International Human Resource Management

Adidas company

Student Name:

6/8/2022

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 Contents

Introduction.....................................................................................................................3

the creation process and the developmental stages...............3

the most important aspects that go into evaluating the

effectiveness of expatriate managers.....................................................5

The future plan of adidas:................................................................................5

Reference:..........................................................................................................................6

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Introduction
Adidas, founded in Herzogenaurach, Bavaria, in 1949, is a manufacturer of footwear,
clothing, and accessories. After Nike, it is Europe's largest sportswear manufacturer.
Adidas Group, which owns 8.33% of Bayern Munich, and a fitness technology business
based in Austria make up this holding company. During the year 2018, Adidas had
revenues of €21.915 billion.

In 1924, Rudolf Dassler joined his brother Adolf in founding the company at their
mother's house. Dassler Brothers Shoes Factory". A variety of spiked shoes were
developed with Dassler's assistance. Rather of using metal spikes, he used canvas and
rubber. In 1936, Dassler persuaded Jesse Owens to wear his custom-made spikes. Adolf
and Rudolf formed Adidas and Puma, respectively, when their collaboration split up in
1949.

Adidas' clothing and footwear are advertised with the three-stripe logo. Adidas paid
€1,600 and two bottles of whiskey to acquire the Karhu Sports trademark in 1952. Adidas
was referred to by Dassler as "the three stripes corporation" by the German entrepreneur.

1.1 CLO 3 - the creation process and the developmental stages

"Dassler Brothers Shoe Factory" was born in July 1924 when Rudolf joined the company.
The brothers used a stationary bike to power their equipment since Herzogenaurach's
energy was unstable. As far back as 1928, the Herzogenaurach train station was home to
the Dassler Brothers shoe factory.

They joined the NSDAP and the NSMC in May of 1933, the same month their father
died. From 1935 through 1945, Adolf served as a Sportsman in the Hitler Youth. The
company provided the Wehrmacht with sports shoes during World War II. Anti-tank
weapons were developed in 1943 using the company's facilities and employees. In 1942-
1945, nine forced labourers were employed by both companies.

United States forces almost destroyed the Dassler anti-tank facility in 1945, while it was
still producing weapons during WWII. Her husband's wife convinced Americans that the

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factory and its employees were just producing sports shoes. Dassler Brothers' shoes were
purchased by American invading forces.

Adolf founded Adidas AG from Adi Dassler on August 18, 1949, while Rudolf founded
Ruda, which was later became Puma, in 1947 when their relationship deteriorated. I
Dream About Sports is a scam.

In 1994, SOS Children's Villages benefited from FIFA Youth Group.

Adidas sued Fitness World Trading in 2003 for using a two-stripe theme identical to its
three. The court decided that Fitness World's usage infringed Adidas' mark
notwithstanding the logo's simplicity.

Adidas became the official NBA gear vendor on 11 April 2006. The firm makes NBA,
NBDL, and WNBA jerseys and shoes, including team-colored "Superstars." This $400
million agreement replaced a 10-year Reebok pact from 2001.

Adidas announced in November 2011 it will buy outdoor action sports company Five
Ten. Closing cash was $25 million.

Adidas had their biggest sales ever in 2012, and CEO Herbert Hainer was optimistic
about 2013. Adidas' worldwide headquarters are in Herzogenaurach, Germany, while
additional sites include London, Portland, Toronto, Tokyo, Australia, Taiwan, and Spain.

Adidas bought Runtastic for $240 million in August 2015.

Adidas sold TaylorMade (including Ashworth) for $425 million in May 2017.

Adidas sold Reebok for $2.5 billion to Authentic Brands Group in 2022.

1.2 CLO 4 - the most important aspects that go into evaluating the
effectiveness of expatriate managers
Personal and departmental evaluations of employee performance take place
simultaneously at Adidas' Portland headquarters. Customers, coworkers, and supervisors
are all asked to share their opinions on how well staff are doing on a daily basis as part of
the company's 360-degree assessment strategy. Employees emphasized how important it
is for them and the company as a whole to be able to assess their coworkers freely and

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honestly in order to get the same treatment in return. Adidas also has quarterly company-
wide meetings to evaluate overall accomplishments in the United States and throughout
the world. Adidas also conducts These discussions, according to Adidas staff, assist to
keep the organization in check and identify areas for development.

1.3 CLO 5 - The future plan of adidas:

Adidas aims to increase sales, profitability, and market share through 2025. Football,
jogging, training, the outdoors, and lifestyle items will drive sales growth. As direct
consumer encounters become increasingly important, Adidas will adjust its operational
approach. According to current predictions, the company's DTC sector will account for
nearly half of its overall net sales by 2025. The company's e-commerce sales is forecast
to double, reaching €9 billion.

China, Europe, and North America will be the company's primary emphasis when it
comes to its target markets. Until 2025, revenue growth is expected to mostly come from
these three major areas. Adidas also wants to employ sustainable materials in the creation
of 9 out of 10 of their products by the year 2025. Confidence is high at the corporation
because of its former strategy, "Creating the New," and the company's solid market
position.

"As part of Adidas' long-term growth plan, the company has dubbed it "Own the Game."
Our workers are the driving force behind our company strategy, which is centered on
sports. According to Adidas CEO Kasper Roasted, this year we are working on
expanding the Adidas brand, enhancing the consumer experience, and advancing
sustainability to new levels. To guarantee that our strategy is successfully executed, we
must continue to invest in human capital and the digital transformation of our business."

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Reference:

Adidas. (2015). PRODUCT

CREATION. Retrieved from
Adidas: http://www.adidas-
group.com/en/sustainability/
products/product-creation/
adidas-group. (2015).
PROFILE. Retrieved from
adidas-group:
http://www.adidas-
group.com/en/group/profile/
adidas-group. (2015).
STRATEGY OVERVIEW.
Retrieved from adidas-group:
http://www.adidas-

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group.com/en/group/strategy-
overview/#/1-diverse-brand-
portfolio/
Essays, U. (2003 - 2015).
Marketing Audit Of Adidas.
Retrieved from UK Essays:
http://www.ukessays.com/
essays/marketing/marketing-
audit-of-adidas-marketing-
essay.php
wikipedia. (2015, July 2).
Adidas. Retrieved from
wikipedia:
https://en.wikipedia.org/wiki/Ad
idas
1) Adidas. (2015). PRODUCT CREATION. Retrieved from Adidas:
http://www.adidas-group.com/en/sustainability/products/product-creation/
2) adidas-group. (2015). PROFILE. Retrieved from adidas-group:
http://www.adidas-group.com/en/group/profile/

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3) adidas-group. (2015). STRATEGY OVERVIEW. Retrieved from adidas-group:
http://www.adidas-group.com/en/group/strategy-overview/#/1-diverse-brand-
portfolio/
4) Essays, U. (2003 - 2015). Marketing Audit of Adidas. Marketing Retrieved from
UK Essays