For over 80 years the adidas Group has been part of the world of sports on every level, delivering

state-
of-the-art sports footwear, apparel and accessories. Today, the adidas Group is a global leader in the
sporting goods industry and offers a broad portfolio of products. Products from the adidas Group are
available in virtually every country of the world. Our strategy is simple: continuously strengthen our brands
and products to improve our competitive position and financial performance.

adidas
Footwear, apparel, accessories

Reebok
Footwear, apparel and accessories

TaylorMade-adidas Golf
Golf Equipment: metalwoods, irons putters, golf balls, footwear, apparel and accessories

Rockport
Dress, casual and outdoor footwear, apparel and accessories

CCM-Hockey
Hockey equipment and apparel

Activities of the company and its around 170 subsidiaries are directed from the Group's headquarters in
Herzogenaurach, Germany. It is also home to the adidas brand. Reebok Headquarters are located in
Canton, Massachusetts. TaylorMade-adidas Golf is based in California. The company also
operates creation centres and development departments at other locations around the world,
corresponding to the related business activity.

adidas Sourcing Ltd., a fully-owned subsidiary headquartered in Hong Kong, is the worldwide sourcing
agent for the adidas Group.
Effective December 31, 2010, the adidas Group employed 42,541 people.

Corporate Address:
adidas AG
Adi-Dassler-Strasse 1
91074 Herzogenaurach
Germany

Mission

The adidas Group strives to be the global leader in the sporting goods industry with brands built on a
passion for sports and a sporting lifestyle.

We are committed to continuously strengthening our brands and products to improve our competitive
position.

We are innovation and design leaders who seek to help athletes of all skill levels achieve peak
performance with every product we bring to market.

We are consumer focused and therefore we continuously improve the quality, look, feel and image of
our products and our organisational structures to match and exceed consumer expectations and to
provide them with the highest value.

We are a global organisation that is socially and environmentally responsible, that embraces creativity
and diversity and is financially rewarding for our employees and shareholders.

We are dedicated to consistently delivering outstanding financial results.

Strategy

Strategy
Our goal as a Group is to lead the sporting goods industry with brands built upon a passion for sports and
a sporting lifestyle. Inspired by our heritage, we know that a profound understanding of the consumer and
customer is essential to achieving this goal. To anticipate and respond to their needs, we continuously
strive to create a culture of innovation, challenging ourselves to break with convention and embrace
change. By harnessing this culture, we push the boundaries of products, services and processes to
strengthen our competitiveness and maximise the Group’s operational and financial performance. This, in
turn, will drive long-term value creation for our shareholders.
　
Creating shareholder value
Creating value for our shareholders through significant cash flow generation drives our overall decision-
making process. Therefore, we are focused on rigorously managing those factors under our control,
making strategic choices that will drive sustainable revenue and earnings growth, and ultimately cash
flow. For each of our segments, we pursue the avenues for growth which we expect to be most value-
enhancing, with particular emphasis on improving profitability. In addition, rigorously managing working
capital and optimising our capital structure remain key priorities for us. As always, we are committed to
increasing returns to shareholders with above-industry-average share price performance and dividends.
　
Presentation of Route 2015
In November 2010, the Group unveiled its 2015 strategic business plan named "Route 2015". This plan is
the most comprehensive the adidas Group has ever prepared, incorporating all brands, sales channels
and Group functions globally.
Based on our strong brands, premium products, extensive global presence and our commitment to
innovation and the consumer, we aspire to outperform total market growth (both GDP and sporting goods
market) and to grow our bottom line faster than our top line. In addition, the Group plans to lay the
foundation for leadership in the sporting goods industry by outgrowing our major competitor over the next
five years. The plan aims at growing the revenues of the adidas Group by 45% to 50% currency-neutral
from 2010 to 2015. In addition, the Group targets a compounded annual earnings growth rate of 15% and
aims to reach an operating margin of 11% sustainably by 2015 at the latest.
　
Diverse brand portfolio
Consumers want choice. Whether it is the athlete looking for the best possible equipment, or the casual
consumer searching for the next fashion trend, we are inspired to develop and create experiences that
engage consumers in long-lasting relationships with our brands. To maximise our consumer reach, we
have embraced a multi-brand strategy.
This approach allows us to tackle opportunities from several perspectives, as both a mass and a niche
player, providing distinct and relevant products to a wide spectrum of consumers. In this way, each brand
is able to keep a unique identity and focus on its core competencies, while simultaneously providing our
Group with a broad product offering, increasing our leverage in the marketplace.
　
Investments focused on highest-potential markets and channels
As a Group, we target leading market positions in all markets where we compete. However, we have
prioritised our investments based on those markets which offer the best medium- to long-term growth and
profitability opportunities. In this respect, we continue to place a considerable emphasis on expanding our
activities in the emerging markets, particularly China and Russia, as well as building market share in
underpenetrated markets such as the United States.
No matter in which market we operate, we recognise that consumer buying behaviour and the retail
landscape are unique. Therefore, to fully exploit market opportunities, we tailor our distribution strategy to
present our brands to the consumer in the most impactful way. This is achieved by following a distinctive
but coordinated channel approach. To this end, we strive to provide our customers with superior service
to secure prime shelf space for our brands, while continuing our commitment to building a strategic
competency in own retail and e-commerce.
　
Creating a flexible supply chain
Speed and agility are key to outpacing the competition. We are committed to meeting the full range of
customer and consumer needs by ensuring product availability in the correct size and colour, providing
game-changing technical innovations and also the latest high-end fashion product to the highest quality
standards. A key strategic priority is to shorten creation and production lead times by continuously
improving our infrastructure, processes and systems. By sharing information from point of sale to source
and vice versa, we strive to connect and more closely integrate the various elements of our supply chain,
to enable quick reaction to changing consumer trends. To this end, we focus on building maximum
flexibility. While leveraging the efficiency of common infrastructure and processes, the Group strives to
provide tailored solutions for all our business models, be it the wholesale or retail channels, or the
performance-oriented or style-oriented businesses.
　
Leading through innovation
Everyone in the adidas Group is responsible for driving innovation. Therefore, we foster a culture of
challenging convention and embracing change, and require all areas of the Group to generate at least
one new meaningful innovative improvement per year. In particular, we believe that technological
evolution and cutting-edge design in our products are essential to achieving sustainable leadership in our
industry. Beyond this, enhancing services for our customers and implementing more efficient and
effective internal processes are other areas where our organisation strives to innovate.
　
Develop a team grounded in our heritage
Our culture is continuously shaped by influences from the past and the present as well as our future
aspirations. We perpetuate our founders’ commitment to the athlete/consumer, pride in what we do,
quality and love of sport. We win as a team through open communication, collaboration and our shared
values found in sport. Therefore, we foster a corporate culture of performance, passion, integrity and
diversity by creating a work environment that stimulates innovation, team spirit, and achievement based
on strong leadership and employee engagement.
　
Becoming a sustainable company
Like any global business, the adidas Group must manage wide-ranging commercial and competitive
pressure to deliver increased financial returns and growth. At the same time, we are accountable for our
employees and have a responsibility towards the workers in our suppliers’ factories and also for the
environment. We are committed to striking the balance between shareholder interests and the needs and
concerns of employees and workers and the environment, or, in short, to becoming a sustainable
company. We report publicly on the steps we take to have a more positive impact on society and the
planet.

