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Adi Dassler had a dream to make the best sport shoes possible. Explore through the decades - from the birth of a brand to how it came to lead the world of modern sports.
1920s adidas shoe 1927 Short-distances-spikes, D.R.P. (Deutsches Reichs-Patent), designed 1927 in cooperation with Jo Waitzer (German Reichstrainer) for Olympic Games 1928 in Amsterdam. Three Guiding Principles 1920 Adi Dassler followed three guiding principles in his development work, driven by his passion for sports and shoemaking: To produce the best shoe to serve the needs of the sport. To protect the athlete from injury, and to make the product durable. The First Sports Shoes 1920 Adi Dassler hires 2 shoemakers and produces his first handmade training shoes. The story begins in his mother’s washroom, a space of around 200 square foot, with no electricity and no machinery. All the shoes he produces are hand-made leather shoes. He very soon begins to create different shoes for different sports. A Designer and a Salesman 1924 At the age of 23, Adi convinces his brother Rudolf to join the business. On July 1st 1924, they register their small enterprise as Dassler Brothers Shoe Factory, Herzogenaurach. The brothers opposing personalities complement each other well: Adi the quiet, pensive designer, and Rudolf the extrovert salesman. Dassler Brothers OHG 1924 Before long there are 12 people, including several family members, producing around 50 pairs of shoes a day. The First Specialist Shoes 1925 Adi Dassler develops Track; Field shoes with hand-forged spikes and produces his first football boots with nailed studs.
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The First Factory 1927 Adi and Rudi Dassler rent their first premises and call it the “Dassler Brothers Shoe Factory” (“Gebrüder Dassler Schuhfabrik”). 25 people are now producing 100 pairs of shoes a day. Dasslers Olympic Debut 1928 Dassler’s spikes D.R.P. (Deutsches Reichs-Patent) designed in cooperation with Josef Waitzer (German Reichstrainer) make their debut at the Amsterdam Olympic Games. Adi works closely with professional athletes to optimize the quality of the shoes and provide the best possible support for “his” athletes in Amsterdam. The First Football Boot 1929 Adi Dassler produces his first football boots, with leather outsoles and studs combined with a “nail-stripe trim”.
1930s adidas shoe 1932 German athlete Arthur Jonath wins the 100m bronze medal at the 1932 Olympic Games in Los Angeles, wearing Dassler shoes. This marks the first major Olympic success for the Dassler brothers and fuels the further development of their already thriving company. The Villa 1931 Seemingly unaffected by the economic depression, the Dassler brothers continue their upward trajectory of success. The development is rapid. Having moved out of their mother’s washroom for lack of space, the brothers now buy the factory they had so far only been able to rent. In 1931, they commission the construction of a three-storey house - later named “The Villa” - behind the factory. First Tennis shoes 1931 Adi Dassler produces his first tennis shoes. International Sports 1932 German athlete Arthur Jonath wins the 100m bronze medal at the 1932 Olympic Games in Los Angeles, wearing Dassler shoes. This marks the first major Olympic success for the Dassler brothers and fuels the further development of their already thriving company.
An Expanding Range 1937 Adi Dassler develops sports shoes in co-operation with the Olympic Committee. After the war ends. 1940s 1940s adidas shoe 1946 . They marry on March 17th. Including the 4 wheel roller skates.Step back in time 3 Adi meets his Future Wife 1932 Adi Dassler joins the shoe college in Pirinasens and meets Katharina (Käthe). A Second Factory 1938 Adi Dassler buys his second factory in the centre of Herzogenaurach. the company’s revenues exceed 400. As every year Adi Dassler challenges friendly companies in a sports competition. Dassler’s range comprises 30 different shoes for a total of eleven sports. By that time. Adi’s first son 1936 Adi and Käthe are proud parents of their first son. athlete Jesse Owens wins four gold medals and sets five new world records. whilst World War II is raging. Whilst her husband develops the company on a creative and philosophical level. Käthe acts as its general manager. In order to provide food for the family. Horst is born. and a few years later their children Horst. 1934.000 Reichsmark. the company produces 1. she is actively involved in the company’s business and makes an important contribution to the upswing of adidas. striving to fulfil the specific requirements of different sports disciplines.000 pairs of shoes a day. A romance develops between them and Adi proposes to Käthe a couple of months later. wearing Dassler shoes for all events. By 1937.Onwards and Upwards 1935 In 1935. Two more daughters Brigitte and Sigrid follow several years later. Inge and Karin are born. with whom together with Adi developed a new sensational Track and Field shoe. adidas at the Olympics 1936 At the Berlin Olympic Games in 1936. adidas . the daughter of the shoe designer Franz Mertz. The majority of German athletes are now wearing Dassler shoes. Käthe turns the yard into vegetable garden and runs a small menagerie of farm animals. Käthe is far from being merely a “good housewife”.
