The history of the company “Adidas” originates in the year 1920 when Adolf Dassler, the young shoemaker from Germany, made the first pair of sports shoes. Three main principles that he was guided by pursuing technical developments: shoes should be better suited for sports, be durable and protect the athlete from injury. The idea to create a shoe that would allow it to achieve better results formed the basis of the company’s activities and enable it after nearly 90 years be one of the most influential companies in the sphere of development and manufacture of sportswear and equipment.
In 1920-ies “Adidas” only started its activities as a family firm, creating athletic shoes are handmade. In 1924, his brother Rudolf and Adi open Enterprise “Dassler brothers shoe factory in Hercogenaujerahe. Production begins to develop and to 1927 year achieved indicators in 100 pairs of shoes a day, with the number of employees 25 people.
Already in 1928 year studded shoes, developed by Adi, together with the German national team coach, Joseph Vajtcerom, a successful debut at the Olympic Games in Amsterdam. After 7 years in the footwear produced by brothers Dassler, a majority of German athletes.
Developing new shoes, Adi Dassler tried to take into account the specifics of each sport. By 1937, his collection had already 30 models for 11 sports including 4 models of in-line skates. But in 1948 year ways parted: Rudolf Dassler brothers established the company “Puma” and Adolf-company called “Adidas”, the famous character-3 strips.
In the year 1972, to protect against counterfeiting, was introduced an additional logo is a Shamrock. After the death of Adi in 1978, the Office passed first to his wife Ket, and then-to the son of the founder, Horst, who launched the global transformation in company with a lot of responsibility at Headquarters in Hercogenaujerahe, because in order for the company to compete successfully in the global market, it was necessary to radically change the management structure is the result of rapid growth in costs, production at factories in Germany has become inefficient and less profitable. It was therefore decided to turn “Adidas” from the company in a trademark.
In 1989 year “Adidas” acquires the status of a corporation. The leading principle of the company is to manufacture products of the highest quality.
After the acquisition of a group of Salomon, a leading manufacturer of products for winter sports in 1997, the year the company name was changed to Adidas-Salomon “, however, the company acquired the brands Salomon group (maintenance and manufacture ski equipment) and Taylor Made (all necessary golf products-equipment, hockey sticks, balls, apparel, footwear, accessories), the company has also been brands Mavic, (attached in the year 1994 and specialized in the production of parts for bicycles) That Cliche (apparel, footwear and equipment for skateboarding), Bonfire, (joined in 1995, the production of clothing for snowboarders) and Arc’Teryx (equipment and outfit for climbing). These brands accounted for about 12% of sales.
In 1995, the year after the release of “Adidas” shares on the stock market of Germany, they became one of the most popular securities. Based on the results of the company’s inclusion in the Sustainable Development Index Dow Jones (DJSI), concluded that “Adidas-Salomon was a leader in sustainability in their industry. In October 2000 the year of adidas-Salomon “drastically changed the structure of its brand. The traditional division into departments of sports shoes and clothing, and accessories, was replaced by 3 divisions: Forever Sport, Original and Equipment, 2002 year, renamed the “Adidas Sport Performance”-sports development, “Adidas Sport Heritage»-the sporting heritage, and” Adidas Sport Style “-the future of sportswear. Products of these units is about 79% of sales.
In 2001, the first Adidas brands. in the sporting goods industry, has introduced a new model introduction business by launching the project “Customization Experience”, which was based on giving the customer the opportunity to simulate the footwear that has the same functional and external parameters, which he needs.
“Impossible is nothing” is the main slogan of the advertising company, which it adopted in 2003 year, its main goal is to infuse the life spirit, which brings together athletes worldwide, improve achievement, find new ways to achieve goals, to overcome all obstacles.
After selling The Salomon Group in 2005, including the brands Salomon, Mavic, Bonfire, Cliché and Arc’Teryx, a company focused on the production of sports clothing, footwear and equipment for golf. The official name was changed to “Adidas Group.
A landmark 2006 year was the acquisition of main competitor “Adidas Group»-the company Reebok. This provided a range of untapped opportunities for development, synergies from the merger of the most popular brands in the industry of footwear and sportswear gear allowed “Adidas Group” as close as possible to the status of a leading company is Nike, and in some ways even circumvent it, expand product range is geographically diversify and get co-operation with sports organizations.