Operating profit

Amount of assets

Equity

Number of employees

Operating profit

Shareholders equity

Interbrand, $ billion

Millward Brown Optimor, $ billion

Brand Finance, $ billion

Until 2009, it united such brands as:

Adidas - clothing, shoes and accessories for athletics, American football, tennis, fitness, soccer, basketball, race walking and much more.

Salomon - alpine skiing and equipment, tourism. (after the 2nd half of 2008, it left Adidas Ltd.)

Mavic - seamless rims for bicycles.

Bonfire Snowboarding Company - snowboards, equipment.

Arc"Teryx

Maxfli

Adidas currently owns:

Reebok is a giant manufacturer and a former competitor of Adidas.

Rockport - classic and casual shoes

CCM - equipment for hockey.

Taylor Made Golf - Golf Equipment.

As Vedomosti reported in September 2013, Adidas lowered its 2013 profit forecast due to unfavorable exchange rates, distribution problems in Russia and poor performance in its golf equipment division. Adidas expects sales growth in 2013 of 1-4% (5% forecast in August 2013) and net profit of €820-850 million (previously €890-920 million).

Sales of the Adidas Group in Russia in 2014 will be more than 1 billion euros, said Herbert Hainer, CEO of the Adidas Group in an interview with Vedomosti in early November 2014. He considers the Russian market important for his company (the third largest in the world). In the first half of 2014, Adidas' business in Russia grew by 18%. As of the end of 2014, there were about 1,100 Adidas and Reebok stores in Russia). In the summer of 2014, the company announced that 80 new stores would be opened this year, with the same number of openings planned for 2015.

Adidas does not disclose in its reporting Russian sales. In the first six months of 2014, the group's revenue amounted to almost 7 billion euros and European emerging markets (this includes Russia) accounted for 13% of the group's sales revenue (Adidas Group report for the first half of 2014).

history of the company

Adidas AG is a German industrial company specializing in the production of sports shoes, clothing and equipment. The company's CEO is Herbert Hainer. IN currently the company is responsible for the distribution of products from Adidas, Reebok, Rockport, RBK & CCM Hockey, as well as Taylor-Made Golf.

On May 2, 2005, the Amer Sports concern bought Salomon Sports from Adidas. For more three years(until 2009) Salomon sold its products through the Adidas retail chain; at the end of this period, Salomon departments left the Adidas structure.

In August 2005, the Adidas-Salomon AG concern bought 100% of the shares of its competitor Reebok International Ltd for $3.8 billion. The takeover of Reebok allowed Adidas to increase its share in the most important American sporting goods market for the company to 20% and get as close as possible to the market leader, Nike, which controls 35%.

The company regularly acts as a partner in prestigious sports competitions, for example, in the 2006 FIFA World Cup, the official ball was Adidas +Teamgeist. In 2008 - official partner of the African Cup of Nations 2008 (African Cup of Nations). Adidas Wawa Aba - official ball of the Cup; European Football Championship 2008. The official ball of the Championship is Adidas Europass; European Women's Football Championship 2009. The official ball of the Championship is Adidas Terrapass. African Cup of Nations 2010. The official ball of the Cup is Adidas Jabulani Angola. The word jabulani means "celebrate" in Zulu. The ball is made using the company's latest technologies, including GripnGroove technology, which improves the aerodynamics of the ball. FIFA World Cup 2010. The official ball of the Cup is Adidas Jabulani.

Throughout the company's history, athletes from many national teams have been equipped with Adidas uniforms.

European Women's Football Championship 2009. The official ball of the Championship is Adidas Terrapass.

FIFA World Cup 2010. The official ball of the Cup is Adidas Jabulani.

UEFA Europa League 2010-2011. The official ball of the tournament is Adidas Europa League.

German Football Championship 2010-2011. The official ball of the championship is Adidas Torfabrik.

European Football Championship 2012. The official ball of the championship is Adidas Tango 12.

On September 8, 2008, Adidas signed a partnership agreement with the Russian Football Union. According to the Vedomosti newspaper, total amount The agreement, concluded for a period of 10 years, will amount to $100 million. It was assumed that the German company would equip all the country’s national football teams, and also deduct 5% of the proceeds from sales of sporting goods with the symbols of the Russian national team to the RFU.

