The history of "Adidas", the structure and activities of the company

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Today you can hardly find a person who would be unfamiliar with Adidas products, but at the same time only a few know the history of Adidas and how this company became so popular around the world. The range of products of this brand allows you to easily choose equipment for any kind of sports, representing the most stylish and comfortable things made on the basis of modern technologies together with designers and world-class stars. But the history of Adidas knows the times when no one even heard of this company. That is why many will be interested to know how the world famous brand has developed.

Foundation

The history of the creation of the company "Adidas" begins in 1920. The name of the brand was due to its founder - Adolf Dassler, and is a combination of the initial syllables of his name and surname.

The main passion in Dassler's life was football, which at that moment was just beginning to become widespread in Europe. After the defeat of Germany in 1918 and with the onset of a serious crisis and inflation, the country plunged into an economic depression, with millions of soldiers constantly returning fromfront lines, continuously replenishing the number of unemployed, who simply have nowhere to arrange. Also in a difficult situation was the Dassler family, who, after a large number of part-time jobs, decided to open their own shoe-making business in early 1920 - this is how the Adidas story begins.

First fruits

The Dasslers approached the implementation of the idea quite responsibly. Mother's laundry was used as a shoe shop. At the same time, it is worth noting that Adolf showed good ingenuity by making a machine for cutting skins from a standard bicycle. The history of the company "Adidas" originates from such a small garage workshop. In it, the family worked on one thing: the father, along with his sons - Rudolf and Adolf - cut shoes, and the mother and daughter worked on a pattern from canvas.

The first shoe that begins the history of the company "Adidas" is an ordinary sleeping slippers made from military equipment, and the soles for such shoes were cut from discarded car tires. At the same time, Adolf was engaged in the development of new models and organized production, while Rudy carried out the marketing of all manufactured products.

After four years, the history of Adidas takes on a new character - twelve employees work in the workshop, and 50 pairs of shoes are produced per day at once. It is worth noting that in 1924 this business was called the Dassler Brothers Shoe Factory.

1925

The history of Adidas boots dates back to 1925, and this shoe has become uniquenot only for Germany, but for the entire world community. In particular, the Celein brothers forged metal spikes specifically for boots, and the world began to actively use sports spikes.

1927-1929

From the moment the first spikes appeared, the history of Adidas began to develop actively, and a small workshop grew into a small factory. A full-fledged building was rented for the production facility, and 25 employees were hired. Every day, up to 100 pairs of shoes were produced under this brand.

In 1928, the history of the brand really begins to be created at Adidas, because the company is granted a patent for spikes, and Dassler products begin to spread around the world. At the Olympic Games in Amsterdam, many athletes began to wear shoes with this logo, and in 1929 the factory's range was expanded to include football boots.

30s

Despite the financial crisis in Germany, the company is thriving, buying out the entire leased building and laying the groundwork for a new, three-story production building. During the Olympic Games, the triumphal procession of the products of this company began in all countries of the world. In particular, athletes who competed in Adidas shoes win Olympic medals and also set world records, giving the organization incredible publicity.

In 1938, another factory was opened on the territory of Herzogenaurach, which begins to produce 1000 pairs of shoes daily. With the outbreak of the Second World War, the company got a lot of problems. Despite what it was"Adidas" history of creation and profile of activity, an attempt was made at the factories to produce hand-held anti-tank grenade launchers, but the idea was not implemented. In this regard, it was customary to make training shoes for the Germans who were currently serving in the military.

40s

In 1945, the Dassler brothers' factory expands its product range, and under the terms of the indemnity, it must manufacture specialized hockey skates for the United States, and instead receive gloves, tents, bats, and many other decommissioned materials. Thanks to Adolf's rich imagination, they manage to make new models of shoes from the materials obtained. Rudolph ends up in a POW camp.

The company is trying to actively support top athletes, and also pays for their clothes and even pays some people a salary for performing in them.

Split

In 1946, at Adidas, the history of development comes to an end, and the business has to literally start from scratch. Rudolf was released from prison, but the brothers could no longer find a common language. A few years later, the business split, and two different companies appeared - Adidas and Puma. The history of the creation of each of them is now kept separately.

In 1948, after the final split of the family business, Adolf takes over the Addas factory, while Rudolf takes over the Ruda factory. Over time, the name Ruda changes to Puma, and Addas turns into Addidas. This is how the brands Adidas and"Puma". The history of the creation of both companies began with their extremely fierce competition between them.

Adolf starts to produce a new model - rubber boots equipped with removable spikes.

50s

The history of founding Adidas as an independent business of Adolf begins to develop again, and he releases many new products under his own brand, making possible the widest distribution of the brand around the world. The logo can now be seen on bags and sportswear, while being actively promoted through the achievements of various Olympians.

60s

The history of Adidas and Puma are significantly different from each other. Adolf's company is growing rapidly, while Puma is far behind. A more successful brother launches the production of branded balls, and also makes a novelty - special shoes equipped with a polyurethane molded sole. It is worth noting the fact that even today such shoes are quite widespread.

80-90s

In 1978, Adolf Dassler died, and his wife and son Horst began to develop the business. At the same time, it is worth noting that at first the business developed very successfully, and in 1983 Horst even created the first marketing company in history, which was intended for various sports events.

In 1985, Horst's mother dies, and in 1986he died suddenly. The reorganization of the company could not be completed, so the company fell on extremely difficult times, and only as of 1990 did its losses amount to a significant amount. Young people have increasingly begun to prefer more modern brands such as Reebok and Nike. At the same time, it should be noted that Adidas products were mainly manufactured in Germany, which involved serious costs, while Reebok and Nike manufactured their products mainly at factories in China and Thailand. There was an urgent need to rectify the situation, since Adidas continued to be a famous brand, and it would be foolish to just let it die.

