History

•Founded 1924
•
•After WWII split in two
•
•TV apearences made brand famous
around globe
•
•1950-1980 launching quality sports
equipment for almost every sport
•
•Globally recognized
•
•
 History
•Adi Dassler´s death 1978
–Led to crisis period
–Turned to corperation and sold

•Bernard Tapie buys company for 305

Million Euros
•
•Compelled to resell company to an
investor group
 History
•1994 takeover by Dreyfus
•
•New „Classic“ brand style
•
•Celebrities help spread brand
•
•introduced on fluctuation stock market in
1995 for 1,677 billion euros
•
•1997 Buys out Salomon making it one of
the largest sport groups on market
•
 History
•March 2000 Herbert Hainer replaces Dreyfus as CEO
•
•New sales records
•
•Efficient strategic choices
•
•2004 „Impossible is Nothing“ campaign launched
•
•Supported by many famous sports actors
•
•Decide to sell Salomon Segment but purchase Reebok in 2006
 Marketing Strategy
•Sponsoring
•
•Split in two distinct divisions
–Sport performance
–Sport Style
•
• Creating a worldwide strong brand image
•
• Outsourcing
•
•Taking profit of the globalization phenomenon
•
 Current state

• Constant raise over past Decades

●
Favorable Position and still growing
●
1997 12, 829 worldwide 2012 Over 46,000 worldwide
●
•http://www.globalfinance.org/home/reports/
globalization/2008/Adidas.pdf
•http://www.adidas-
group.com/en/investorrelations/financial_dat
a/Interactive_Analyst/default.aspx