On September 16, 2015, Adidas signed a partnership agreement with the National Hockey League for a period of 7 years. Starting from the 2017/18 season, Adidas becomes the exclusive supplier of team game and training uniforms, as well as souvenirs.

Adidas' business practices, ethics, and commitment to workers have been examined and often criticized.

In 2011, unhappy with the local prices of All Blacks jerseys from Adidas, New Zealand All Blacks fans asked for price cuts and began sourcing jerseys from overseas suppliers after it was revealed that the local price of $NZ220 was more than double what was being offered. on some websites. Adidas responded by using cross-border trade agreements to stop overseas retailers from selling T-shirts to New Zealanders. Leading New Zealand PR firms and consumer groups have called the move a disaster for the company's PR team. New Zealand's largest sports retailer Rebel Sport said it was unhappy with Adidas' decision and was considering selling all All Blacks jerseys below cost. As of 9 August 2011, Rebel Sport has decided not to stock Adidas Rugby Union jumpers.

For years, Adidas has purchased packaging paper from Asia Pulp & Paper, the world's third-largest paper producer, which has been called a "forest criminal" for destroying "valuable biotopes" in tropical forest Indonesia. In 2011, when Adidas terminated its contract with Asia Pulp & Paper, Greenpeace executive director Phil Radford praised Adidas for its forest conservation efforts and for being "serious about preserving the rainforest."

The company has been closing retail outlets in Russia for the third year in a row. At the beginning of August 2017, Adidas plans to close 160 stores by the end of 2017.

Adidas CEO Kasper Rorsted and the company's CFO Harm Ohlmeier spoke about this during a teleconference with investors following the results of the first half of 2017.

“We expect the Russian market to continue to decline after four years of sanctions and dependence on the price of oil,” Rorsted said. According to him, management is taking measures regarding Russian market. “We have already closed more than 100 stores and will close another 50 before the end of the year,” he explained. As Ohlmeier noted, up to 160 stores will have to be closed in a year, since Russia remains the only region of Adidas presence with declining revenue.

The closure of stores is due solely to optimization of the portfolio, and not to exit from the market or a significant reduction in the share of the business, notes a representative of the Russian Adidas. In 2017, it is planned to open more than 20 new and improve 90 existing profitable stores. At the same time, there are no plans to reduce personnel at the head office in Russia, he emphasizes.

In 2016, Kasper Rorsted was appointed as the new CEO of the company, replacing Herbert Hainer in this post.

At the end of the first half of 2018, the company’s revenue in Russia and the CIS decreased by 12.9% to €297 million. However, if we consider the indicator without taking into account currency fluctuations, the decrease was only 0.5%. The situation is similar with quarterly data: revenue decreased by 1.7% to €177 million, and excluding currency fluctuations the figure increased by 14.1%.

Brand history

Adolf Dassler was born on November 3, 1900 in the small Bavarian town of Herzogenaurach. His mother was a laundress and his father was a baker. Adi, as Adolf was called in the family circle, grew up as a quiet boy. When he was 14 years old, Germany began the First World War, but Adi did not go to the front due to his youth. He didn't want to go there. His passion was football, which was just then becoming the most popular game in Europe.

In 1918, the war ended with the defeat of Germany. Devastation and inflation reigned in the country, and millions of soldiers returning from the front joined the army of unemployed. It's time for the Dassler family bad times. Having worked odd jobs, at the beginning of 1920 the Dasslers family council decided to organize a family business - shoe sewing.

The Dasslers approached the implementation of the idea with German thoroughness. The mother's laundry room was given over to the shoe workshop. The inventive Adi converted a bicycle into a machine for cutting skins. His sisters and mother made patterns from canvas. Adi, his older brother Rudolf (or Rudi in the family) and his father cut shoes.

The Dassler family's first product was sleeping slippers. The material for them was decommissioned military uniforms, and the soles were cut from old car tires. Rudy took over the marketing of these conversion products. Adi was involved in organizing production and inventing new models. After four years, twelve workers, including family members, were producing 50 pairs of shoes a day. And in July 1924, the Dassler Brothers Shoe Factory company was founded. Both brothers with their opposite personalities complement each other well. If Adi was an inventive and timid intellectual and played football, then Rudi had an explosive character and preferred jazz, sex and boxing to everything else.

