History of Adidas in Timeline

Adidas AG is a German multinational corporation and the second-largest sportswear manufacturer globally, after Nike. It owns a stake in Bayern Munich and Runtastic. In 2024, Adidas reported revenue of €23 billion. Adidas is known for its iconic brand image, including the Yeezy Boost sneakers, its history of sponsoring athletes, and providing gear for events like the FIFA World Cup. The brand is noted for performance innovation, durability, a focus on sports shoes, clothing, and accessories. Adidas is committed to sustainability and integrates digital technology and AI, collaborating with figures like Lionel Messi, Patrick Mahomes, Real Madrid, and Pharrell Williams.

July 1924: Rudolf joins Dassler Brothers Shoe Factory

In July 1924, Rudolf Dassler joined his brother Adolf's business, which became "Dassler Brothers Shoe Factory".

1924: Gebrüder Dassler Schuhfabrik

In 1924, Adolf Dassler was joined by his elder brother Rudolf, and together they started the company Gebrüder Dassler Schuhfabrik ("Dassler Brothers Shoe Factory").

May 1933: Dassler brothers join the Nazi Party

In May 1933, both Dassler brothers joined the Nazi Party (NSDAP) and became members of the National Socialist Motor Corps.

1935: Adolf took the rank of Sportwart in the Hitler Youth

From 1935 until the end of the war, Adolf took the rank of Sportwart in the Hitler Youth.

1936: Jesse Owens Uses Dassler's Spikes at the Summer Olympics

In 1936, Adolf Dassler persuaded U.S. sprinter Jesse Owens to use his handmade spikes at the Summer Olympics.

1942: Forced labourers working at both sites of the company

From 1942 to 1945, at least nine forced labourers were working at both sites of the company.

1943: Shoe production ceased to manufacture anti-tank weapons

In 1943, their shoe production was forced to cease operations and the company's facilities and workforce were used to manufacture anti-tank weapons.

1945: Forced labourers working at both sites of the company

From 1942 to 1945, at least nine forced labourers were working at both sites of the company.

1945: Dassler factory nearly destroyed by US forces

In 1945, the Dassler factory, used for the production of anti-tank weapons during World War II, was nearly destroyed by US forces. It was spared when Adolf Dassler's wife convinced the American soldiers that the company and its employees were only interested in manufacturing sports shoes.

1947: The Dassler brothers split up

In 1947, the Dassler brothers split up after relations between them had broken down.

1948: West Germany national football team wore Puma boots

In 1948, several members of the West Germany national football team wore Puma boots in the first football match after World War II.

August 1949: Adolf forms Adidas AG

On 18 August 1949, Adolf formed a company registered as Adidas AG.

1949: Adidas AG stylized in all lowercase since 1949

In 1949, Adidas AG was stylized in all lowercase. It is a German multinational athletic apparel and footwear corporation headquartered in Herzogenaurach, Germany.

1949: Adolf Dassler created Adidas

In 1949, following a breakdown in the relationship between the brothers, Adolf created Adidas and Rudolf established Puma.

1952: Puma's first Olympic gold

At the 1952 Summer Olympics, 1500 metres runner Josy Barthel of Luxembourg won Puma's first Olympic gold in Helsinki, Finland.

1952: Acquisition of the Three Stripes

In 1952, Adidas bought the three stripes branding from Finnish sports company Karhu Sports for €1,600 and two bottles of whiskey.

1952: Adidas acquired its signature 3-stripe logo

In 1952, following the 1952 Summer Olympics, Adidas acquired its signature 3-stripe logo from the Finnish athletic footwear brand Karhu Sports, for two bottles of whiskey and the equivalent of €1,600.

1960: Puma paid German sprinter Armin Hary to wear Pumas

At the 1960 Summer Olympics, Puma paid German sprinter Armin Hary to wear Pumas in the 100 meter sprint final. Hary had worn Adidas before and asked Adolf for payment, but Adidas rejected this request.

1970: Puma Breaks "Pelé Pact" and Signs Pelé

In 1970, during the FIFA World Cup, Puma broke the "Pelé Pact" between Adidas and Puma and signed a sponsorship deal with Pelé.

1971: Trefoil logo designed

In 1971, the Trefoil logo was designed.

1972: Munich Olympics

Adidas' SL 72 was originally created for the 1972 Munich Olympics.

1972: Trefoil logo launched

In 1972, the Trefoil logo was launched in time for the 1972 Summer Olympics held in Munich.

1980: Adidas outfits for Soviet Union's team in the Summer Olympics

In 1980, Adidas provided outfits for the Soviet Union's team in the Summer Olympics, becoming one of the first global brands to enter the Soviet territory. The design of the tracksuits was modified to feature one red stripe instead of the Adidas logo.

1987: Death of Horst Dassler

In 1987, Adolf Dassler's son Horst Dassler passed away, leading to a period of trouble for the company.

1990: Adidas bought by Bernard Tapie

In 1990, after a period of trouble, Adidas was bought by French industrialist Bernard Tapie for ₣1.6 billion.