with 47 workers. Adi also gives his shoes the unmistakable trademark of the Three Stripes. snow and frozen ground. old baseball gloves etc. warplane fuel tanks for the sole. The factory is held in trusteeship until 1947. he began putting into practice knowledge gained in the pre-war period. The first of the “Samba” all-round football boots are launched on the market. moulded. soft. Adi introduces adidas as the official company name. such as tents. . worn by Max Morlock. Three Stripes 1948 Adi and Rudolf Dassler decide to go their separate ways and Rudolf founds Puma. the factory receives old army stocks. Adi Dassler focuses his efforts on new football boots and produces his first boots with adjustable. rubber studs. This boot is made for better traction on ice. lightweight football boot of history with nylon screw-instuds .000 pairs of ice hockey boots per month. using materials from the American Army .Step back in time A multi purpose shoe produced 1946 after World War II. New Football Boots 1949 The Three Stripes are officially registered as the adidas trademark. At this point. made from a combination of his own nickname and last names. New Beginnings 1947 After the turmoil of the Second World War. Adi is able to find ways of producing a remarkably high quality of training shoe.exclusively designed for the German World Champion team for the World Cup 1954 in Switzerland. The Army Seize The Villa 1945 At the end of the war. 4 1950s 1950s adidas shoe 1954 The first low-cut. As compensation for the ice hockey boots. Samba on Ice 1950 Adi Dassler focuses his efforts on the development of new football boots. Thanks to his rich imagination. In 1947. as well as new ideas.tent fabric and leather from baseball gloves for the upper. the American army seizes the “Villa” for their officers and contract the factory to produce 1. Adi made a fresh start.
Emil Zatopek wins three gold medals – for the 5. Three quarters of all medallists at the Melbourne Olympic Games wear shoes with the Three Stripes. Modern Sports Promotion 1956 Horst Dassler promotes adidas at the Melbourne Olympic Games . the 10.000m and the marathon all in one week. adidas produces track shoes with changeable spikes and the first adidas sports bags are introduced. He develops the first “air sole” in history and the first polyamide half-sole for track shoes.000 pairs of shoes are produced. Adi is at the game in Berne.Step back in time The Olympics in Helsinki 1952 adidas is the most widely worn German sports shoe brand at the Olympic Games in Helsinki and track shoes with removable spikes are used for the first time. This boot is later called “World Champion”. . This marks the beginning of Horst’s diplomatic career in sports. Kangaroo Leather 1957 Adi Dassler develops the revolutionary idea of polyamide soles for football boots and uses kangaroo leather for uppers. 5 Changeable Spikes 1952 For the first time. a total of 450. Horst Opens a new Factory 1959 Establishing and building a factory in France was the first major task entrusted to Horst. using the studs.the beginning of modern sports promotion. Adi opens the second German adidas factory in Scheinfeld. the 22 year-old son of Adi and Käthe. Adi at the World Cup 1954 The German football team wins the World Cup for the first time. wearing boots with revolutionary screw-in studs. at half time he adapts the players’ boots to the ground conditions. This is an achievement that has not been repeated since. adidas Continue to Grow 1954 In 1954. wearing adidas shoes.000m. Nylon Half-Soles 1957 The first nylon half-soles for sprint shoes are developed in 1957.
Wilma Rudolph. “Italia” training shoe is launched.100m/ 200m/ 4 x 100m. this classic shoe is one of the top trends and is being produced again in small quantities. Willi Holdorf becomes the first German to win the gold medal in the decathlon.Step back in time 1960s 1960s adidas shoe 1960 Short-distances-spikes. Football in Chile 1962 adidas boots dominate the Football World Cup in Chile. and since 1970 the Official Matchball at all major football events has been an adidas ball. Three Stripes on Clothing 1962 adidas offers the first track suits with the Three Stripes to the market. pushing his weight forward to correct his running style. 6 The “Italia” Shoe 1960 To mark the Olympic Games. . adidas starts producing sports clothing for competitions and training. Olympic Games in Rome 1960 adidas is the dominant brand at the Olympic Games in Rome: 75 percent of all track and field athletes rely on adidas shoes. adidas Clothing and Balls 1961 From the mid 1960s. who suffered from polio as a child. Adebe Bikila Wins 1960 The Olympic marathons in Rome where he ran with bare-feet and Tokyo in adidas shoes. Olympic Games in Tokyo 1964 At the Olympic Games in Tokyo 80 percent of athletes wear shoes with the Three Stripes. worn by Wilma Rudolph (“Black Gazelle”). Dassler creates a running shoe for Adebe Bikila. and it was thought she would never walk. winner of three Gold Medals during the Olympic Games 1960 in Rom . Today. takes the gold in the 100 m and 200 m and in the 4x100 m relay. They are worn in all 32 games. Ethiopian Adebe Bikila. Ball production begins in 1963. are dominated by then newcomer and today’s long-distance legend. Wilma suffered from Polio as a child.
Right up until the present day. “worn until it fell apart”. Bob Beamon breaks the long jump world record by 61cm. is used as the official ball at the Football World Cup. Dick Fosbury clears 2. The Fight of the Century 1971 Muhammad Ali and Joe Frazier face each other in the “Fight of the Century”. Both wear special boxing boots developed by Adi Dassler. “Telstar”. Athletes wearing adidas products win 37 gold medals. 37 silver medals and 35 bronze medals. 1970s 1970s adidas shoe 1972 Extremely lightweight and soft football boot. all goals at major football events are scored with adidas balls. The first jogging shoe. later termed “The Fosbury flop” which revolutionised the sport of high jump. European Football The German team wins the European Football Championship in adidas boots. an adidas ball.24 m with a new high jump technique. 35 silver medals and 35 bronze medals. Multi-Studded Soles 1968 adidas is the first company in the world to produce injection-moulded multi-stud soles of polyurethane.Step back in time 7 Lightest Shoe Ever Made 1964 adidas presents the lightest track shoe ever made. Ulrike Meyfarth wins her first . giving a one-year guarantee on the sole. For the first time. Very stylish patent-leather-boot. The “Tokio 64” weighs just 135 grams per shoe. 78 percent of athletes compete in adidas shoes. The Official Football 1970 For the first time. “Achille”. are introduced to the market. designed for Franz Beckenbauer for the European Championship 1972. adidas track and field athletes win 35 gold medals. The Munich Games The Olympic Games in Munich becomes another highlight in the history of adidas. and takes the gold medal. 85 percent of Track and Field athletes compete in adidas shoes. adidas is official sponsor of the Olympic Games. The Mexico Olympics 1968 At the Mexico Olympic Games. in Mexico.