By 1925, the company was doing so well that Adi could afford a little imagination. As an avid soccer player, he designed and made spiked soccer boots that were forged for him by a local blacksmith. Thus, studded sports shoes were born.

The football model turned out to be comfortable and, together with gymnastic slippers, became the main product of the Dasslers. Soon the production no longer fit in the courtyard of their house. In 1927, the Dasslers rented an entire building for their factory. Now the staff has been increased to 25 people, and production to 100 pairs of shoes per day. Soon the Dasslers bought the rented factory, and the whole family moved to a mansion located not far from it.

Adi no longer remembered that several years ago he was going to become a baker. Now he was completely captivated by the opportunity to make sports shoes and then test them in sports games with your friends. The success of studded football boots inspired Adi to make shoes specifically for the strongest participants in the Olympics. For the first time, athletes performed in studded Dassler shoes at the 1928 Olympics in Amsterdam. At the next Olympics in 1932 in Los Angeles, the German Arthur Yonath became third in the 100 meters. But the most successful year for Adi was 1936. His first child was born, and at the Berlin Olympics, the black American runner Jesse Owen, wearing Dassler shoes, won four gold medals and set five world records.

From that moment on, Dassler became an unrecognized standard in sports shoes. The success of Adi's marketing was obvious. In the year of the Berlin Olympics, sales of the Dassler Brothers Factory exceeded 400,000 German marks. In 1938, the second Dassler factory opened in Herzogenaurach. In total, their company produces 1,000 pairs of shoes every day.

By this point both Dassler brothers were committed members Nazi Party. However, despite this, when the Second World War began in 1939 World War, the Dassler factories were confiscated by the Nazis and the brothers themselves went to the front. At one of the factories, the Nazis tried to establish the production of hand-held anti-tank grenade launchers. However, the factory equipment was not suitable for such production, so Adi was returned from the army a year later to produce training shoes for German soldiers.

When Germany lost that war, Adi suffered her share of national disaster. In 1945, Herzogenaurakh fell into the American occupation zone. And while the Dassler factory supplied hockey skates to the United States on indemnity, the Yankees settled comfortably in the family mansion. And Adi’s wife, in order to feed the family, dug up the beds and looked after the livestock herself. But it didn't last long. A year later, the Americans left, and Rudy's brother returned from the prisoner of war camp.

The brothers had to start their family business almost from scratch. Dassler shoes were again made from the remains of military ammunition, and 47 employees They received wages in kind - firewood and yarn. True, the former understanding between the brothers was no longer there. And in the spring of 1948, shortly after the death of their father, they finally quarreled and decided to split the company. Rudi took over one factory, and Adi took over another. The brothers also agreed not to use the name and symbols of the family enterprise. Adi named his company Addas, and Rudi named his company Ruda. But after a few months, Addas turns into Adidas (an abbreviation for Adi Dassler), and Ruda turns into Puma. Thus, the then world famous brand, Dassler, ceased to exist.

Today, Adidas is represented on the market with the widest range of products, from basketball sneakers and football boots to sportswear and hiking shoes. And in 1997, Adidas bought the French company Salomon, a leading manufacturer of goods for winter sports, and now the concern is called “ Joint-Stock Company Adidas Salomon. This move allowed the company to become the world's second largest manufacturer of sporting goods after Nike. This is how, since the end of the last century, giant concerns have been fighting with varying success for their customers.

Adidas is inextricably linked with such legendary names(in addition to those mentioned) like Muhammad Ali and Joe Frazier, Steffi Graf and Stefan Edberg, Bob Beamon and Gunde Swan, Lev Yashin and Valery Borzov, Michel Platini and Eusebio, and finally Zenedine Zidane and David Beckham.

In general, Adidas is fine, but it’s a completely different Adidas. And this story is by no means over.

In 2011, the German manufacturer of sports equipment signed a 4-year contract with Alexander Kerzhakov, who was recognized by the Russian Football Union as the best football player of 2010. Under the terms of the agreement, Kerzhakov will represent the adidas F50 adiZero Prime boots, which weigh 150 grams, joining Lionel Messi, Robin van Persie, Steven Gerrard, Angel di Maria, who are also representatives of Adidas.

The agreement primarily applies to the player’s playing shoes. The amount of the contract is not disclosed.

