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Adidas America history
Adidas America company history timeline
In 1993 the new owners of adidas hired Robert Louis-Dreyfus, a French businessman, to run the company.
In 1994 United States sales grew 62 percent, and a year later the company went public, the same year the rather unfit Louis-Dreyfus symbolically demonstrated his commitment to adidas by running in and completing the Boston Marathon.
The company went public in 1995, and the relatively unathlet ic Louis-Dreyfus signaled his commitment to adidas and its athletic r oots by running in the Boston Marathon.
In 1996 apparel sales rose an impressive 50 percent, and brand visibility was enhanced by adida s's involvement with the 1996 Olympic Games.
Under his leadership, Adidas acquired the Salomon Group in 1997.
McCartney subsequently rose quickly to the forefront of the international fashion world, and in 1997 she was hired by the Vendôme Luxury Group to revitalize its 45-year-old design label, Chloé.
Running-shoe sales in the United States increased by 11 percent in 1997, and even smaller niche players, such as New Balance Athletic Shoe, Inc., and Saucony, Inc., were doing well.
Th e company also sponsored the New York Yankees baseball team beginning in late 1997.
Yeah, We're Different" campaign, which began in 1998, targeted the serious runner, a relatively small and anonymous audience.
In 1998, you're going to see some very big improvements in our sales."
Adidas continued to thrive and in 1998 held onto its number three ranking in the athletic-footwear industry with a 6 percent share, according to market research firm NPD Group, Inc.
Despite strong growth rates in 1998, adidas-Salomon was not without d ifficulties.
One 1999 ad, for example, featured a full view of the backside of a naked male runner (two-time 10,000-meter Olympian and four-time 10,000-meter United States champion Todd Williams) who stood by the open trunk of his car to change out of his muddy running clothes.
adidas-Salomon concentrated on the positive rather than the negative, and although expecting flat growth during 1999, the year of its 50th anniversary, the company endeavored to improve sales and strengthen operations.
Yeah, We're Different" was the third most awarded series of print ads in the world for 2000.
The print ads collected more awards than print ads released by any other competitor in 2000, and adidas eventually expanded the campaign internationally.
The three-divisional set-up, established in 2000, has been very successful for adidas.
2000: The company restructures in an effort to boost its image as a "lifestyle" brand.
Adidas was renamed Adidas-Salomon AG and moved into retailing, following the lead of Nike, in 2001.
2001: First adidas Originals retail stores open in Berlin and Tokyo.
Instead of the traditional divisional structure of Footwear and Apparel/Accessories, adidas has three divisions: Forever Sport, Original and EQUIPMENT. In 2002, the divisions were renamed into adidas Sport Performance, adidas Sport Heritage and adidas Sport Style.
The Fevernova™ is the Official Matchball for the 2002 FIFA World Cup™.
In comparison, adidas sold 1.5 million federation jerseys and 250,000 German jerseys at the last World Cup in 2002.
2002: The company acquires Arc'Teryx, a high-end equipment and apparel group based in Vancouver; opens first adidas Originals store in United States.
In October, the adidas sponsored German football team celebrates its fourth title at the 2003 Women´s Football World Cup in the United States.
McCartney released her first perfume, Stella, in 2003.
Despite tough market conditions, 2003 turns out to be a record year for adidas-Salomon.
By 2003, meanwhile, rumors had begun to spread that adidas and Reebok, n umber two and three, respectively, had begun to discuss a possible me rger.
2003: Cycling division Mavic-adidas Cycling is formed; company fails in attempt to acquire golf ball manufacturer Top Flite.
In 2004 the company entered a successful partnership with the clothing designer Stella McCartney.
adidas has a role as a National Supporter and Official Licensee of UEFA EURO 2004™ in Portugal and Official Supplier of the matchball, the Roteiro™. adidas outfits five federations: Greece, France, Germany, Spain and Latvia.
More than 1.3 million replica jerseys, over 1.2 million UEFA EURO 2004™ licensed products and more than 250,000 pieces of our newly introduced women’s football range have been sold.
2004 is another outstanding year for adidas-Salomon AG. The gross margin reaches an all-time high of 47.2%, net income increases by 21% and sales grow 7% to reach € 6.478 billion.
By then, adidas and Reebok had gone public with their merger plans, a nnouncing in May 2005 that they had reached an agreement, in which ad idas would acquire Reebok for $3.8 billion.
In 2005 Adidas sold Salomon but held on to the TaylorMade brand.
The first collection is available in stores across the US, Japan and Europe starting spring/summer 2005.
In another move to expand its appeal in the general lif estyle sportswear market, the company signed designer Stella McCartne y to create a new line of women's running, fitness, and swimming fash ions for 2005.