1992: Crédit Lyonnais bank mandated to sell Adidas

In 1992, Bernard Tapie, unable to pay the loan interest, mandated the Crédit Lyonnais bank to sell Adidas. The bank converted the outstanding debt owed into equity in Adidas.

1993: Robert Louis-Dreyfus quadrupled revenue to €5.84 billion

From 1993 through 2000, as CEO of Adidas, Louis-Dreyfus quadrupled revenue to €5.84 billion.

1993: Tapie owned Olympique de Marseille until 1993

Robert Louis-Dreyfus was also the president of Olympique de Marseille, a team Tapie had owned until 1993.

1994: Robert Louis-Dreyfus became the new CEO of Adidas

In 1994, Robert Louis-Dreyfus, a friend of Tapie, became the new CEO of Adidas. In 1994, Tapie filed for personal bankruptcy.

1994: SOS Children's Villages became the main beneficiary

In 1994, combined with FIFA Youth Group, SOS Children's Villages became the main beneficiary.

1997: Adidas was the British and Irish Lions kit supplier

From 1997 Adidas was the British and Irish Lions kit supplier.

1997: Adidas acquired the Salomon Group

In 1997, Adidas AG acquired the Salomon Group who specialized in ski wear, and its official corporate name was changed to Adidas-Salomon AG. With this acquisition Adidas also acquired the TaylorMade golf company and Maxfli, which allowed them to compete with Nike Golf.

1997: Introduction of the "three bars" logo

In 1997, Adidas introduced the "three bars" logo, which had been designed by Creative Director Peter Moore and initially used on the Equipment range of products.

1997: Tapie served 6 months of an 18-month prison sentence

In 1997, Tapie served 6 months of an 18-month prison sentence in La Santé prison in Paris.

1998: Adidas sued the NCAA

In 1998, Adidas sued the NCAA over their rules limiting the size and number of commercial logos on team uniforms and team clothing.

February 2000: Crédit Lyonnais sold Adidas to Louis-Dreyfus

In February 2000, Crédit Lyonnais sold Adidas to Louis-Dreyfus for a much higher amount of money than Tapie owed, 4.485 billion francs rather than 2.85 billion francs.

2000: Louis-Dreyfus resigned

In 2000, Louis-Dreyfus announced he would resign the following year, due to illness.

2001: Previous Reebok deal

In April 2006, Adidas announced an 11-year deal to become the official NBA clothing provider. This deal (worth over $400 million) took over the previous Reebok deal that had been put in place in 2001 for 10 years.

July 2002: Kobe Bryant endorsed by Adidas until July 2002

Adidas endorsed Kobe Bryant with the Adidas Equipment KB8 as his first signature shoe until July 2002.

2003: Adidas sued Fitness World Trading

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.

September 2004: Stella McCartney joint-venture line with Adidas launched

In September 2004, English fashion designer Stella McCartney launched a joint-venture line with Adidas, establishing a long-term partnership with the corporation. This line is a sports performance collection for women called "Adidas by Stella McCartney".

May 2005: Adidas sold Salomon Group

On 3 May 2005, Adidas informed the public that they had sold their partner company Salomon Group for €485 million to Amer Sports of Finland.

August 2005: Adidas declared its intention to buy Reebok

In August 2005, Adidas declared its intention to buy Reebok for $3.8 billion (US$).

November 2005: Adidas released a new version of the Adidas 1

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.

2005: Workers fired at Panarub factory after striking

In 2005, at the Panarub factory in Java, 33 workers were fired after striking for better pay.

January 2006: Adidas takeover of Reebok completed

The Adidas takeover of Reebok was completed in January 2006 and meant that the company had business sales closer to those of Nike in North America.

April 2006: Adidas became the official NBA clothing provider

In April 2006, Adidas announced an 11-year deal to become the official NBA clothing provider.

2006: Adidas rejected union-supporting suppliers

Between 2006 and 2007, Adidas rejected many of its suppliers that supported unions in favour of subcontractors with worse labour rights records.

2007: Adidas continued rejecting union-supporting suppliers

Between 2006 and 2007, Adidas rejected many of its suppliers that supported unions in favour of subcontractors with worse labour rights records.

November 2009: Andy Murray signed as Adidas's highest-paid star

In November 2009, tennis player Andy Murray was confirmed as Adidas's highest-paid star with a five-year contract reportedly worth US$24.5 million.

2010: Kevin Garnett and Gilbert Arenas end endorsement with Adidas

In 2010, Kevin Garnett opted out of his contract with Adidas, and Gilbert Arenas was also an Adidas endorser until 2010.

January 2011: PT Kizone factory closes

In January 2011, PT Kizone, an Indonesian factory producing products for Adidas (as well as Nike and the Dallas Cowboys), closed down, owing 2,686 workers $3 million in severance pay and benefits.

November 2011: Adidas acquired Five Ten

In November 2011, Adidas announced that it would acquire outdoor action sport performance brand Five Ten through a share purchase agreement.

