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| Company information | |
|---|---|
| Name | Adidas Salomon AG |
| Head office | Herzogenaurach, Germany |
| Enterprise information | |
| Form of business organization | Corporation |
| Name | Adidas Salomon AG |
| 18. August 1949 | |
| Establishment place | Herzogenaurach |
| Seat | Herzogenaurach, Germany |
| Coworker | 17.023 (2004), 15.935 (2005) |
| Conversion | 2005:6,636 billion "€2004: 5.860 billion "€ |
| Profit before taxes | 2005:655 million "€2004: 526 millions "€ |
| Website | www.adidas-group.com |
The Adidas Salomon AG with seat in Herzogenaurach, originally designated after its founder Adolf Dassler (after its pointed name "Adi "and the first three letters of its surname), is after Nike the second largest sports article manufacturer of the world.
The mark Adidas became with the profit of the German crew with the soccer world championship 1954 in Berne, to which miracles so mentioned of Berne, world-wide admits. The German crew used Dasslers of football shoes, with which the lugs could be exchanged, which at that time a revolution was. 1978 deceased to Dassler. It left a world company.
The enterprise Puma of Dasslers brother Rudolf, with which Adi Dassler co-operated initially in a OHG, was long time of one of the sharpest competitors with sport shoes.
The company headquarters of the company is in Germany, while the articles are manufactured meanwhile outside of Germany. Production was shifted to a large extent to Southeast Asia. Adidas, similarly as its competitor Nike, is accused, Sweatshops so by exploitation and Kinderarbeit in mentioned to profit (see black book mark companies).
Adidas developed in the course of the years by the purchase of further sports article manufacturers to an international company.
The company name in Adidas Salomon AG was changed by the purchase of the Salomon group of 1997, which has to today existence, although Salomon at the end of of 2005 was sold due to the involving heavy losses business for approximately 485 millions "€ to the Finnish Amer of sport corporation.
With the sale plans of Salomon the union with the competitor Reebok accompanied with the goal of approaching the world market leader Nike. On 31 January 2006 the acquisition of Reebok International Ltd. became locked. Reebok shareholders kept 59 US$ bar per share. The value of the transaction amounted to approximately 3.1 billion "€. Herbert Hainer remains further chairman of the board of the new Adidas group, during Paul Fireman by its position as CEO of Reebok International Ltd. and now as Hainers advisor withdrew is active.
Adidas did not have so far contrary to Reebok a large market share in the sport shoe business in the USA. In Europe the relationship of market positions of both manufacturers turned around. There Reebok is in a weaker market position. With the fusion Adidas market shares at the sport shoe business wants to win and its position opposite the world market leader Nike (2005 a conversion of 11,6 billion euro) strengthen.
Today the following marks belong to the Adidas group:
The well-known brand name are the three strips and the Logo with the three sheets (Trefoil), which are to symbolize the olympic spirit, which connects the three continental plates. Beginning of the 90's the singer Madonna and later also the British football star help David Beckham the three strips to the success brand name. The volume run DMC had already before published the Song "My Adidas" in the year 1986, into which it "superstar" a musical monument for the Adidas model very popular in the RWS scene had set.
Particularly in and the 80's 70's there were various shoe models, which possessed cult status at that time. Here first the linen shoes Nice and Adria are to be called. Later (approx. 1984) followed the linen boot Spirit, which already rang in the time of the pastel inks. Starting from 1985 then the models Lucy, Twister, Jolly and Sweety came on the market, which were available in various pastel inks likewise and one today hardly more obtained well-known spreading. They were not yet as highly developed as the today's sport shoes, but nevertheless extremely easy and comfortable, why they were so popular beside the fashionable colors. Usual colors were among other things lightyellow, light blue, tender-pink and white. With the end the shoes disappeared to the Pastell era then starting from 1987 increasingly from the roads and from the sport resounding. Nowadays the shoes of this era are not to be found nearly any longer and also in the course of the Retro trend came it not yet to a new edition of these models.
Further well-known models from the 80's are:
In a controversy over the size of the Herstellerlogos with placing on olympia Athleten-clothes the international olympic committee (IOC) decided that Adidas may not present its in the future more remarkably than the competition their Logos to strips. Only 20 square centimeters on the sportsman clothes are permitted.
The competitors Nike and Puma criticized together with the world union of the sports article industry that the Adidas Logo was more remarkably presented. Adidas justified this to that extent that the strips would not be a brand name, but a Design element. For the olympic summer games 2004 in Athens Adidas received again a special permission.
The IOC justified its decision with the fact that one had to avoid an oversize at image marketing on the sportsman clothes and that all equal manufacturer is to be treated. Adidas announced however despite the occurrences that one will remain faithful further its "tradition as olympic mark ".
The world football federation locked already 2005 a contract with the Sportausstatter Adidas. Thus also the ball is placed with the soccer world championship 2010 by the German enterprise from Herzogenaurach. Adidas has besides still another advance booking right to television commercial and preferential advertising surfaces in the WM-stages. Including the WM 2014 the licenses for the football large events (inclusive the woman soccer world championship and the junior soccer world championship) cost to 250 million euro.
In addition Adidas some large soccer associations sponsort like the FC Bavaria Munich (of that Adidas AG 10% of the portions holds), material Madrid, the AC Milan and the FC Chelsea (starting from the season 2006/2007) as well as among other things the national teams of Germany, Spain, France, Argentina and Greece.
To the WM 2006 Adidas develops the stadium Adidas World OF football before the citizen of Berlin Reichstag.
With the olympic winter plays 2006 in Turin Adidas afforded an embarrassing error, when the caps were printed on some German athletes with the Belgian instead of the German color sequence.
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