History of Adidas in Timeline

Adidas AG, a German corporation headquartered in Herzogenaurach, is the largest sportswear manufacturer in Europe and second largest globally after Nike. As the holding company for the Adidas Group, it possesses an 8.33% stake in the football club Bayern Munich and owns Runtastic, a fitness technology company. Adidas reported a revenue of €21.915 billion in 2018, highlighting its significant presence in the sportswear market.

July 1924: Dassler Brothers Shoe Factory Founded

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

1924: Dassler Brothers Shoe Factory Founded

In 1924, Adolf Dassler was joined by his elder brother Rudolf, and together they started the company called Gebrüder Dassler Schuhfabrik, also known as the Dassler Brothers Shoe Factory.

May 1933: Dassler Brothers Join Nazi Party

In May 1933, both Dassler brothers joined the Nazi Party (NSDAP).

1935: Adolf Dassler Takes Rank in Hitler Youth

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

1936: Jesse Owens Wears Dassler Spikes at the Olympics

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

1942: Forced Laborers Employed

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

1943: Shoe Production Ceases, Anti-Tank Weapons Manufactured

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 Laborers Employed

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

1945: Dassler Factory Spared from Destruction

In 1945, the Dassler factory, used for production of anti-tank weapons during World War II, was nearly destroyed by US forces.

1947: Dassler Brothers Split Up

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

1948: West Germany Football Team Wears 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: Adidas AG Registered

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

1949: Adidas Founded

In 1949, after a falling out with his brother, Adolf Dassler created Adidas.

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: Adidas Acquires 3-Stripe Logo

In 1952, Adidas acquired its signature 3-stripe logo from Karhu Sports.

1952: The three stripes branding success

In 1952, Adidas bought the three stripes from Finnish sports company Karhu Sports, the branding became very successful.

1960: Armin Hary Wears Both Adidas and Puma at the Olympics

At the 1960 Summer Olympics, Puma paid German sprinter Armin Hary to wear Pumas in the 100 meter sprint final, then Hary wore Adidas for the medals ceremony.

1963: Adidas developed the Adilette sandals

In 1963, Adidas developed Adilette, the first ever pair of sandals made by Adidas.

1967: Franz Beckenbauer Tracksuit Created

In 1967, the first Adidas item of apparel was the Franz Beckenbauer tracksuit.

1970: Adidas Telstar commissioned for the World Cup

In 1970, FIFA commissioned Adidas to create the Telstar, the first specially designed football for the World Cup tournament.

1970: "Pelé Pact" broken

In 1970, Puma broke the "Pelé Pact" by signing a sponsorship deal with Pelé for the FIFA World Cup.

1971: Trefoil Logo Designed

In 1971, the Trefoil logo was designed.

1972: Adidas SL 72 created for Munich Olympics

In 1972, the Adidas SL 72 was originally created for the Munich Olympics where the massacre of 11 Israeli athletes took place.

1972: Trefoil Logo Launched

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

1979: Release of the Copa Mundial moulded boot

In 1979, Adidas released the Copa Mundial moulded boot, which is designed for matches on firm, dry pitches and holds the record for the best-selling boot of all time.

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

In 1980, Adidas provided outfits for the Soviet Union's team, with the design changed from three stripes to one red stripe due to Communist Party restrictions.

1987: Death of Horst Dassler

In 1987, Adolf Dassler's son Horst Dassler died.

1990: Company Bought by Bernard Tapie

In 1990, Adidas was bought by French industrialist Bernard Tapie.

1992: Crédit Lyonnais Mandated to Sell Adidas

In 1992, unable to pay the loan interest, Tapie mandated the Crédit Lyonnais bank to sell Adidas.

1993: Louis-Dreyfus Becomes CEO

From 1993 through 2000, As CEO of Adidas, Louis-Dreyfus quadrupled revenue to €5.84 billion ($7.5 billion)

1993: Tapie Owned Olympique de Marseille

In 1993, Olympique de Marseille was a team Tapie had owned.

1994: Robert Louis-Dreyfus Becomes CEO

In 1994, Robert Louis-Dreyfus became the new CEO of Adidas.

1994: Tapie Files for Bankruptcy

In 1994, Tapie filed for personal bankruptcy.

1994: SOS Children's Villages Main Beneficiary

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

1997: Tapie Serves Prison Sentence

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

1997: Adidas Acquires Salomon Group

In 1997, Adidas AG acquired the Salomon Group who specialized in ski wear.