the German team wins the World Cup again. She went on to repeat this Olympic victory in 1984. and the 43rd member overall. The “Trefoil Logo” 1972 The “Trefoil Logo” is introduced. The “Adilette” 1972 The “Adilette” is introduced. The three leaves where an additional trademark to distinguish between authentic and imitation adidas. adidas boots are worn by 80 percent of players in the Cup. German Football Success 1974 Following on the European Championship title. 8 . The Shark in the Shoe 1972 adidas develops sprint-shoes using a combination of sharkskin and polyamide halfsoles for better traction. Tennis Rackets 1974 The first adidas tennis rackets are launched. Adi in the Hall of Fame 1975 Adi Dassler is the first non-American to be inducted into the Hall of Fame of the National Sporting Goods Association.Step back in time Olympic gold in the high jump aged only 16 . still one of the classics in the adidas range today.
. known as “The Horse”. They win 75 gold medals.A. Adi Dassler Passes Away 1978 Adi Dassler passes away at the age of 78. Edwin Moses wins gold in the 400 m and 800 m. adidas also sets the pace in the winter sports sector. adidas are now producing 45 million pairs of shoes per year. Adi Dassler’s heritage . on into the new millennium. becomes the first athlete to win gold in both the 400m and the 800m runs.will continue to help athletes push the limits of performance. 1972 at the age of only sixteen Ulrike won her first gold medal in Munich. a combination of exchangeable plastic and metal elements. designed for Ulrike (Nasse)-Meyfarth for the Olympic Games 1984 in Los Angeles. the official matchball. following heart failure. using a newly introduced adidas “adjustable spike system”. He is also responsible for establishing the brand in France. Jogging and Ski-ing 1976 The “TRX” jogging shoe is introduced. 1980s 1980s adidas shoe 1984 A high jump shoe. Horst Leads adidas 1976 Horst Dassler capitalizes on the opportunities offered by sports promotion and under his guidance. His widow Käthe and son Horst take charge of running the company. Alberto Juantorena.his ideas.Step back in time 9 Olympics in Montreal 1976 83 percent of participants at the Montreal Olympic Games rely on adidas shoes and clothing. “Tango” at the World Cup 1978 All goals at the Football World Cup in Argentina are scored with the “Tango”. his name and the developments he initiated . with newly developed X-country ski bindings. adidas became a global leader in the sector of innovations in sports marketing. called the “Vario system”. 1984 the second gold medal in L. 86 silver medals and 88 bronze medals.
more than 80 percent of athletes wear adidas and win a total of 170 medals. At the Olympic Games in Los Angeles. 259 medals are won in products with the Three Stripes. Käthe Dassler Passes Away 1984 Käthe Dassler passes away. Marathon Training Shoe 1984 A running shoe with “Micro Pacer” computer inside is introduced. 124 out of 140 nations compete in adidas. the first worldwide marketing company dedicated to sports events). Olympic Games in USA 1984 At the Olympic Summer Games in Los Angeles. 124 nations are equipped with adidas products. “ISL is Founded” year 1983 Horst Dassler founds “International Sports. Ulrike Meyfarth wins her second Olympic gold medal (after 1972) in the high jump. Daley Thompson wins the Decathlon using equipment by adidas. having won the event in 1976. having proved her leadership skills through running the company since Adi’s death in 1978.Step back in time Germany Wins Again 1980 The German team wins the European Football Championship for the second time. . Käthe leaves the company to her son Horst. The “Copa Mundial” 1982 The “Copa Mundial” is launched. dressed from head to toe in adidas. The “Marathon Training” running shoe is awarded a “very good” rating by Stiftung Warentest. Culture and Leisure” (“ISL”. 10 Olympic Games in Moscow 1980 At the Moscow Olympic Games. the independent German consumer testing institute. Edwin Moses takes gold in the 400m hurdles run for the second time. Horst receives Award 1984 Horst Dassler receives the highest Olympic decoration. eventually to become the world’s best-selling football boot ever. assisted by her son-in-law Alf Bente.
