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History
In 1920, its founder Adi Dassler made his first shoes using the few materials available after first world war. In 1949 adidas is registered as a company, named after its founder: 'Adi' from Adolf and 'Das' from Dassler. In 80s The transition After Adi Dassler's death, Adi's wife Kthe, his son Horst, and his daughters carry on the business. In 90s With a new management Under the CEO Robert Louis-Dreyfus, adidas is moving from being a manufacturing and sales based company to a marketing company.
In 1995 Adidas goes public on the Frankfurt and Paris Stock Exchange. in 1997 adidas AG acquires the Salomon Group with the brands Salomon, TaylorMade, The new company is named Adidas-Salomon AG. In 2005 The Salomon Group is being sold in October 2005. The new Adidas Group is focusing even more on its core strength In 2006 Adidas AG acquires Reebok
Adidas Group
Marketing Inovation
Product innovation enabled marketing innovation.
Gave shoes to German athletes in 1928 Olympics
Porters 5 Forces
Threat of Substitutes Bargaining Power of Suppliers Low Intensity of Competition High Bargaining Power of Buyers High
Low
Nike vs Adidas
Nike Nike emerging in the 70s Aggressive launch new styles going after youth and fitness craze Large endorsement contracts sign Michael Jordan Focused, aggressive, dedicated leadership Outsourcing of manufacturing to Asia Adidas
Adis Leadership
40 30 20 10 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year
Adidas Stock Price