1997: Adidas became the British and Irish Lions kit supplier

In 1997, Adidas became the kit supplier for the British and Irish Lions.

1997: Adidas sponsored the New York Yankees

In 1997, Adidas began sponsoring the New York Yankees.

1997: "Three bars" logo introduced

In 1997, Adidas introduced the "three bars" logo.

1998: Adidas Sues 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 Sells Adidas to Louis-Dreyfus

In February 2000, Crédit Lyonnais sold Adidas to Louis-Dreyfus.

2000: Adidas provides gymnastics wear for Team USA

From 2000, Adidas provided men's and women's gymnastics wear for Team USA, through USA Gymnastics.

2000: Louis-Dreyfus Announces Resignation

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

2001: Reebok Deal

In 2001 for 10 years. The Adidas deal (worth over $400 million) took over the previous Reebok deal

July 2002: Adidas endorses Kobe Bryant with the Adidas Equipment KB8

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

2003: Adidas Sues 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: Adidas by Stella McCartney Launched

In September 2004, English fashion designer Stella McCartney launched a joint-venture line with Adidas, establishing a long-term partnership with the corporation.

2004: Launch of "Impossible is Nothing" campaign

In 2004, Adidas launched the "Impossible is Nothing" campaign.

May 2005: Adidas Sells Salomon Group

On 3 May 2005, Adidas informed the public that they had sold their partner company Salomon Group.

August 2005: Adidas Announces Intention to Buy Reebok

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

November 2005: Adidas Releases New Version of 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 after striking for better pay at Panarub factory

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

January 2006: Adidas Completes Acquisition of Reebok

In January 2006 Adidas completed the takeover of Reebok, growing sales closer to Nike in North America and competing worldwide as the number two athletic shoemaker.

April 2006: Adidas Becomes Official NBA Clothing Provider

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

2006: Launch of "Believe in 5ive" campaign

A few years later, in 2006, Adidas launched a basketball specific campaign "Believe in 5ive"—for the 2006-2007 NBA season.

2006: Adidas rejected suppliers that supported unions

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

2006: Adidas becomes uniform supplier for the NBA

In 2006, Adidas became the uniform supplier for all 30 teams in the National Basketball Association (NBA), replacing Reebok after Adidas's acquisition of Reebok.

2006: Adidas enters bat manufacture

In 2006, Adidas entered the field of bat manufacture, having already been manufacturing cricket footwear.

2006: Adidas gymnastics leotards and shirts become available in the US

In 2006, Adidas gymnastics leotards for women and Adidas men's competition shirts, gymnastics pants and gymnastics shorts became available in the United States.

2006: Adidas "Teamgeist" football for the World Cup

In 2006, Adidas supplied the "Teamgeist" football for the World Cup, a ball noted for its ability to travel further when struck, leading to longer-range goals, although goalkeepers found it less predictable.

2007: Launch of "Believe in 5ive" campaign

Adidas' campaign "Believe in 5ive" continued into the 2007 season.

2007: Adidas subcontracted work to different suppliers

Between 2006 and 2007, Adidas subcontracted work to different suppliers, making it more difficult to ensure company labour standards were enforced.

2007: Adidas enters lacrosse equipment market

In 2007, Adidas announced its entry into the lacrosse equipment market.

July 2008: Adidas sponsors the National Lacrosse Classic

In July 2008, Adidas sponsored the Adidas National Lacrosse Classic for the top 600 high school underclassmen players in the United States.

2008: Adidas sponsors cricket bat used by Sachin Tendulkar

From 2008 until Sachin Tendulkar's retirement, Adidas sponsored the cricket bat used by Tendulkar.

2008: End of Adidas sponsorship of the New York Yankees

In 2008, Adidas ended its sponsorship of the New York Yankees.

2008: Adidas sponsors Kevin Pietersen

In 2008, Adidas made a move into the English cricket market by sponsoring English batting star Kevin Pietersen.

2008: Adidas sponsors Mumbai Indians and Delhi Daredevils

In 2008, Adidas sponsored the Mumbai Indians and Delhi Daredevils in the Indian Premier League (IPL).

2008: Adidas bat range includes Pellara, Incurza, Libro and M-Blaster models.

In 2008, the Adidas bat range included the Pellara, Incurza, Libro and M-Blaster models.

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

In November 2009, Andy Murray was confirmed as Adidas's highest-paid tennis star with a five-year contract.

2009: Adidas introduced a new line of tennis racquets

In 2009, Adidas introduced a new line of tennis racquets. The Feather was made for the "regular player", the Response for the "club player", and the Barricade tour model for the "tournament player".