It is from this crisis that the competition between Nike and Adidas begins. The history of the company in the end never ended because, when its losses significantly exceeded the income received, 80% of the total number of shares passed to a French investor named Bernard Tapie. Oddly enough, but after this transaction, the brand's profitability almost doubled in a very short time.

Since 1993, the company of specialists has been creating a new brand history, while bringing in talented managers from the main competing organizations - Reebok and Nike. Production capacities are gradually beginning to be transferred to those countries where wages are much lower than in Europe. Over the years, Adidas-branded products are disappearing completely from retail as branded stores begin to open around the world.

Modern Adidas

In 2008, the company signsfor 10 years, an agreement with the Russian Football Union, and to this day is engaged in the production of various items of footwear, clothing and all kinds of equipment for classes. At the moment, the post of General Director of this concern is Herbert Heiner.

The modern concern includes such well-known brands as Reebok, RBK & CCM, Rockport and Hockey, while creating a large number of new products that are completely revolutionary in their look, interesting design, and also quite high technical performance.

Sports achievements

It is not surprising that the main fame of the company was due to the sporting achievements of various athletes who competed in equipment produced under this brand. However, not everyone notices who really brings popularity to this company.

It all started when, in 1928, together with the head coach of the German Olympic team Dassler, he developed and released new studded shoes, and in 1931 he released specialized tennis shoes.

In 1932, a German athlete named Arthur Yonath in running receives a bronze medal in the 100 meters during the US Olympic Games, and four years later, the American runner Jesse Owen takes four gold medals and sets five world records at once. Berlin, speaking in shoes from this manufacturer. It is the Olympics that make the brand famous all over the world.

After the release of shoes with removable spikes, Adidas has already taken a significant lead compared tomain competitor is Puma. The next Olympics in Helsinki, which was held in 1952, once again confirmed the leading position of this manufacturer, since in the vast majority of cases, athletes performed in shoes of this particular brand.

The next triumph of the organization was the victory of the German national team, which won the World Cup, and at the same time performed in Adidas shoes in full force. At the same time, Adolf decided to advertise his brand on signs that were hung around the entire football field, since in addition to the fans who came to the stadium, they could also be seen by those who watched the match on TV. After that, three-quarters of the total number of medalists at the Melbourne Olympics also won their titles in Adidas shoes.

The sixties were extremely successful for the company in terms of business development. First of all, she began to lead at the Olympic Games in Rome, at the World Cup in football in the 62nd year, and also at the Tokyo Olympics, which took place in 1964. At the Mexican games, approximately 85% of the total number of athletes competed in shoes from this manufacturer, and Dick Fosbury, competing in the high jump, won the gold medal using a completely new technique that radically changed the sport. Among other things, long jumper Bob Beamon also holds the world record, and thus, athletes competing in the equipment of the Adidas brand have won a total of 35 bronze, 35 silver and 37 gold medals.

For Franz Beckenbauer toFor the 1972 European Championship, the company developed an extremely soft and lightweight boot. Such stylish shoes, made of patented leather, according to the manufacturer, could "serve until complete abrasion." After the German national football team first won the European Championship and then took the World Cup, Adidas has become the standard of football sport.

Another successful milestone in the history of the company was the Olympic Games in Munich, which took place in 1972. For the first time, Adidas was named the official sponsor of this event, and in total, 78% of the participants competed in the equipment of this company, which won 35 bronze, 37 silver and 35 gold medals.

In 1996, after the company got back on its feet, it was again declared the main sponsor of the Olympic Games, and after this event, total product sales increased by 50%. Despite the fact that the main audience of this brand included residents of Europe, after the Olympics, the overall share of the company in the American market also increased, where it began to amount to 12%.

In 2004, the sensational victory of Greece in the European Football Championship greatly contributed to the development of Adidas products in this country, because at that time the company acted as the general sponsor of the national team. The Olympic Games in Athens have become a new platform that Adidas has used as a showcase for a wide range of products from its brand. After that, Adidas became the official supplier of equipment for 21 National Olympic Committees, and in generaldifficulty, approximately four thousand athletes competed in equipment with the logo of this manufacturer.

Interesting facts

The brothers have not yet announced the reason why they quarreled. The only thing that is known today is that after the collapse of the family business, they no longer talked to each other, and their firms turned into fierce competitors.

September 21, 2008 (International Day of Peace) corporate confrontation finally ended, and the leadership of the two organizations shook hands. The unifying factors of this reconciliation were football and cinema - in the course of this event, a documentary was watched and a special match was played.

A huge number of legendary athletes won in Adidas shoes, the names of some of which are heard by people interested in sports:

• Zinedine Zidane.
• David Beckham.
• Lev Yashin.
• Mohammed Ali.
• Joe Frazier.
• Lionel Messi and many others.

It is quite natural that a contract was signed with these athletes.

This brand is the most widespread in Russia and it is worn by the overwhelming majority of domestic football players, receiving financial rewards for this, respectively.

Adolf Dassler became the first entrepreneur who began to attract famous athletes to advertise his own products, while active brand advertising became one of the main elementsadidas corporate policy. For almost any major sporting event, a variety of technologies were created that once again proved the superiority of Adidas shoes. At the same time, thanks to active cooperation with many athletes, as a result, the company made the best shoes for almost all disciplines.

Once people knew only Adidas sneakers. The history of this brand has led to the fact that today it is one of the best-selling and world-famous in the field of sports equipment, because everything that a modern athlete needs is produced under this logo.