Step back in time Basketball Championships 1985 Eleven out of twelve teams at the European Basketball Championships put their trust in the Three Stripes. Ivan Lendl. Rising Star 1985 adidas star Ivan Lendl plays his way to the top of the world tennis rankings. climbs to the top of the Tennis World Ranking. By this time. which is now heading for troubled waters. Steffi Graf at the Top 1987 Steffi Graf. Based on analyses by a well-known management consulting firm. under contract with adidas since 1985. “Azteca” at the World Cup™ 1986 Once again. adidas now has to be transformed from a largely manufacturing company into a marketing-oriented one. . the world’s first synthetic World Cup matchball. Horst Dassler assumes the leadership of adidas. Horst instigates the transformation of the company. He takes increasing levels of responsibility within the headquarters in Herzogenaurach. The adidas “Azteca”. Horst quickly realizes that adidas will only withstand growing competition if they introduce a fundamentally new structure. 11 Horst initiates Change 1985 Following the death of his mother. still used today for a wide variety of sports shoes. production at the adidas-owned factories in Germany is becoming less and less profitable. Horst Dassler Passes Away 1986 Horst Dassler dies unexpectedly aged only 51. With costs rapidly increasing. He was not able to finish the global restructuring of the company. the spotlight is on adidas at the Football World Cup in Mexico. New Sports Shoes 1988 adidas launches the revolutionary “TORSION®” sole system. he is already the most influential personality in the world of sport. is introduced.
equipped 100 percent by adidas. 1990s 1990s adidas shoe 1996 Long-distances-spikes 1996 designed for Haile Gebrselassie. adidas returned to its roots and its original objective. With Streetball.000m gold medal winner in Atlanta. 76 percent of all athletes put their trust in products with the Three Stripes. though it retains its family ownership. This marks the end of adidas as a family-owned company. Producing top quality products becomes the company’s guiding principle once more. The Launch of “EQUIPMENT” 1991 adidas “EQUIPMENT” is launched. Thousands of players compete to win in 3-on-3 fair-play games. The new label denotes performance-orientated and functional footwear and clothing. Streetball has since become firmly established as a sport. Return to the Early Days 1990 After a difficult transition period. Streetball Tournament 1992 The first adidas Streetball tournament takes place in Marx Engels Square in Berlin. adidas starts to specifically target a younger age group. Football World Champion 1990 Germany becomes Football World Champions. the 10. Dassler sells Stock 1990 Bernard Tapie purchases the majority of adidas stock. Considered merely a trend in 1992. They win 365 medals 124 gold. . 114 silver and 127 bronze. Corporation Status 1989 adidas becomes a corporation “Aktiengesellschaft”). 120 nations wear adidas products.Step back in time 12 adidas in Seoul 1988 At the Seoul Olympic Games.
13 Mavic joins the Group 1994 The French company Mavic joins the Salomon Group. Trendsetters such as Madonna wear classic sports footwear and clothing of the 1970s. Partner at World Cup 1994 adidas is official marketing partner at the Football World Cup in the USA. adidas goes public. As a result. adidas goes Public 1995 It is now 75 years since Adi Dassler made his first shoes. The Year of the Comeback 1994 adidas reports a clear upward trend in sales and profits. A New President 1993 Robert Louis-Dreyfus becomes President of adidas AG.Step back in time Olympics in Barcelona 1992 The Olympic Games take place in Barcelona: track and field athletes wearing adidas win 117 medals. “Predator®” is the name of the revolutionary football boot introduced on this occasion and “Questra” is the official matchball. New sales and marketing strategies pave the way for the successful turnaround. Streetball. The Frenchman initiates the comeback of the Three Stripes and his leadership accelerates deep changes throughout the company. setting milestones in the events scene. football. respectively. Mavic is “all about love for cycling. The adidas share is one of the most appealing new listings on the stock market in Germany. who take gold in the high jumping event for men and women. adidas attracts participants and spectators to its events in the sectors of basketball. Six years after the family-owned company was transformed into a corporation. . outdoor and tennis. These include Javier Sotomayor and Heike Henkel. which leads to the design and manufacture of great products that make a real difference to cycling”. the “Gazelle” is produced again in small quantities. track and field. adidas and Fashion 1993 Trend towards adidas “Originals” surfaces.
bringing energy and youthful influence to the group.000 participants wear adidas. the American snowboard-clothing brand. which stands for the performance and future of the brand.we know now”. The “adidas Predator Cup”. Haile Gebrselassie (Ethiopia) in the 10.Step back in time 14 Bonfire joins the Group 1995 In December. The New Generation 1996 . 6.000 meters and Felix Savon (Cuba) in boxing. The “Predator®” 1995 The “Predator®” shoe is introduced and sets new standards in the football world.. Nourredine Morceli (Algeria) in the 1500 meters. and adidas supplies products for 21 of the 26 sports. Lars Riedel (Germany) in the discus. adidas successfully underlines its ambition to become the best sports brand in the world. joins the Salomon Group. a football tournament for young talent.” 1996 adidas chooses 1996. Step into the Future 1996 A new logo. to celebrate past successes as well triumphs still to come. adidas equips 33 nations in Atlanta. No other brand has been so closely associated with so many athletes in such a large number of sports over so many years as adidas. Traxion soles a Hit 1996 The innovative adidas football boots with Traxion sole technology represent a new milestone in the development of football boots and become an instant success. adidas also supplies the Official Matchball and equips the referees and linesmen. “We knew then. adidas reports a clear upward trend in sales and profits. At the European Football Championship and the Atlanta Olympic Games. is launched. The Most Successful Year 1996 1996 turns out to be one of the most successful years in adidas history. the centenary of the modern Olympic Games. takes place for the first time in cooperation with the adidas Bundesliga clubs in Germany.. European Championship 1996 Five of the 16 teams at the European Championship wear adidas. Bonfire. The occasion is symbolized by the concept “We knew then . This concept reaps rich rewards with gold medals won by Donovan Bailey (Canada) in the 100 meters.
