History of Adidas in Timeline
Adidas AG, headquartered in Herzogenaurach, Germany, is Europe's largest and the world's second largest sportswear manufacturer, trailing only Nike. The company's holdings extend beyond athletic apparel and footwear, encompassing an 8.33% stake in Bayern München football club and ownership of Runtastic, an Austrian fitness technology company. In 2018, Adidas recorded a revenue of €21.915 billion.
July 1924: Rudolf Dassler Joins the Business
In July 1924, Rudolf Dassler joins his brother Adolf in the shoemaking business. Their company, "Dassler Brothers Shoe Factory" faces challenges with unreliable electricity, forcing them to use pedal power from a stationary bicycle to operate their equipment.
1924: Dassler Brothers Shoe Factory is Founded
Adolf Dassler is joined by his brother Rudolf in 1924, together they form the Gebrüder Dassler Schuhfabrik, also known as the "Dassler Brothers Shoe Factory".
May 1933: The Dassler Brothers Join the Nazi Party
In May 1933, both Adolf and Rudolf Dassler join the Nazi Party (NSDAP) and become members of the National Socialist Motor Corps.
1935: Adolf Dassler Becomes a Sportwart in the Hitler Youth
In 1935, Adolf Dassler assumes the role of Sportwart in the Hitler Youth, a position he holds until the end of the war.
1936: Jesse Owens Wears Dassler Shoes at the 1936 Summer Olympics
In 1936, Adolf Dassler convinces Jesse Owens to wear his handmade spiked running shoes at the Summer Olympics. Owens went on to win four gold medals, bringing international recognition to the Dassler brothers' shoes.
1936: Dassler Shoes Gain Global Recognition
In 1936, after Jesse Owens wins four gold medals at the Summer Olympics wearing Dassler shoes, the brand gains worldwide recognition among athletes and trainers. The Dasslers experience significant success, selling 200,000 pairs of shoes annually before the outbreak of World War II.
1942: Forced Laborers Used at Dassler Factories
From 1942 to 1945, at least nine forced laborers are employed at the Dassler brothers' factories, marking a dark chapter in the company's history.
1943: Shoe Production Halts, Shifted to War Efforts
In 1943, the Dassler brothers' shoe production is forced to stop, and their factory is repurposed to manufacture anti-tank weapons for the German war effort.
1945: Forced Laborers Used at Dassler Factories
From 1942 to 1945, at least nine forced laborers are employed at the Dassler brothers' factories, marking a dark chapter in the company's history.
1945: Dassler Factory Spared Destruction, Becomes Supplier for US Forces
In 1945, Adolf Dassler's wife persuades US forces to spare their factory, which had been used to produce anti-tank weapons during World War II, from destruction. Convinced that the company's focus was on sports shoes, the American occupying forces become significant buyers of Dassler shoes.
1947: The Dassler Brothers Split, Rudolf Founds Puma
In 1947, the Dassler brothers formally part ways. Rudolf establishes his own company called "Ruda" (from Rudolf Dassler), which is later renamed Puma.
1948: Puma Boots Worn in First Post-War Football Match
In 1948, several members of the West Germany national football team wear Puma boots in the first football match after World War II, including Herbert Burdenski, who scored West Germany's first post-war goal.
August 1949: Adidas AG is Officially Registered
On August 18, 1949, Adolf Dassler officially registers his company as Adidas AG, derived from his name "Adi" and "Dassler".
1949: Adidas is Founded
In 1949, Adidas AG was founded and the company began using all lowercase letters in its stylized name.
1949: The Dassler Brothers Split
In 1949, the relationship between Adolf and Rudolf Dassler falls apart, leading to the separation of their business. Adolf founds Adidas, while Rudolf establishes Puma, marking the beginning of a fierce rivalry.
1952: Adidas Acquires the Three Stripes Logo
In 1952, Adidas secures its signature three-stripe logo from Finnish brand Karhu Sports for two bottles of whiskey and €1600.
1952: Adidas Acquires the Three Stripes Logo
In 1952, Adidas purchases the iconic three-stripe logo from Karhu Sports for €1,600 and two bottles of whiskey, a move that would become a defining characteristic of the brand and solidifies its identity as "The three stripes company".
1952: Puma Wins First Olympic Gold
At the 1952 Summer Olympics in Helsinki, Finland, Josy Barthel, a 1500-meter runner from Luxembourg, wins Puma's first Olympic gold medal.
1960: Armin Hary's Shoe Controversy at the 1960 Olympics
Puma pays German sprinter Armin Hary to wear their shoes in the 100-meter sprint final at the 1960 Summer Olympics. Hary, who previously wore Adidas, had asked Adolf for payment, but Adidas declined. Hary wins the gold medal wearing Puma shoes but then switches to Adidas for the medals ceremony, infuriating both Dassler brothers.
