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Adidas is a German multinational corporation, headquartered in Herzogenaurach, Germany, that designs and sells shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second biggest in the world.


History of Adidas


The story of Adidas began in 1920 in Herzogenaurach. The shoe production was run by a young Adolf Dassler (Adi), one of the two brothers. The first products of the company were orthopedic shoes for handicapped sportsmen, and home slippers.

In 1924 the elder brother Rudolf joined the business and the production got the name of «Gebrüder Dassler Schuhfabrik» (Shoe Factory of the Brothers Dassler).

Rudolf was developing the production while Adi was in charge of the sales. The company achieved success and by the time of holding IX Olympic Games in 1928 in Amsterdam, special spikes shoes for football players had acquired a great success among professional sportsmen.

Then in 1948 the two brothers quarreled and family enterprise, Dassler sports shoe making company, was split. This step gave birth to 2 famous brands always competing with each other – Adidas and Puma.

In 1993 a French entrepreneur Robert Louis-Dreyfus bought the controlling share of the company with the purpose of improving the performance. A part of the production was moved to Asia to reduce costs.

Today Adidas ows such companies as «Reebok», «Rockport» (every day casual shoe wear) «CCM» (equipment for hockey), «Taylor Made Golf» (equipment of golf).


Advertising and Interesting Facts


In 1949 Adolf Dassler officially registered 3 stripes as a symbol of Adidias brand, recognizable on all goods of the company. These stripes represented three steps leading man up and forward and reminded of three principles of sports shoe production – the shoes must be specially designed, serviceable and secure.

In 1971 a famous trefoil symbol came to life becoming the logo for such developing directions as “Sport Heritage”, “Sport Performance“.

Adidas – is famous for commercials with celebrities like Alessandro Del Piero, Lionel Messi, Frank Lampard, Steven Gerrard, David Beckham and dozens of others. Muhammad Ali, Steffi Graf, Bob Beamon, Lev Yashin, Michel Platini and others won competitions in Adidas sportswear and some of them concluded advertising contracts with the company.

Adidas is a regular sponsor of the World sports event including the Olympic Games (1996) and it always impacts the sales.

The present executive director of Adidas Casper Rorsted announced that Adidas revenue for the first half of 2016 made up 1 bln euro. The shares rose in price by 67%, overcoming 56% increase in 2015. Such result was achieved due to restructuring the company initiated by the company’s management after the revenue fall by 37% (490 mln euro) in 2014. However the plan of the company’s management is to increase the profits from €1bln ($1,06 bln) in 2016 to €4 bln ($4250000000) by 2020.

The marketing expenses have been increased by 13-15%, the company has contributed 2 bln euro into European and North American directions.

However Adidas costs of advertising are comparatively not big, the company occupies the 511th position of advertisers’ list according to report of iSpotTV.

The company prefers and spends about 50% of the marketing investment on partnership programs, sports event organizations. Due to the marketing policy the company’s sports equipment has become the best-selling in the world. A great amount of sports things required for a modern sportsman are produced under the brand of Adidas.