Adidas Essay

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Adidas In August 18, 1949 Adidas was founded. Adidas was registered as a company, and was named after its founder Adi Dassler. In the 1960’s Adidas manufactured it’s product in order for the athletes to perform well and experience something new. In the 1980 Adi Dassler passed away and the business was inherited by Adi’s wife Kathe, his son Horst, and his daughter to carry on the business. In the 1990’s Adidas has a new management under the CEO of Robert Louis- Dreyfus. Adidas transitioned from being a manufacturing and sales based company to marketing company. By 1995 Adidas went public. In 1996 Adidas was able to equip about 6,000 Olympic athletes from 33 different countries across the globe. It has been noted that Adidas athletes won 220 medals, including 70 gold. This boosted their apparel sales by 50%. In 1997, Adidas acquired the Salomon Group with the brands Salomon, TaylorMade, Mavic and Bonfire. On December 1997, the new company named Adidas – Salomon AG. By 2000 Adidas had a new management. The new management changed the direction of Adidas. In 2005 Adidas started to focus on athletic footwear and apparel market. In 2006 Adidas acquired Reebok. The closing of the Reebok transaction on January 31, 2006 marked 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 competitive worldwide platform. What exactly does Adidas do? For the past 80 years Adidas has been part of the world of sports on every level. It provides footwear, apparel and accessories to the sports community. Today Adidas is a global leader in the sporting goods industry and it has a very diverse portfolio of products. The product of Adidas is available worldwide. The strategy Adidas uses is simple: consistently it strengthens their brands and

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