In 2005, adidas returned to its history of footwear innovation, launc hing the world's first "smart" shoe, a running shoe with a microproce ssor built into its heel.
On January 31, 2006, adidas-Salomon AG announces that it has closed its acquisition of Reebok International Ltd. providing the new adidas Group with a footprint of around € 9.5 billion ($11.8 billion) in the global athletic footwear, apparel and hardware market.
Together with Chelsea Football Club, adidas also announces a sponsorship agreement which comes into effect for the 2006/7 season.
The me rger also came ahead of the 2006 World Cup, to be held in Germany, wh ich was expected to provide an extra boost to adidas's revenues.
As of 2007, there are two divisions: Sport Performance - intending to support and equip all athletes in the best possible way and Sport Style – targeting the lifestyle consumer.
The first products become available in 2007 worldwide.
One year after the closing of the acquisition of Reebok by the adidas Group, the company outlines the strategic direction of the brand for 2007 and beyond.
2007 was a record year for the adidas Group – generating sales of € 10.3 billion and posting a net income of € 551 million.
Separately, adidas announces a new product collaboration with Diesel - adidas Originals Denim by Diesel become available in stores in February 2008.
The campaign “Together in 2008, Impossible is Nothing”, launched in November in China is the biggest brand campaign ever run by adidas in a single country.
In December, adidas unveils the adidas “EUROPASS”, the Match Ball for the UEFA EURO 2008™. As the Official Sportswear Partner of this major sports event, adidas will supply all officials, referees, volunteers and ball boys.
They extend their contract until 2008 and at the same time unveil David Beckham’s personal logo.
A globally operating company, with some 110 subs idiaries worldwide, adidas has targeted China as a key growth market; the company has fought hard to become an official sponsor and suppli er to that country's Olympic Games in 2008.
In addition, UEFA and adidas extend their UEFA Champions League partnership, making adidas the Official Ball Supplier for the UEFA Champions League until 2009.
While acquiring a 10% stake in FC Bayern Munich AG, adidas renews its contract as official sponsor, supplier and licensee until 2010.
Additionally further successful collaborations with Yohji Yamamoto and Stella McCartney are both extended until 2010.
In 2011, adidas acquired the outdoor specialist Five Ten.
McCartney later designed the uniforms worn by athletes representing Great Britain at the 2012 London Olympic and Paralympic Games.
The partnership with London 2012 will be the biggest single investment adidas has ever made into a UK sporting event.
McCartney was included in the New Year Honours List for 2013 as an Officer of the Order of the British Empire (OBE).
As the brown shoe category was not core to this strategy, 2015 saw the divestiture of the Rockport brand.
In 2015, adidas released the Superstar Pride Pack, making it the first LGBT+ sneaker for Pride month.
After 15 years, Herbert Hainer passes the CEO baton to Kasper Rorsted in October 2016.
Today, Adidas supplies apparel for the NBA, NFL, and others, and in 2016 the company saw €19.3 billion in sales.
Adidas sold TaylorMade in 2017.
In August, the German Football Association (DFB) and adidas announce the long-term extension of their successful partnership of more than 50 years until the year 2018.
In 2018 she created the reception dress Meghan Markle wore after her wedding to Prince Harry.
Also in 2018 McCartney become the sole owner of her line after acquiring Kering’s 50 percent stake in the business.
Under the new endorsement agreement, adidas will remain Official Outfitter of the DFB until the end of 2018 and will continue to supply the complete ranges of match, training and leisure apparel for all DFB teams. “The cooperation between adidas and the DFB is undeniably something very special.
The Nite Jogger lit up the ‘70s with new materials for running in the dark, and it was re-imagined with Boost in 2019 as a glowing street sneaker for late-night creators.
However, in 2019 she entered a partnership with LVMH Moët Hennessy–Louis Vuitton, the largest luxury products company in the world.
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Adidas America competitors
| Company name | Founded date | Revenue | Employee size | Job openings |
|---|---|---|---|---|
| Fortunoff | 1922 | $49.9M | 750 | 9 |
| Winning Edge | 1995 | $270,000 | 6 | 2 |
| Instore | 2009 | $830,000 | 5,000 | - |
| Pearl Izumi | - | $5.4M | 25 | - |
| FRONTGATE | 1991 | $100.0M | 15 | - |
| Alternative Apparel | 1995 | $85.0M | 100 | - |
| Grant's Appliances | - | $600,000 | 25 | - |
| Saks | 1919 | $3.1B | 12,900 | 169 |
| Appliance Factory & Mattress Kingdom | 1986 | $6.0M | 225 | - |
| ExOfficio | 1986 | $4.5M | 51 | - |
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