Step back in time A new generation of adidas athletes symbolizes the innovative technologies and contemporary design of adidas products. who already enjoys cult status in the USA as the youngest NBA player of all time. German Headquarters 1999 In the spring. . Romania and Spain.000 World Cup officials and volunteers. adidas is official supplier to Argentina. In the first phase. Admitted to DAX 1998 In June the adidas-Salomon share is admitted to the DAX. the campus-style World of Sports provides space for 600 people working in the Global Marketing Departments. adidas supplies the official World Cup matchball. Sponsor of FIFA 1998 The highlight of 1998 is the FIFA World Cup in France. 15 This concept centres on an extensive marketing campaign focused on the new basketball superstar Kobe Bryant. comprising Germany’s 30 largest quoted companies. adidas is the first sporting goods company to be named Official Sponsor of a Football World Cup and equips the host team. each of whom on their way to becoming the stars of the future. Anna Kournikova in tennis. For the first time.829 worldwide. adidasSalomon decides in favour of Herzogenaurach as the company’s long-term corporate headquarters. Following a successful turnaround. France. Yugoslavia. equips 12. adidas-Salomon employees move into refurbished headquarters. with sales of DM 10471 billion. and thus in favour of the birthplace of the adidas brand. adidas-Salomon AG exceeds DM 10 billion. Germany. the company is now on top form. who go on to become the new World Champions. The number of employees now totals 12. adidas has worldwide license rights to the world’s biggest single sporting event. and David Beckham and Alessandro del Piero in soccer are just a few of the other exceptional talents wearing adidas. Alongside France. outfits the referees and linesmen and delivers numerous revolutionary soccer technologies. With the creation of the “World of Sports” on a former US Army base. 50 Years of adidas 1999 adidas celebrates its 50th anniversary.
fencing. adidas is partner to Sweden. as well as to Germany. Furthermore. adidas is named Official Supplier and Licensee for the European Football Championship 2000. Herbert Hainer is appointed Deputy Chairman and Chief Operating Officer of adidas-Salomon AG. track and field. adidas Dominates 2000 The adidas brand dominates the two outstanding sports events of the year: the European Football Championship in Holland and Belgium. China and Australia. He is to become Robert Louis-Dreyfus’ successor as CEO in the spring of 2001. The Three Stripes are also highly visible at the final sporting highlight of the millennium. after three years of highly confidential in-house development. weightlifting and wrestling. in which Ian Thorpe. . Australia’s 17-year-old national hero. and the Olympic Summer Games in Sydney. It does so by sensing the cushioning level. wins three gold medals and sets four world records. Japan. and is once again supplier to numerous federations and athletes.Step back in time 16 USA and Seville 1999 adidas is Official Sponsor of the Women’s World Cup 1999 in the USA. the most advanced shoe ever will hit selected markets: the “adidas_1” provides intelligent cushioning by automatically and continuously adjusting itself. The most lasting impression of all is left by the adidas EQUIPMENT ‘Full Body Swimsuit’. cycling. It then understands whether the cushioning level is too soft or too firm via a small computer. underlining its position as the number one football brand. Herbert Hainer 1999 In November. using a sensor and a magnet. Revolutionary Products 2000 adidas develops revolutionary products based on the concept of ‘Energy Maintenance’ for six sports: swimming. adidas dominates the World Track Field Championships in Seville. As Official Sponsor. 2000s The Intelligent Shoe 2004 In December. becoming the star of Sydney Olympics.
environmental and financial performance of adidas-Salomon AG and concludes that adidas-Salomon is an industry leader on sustainability issues. . More than 3. The “Road to Sydney” program is produced. Patrick Kluivert (Holland) and Alessandro del Piero (Italy) wear the revolutionary new adidas football boot.000 athletes wear adidas. equips European Champions France and the most outstanding player of the tournament. Zinedine Zidane. Advertiser of the Year 2000 adidas is named “Advertiser of the Year” and is presented with the prestigious Clio Award in New York. Agreement is Signed 2000 adidas underlines its position as the undisputed market leader in football. The adidas EQUIPMENT “Silverstream” is the Official Matchball of the tournament. In the Annual Review 2000. Dow Jones recognises that adidas-Salomon has made significant progress in improving the social and environmental conditions in the factories that supply its products. signing a long-term agreement as Official Sponsor and Licensee of the FIFA World Cup™ 2002 and 2006 and the Women’s World Cup 2003. It is televised worldwide by leading TV channels. Official Supplier and Licensee of EURO 2000™. adidas in Sydney 2000 In Sydney. Players wearing this shoe score more than 25% of the goals in this tournament. Selected for the DJSI 2000 In October. Dow Jones analyses the social. The adidas “EQUIPMENT Silverstream” is the official matchball in Sydney. In particular.Step back in time 17 adidas at Euro 2000 2000 adidas. adidas-Salomon AG is selected to join the Dow Jones Sustainability Indexes (DJSI). adidas once again demonstrates its competence as an Olympic brand: the Three Stripes are represented in 26 of 28 sports. the EQUIPMENT “Predator® Precision”. Alongside Zidane. The DJSI are the world’s first global indices tracking the performance of the leading sustainability-driven companies worldwide. becoming the first sporting goods soap in the industry’s history. David Beckham (England).
