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Adidas North America Inc history
Adidas North America Inc company history timeline
After taking the helm at adidas in 1993, Louis-Dreyfus downsized the staff, moved production to Asia, and nearly doubled the marketing budget, from 6 percent of sales to 11 percent, to acknowledge the importance of advertising and image.
Robert Louis-Dreyfus, a friend of Bernard Tapie, became the new CEO of the company in 1994.
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.
Tapie was the object of several lawsuits, notably related to match fixing at the football club (Olympique de Marseille) . During 1997, he served 6 months of an 18-month prison sentence in La Santé prison in Paris.
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.
Adidas's United States net sales jumped 68 percent to $1.59 billion, and the running category grew more than 50 percent from 1997.
Germany 1998 Adidas Sued The NCAAGermany 1998 In 1998, Adidas sued the NCAA over their rules limiting the size and number of commercial logos on team uniforms and team clothing.
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.
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.
In 2000, he announced he would resign the following year, due to illness.
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.
adidas-Salomon´s sales are at a new record level in 2000 reaching € 5.8 billion.
The three-divisional set-up, established in 2000, has been very successful for adidas.
The Net Sales of Adidas in 2001 was 6,112 million euros.
Adidas was renamed Adidas-Salomon AG and moved into retailing, following the lead of Nike, in 2001.
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.
In October, the adidas sponsored German football team celebrates its fourth title at the 2003 Women´s Football World Cup in the United States.
The Net Sales of Adidas in 2003 was 6,267 million euros.
United Kingdom 2003 Adidas Filed a Lawsuit Challenging Fitness WorldUnited Kingdom 2003 In 2003, Adidas filed a lawsuit in a British court challenging Fitness World Trading's use of a two-stripe motif similar to Adidas's three stripes.
McCartney released her first perfume, Stella, in 2003.
Despite tough market conditions, 2003 turns out to be a record year for adidas-Salomon.
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.
On 25 November 2005, Adidas released a new version of the Adidas 1 with an increased range of cushioning, allowing the shoe to become softer or firmer, and a new motor with 153 percent more torque.
In 2005 Adidas sold Salomon but held on to the TaylorMade brand.
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.
On 11 April 2006, Adidas announced an 11-year deal to become the official NBA clothing provider.
Together with Chelsea Football Club, adidas also announces a sponsorship agreement which comes into effect for the 2006/7 season.
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.
The Net Sales of Adidas in 2008 was 10,799 million euros.
They extend their contract until 2008 and at the same time unveil David Beckham’s personal logo.
In addition, UEFA and adidas extend their UEFA Champions League partnership, making adidas the Official Ball Supplier for the UEFA Champions League until 2009.
The Net Sales of Adidas in 2010 was 11,990 million euros.
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.
The Net Sales of Adidas in 2011 was 13,322 million euros.
In 2011, adidas acquired the outdoor specialist Five Ten.
By the end of 2012, Adidas was reporting their highest revenues ever and Chief Executive Herbert Hainer expressed optimism for the year ahead.
The Net Sales of Adidas in 2012 was 14,883 million euros.
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.
The Net Sales of Adidas in 2013 was 14,492 million euros.
McCartney was included in the New Year Honours List for 2013 as an Officer of the Order of the British Empire (OBE).
The Net Sales of Adidas in 2014 was 15,534 million euros.
In January 2015, Adidas launched the footwear industry's first reservation mobile app.
On 24 March 2015, Adidas and McDonald's unveiled the 2015 McDonald's All-American uniforms.
After 15 years, Herbert Hainer passes the CEO baton to Kasper Rorsted in October 2016.
The Net Sales of Adidas in 2016 was 19,291 million euros.
The latest adidas EQT line released in a "Turo Red" Pack on January 26, 2017, and included models such as the adidas EQT Support 93/17, EQT Support ADV, and EQT Support Ultra. adidas.com is one of the few online retailers.
The Net Sales of Adidas in 2017 was 21,218 million euros.
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.
The Net Sales of Adidas in 2018 was 21,915 million euros.
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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