1970: The "Pelé Pact" and the Dassler Rivalry
The "Pelé Pact" takes place during the 1970 FIFA World Cup, where both Adidas and Puma agree to not sponsor Pelé. However, Puma breaks the agreement and signs Pelé, highlighting the ongoing rivalry between the Dassler brothers. This fierce competition is believed to have played a pivotal role in the transformation of the sports apparel industry into a multi-billion pound market.
1971: Trefoil Logo Designed
The Trefoil logo for Adidas was designed in 1971.
1972: Trefoil Logo Launch
The Trefoil logo was launched in 1972 in time for the Summer Olympics in Munich.
1987: Death of Horst Dassler
Adolf Dassler's son, Horst Dassler, died in 1987.
1990: Adidas Acquisition by Bernard Tapie
In 1990 Adidas was bought by French industrialist Bernard Tapie for ₣1.6 billion.
1992: Tapie Mandates Crédit Lyonnais to Sell Adidas
In 1992, unable to pay the interest on the loan he took out to purchase Adidas, Bernard Tapie mandated the Crédit Lyonnais bank to sell the company. The bank subsequently converted the outstanding debt owed into equity of the enterprise.
1993: Adidas Revenue
Adidas reported revenue of €5.84 billion ($7.5 billion) from 1993 through 2000.
1993: Tapie Owns Olympique de Marseille
Bernard Tapie owned the Olympique de Marseille football team until 1993.
1994: Adidas Partnership with SOS Children's Villages
In 1994, Adidas partnered with FIFA Youth Group and SOS Children's Villages, making the latter the main beneficiary.
1994: Robert Louis-Dreyfus Becomes CEO of Adidas
Robert Louis-Dreyfus became the new CEO of Adidas in 1994.
1997: Adidas Acquires Salomon Group
In 1997 Adidas acquired Salomon Group, and changed their corporate name to Adidas-Salomon AG.
1997: Introduction of the "Three Bars" Logo
In 1997 Adidas introduced the "three bars" logo, which was initially used on the Equipment range of products. This logo replaced the Trefoil logo which had been in use since 1972.
1997: Tapie Serves Prison Sentence
In 1997 Bernard Tapie served 6 months of an 18-month prison sentence in La Santé prison in Paris.
1997: Adidas Becomes British and Irish Lions Kit Supplier
In 1997, Adidas became the kit supplier for the British and Irish Lions.
1998: Adidas Lawsuit Against 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. The suit was eventually withdrawn.
February 2000: Crédit Lyonnais Sells Adidas to Louis-Dreyfus
In February of 2000, Crédit Lyonnais sold Adidas to Robert Louis-Dreyfus for 4.485 billion francs.
2000: Louis-Dreyfus Resignation
In 2000 Robert Louis-Dreyfus announced that he would resign the following year due to illness.
2001: Previous Reebok Deal with the NBA
Reebok held the previous deal as the official NBA clothing provider. Their deal had been put in place in 2001 for 10 years.
July 2002: Kobe Bryant's Partnership with Adidas Ends
In July 2002, Kobe Bryant's endorsement with Adidas ended. His first signature shoe, the Adidas Equipment KB8, was part of this partnership.
2003: Adidas Lawsuit Against Fitness World Trading
Adidas filed a lawsuit against Fitness World Trading in a British court in 2003, challenging the company's use of a two-stripe motif that was similar to Adidas's three stripes.
September 2004: Adidas Partnership with Stella McCartney
In September of 2004, Adidas launched a joint-venture line with Stella McCartney, a sports performance collection for women called "Adidas by Stella McCartney".
May 2005: Sale of Salomon Group
On May 3rd, 2005 Adidas announced that they had sold Salomon Group for €485 million to Amer Sports of Finland.
August 2005: Adidas Announces Intention to Buy Reebok
Adidas declared their intention to buy Reebok for $3.8 billion (US$) in August of 2005.
November 2005: Release of the Adidas 1 Shoe
In November of 2005 Adidas released a new version of the Adidas 1, which was the first ever production shoe to use a microprocessor.
2005: Panarub Factory Workers Fired After Strike
In 2005, 33 workers at the Panarub factory in Java were fired after striking for better pay, highlighting issues with Adidas's supplier labor practices.
January 2006: Adidas Completes Reebok Acquisition
In January of 2006 Adidas completed the acquisition of Reebok.
April 2006: Adidas Becomes the Official NBA Clothing Provider
Adidas announced an 11-year deal to become the official NBA clothing provider in April of 2006.
2006: Adidas Shifts Production to Suppliers with Weaker Labor Standards
Between 2006 and 2007, Adidas favored suppliers with poor labor rights records, rejecting many suppliers that supported unions. This subcontracting practice made it challenging to ensure adherence to labor standards.
