The multinational corporation that we know today was started as a humble shoe business in in Bavaria, Germany by two brothers Adolf aka Adi and Rudolf aka Rudi Dassler. He became a close friend of Adi Dassler and helped him to gain entry into the Berlin Olympic Village.
After convincing American athlete Jesse Owens to wear their spike shoes at the Summer Olympics, Dassler shoes steadily climbed the popularity ladder in the sports industry.
Before World War II started, the company was selling , pairs of shoes every year. Dassler Brothers Shoe Factory transformed into Adidas after the brothers split in Adidas became a household name after helping the German national football team to win the World Cup final against Hungary with its screw-in-studs lightweight football shoes.
In , the company launched its clothing line. One of the key differentiators that has helped Adidas to stay relevant is their strategy of collaborating with cultural influencers from all walks of life. The company believes in building meaningful, well-thought-out and profitable long-term partnerships. Hip hop has fuelled the growth of sneakers and sneakerheads. And Run-DMC is one of the first and most powerful figures within that circle.
It was this strategic move that helped Adidas to cement its position in the sneaker culture and the footwear industry driven by it. A collaboration spanning over two decades , Beckham is still one of the most powerful faces of Adidas, even after retiring from professional football. His endorsement worked wonders for the brand. Beckham turned out to be the superstar that Adidas was looking for, who featured in their massive international campaigns and improved their stakes in the sports marketing business.
Be it Run-DMC, Beckham or West, Adidas has made these partnerships work by opening its design lab to its ambassadors and giving them free reign to share their ideas. Adidas was able to pick the right celebrity partners because they are deeply connected with their consumers. Whether it is bringing back the classics or 3D printing soles for personalization , the company is leaps and bounds ahead, when it comes to understanding what sneakerheads want.
In , Adidas introduced a shoe called Micropacer that had a micro-sensor embedded into it, which could record caloric consumption, pace, and distance. Smart shoes and active wearables are now the norm. But back in the early 80s, it was rare and futuristic.
The company also introduced the first intelligent shoe with a microprocessor in When they noticed that fashion is taking precedence over everything, the company revived its iconic Sam Smiths , the sneakers that go with everything! As the concept of sustainability in fashion is picking pace, Adidas along with McCartney recently launched a limited edition sustainable hoodie collection made from textile waste. The first seventy years of Adidas has been all about perfecting sportswear with the help of technology and innovation.
In , we further focused on taking responsibility for the entire product life cycle and established a clear game plan for moving toward a circular business model. Our long-term commitment to the female athlete continues to be a focus for the company. We therefore look at this target group as an integrated part of our business but from a separate and unique angle. With a focus on the female consumer, it is crucial to fully understand the specific product needs of the female athlete to help unlock her full potential.
We believe developing industry-leading technologies and consumer experiences is only one aspect of being an innovation leader. Equally important is the successful commercialization of those innovative concepts:. As in prior years, the majority of sales were generated with products newly introduced in the course of New products tend to have a higher gross margin compared to products which have been in the market for more than one season.
In , brand adidas and Reebok sales were again driven by the latest product offerings. XLS: Download. A product category which comprises equipment that is used rather than worn by the consumer, such as bags, balls, or fitness equipment. Speedfactory stands for an accelerated manufacturing process of high-performance sports shoes enabled by latest manufacturing technology that was tested at the adidas Speedfactories in Ansbach, Germany, and Atlanta, USA.
At the end of , adidas started to deploy its Speedfactory technologies to produce athletic footwear at two of its suppliers in Asia. Production at the Ansbach and Atlanta Speedfactories will be discontinued by April This will enable adidas to continue to respond to short-term trends in demand while using production capacities more flexibly and economically and expanding the range of products with short production times faster.
Manufacturing processes will continue to be developed, improved and tested in the adiLab at the adidas production site in Scheinfeld. Parley for the Oceans is an environmental organization and global collaboration network. Founded in , Parley aims to raise awareness for the beauty and fragility of the oceans, and to inspire and empower diverse groups such as pacesetting companies, brands, organizations, governments, artists, designers, scientists, innovators and environmentalists in the exploration of new ways of creating, thinking and living on our finite, blue planet.
Parley Ocean Plastic is a material created from upcycled plastic waste that was intercepted from beaches and coastal communities before reaching the ocean. Parley for the Oceans works with its partners to collect, sort and transport the recovered raw material mainly PET bottles to our supplier who produces the yarn, which is legally trademarked. It is used as a replacement for virgin plastic in the making of adidas x Parley products.
Creators Club is a membership program that helps us deepen the relationship with our consumers. Linking all adidas apps, events, communities and channels into one single profile, the program rewards members with points for interacting with the brand, e. Depending on the number of points, exclusive benefits are unlocked, including access to hype sneaker and apparel drops or invitations to special events. Close We use cookies to improve your experience on our site.
Topics filter. You are here: Home Group Management Report — Our Company Innovation Innovation Innovation Sustainability Products Digital Creating innovative concepts to meet the needs of athletes and consumers is a prerequisite to strengthening our market position in the sporting goods industry and a premise to being the best sports company in the world.
In addition to opening up our doors to valuable feedback, we also get inspired by the input from knowledgeable partners: BASF: Together with BASF, we manage and enhance BOOST, a cushioning technology designed to deliver maximum energy return, responsiveness and comfort to athletes. Carbon: Together with Carbon, a Silicon Valley-based tech company, we are revolutionizing product creation through hardware , software and molecular science, and have enabled mass production of additively manufactured components, coming to life with adidas 4D.
Fashion for Good: Together with Fashion for Good, a global cross-brand initiative to make all fashion sustainable, we are accelerating sustainable innovation in the apparel industry through, among other things, mentorship of and collaboration with circular start-ups. Oechsler: Together with Oechsler, an expert in high-tech automated manufacturing of technical components and assemblies, we operated our Speedfactories in Ansbach, Germany, and Atlanta, USA.
However, in we decided to deploy the Speedfactory technology at Asian suppliers. Our collaboration with Oechsler will continue in other manufacturing areas. Parley for the Oceans: Together with Parley for the Oceans , we are developing products partially created from upcycled plastic waste, intercepted before it reaches the ocean from beaches and coastal communities.
Station F is the biggest start-up campus in the world, based in our key city Paris, France. The accelerator aims to use the innovative power of the global start-up scene to create the best digital innovations in sport. The first generation of start-ups started the program in January and presented their digital pilots in September In the meantime, adidas onboarded a second generation that will develop new concepts and identify opportunities in the areas of women empowerment, sustainability, retail and e-commerce.
Athlete innovation Our clear focus is to produce the best and most innovative products for athletes to enable them to perform at their very best. Digital and experience innovation The adidas brand was amongst the first in the industry to comprehensively bring data analytics to the athlete.
Equally important is the successful commercialization of those innovative concepts: Parley Ocean Plastic: Products made of Parley Ocean Plastic focus both on the needs of our athletes, by living up to their performance promise, and on the needs of the world, by helping to protect our oceans from marine plastic pollution.
We have taken sustainability to the product level and continue to roll it out across our product portfolio. In , we made more than eleven million pairs of shoes containing Parley Ocean Plastic , across various footwear franchises in both Sport Performance and Sport Inspired.
In addition, nearly three million pieces of our apparel offering featured Parley Ocean Plastic, including jerseys for high-profile teams such as Real Madrid, Bayern Munich, Juventus Turin and Manchester United. They were asked to test and return the shoes to start the recycling process. In November , we introduced the second generation of Futurecraft Loop.
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