2010: Adidas Jabulani for the 2010 World Cup

In 2010, Adidas introduced the Jabulani for the World Cup. The ball was developed by Loughborough University in conjunction with Bayern München.

2010: Kevin Garnett and Gilbert Arenas opted out of their Adidas contracts

In 2010, Kevin Garnett and Gilbert Arenas opted out of their Adidas contracts.

January 2011: PT Kizone closed leaving workers owed wages

In January 2011, the PT Kizone factory in Indonesia, which produced products for Adidas, Nike, and the Dallas Cowboys, closed. 2,686 workers were laid off and owed $3 million in severance pay and benefits.

November 2011: Adidas to Acquire Five Ten

In November 2011, Adidas announced that it would acquire outdoor action sport performance brand Five Ten.

2011: "Adidas is all in" became the global marketing strategy slogan for Adidas.

In 2011, "Adidas is all in" became the global marketing strategy slogan for Adidas.

2011: Adidas official sponsor of Pune Warriors India

In 2011, Adidas became the official sponsor of Pune Warriors India in the Indian Premier League (IPL).

June 2012: Adidas cancelled Jeremy Scott-designed shoes after controversy

In June 2012, Adidas faced controversy after posting a picture of Jeremy Scott-designed shoes containing shackles on their Facebook page. The company intended to release the shoe line in July. Following public outcry, including criticism from Jesse Jackson, Adidas cancelled the product.

July 2012: Activists protested low wages for Indonesian Adidas workers

In July 2012, War on Want organized activists in London to replace Adidas price tags in sports stores with 34p ones, referencing the low hourly wage rate paid to Indonesian Adidas workers. Labour Behind the Label claimed that the basic pay of Indonesian Adidas workers was only £10 a week.

2012: End of Adidas sponsorship with USA Gymnastics

At the end of 2012, the sponsorship between USA Gymnastics and Adidas concluded.

2012: Adidas Reports Highest Revenues Ever

By the end of 2012, Adidas was reporting their highest revenues ever.

2012: Adidas official sponsor of Pune Warriors India

In 2012, Adidas continued as the official sponsor of Pune Warriors India in the Indian Premier League (IPL).

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

In 2013, Adidas stopped being the kit supplier for the British and Irish Lions, after having been their kit supplier since 1997.

2013: End of Adidas sponsorship of Delhi Daredevils

In 2013, Adidas' sponsorship of the Delhi Daredevils team ended.

2013: Adidas gymnastics products available worldwide through Elegant Sports

Since Spring 2013, Adidas gymnastics products have been available worldwide through Elegant Sports.

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, which produces products for Adidas.

July 2014: Adidas and Manchester United agreed to a ten-year kit deal

In July 2014, Adidas and Manchester United agreed to a ten-year kit deal, beginning with the 2015–16 Premier League season.

August 2014: Adidas announced Fit Smart wristband

In August 2014, Adidas announced they would be launching a new $199 Fit Smart wristband in mid-August. The wristband will pair with Adidas's miCoach app, which acts as a personal trainer.

2014: Adidas entered Kabaddi

In 2014, Adidas entered Kabaddi with the launch of Pro Kabaddi League in India.

2014: Adidas Brazuca for the 2014 World Cup

In 2014, Adidas released the Brazuca for the World Cup. This was the first World Cup ball to be named by fans.

2014: End of Adidas sponsorship of Mumbai Indians

In 2014, Adidas' sponsorship of the Mumbai Indians team ended.

January 2015: Adidas Launches Reservation Mobile App

In January 2015, Adidas launched the footwear industry's first reservation mobile app, Adidas Confirmed.

March 2015: Adidas and McDonald's Unveil All-American Uniforms

On 24 March 2015, Adidas and McDonald's unveiled the 2015 McDonald's All-American uniforms.

August 2015: Adidas Acquires Runtastic

In August 2015, Adidas acquired fitness technology firm Runtastic for approximately $240 million.

August 2015: James Harden left 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 launched "Creating the New" strategic business plan

In 2015, Adidas launched "Creating the New" as its strategic business plan until 2020.

2015: Adidas signed Ranveer Singh as a brand ambassador

In 2015, Adidas signed Ranveer Singh a Bollywood actor as a brand ambassador.

2015: Adidas tied up with Mumbai-based franchise U Mumba

In 2015, Adidas tied up with Mumbai-based franchise U Mumba.