June 2012: Controversy over Jeremy Scott-designed Adidas shoes

In June 2012, Adidas faced controversy after posting a picture on Facebook of Jeremy Scott-designed shoes containing shackles. The planned shoe line, intended for release in July, was criticized for being insensitive to the history of slavery, leading to a boycott threat and eventual cancellation of the product.

July 2012: Activists protest Adidas's low wages

On 16 July 2012, War on Want organised activists in London to replace Adidas price tags in sports stores with 34p ones, a reference to the low hourly wage rate paid to the Indonesian workers who make Adidas goods.

2012: Adidas reported their highest revenues ever

By the end of 2012, Adidas was reporting their highest revenues ever and Chief Executive Herbert Hainer expressed optimism for the year ahead.

2013: Adidas stopped being the British and Irish Lions kit supplier

Until 2013 Adidas was the British and Irish Lions kit supplier.

April 2014: Strike at Yue Yuen Industrial Holdings Dongguan shoe factory

In April 2014, one of the biggest strikes on mainland China took place at the Yue Yuen Industrial Holdings Dongguan shoe factory, producing amongst others for Adidas.

July 2014: Adidas and Manchester United agree to kit deal

In July 2014, Adidas and Manchester United agreed to a ten-year kit deal beginning with the 2015-16 Premier League season, with a guaranteed minimum value of £750 million (US$1.29 billion).

January 2015: Adidas launched the footwear industry's first reservation mobile app

In January 2015, Adidas launched the footwear industry's first reservation mobile app. The Adidas Confirmed app allows consumers to get access to and reserve the brand's limited edition sneakers by using geo targeting technology.

August 2015: James Harden leaves Nike for Adidas

In August 2015, James Harden left Nike for Adidas by signing a 13-year contract reportedly worth US$200 million.

2015: Adidas replaces Nike as Manchester United's global equipment partner

In 2015, Adidas replaced Nike as Manchester United's global equipment partner, beginning with the 2015-16 Premier League season as part of a ten-year kit deal agreed in July 2014.

2015: Ranveer Singh signed as brand ambassador

In 2015, Adidas signed Bollywood actor Ranveer Singh as a brand ambassador to promote the company's products in India.

2016: Adidas files lawsuits against Skechers

In 2016, Adidas filed lawsuits against Skechers for duplicating the Stan Smith design and for creating Adidas replicas like "Springblade".

2017: James Gatto indicted in NCAA basketball corruption scandal

In 2017, Adidas executive James Gatto was indicted in the NCAA Division I men's basketball corruption scandal.

2017: Adidas becomes the official outfitter of the NHL

In 2017, Adidas signed an agreement with the National Hockey League (NHL) to be the official outfitter of uniforms and licensed apparel, starting in the 2017–18 season.

2017: Virat Kohli removed as brand ambassador

In 2017, Virat Kohli was removed as the brand ambassador of Adidas in India, and he later signed a deal with Puma India.

2018: Adidas Soviet-themed line removed from market after outcry

In 2018, Adidas promoted a line of Soviet themed items, but after a social media outcry, the line was taken off the market.

July 2019: Adidas and Arsenal agree to a kit deal

In July 2019, Adidas and Arsenal agreed to a five-year kit deal beginning with the 2019–20 Premier League season, replacing Puma as the club's global equipment partner. The deal has a guaranteed minimum value of £300 million (US$406.41 million).

June 2020: Karen Parkin steps down as head of HR

In June 2020, Karen Parkin, the head of global human resources at Adidas, voluntarily stepped down after several Black employees raised concerns about her failure to address racism and discrimination in the workplace.

2020: Revenue target

Adidas hoped to double its revenue from Rs. 805 crores by 2020 in India, a speculative market for the company.

2022: Adidas supplied clothing to Super Rugby franchises until 2022

Adidas supplied clothing to all Super Rugby franchises up till 2022, a selection of domestic teams and national referees.

2022: Cotton from Xinjiang identified in Adidas shirts

In 2022, researchers from Nordhausen University of Applied Sciences identified cotton from Xinjiang in Adidas shirts.

2023: Adidas agreement with NHL ending

The agreement between Adidas and the National Hockey League signed in 2017 as the official outfitter of uniforms and licensed apparel, lasts through the 2023–24 season.

July 2024: Adidas withdraws Bella Hadid SL 72 ad campaign and apologizes

In July 2024, Adidas withdrew and apologized for their advertising campaign starring Bella Hadid for the SL 72 which was originally created for the 1972 Munich Olympics where the massacre of 11 Israeli athletes took place.

Adidas Originals SL 72 Womens Shoes (Maroon Preloved Brown, 10)

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2024: Adidas's revenue for 2024

In 2024, Adidas's revenue was listed at €23 billion.

August 2025: Adidas and Liverpool agree to a kit deal

In August 2025, Adidas and Liverpool agreed to a ten-year kit deal, beginning with the 2025–26 Premier League season. This kit deal has a guaranteed minimum value of £60 million (US$81.28 million) and replaces rival Nike as the club's global equipment partner.