveils “The Athlete within the
Driver,” giving media a rare insight into Hamilton’s demanding fitness regime.
Hamilton reveals how Reebok’s new SmoothFit™ training footwear and apparel
range is helping him to train better than ever before.
In August, the highly anticipated Beijing 2008 Olympic Games start. As Official
Sportswear Partner, adidas supplies around 3 million products to more than 100,000
federations, volunteers, officials, all torch bearers and others. In addition, more than
3,000 athletes, 16 National Olympic Committees and 214 federations compete in
adidas products from the “Made for Beijing” collection.
Among the successful adidas athletes who win Olympic Gold are double Olympic
swimming champion Britta Steffen (Germany), Britain’s cycling sprint sensation
Chris Hoy, US gymnast Shawn Johnson, 110m hurdler Dayron Robles (Cuba), Italian
fencing legend Maria Valentina Vezzali, Norwegian javelin champion Andreas
Thorkildson, footballer Lionel Messi from Argentina and judo champion Xian
Dongmei (China).
After the closing of the Olympic Games, adidas also celebrates huge business
success: The adidas Group is market leader in China and will continue to expand this
position in the years to come. The opening of the world’s largest adidas store in
Beijing and Reebok’s contract with Chinese basketball superstar Yao Ming
contribute to this success.
adidas will also be Official Sportswear Partner of the London 2012 Olympic and
Paralympic Games. The partnership with London 2012 will be the biggest single
investment adidas has ever put into a UK sporting event.
In September, adidas and the Russian Football Union (RFU) announce a long-term
partnership until 2018. Both partners work together in order to promote football on
all levels. Under the new agreement adidas will supply all RFU teams including the
Olympic football team.
The adidas Group announces in October that TaylorMade-adidas Golf has
successfully completed its tender offer for the outstanding shares of Ashworth, Inc.
Through the acquisition of Ashworth, TaylorMade-adidas Golf becomes the leading
and most balanced golf apparel company with a complete apparel offering for
golfers globally. The transaction enables TaylorMade-adidas Golf to widen its
product range, to further strengthen its distribution platform and to extend its
marketing presence.
With a profit of € 642 million and sales of € 10.8 billion, 2008 ends as another record
year for the adidas Group.
In 2009, the adidas brand celebrates its 60th anniversary. adidas Originals launches
“60 years of Soles and Stripes”, a campaign that honours the 3-Stripes with a big
house party.
In March, Reebok and the entertainment company Cirque du Soleil announce their
partnership. The innovative gym workout for women, JUKARI Fit to Fly™, is the first
in a series of initiatives to come out of this new, long-term partnership.
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