While acquiring a 10% stake in FC Bayern Munich AG. is completed. . Original and EQUIPMENT. Customization Experience 2001 adidas. agree on a unique strategic partnership. 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. followed by Tokyo in December. adidas now has three divisions: Forever Sport. FC Bayern Munich 2001 adidas and Germany’s most successful football club. In addition. Instead of the traditional divisional structure of Footwear and Clothing/Accessories. supplier and licensee until 2010. adidas CEO 2001 Herbert Hainer is officially appointed CEO and Chairman of the Executive Board of adidas-Salomon AG effective March 8. Centenary of Adi Dassler 2000 November 3rd marks the 100th birthday of the late Adi Dassler. the first adidas mega stores open in Paris and Amsterdam.Step back in time 18 A New Brand structure 2000 In October. (To be renamed in 2002 as adidas Sport Performance. adidas. 2001. adidas Sport Heritage and adidas Sport Style). paving the way for future success for the Group. The Growth and Efficiency Program. as the first brand in the sporting goods industry. adidas-Salomon presents an exciting new structure in New York for its core brand. the founder of adidas. adidas renews its contract as official sponsor. A year of record sales 2000 adidas-Salomon’s sales reach a new record level of 5. Stores Open Worldwide 2001 In September the first adidas Originals store opens in Berlin. initiated earlier in the year.8 billion. FC Bayern Munich.
guides and drives the foot for the perfect foot-strike. breathable materials in all areas of the shoe.1 billion. an improved version of their earlier “Predator” boots. Overall highlights include Christoph Langen and André Lange in bobsled and the victorious German women’s biathlon team. adidas outfits more than 50% of all individual athletes. 19 The company ends the year as the top performer in the DAX-30. adidas introduces its second innovation of the year. . with a gain of 28%. makes its global debut. Debut of ClimaCool™ 2002 In March. Germany’s leading stock index. ClimaCool™ allows consumers’ feet to “feel the breeze”. The adidas “Village”. One month later. Victory at the Games 2002 At the Olympic Winter Games in Salt Lake City adidas and Salomon athletes win a combined 191 medals (62 gold. This allows them to honour their promise of a 15% increase in earnings per share. The management put together a team that is committed to maximizing profit from the Group’s passion for performance. Through the introduction of new. adidas’s footwear innovation featuring a 360º ventilation system. both wearing Salomon skis. Football players wear jerseys with the “Dynamic Layering Concept” and The Fevernova™ is the Official Match Ball for the 2002 FIFA World Cup™.Step back in time Maximizing Profit 2001 adidas-Salomon achieves record-breaking sales of € 6. a³ (pronounced “a-cubed”) is more than a cushioning system. as it is called. USA Headquarters open 2002 adidas opens its new North American headquarters in February. and the share price outperforming the index by 48%. It is an Energy Management system that cushions. 67 silver and 62 bronze). Oregon under one roof. FIFA World Cup 2002 2002 At the 2002 FIFA World Cup™ in Korea and Japan adidas presents the “Predator Mania”. The list of victorious Salomon athletes is headed by Janica Kostelic who wins an historic 4 medals (including 3 golds) in alpine skiing. all wearing adidas. eight National Olympic teams and several sports federations at these Games. and Fritz Strobl who wins the marquee men’s downhill event. innovation and heritage. 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.
The world-famous Japanese designer Yohji Yamamoto is appointed Creative Director of the new adidas Sport Style division. The bond’s maturity is set at 15 years and is convertible into approximately 4 million shares of adidasSalomon AG. the first collection of the adidas Sport Style division designed by Yohji Yamamoto is presented in Paris’s Stade de Charlety. Thanks to small integrated riblets. Germany’s leading stock index. Successful Shares 2002 As in 2001. Ian Thorpe. Besides the 2003 FIFA Women’s World Cup™ and the UEFA Champions League™. The other two existing divisions are renamed “adidas Sport Performance” and ”adidas Sport Heritage”. the adidas-Salomon share is once again the top performer in the DAX30. wins three gold medals. . more than 1.Step back in time 20 Leadership in the Market 2002 adidas confirms its football leadership by selling over 6 million footballs. Group sales rise 7% to reach a record level of € 6. the company once again manifests its position as the world’s leading football brand. the first swimmer ever to wear the revolutionary suit. adidas. at the FINA World Swimming Championships. In October. Position in World Market 2003 adidas signs a sponsorship agreement for the European Football Championships 2004 in Portugal. The Three-Part Structure 2002 In July. adidas is also already the official sponsor for the 2006 FIFA World Cup Germany™.5 billion. Optimizing Debt-Structure 2003 In order to optimize its debt structure and financing terms. adidas successfully launches “JetConcept”. thus becoming the official sponsor of every major football tournament and event. the JetConcept reduces the drag a swimmer faces in the water. With this agreement. an event also sponsored by the company. adidas-Salomon launches a € 400 million convertible bond offering in August. adidas-Salomon completes its revolutionary three-part structure for its core brand.5 million replica jerseys and over half a million pairs of “Predator” Mania. one silver and one bronze. and positions its third division as “adidas Sport Style – the future in sportswear”. a new body suit. The “Jetconcept” 2003 Over the summer of 2003.