In 2011, Adidas lost sponsorship status to the Russian company BoscoSport in the clothing and footwear category. The Russian company BoscoSport of Mikhail Kusnirovich won the tender to obtain the status of the exclusive general sponsor of the 2014 Olympics in Sochi in the “clothing and footwear” category, the Kommersant newspaper writes about this, citing a source in the Russian Olympic Committee (ROC). The publication notes that the minimum cost of such a contract is about $100 million, these funds will be needed to equip the Russian team, support staff and the delegation of the International Olympic Committee, which could be approximately twice the turnover of BoscoSport. The German company Adidas, with which Kusnirovich competed for sponsorship, spent about $250 million on last year's Beijing Olympics.

2010 Adidas and Cairos Technologies have created a technology that insures football referees against outrageous mistakes, and allows conservative FIFA to do without the referee’s hated viewing of video recordings of difficult moments for refereeing.

Football authorities are getting closer to following fencing and tennis in agreeing to the use of electronics in sports N1. The main elements of the technology: a soccer ball with a chip inside; a reading device, the main element of which is an antenna made of a cable laid in the frame of a football goal; “Goal!” signal transmitters, the coverage area of ​​which covers the entire field; a receiving device on the referee's hand that responds to a signal to score a goal.

For the viewer, the spectacle looks unchanged - the decision about whether there was a goal, as before, is made by the referee. But in essence, the innovation is revolutionary: a semiconductor crystal replaces a person in yet another - and very specific - field of activity.

It turned out that the Cuban, on his own initiative, replaced the spikes with longer ones. Apart from 76-year-old Adolf Dassler, sitting in front of a TV screen thousands of kilometers from Montreal, no one noticed this. The position of the spikes was immediately corrected, and Juantorena won gold in the finals of the 400 and 800 meters. In total, at these Games, athletes wearing Adidas won 75 gold, 86 silver and 88 bronze medals. The record has not yet been broken.

• The Trefoil is the symbol of Adidas. The three leaves symbolize the Olympic spirit on three continents.
• Mohammed Ali, Joe Fraser, Steffi Graf and Stefan Edberg, Bob Beamon and Gunde Swan, Lev Yashin and Valery Borzov, Michel Platini and Eusebio, Zinedine Zidane and David Beckham, Marat Safin and Vera Zvonareva, Lionel Messi and many others won in Adidas shoes athletes. Many of these people have a contract with the company.
• In Russia, unlike the rest of the world as a whole, the Adidas brand is much more famous than its competitors, perhaps this is due to the fact that Adidas has been imported to the USSR since 1979. This is also due to the prevalence of Chinese counterfeits of this brand.
• The nu metal band KoRn has the world famous song A.D.I.D.A.S. After the release of this hit, the music the group sings began to be called Adidas rock. For several years in a row, the Korn singer also dressed exclusively in Adidas sportswear.
• The equally famous hip-hop group Run DMC wrote the song “My Adidas” in 1986, which became the unofficial anthem of fans of this company’s products. In addition, the company's logo has appeared on the clothing and shoes of various artists - from Public Enemy to the late Jam Masta Jay from the same Run DMC.
• Adidas' industrial design department, led by Michael Michalski, was selected as the 2005 product design team of the Red dot award. On July 4, 2005, Michael Michalski arrived in Essen to receive the “red dot: design team of the year” trophy, the Radius Cup, on behalf of the entire design department. The award was presented by last year's winner Kiyoyuki Okuyama, representing the Pininfarina design team.

There is a Russian shoe factory "Dynamo" that produces nubuck sneakers with three stripes, model Gus-1E.

Announced in 2016 new line production of Adidas products in German city Ansbach exclusively with the participation of robots.

Adidas tracksuit. I’m walking in it through a dark courtyard after work, and there are gopniks who stopped the boy in front of me, and just looked at me.

As a child, he saved money working as a courier and bought his first original Adidas sneakers. They lasted me 3 years before they wore out and I love this brand so much high quality and wear resistance.

Brand history Adidas(eng.),

just like his predecessor Dassler,

originates in post-war Germany.

Only Dassler appeared after

First World War,

and Adidas after World War II.

Adidas's motto is: The impossible is possible! Moving forward, overcoming obstacles, and discovering new horizons for yourself - that’s life values brand.