2015: Adidas and Manchester United ten-year kit deal began

In 2015, the ten-year kit deal between Adidas and Manchester United began.

2015: Adidas sponsors Royal Challengers Bangalore

In the 2015 season, Adidas sponsored Royal Challengers Bangalore.

September 2016: Adidas launched new color ways of the NMD R1 and NMD XR1

In September 2016, Adidas launched two new color ways of the NMD R1 and one new color way of the NMD XR1.

November 2016: Adidas teased a sneaker made from ocean plastic

In November 2016, Adidas teased the Adidas Futurecraft Biofabric, a sneaker made from ocean plastic and Biosteel fabric, which is 100% biodegradable, though the shoe was never released.

2016: End of Adidas' contract as the uniform supplier for all of the 30 teams of the NBA

Adidas contract ended as the uniform supplier of all of the 30 teams of the NBA after the 2016-17 season.

2016: Adidas filed lawsuits against Skechers

In 2016, Adidas filed lawsuits against Skechers for allegedly duplicating the Stan Smith design and Adidas replicas such as "Springblade".

2016: Adidas Beau Jeu official match ball of UEFA Euro 2016

In 2016, Adidas named an official match ball of the UEFA Euro the Adidas Beau Jeu, which translates to "The Beautiful Game" in English.

2016: Launch of 3rd season of Boost Energy League in Paris

In 2016, the 3rd season of the Boost Energy League, Adidas' runners' network, launched in Paris.

2016: Adidas sponsors Lynchburg Lacrosse

In the fall of 2016, Adidas began sponsoring the Lynchburg men and women's Lacrosse teams with soft goods only.

January 2017: Adidas EQT line released in a "Turbo Red" Pack

On 26 January 2017, the latest Adidas EQT line released in a "Turbo Red" Pack, and included models such as the Adidas EQT Support 93/17, EQT Support ADV, and EQT Support Ultra.

May 2017: Adidas Sells TaylorMade Golf Company

In May 2017, Adidas sold TaylorMade golf company (including Ashworth) to KPS Capital Partners.

2017: Adidas provides uniforms for the National Hockey League

From the 2017–18 season, Adidas provided uniforms for the National Hockey League.

2017: Adidas executive indicted in basketball corruption scandal

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

2017: Adidas became 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: Adidas replaced by Nike as the official uniform supplier of the NBA

In 2017, Adidas was replaced by Nike as the official uniform supplier of the NBA.

2017: Virat Kohli was removed as Adidas' brand ambassador

In 2017, Virat Kohli was removed as the brand ambassador of Adidas.

2018: Adidas Soviet themed items taken off the market

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

2018: Adidas Revenue Listed

In 2018, Adidas's revenue was listed at €21.915 billion.

June 2020: Karen Parkin stepped down from Adidas

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

2020: End of strategic business plan "Creating the New"

Adidas strategic business plan "Creating the New" ended in 2020.

2020: Adidas in India hoped to double its revenue

By 2020, Adidas in India hoped to double its revenue from Rs. 805 crores.

March 2022: Adidas Sells Reebok

In March 2022, Adidas sold Reebok to the Authentic Brands Group, for ca. $2.5 billion.

August 2022: CEO Kasper Rørsted to Step Down

In August 2022, the company announced that CEO Kasper Rørsted would step down in 2023.

2022: Adidas Al Rihla for the 2022 World Cup

In 2022, Adidas created the Al Rihla, marking the 14th consecutive time Adidas designed the World Cup ball.

2022: Adidas supplies clothing to Super Rugby franchises up till 2022

In 2022, Adidas was the clothing sponsor for the New Zealand Rugby Union and supplied clothing to all Super Rugby franchises up till 2022.

2022: Cotton from Xinjiang identified in Adidas shirts

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

January 2023: Bjørn Gulden Becomes CEO

In January 2023, Bjørn Gulden became CEO.

2023: Adidas contract ends as uniform provider for the National Hockey League

Adidas was the provider of uniforms for the National Hockey League until the 2023–24 season.

2023: Adidas was the official outfitter of the NHL

In 2023, Adidas remained the official outfitter for the NHL until the end of the 2023-24 season.

2023: Adidas sponsored Indian national cricket team

In 2023, Adidas sponsored the Indian national cricket team as a Sportswear for men's and women's.

July 2024: Adidas apologizes and withdraws Bella Hadid Ad

In July 2024, Adidas withdrew and apologized for their advertising campaign starring Bella Hadid for the SL 72. The SL 72 was originally created for the 1972 Munich Olympics.