000 square foot building with sales floor space of around 22. Sales reach € 6. 2003 turns out to be a record year for adidasSalomon. the world’s first global sustainability indices. Net income increases by 14% to € 260 million: another record high. USA 2003 The adidas-sponsored German football team celebrates its fourth title at the 2003 Women’s Football World Cup in the United States. Oregon.000 square foot. This move allows adidas to further strengthen its efforts in North America. which equals a 5% improvement in currencyneutral terms. receives the Bambi in the business category. CEO and Chairman of the Executive Board of adidas-Salomon AG. “Impossible is nothing” 2003 . adidas-Salomon is included in the Dow Jones Sustainability Indexes (DJSI) for the fourth consecutive time. Originals Stores Opened 2003 adidas opens three new Originals Stores: the store in Miami South beach marks the second opening in the US after New York. The outlet consists of a 38. Women’s Football. Erich Stamminger. adidas Strengthens in USA 2003 adidas moves some of the major marketing positions to its North American headquarters in Portland. takes on the position as CEO and President of adidas America Inc. in addition to his responsibilities as member of the Executive Board of adidas-Salomon AG.3 billion.Step back in time 21 Selection for the DJSI 2003 In September. Nia Künzer scores the Golden Goal for the 2-1 victory over Sweden in an unforgettable final. and Italy sees a new grand opening in Milan. The DJSI. The repeated selection of adidasSalomon once again proves the company’s industry-leading commitment in social and environmental affairs. Another Record Year 2003 Despite tough market conditions. Korea welcomes its first adidas Originals Store in Seoul. were launched in 1999 and analyse the performance of the world’s leading sustainability-driven companies. Herbert Hainer Awarded 2003 Herbert Hainer. New Factory Outlet 2003 adidas celebrates the opening of the new Factory Outlet in Herzogenaurach.
the best football boot ever made. David Beckham. The campaign shows the rich stable of adidas athletes past and present starting with the greatest of all time. The Greek team clearly proves that sport is about achieving the impossible. Spain and Latvia. Raúl. the Roteiro™. five out of the six most recent European champions were wearing the adidas three stripes. France. adidas supplies clothing to five countries: Greece. Michael Ballack. they were European Champions. which celebrates its 10th birthday this year. With this victory. The boot features the revolutionary PowerPulse™ technology. When they entered EURO. football icon David Beckham and NBA star Tracy McGrady. is launched as the number one brand in football. to break new ground. such as FIFA World Player of the Year Zinedine Zidane. to surpass limits. Greece had never won a match in a major tournament. Kaka and Rui Costa. . They extend their contract until 2008 and at the same time unveil David Beckham’s personal logo. boxing legend Muhammad Ali. is the world’s best selling football boot and is endorsed by some of the world’s best players. David Beckham 2003 In March adidas and David Beckham take their long-lasting relationship to an even higher level. This logo represents the merging of two of the most powerful brands in world sport. based on a simple principle already used in the construction of tennis rackets and golf clubs: optimal distribution of mass. It brings to life the attitude adidas shares with athletes around the world – the desire to render the impossible possible. The Predator®.Step back in time 22 “Impossible is nothing” is the central message of a global brand campaign launched by adidas in February. to push yourself further. long-distance runner Haile Gebrselassie. PredatorPulse™ Launched 2003 The new PredatorPulse™. Germany. adidas and UEFA 2004 adidas has a role as a National Supporter and Official Licensee of UEFA EURO 2004™ in Portugal and Official Supplier of the match ball. When they left. Nothing is Impossible 2004 The UEFA EURO 2004™ ends with the tremendous success of the Greek national football team.
For the first time ever. 73 silver and 93 bronze medals. weightlifter Pyrros Dimas (Greece).000 athletes from 45 different countries compete in three stripes and adidas provides products for 26 out of the 28 Olympic sports.Step back in time UEFA EURO 2004 2004 For adidas. 100m World Champion Kim Collins (St. more than 4. Athletes wearing adidas shoes or apparel win 101 gold. Japan and Europe from spring/summer 2005. the USA. These athletes introduce adidas’ latest innovations in footwear and clothing at the Games. presenting the adidas by Stella McCartney sports performance collection.000 pieces of adidas’ newly introduced women’s football range are sold. . Stella McCartney 2004 adidas and Stella McCartney announce a long-term partnership.. high jumper Hestrie Cloete (South Africa). More than 1. Great Britain. 23 adidas in Athens 2004 adidas uses the Olympic Games in Athens as a platform for showcasing its brand once again. The first collection will be available in stores across the U. adidas is official outfitter of 21 National Olympic Committees. Kitts and Nevis). running legend Haile Gebrselassie (Ethiopia).3 million replica jerseys. a high-end fashion designer has created a functional sports performance range for women. including host nation Greece.2 million UEFA EURO 2004™ licensed products and more than 250. The UEFA EURO 2004™ the also proves to be a commercial success. In total.S. France and Cuba. Germany. over 1. Among the successful adidas athletes are record-setting swimmer star Ian Thorpe (Australia). Olympic Sprint Champion Maurice Greene (USA) and the record-breaking decathlete Roman Sebrle (Czech Republic).