How it all began:

After the end of the First World War, Germany was in devastation, and bad times came for the Dassler family.

At the beginning of 1920, the Dasslers decided to organize a family business - sewing shoes. The mother's laundry was given over to the workshop, where Adolf, his older brother Rudolf and his father cut shoes, and his sisters and mother made patterns from canvas. The family's first product was sleeping slippers: the material for them was decommissioned military uniforms, and the soles were cut from old car tires.

In July 1924, the family had already founded the Dassler Brothers Shoe Factory, in which twelve workers, including family members, produced 50 pairs of shoes per day. In 1925, Adolf Dassler invented and sewed football boots with spikes, which were forged for him by a local blacksmith. This is how studded sports shoes appeared for the first time in the world. For the first time, athletes performed in “spikes” at the 1928 Olympics in Amsterdam, then in 1932 in Los Angeles, where the German Arthur Yonath, with the help of new sneakers with spikes, became third in the 100-meter race.

Since 1936, Dassler has become the recognized standard for sports shoes in Germany. In 1938, their company was already producing 1,000 pairs of shoes every day.

The company is expanding (the Dasslers buy a second factory in hometown), however, with the outbreak of World War II, their enterprise was confiscated by the Nazis, and the brothers themselves, being convinced Nazis, were sent to the front. It was not possible to organize military production in the Dassler factories, so a year later Adolf was returned from the army to organize the production of training shoes for Wehrmacht soldiers.

After Germany's defeat in the war, factories under the leadership of Adolf Dassler had to supply sports shoes to the United States for a year under indemnity. Adolf's brother Rudolf remained in an American prisoner of war camp until 1946.

After the Second World War, the brothers had to start the family business almost from scratch: Dassler shoes, as in 1920, were again made from the remains of military ammunition, and 47 hired workers received wages in kind - firewood and yarn. In the spring of 1948, shortly after the death of the head of the family, the Dassler brothers divided the company, and each of them organized own business: Rudolf took over one factory, which was later transformed into the famous Puma concern, and Adolf founded the Addas company, subsequently changing the brand to Adidas (an abbreviation for Adi Dassler). Around the same time, the famous logo of this company appeared.

Perhaps Rudi was never able to forgive Adi for not trying to rescue him from the prisoner of war camp after the war, using his acquaintance with American officers. Or maybe they simply could not share their father's inheritance. In any case, after the collapse of the family business, the brothers did not speak to each other, and Puma and Adidas became their fiercest competitors.

In 1949, Adolf created the first boots with removable rubber studs, and in 1950 - boots adapted for playing football in adverse weather conditions. In 1954, innovative Adidas shoes proved unrivaled at the World Cup: the German national team, wearing Adidas, became champions for the first time. Adolf Dassler was personally present at the decisive matches in Bern, where, under his direct supervision, before each game, the players’ boots were adjusted to the ground and weather conditions by using new technology removable spikes.

It was then that Dassler, for the first time in the world, came up with the idea of ​​using stadiums and other sports facilities as advertising platforms. The 1960s and 1970s were the golden era of Adidas. Adi Dassler's company reigned supreme in the world of sports, its influence was felt even through " iron curtain" In 1972, the Politburo of the CPSU Central Committee, deciding on the issue of equipment for the Soviet Olympic team, chose Adidas. All this time, Adidas remained Adi's closed private company, and Adi personally led it until his death. Adolf Dassler died in 1978 from heart failure, leaving his five children a thriving company.

Mohammed Ali, Joe Fraser, Steffi Graf and Stefan Edberg, Bob Beamon and Gunde Swan, Lev Yashin and Valery Borzov, Michel Platini and Eusebio, Zinedine Zidane and David Beckham, Marat Safin and Vera Zvonareva, Lionel Messi and many others won in Adidas shoes athletes. Many of these people have a contract with the company

1952 Adidas begins to produce other products under the Adidas brand.

The first attempt at diversification was the production of sports bags. And although sneakers remain the main production, Adolf is looking for a partner who will take over the production of clothing. By chance, at some party, he meets the owner of a textile factory, Willy Seltenreich, and orders him a thousand tracksuits with three stripes along the sleeves. The product went well, and the partners liked each other so much that Seltenreich soon began sewing only for Adidas.