About adidas

Sport Performance
The guiding principle of the adidas Sport Performance Division
is to equip all athletes to achieve their “impossible”. adidas Sport
Performance brings its passion for great products to athletes
in all sports and mainly focuses on four key categories globally:
football, running, training and basketball.

Sport Style
The Sport Style Division is the home of Originals, defi ned as authentic
sportswear, the Fashion Group, which is the future of sportswear, and
Style Essentials, the fresh sport-inspired label made accessible for
style-adopting youth. Together they offer consumers products from
street fashion to high fashion, all uniquely inspired and linked to sport.

adidas Group History

1949

The foundation

18 August - adidas is registered as a company, named after its founder: 'Adi' from Adolf and 'Das' from
Dassler.

50s

The 'Miracle of Bern'

1954 - The 'Miracle of Bern' Germany battle Hungary with a competitive advantage. They are wearing
adidas soccer boots which for the first time feature removable studs.

60s

Higher

Driven by a desire to help all athletes committed to performance, adidas manufactures equipment for
what some consider "fringe sports". Unconventional high jumper Dick Fosbury launches himself up and
over in adidas footwear.

70s

The "adidas" team wins

Crowning moment: Franz Beckenbauer, the "Kaiser", raising the World Cup in victory salute. Germany
had just beaten Holland 2-1 in the 1974 final.

80s

The transition

After Adi Dassler's death, Adi's wife Käthe, his son Horst, and his daughters carry on the business.
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.

1995

adidas goes public

Flotation of the company on the Frankfurt and Paris Stock Exchange.

1996

A splendid year

The "three-stripes company" equips 6,000 Olympic athletes from 33 countries. adidas athletes win 220
medals, including 70 gold. Apparel sales increase 50%.

1997

adidas-Salomon AG

adidas AG acquires the Salomon Group with the brands Salomon, TaylorMade, Mavic and Bonfire in
December 1997. The new company is named adidas-Salomon AG.
1999

The new brands

The integration of the new brands is gaining momentum. The new TaylorMade FireSole clubs boost
sales. Salomon in-line skates take off with high double-digit growth during the first half of 1999.

2000

New management

Following personnel changes, the new management initiates an ambitious Growth and Efficiency
Program. Major sports events such as the European Soccer Championship EURO 2000™ and the
Olympic Summer Games, where swimmer Ian Thorpe takes three gold medals, contribute to the
company’s success.

2005

Sale of Salomon

The Salomon Group (including Salomon, Mavic, Bonfire, Cliché and Arc’Teryx) is being sold to Amer
Sports in October 2005. The new adidas Group is focusing even more on its core strength in the athletic
footwear and apparel market as well as the growing golf category. The legal name of the company will
change to “adidas AG” in May/June 2006.
2006

adidas-Salomon AG acquires Reebok

The closing of the Reebok transaction on January 31, 2006 marks a new chapter in the history of the
adidas Group. By combining two of the most respected and well-known brands in the worldwide sporting
goods industry, the new Group will benefit from a more competitive worldwide platform, well-defined and
complementary brand identities, a wider range of products, and a stronger presence across teams,
athletes, events and leagues.