the owner of a well-known German textile factory. Adi producing Bazookas During the war. Willi Seltenreich stopped working for his other customers and began producing exclusively for adidas. . The First Shoe Adi Dasslers’ first shoe. and feared. Adi was in close contact with athletes from the very beginning and was always present in person at important sports events. After one year of service in the army. On such occasions. the footwear production machinery proves to be entirely unsuitable for manufacturing weaponry. it was not unusual for him to request the guilty party to kindly put the shoes on and walk around in front of him. A passionate athlete himself. Adi is ordered to return to his premises. for his ability to “fish a single faulty shoe from the production line” in the twinkling of an eye. apparently without even looking. the company is to produce bazookas. or the heel lining was throwing folds. 30 Different Shoes for 11 Sports By the mid 1930s Adi Dassler was already producing a range of 30 different shoes for eleven sports. More or less in passing. with a workforce of almost 100 employees. Adi was renowned. Put the Shoes on and Walk Around Among his factory workers.000”. Adi asked him: “Do you think you could possibly sew me 10 track suits with three stripes? Or better still. However. Designed for Track and Field Adi Dassler focused his work on the classic disciplines of track and field. let’s make that 1. This painful experience convinced many a worker and supervisor of the need to be absolutely thorough in their work. in order to make training shoes for the army.Step back in time adidas Anecdotes 24 The First Tracksuit During a social event. Athletes wore special shoes from his workshop for the first time at the 1928 Olympic Games in Amsterdam. If the workers had forgotten to pull the staples out of the insoles. Adi Dassler does not remain unaffected by the political situation. made from the few materials available in the difficult postwar period. 100? Or tell you what. In less than two decades adidas rose to become the worlds leading sports shoe manufacturer. he often reacted with very unconventional “education methods”. or the lasting tacks were not cleanly riveted. In the mid 1920s he was already experimenting with spikes. was produced in canvas. Adi happened to meet Willia Seltenreich. Before long. Instead of shoes.
In the bends. he would walk around the factory equipped with a notepad to take down his countless ideas. Adi develops new shoes. the competition . when suddenly something caught his attention. Adi was watching the 400m heats at home on TV.Step back in time 25 Working in his Mother's Washroom At the end of the war. An abnormality in the motion of Alberto Juantorena. He cannot understand why money has suddenly become more important than the actual sports performance. Every day. balls. 1976 was the year of the Montreal Olympic Games. and even on the straight he was running more on the edge of his soles. As an innovation for these Olympics. with Adi. worried him greatly. . wanting instead to follow his dream of making sports shoes. He was respected both personally and professionally by his employees. Adi himself is earning millions. he would send a team of professionals to take good care of the athletes. Adi develops his first sports shoe. won gold in the 400m and 800m Finals. The shoes were immediately adjusted and Juantorena. adidas was a family-run company. Sport is the Most Important In the 1960s.stands out above all financial aspirations.the sport itself . at the age of just 20. his wife Käthe is in charge of the administrative work. he was inspired by a single idea. It certainly didn’t stop him from working extremely hard to make the best sports products possible. who refer to him as “The Chief”. Instead. the runner was drifting almost imperceptibly towards the outer edge. Adi immediately called his team and told them to check Alberto’s shoes. Alberto inadvertently tinkered with the sole himself and had accidentally increased the height of the spikes. Adi had developed a sole with individually adjustable spikes. Adi Spots Shoe Problem from TV Adi never attended the major sports events outside Europe. Adi stubbornly refused to continue working as a baker. It was this principle that guided him right up until his death in 1978. yet the 75-year-old Adi at the other end of the world spotted the problem on his TV screen. Whilst her husband develops the company on a creative and philosophical level. To him personally. the exceptional Cuban athlete. clothing and accessories. Käthe acts as its general manager and deals with all financial issues. “the patriarch”. Nobody who was present at the game noticed the mistake. at the helm. equipped with black spikes made of hand-forged nails by his blacksmith friend Christoph Zehlein. His vision was to provide every athlete with the best footwear for his respective discipline. Personal and Professional From the very beginning. Adi has problems with the growing commercialization of competitive sports. nicknamed “The Horse”. but sees this merely as a pleasant side effect. 700 patents and other industrial property rights worldwide are proof of Adi’s incessant quest for perfection. Adi’s Quest for Perfection When Adolf Dassler made his first shoes in 1920. He cheaply purchased surplus goods from the disbanded army and used these materials to found a business in his mother’s washroom. Meanwhile.
he was still playing tennis and swimming on a regular basis. to creating new products. Adi loved innovation. He also took part in all kind of sports: even at the age of 75. The only thing that was important to him was sport. Brigitte Dassler loyal to adidas Adi’s daughter Brigitte learnt to speak Russian and took over responsibility for the business in the Eastern European region. Dedicated to Improving Products Adi dedicated his life to direct contact with athletes and their trainers. He was the first entrepreneur to use sports promotion as a way of drawing public attention to his innovations. The Chief Adi’s personal authority earned him the name “The Chief”. sales and profit were just a means to an end as far as he was concerned. Marketing. His Simple Desire Adi wasn’t striving to change the world and his work was not driven by a desire for money. He simply wanted to make good shoes. In consultation with active athletes from a wide variety of disciplines. he developed the optimal shoe for almost every sport. A Remarkable Personality Adi’s employees would have gone through fire and water for their boss. Muhammad Ali. He came up with a product innovation for every major event. present at all the world’s sporting events. She fulfilled her assignment with such devotion that even in the most icy times of cold war. Adi Dassler created an international company that was. Many famous athletes such as Jesse Owens. The way he looked after his employees. and his remarkable personality were unique. Adi was running adidas right up until his death. Innovation for every Major Event Aggressive publicity became one of the cornerstones of Adi’s corporate policy. Sepp Herberger and Franz Beckenbauer counted themselves among the friends of the Dassler Family. development and production. and still is. Together with his son Horst. He began to use well-known athletes as an advertisement for his products. Max Schmeling. an honorary title that has not been used again at adidas since his death.Step back in time 26 Atheletes to Advertise Products Adi Dassler strove to specialize and optimize his products in order to keep up with the rapid developments in sport. . his ingenuity. famous athletes from communist countries were using adidas products. always documenting the superiority of adidas footwear. and to constantly improving existing equipment.
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