The Telstar leather ball was hand-sewn from 32 elements - 12 pentagonal and 20 hexagonal panels - and became the roundest ball of its time. Its design will forever go down in football history. A white ball decorated with black pentagons - Telstar (Star of Television) is much more visible on a black and white screen. This ball became the prototype for subsequent generations.

In 1990, Adidas' position became precarious, the percentage of losses increased, and the company found itself in crisis.

In 1993, Bernad lured the best managers to the company from Nike and Reebok to solve the problem. To set up production and find its consumers, attention is focused on production in third world countries, new sports and cheap labor. In the same year, branded stores began to appear. In 1996, the company again became one of the general sponsors of the Olympic Games and expanded, establishing itself in the market.

Adi has never attended a major sporting event outside of Europe. Instead, he sent a team of professionals who closely monitored the athletes. In 1976, the Olympic Games were held in Montreal. Adi was sitting at home watching the 400-meter race on TV when suddenly something unusual caught his attention. He was greatly concerned about the strange movements of the outstanding Cuban track and field athlete Alberto Juantorena. On turns, the runner moved almost imperceptibly to the outside edge, and even on straight sections he placed his feet strangely. Adi immediately called his team and asked them to check Alberto's shoes. Especially for this Olympics, Adi developed a sole equipped with independently adjustable spikes. Alberto decided to repair his sole himself and accidentally increased the height of the spikes. No one present at the Games noticed anything, and 75-year-old Adi, sitting in front of the TV screen on the other side globe, I realized what the problem is. The shoes were immediately adjusted, and Juantorena, nicknamed “the racehorse,” won gold medals in the 400 and 800 meters. In total, at these games, athletes wearing Adidas equipment won 75 gold, 86 silver and 88 bronze medals. Surprisingly, the record has not yet been broken.

The factory workers were afraid of Adi, because they knew his ability, while doing, it seems, completely different things, in the blink of an eye, “to catch one single defective shoe among all the shoes coming off the assembly line.” If a worker forgot to remove the paper clips from the insole, riveted a fastening nail poorly, or the lining on the back suddenly began to wrinkle, Adi often used unusual “educational measures.” In such cases, one could see him politely asking the offender to put on a defective pair and walk in front of him. The pain they experienced convinced many workers and controllers of the need to take their work with extreme responsibility.

Marketing

Second place

"Yes We Can" is the slogan of Barack Obama's magnificent election campaign, which brought him to the presidency. Of course, it was not only due to advertising and PR activities that he achieved this high position, but still the campaign and its slogan played a significant role in this.

Despite the fact that the campaign dates back to 2008, it, as we can see, turned out to be so thoughtful and strong that it still excites people’s minds. Truly, the slogan “Yes we can” can be considered one of the best political slogans of recent decades.

Moreover, the election campaign of the current US President has become perhaps the best in terms of advertising. She has won numerous awards at professional advertising festivals, including the Cannes Lions Grand Prix in the Titanium & Integrated category.

The image of Obama, constantly instilling confidence in people in the future, with simple words that together they can do anything, in addition, supported by famous singers, fashion designers, famous people and by the most ordinary bloggers it became so complete, integral and clear that there was no doubt about the victory of the black candidate long before the official announcement of the election results.

Today, the Obama campaign is already being studied as an example of a well-organized large-scale action that, without much difficulty, united a huge number of people. The slogan is so firmly ingrained in people’s heads that they began to adapt it for various advertising campaigns or at least find parallels. For example, the slogan of Pepsi, which, by the way, is “I can” in or.

Third place

The main idea was that Petelino is a place where chickens, first of all, feel good. The media characters of Russian pop culture - Ksenia Sobchak, Tina Kandelaki and Sergei Zverev - were chosen as the images of the advertising campaign. Presenting themselves in the guise of a chicken, they broadcast to the whole country about the Petelinka brand in the first person.

The main objective of the campaign is to maintain the image of the highest quality products on the market and clearly identify them competitive advantages- was carried out very clearly. The slogan “Chicken is happy” crowned it all, which emphasized both the positioning of the product and the irony regarding the “Chickens” of mass culture.

This slogan ended up in third place in the “Results of the Year”. Like the entire campaign, it was invented by the Instinct agency and caused a wide response and response from competitors - with the “Chicken Resort” campaign.