* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
adidas appears in the following brand league tables:
Rank 187 in the
Global 500 2013.
Rank 15 in the Germany 50 2013.
Rank 135 in the Global 500 2012.
Rank 11 in the Germany 30 2012.
Rank 11 in the Germany 30 2011.
Rank 139 in the Global 500 2011.
Rank 145 in the Global 500 2010.
Rank 141 in the Global 500 2009.
Rank 119 in the Global 500 2008.
Rank 144 in the Global 250 2007.
2013 brand performance*
* Figures taken on 31st December 2012.
2012 brand performance*
* Figures taken on 31st December 2011.
2011 brand performance*
* Figures taken on 31st December 2010.
2010 brand performance*
* Figures taken on 31st December 2009.
Brandirectory user rating*
* Average values from a total of 8 votes.
The 3-Stripes mark is without doubt the quintessential Adidas symbol. It was created by the Adidas company founder, Adi Dassler, and first used on footwear in 1949. Dassler created a symbol that could be immediately recognized when his footwear was used in athletic competition and associated with Adidas. He emphasized the association with the slogan “The Brand with the 3 Stripes”. The 3-Stripes were first used on apparel in 1967 and now enjoy worldwide recognition as an Adidas symbol.
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.
The Group is committed to continuously strengthening its brands and products to improve its competitive position and to deliver outstanding financial results. It sees itself as an innovation and design leader seeking to help athletes of all skill levels achieve peak performance with every product it brings to market. Adidas continuously improves the quality, look, feel and image of its products and its organisational structures to match and exceed consumer expectations and to provide them with the highest value. As a global organisation, Adidas feels socially and environmentally responsible, embracing creativity and diversity and is financially rewarding for its employees and shareholders.
In August 1949, Adolf Dassler founded adidas, deriving the company name from his nickname ‘Adi’ and the first three letters of his last name. Being an athlete himself, Adi Dassler’s vision was to provide athletes with the best football for each discipline. Years before the foundation of adidas, Dassler was already producing 30 different types of shoes for eleven sport disciplines with almost 100 employees. Only after the end of World War II, Dassler decided to start over again by registering adidas under its official name ‘Adolf Dassler adidas Sportschuhfabrik’ with 47 employees. In 1954, the ‘Miracle of Bern’ finally provided the necessary breakthrough for the manufacturer. During the final against Hungary, the German team wore the first adidas soccer boots featuring removable studs. In order to further increase his products’ publicity, Adi Dassler decided to use famous athletes for advertising his products later on, which has remained one of the company’s cornerstones until today. In the following years, together with his son Horst Dassler, Adi transformed adidas into a renowned international company that was present at all major international sporting events, also starting to produce apparel since the 1960s. After Adolf Dassler’s death in 1978, his son Horst and wife Käthe took over the company until Horst died unexpectedly in 1987. In 1989, the IPO followed and Robert Louis-Dreyfus took over the management in 1993, who also guided the merger of the adidas AG and the Salomon group to form the adidas-Salomon AG in 1997. However, the Salomon business and all related brands were sold to the Finnish Amer Sports Corporation in October 2005. One of the biggest acquisitions in adidas’ history includes Reebok International Ltd. which was acquired in January 2006 for €9.5 billion.
Constituting 72% of Group sales, the Adidas brand itself is the Group’s largest sub brand, consisting of Adidas Sport Performance and Adidas Sport Style. Reebok, the second largest brand account for 16%. TaylorMade-Adidas Golf is a leader in the industry and the number one metalwood supplier, targeting consumers who seek the most innovative, performance-enhancing golf equipment available. Consisting of the two brands Adidas Golf and Ashworth, a leading designer of men’s and women’s golf-inspired lifestyle sportswear, TaylorMade constitutes for 8% of total Group sales. Rockport, designing and marketing dress, casual and outdoor footwear, as well as apparel and accessories and CCM-Hockey, one of the world’s largest designers, manufacturers and marketers of hockey equipment and apparel, account for 2% each.
Putting its consumers at the heart of the organisation, the Group introduces its Global Brand Strategy, responsible for all the marketing functions and long-term development of the Adidas and Reebok brands. The primary objective of this portfolio strategy is to ensure that all brands seize market and category opportunities through well-defined and coordinated go-to-market strategies. Each brand is responsible for the execution of its strategic focus by creating a constant stream of innovative and inspiring products and generating communication strategies that represent each brand and category in an engaging and compelling way with their target consumers.
With its slogan “Impossible is Nothing”, Adidas matches its brand mission of being the leading sports brand in the world by focusing on its brand values of being authentic, passionate, innovative, inspirational, committed, and honest.