2007: Adidas Shifts Production to Suppliers with Weaker Labor Standards
Between 2006 and 2007, Adidas favored suppliers with poor labor rights records, rejecting many suppliers that supported unions. This subcontracting practice made it challenging to ensure adherence to labor standards.
November 2009: Andy Murray Becomes Adidas' Highest Paid Star
In November 2009, Adidas signed a five-year contract with tennis player Andy Murray, reportedly worth US$24.5 million, making him the company's highest-paid star.
2010: Kevin Garnett and Gilbert Arenas Leave Adidas
In 2010, Kevin Garnett opted out of his Adidas contract and Gilbert Arenas' endorsement also ended.
January 2011: PT Kizone Closure Sparks Controversy over Severance Pay
When PT Kizone, an Indonesian factory producing Adidas products, closed in January 2011, 2,686 laid-off workers were owed $3 million in severance pay and benefits. While Nike contributed $1.5 million, Adidas faced criticism for its inaction.
November 2011: Adidas Acquisition of Five Ten
In November of 2011 Adidas announced that it would acquire outdoor action sport performance brand Five Ten through a share purchase agreement.
June 2012: Adidas Cancels Shackle Shoe Design After Public Outcry
In June 2012, Adidas faced controversy after posting a picture on Facebook of a Jeremy Scott-designed shoe featuring shackles. The planned release was met with criticism, including a potential boycott by Jesse Jackson, leading Adidas to cancel the product.
July 2012: War on Want Protests Adidas Labor Practices
In July 2012, activists in London organized by War on Want replaced Adidas price tags with 34p ones, protesting the low wages paid to Indonesian workers. Labor Behind the Label claimed these workers earned only £10 a week.
2012: Adidas Reports Highest Revenues Ever
By the end of 2012, Adidas was reporting their highest revenues ever.
2013: Adidas Ends Partnership with British and Irish Lions
In 2013, Adidas's run as the British and Irish Lions kit supplier came to an end.
April 2014: Major 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 produced shoes for Adidas among other brands.
July 2014: Adidas Signs Record Kit Deal with Manchester United
In July 2014, Adidas secured a ten-year kit deal with Manchester United, valued at £750 million (US$1.29 billion), becoming the most valuable kit deal in sports history.
August 2015: James Harden Signs with Adidas
In August 2015, James Harden left Nike for a 13-year, US$200 million contract with Adidas.
2015: Adidas Signs Ranveer Singh and Launches Cricket Campaign in India
In 2015, Adidas signed Bollywood actor Ranveer Singh as a brand ambassador and launched the 'FeelLoveUseHate' cricket campaign featuring Virat Kohli.
2015: Adidas Becomes Manchester United's Global Equipment Partner
Starting in the 2015-2016 Premier League Season, Adidas replaced Nike as Manchester United's global equipment partner.
2016: Adidas Sues Skechers for Design Infringement
In 2016, Adidas filed lawsuits against Skechers for copying its Stan Smith design and replicating Adidas products like "Springblade".
2017: Adidas Becomes Official Outfitter of the NHL
In 2017, Adidas became the official outfitter of uniforms and licensed apparel for the National Hockey League (NHL), starting in the 2017-18 season.
2017: Adidas Executive Indicted in NCAA Corruption Scandal
In 2017, James Gatto, an executive at Adidas, was indicted in connection with a corruption scandal that rocked NCAA Division I men's basketball.
2017: Virat Kohli Leaves Adidas for Puma India
In 2017, Virat Kohli was removed as Adidas's brand ambassador and signed a deal with Puma India.
2018: Adidas Withdraws Soviet-Themed Line After Social Media Backlash
In 2018, Adidas launched a line of products featuring Soviet themes. However, following significant criticism and negative feedback on social media, the company made the decision to remove these items from the market.
2018: Adidas Revenue Reaches €21.915 Billion
In 2018, Adidas reported revenue of €21.915 billion, solidifying its position as a global leader in the sportswear industry.
June 2020: Adidas HR Head Resigns Following Racism Concerns
In June 2020, Karen Parkin, the head of global human resources at Adidas, chose to step down from her position. This decision followed concerns raised by Black employees regarding her handling of racism and discrimination within the workplace. Parkin had previously made a comment dismissing racism as "noise" and had been criticized for not adequately addressing diversity issues within the company's workforce. In her resignation statement, she expressed support for Adidas' ongoing efforts to promote racial justice and offered an apology for her actions.
2020: Adidas Aims to Double Revenue in India
In 2020, Adidas aimed to double its revenue from Rs. 805 crores in India, a market they considered very speculative.
2022: Xinjiang Cotton Found in Adidas Shirts
In 2022, researchers from Nordhausen University of Applied Sciences discovered that cotton sourced from Xinjiang was used in the manufacturing of Adidas shirts.