adidas AG

adidas is a multinational sporting-goods company headquartered in Herzogenaurach, Germany. Its core business covers athletic footwear, sports apparel, and sporting equipment. The name derives from founder Adolf Dassler, while the three-stripe identity has become one of the brand’s most recognizable visual marks. Its range serves sports and lifestyle settings including football, running, training, basketball, tennis, and outdoor activities. adidas sells through owned stores, e-commerce, wholesale partners, and other retail channels worldwide. Athlete, team, event, and cultural partnerships have been important to its marketing and brand-building. The company’s activities center on product design, brand management, and global distribution, alongside continued development of direct-to-consumer and digital channels.

adidas traces its origins to Adolf Dassler’s work in athletic footwear manufacturing in Bavaria, Germany. In 1949, Adolf Dassler formally registered the adidas company; the name combined the short form of his first name, “Adi,” with “Dassler.” The company initially focused on sports shoes and built recognition through relationships with athletes and sporting events. As international sport and mass-market athletic consumption expanded, adidas extended its activities into apparel, equipment, and lifestyle products across a range of sports and geographic markets. The three-stripe identity became a central element of the brand and was used across both performance and lifestyle offerings. With the growth of digital retail and direct-to-consumer commerce, the company has continued to adjust its mix of owned stores, e-commerce, wholesale distribution, and marketing investment. adidas remains one of the major global sporting-goods brands, with product innovation, brand building, sports partnerships, and international distribution at the center of its business.

1. 2023Bjørn Gulden appointed CEO

   Bjørn Gulden succeeded Kasper Rorsted as CEO of Adidas.

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2. 1949Adidas company founded

   Adolf Dassler registered the Adidas company in Germany, with the brand name derived from his name.

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A global, mass-market and professional sports brand that combines athletic performance, fashion design, and street culture influence.

• Athletic footwearSports shoes

  One of adidas’s core categories, covering running, football, basketball, training, tennis, and everyday lifestyle use while combining performance features with the brand’s recognizable design language.

• Sports apparelSports apparel

  Includes jerseys, training wear, running apparel, sports underwear, and other athletic clothing for competitive sport, fitness, and everyday use.

• Sporting equipmentSports equipment

  Equipment and accessories for football, training, outdoor activities, and other sports, complementing adidas’s footwear and apparel businesses.

• Lifestyle footwear and apparelCasual footwear and clothing

  Footwear and apparel for everyday wear and street-culture settings, often adapting the brand’s sports design language through classics, fashion collaborations, and cultural partnerships.

1. adidas Group — History
2. adidas Group — Management Board
3. adidas Group — Company profile