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

Today, you can hardly find a person who would not have been familiar with Adidas products, but only a few know the history of Adidas and how this company has become so popular all over the world. The assortment of products of this brand allows you to easily choose your equipment for any sports, representing the most stylish and comfortable things, made on the basis of modern technologies, together with designers and world-class stars. But the story of "Adidas" knows the times when no one ever heard of this company. That is why many will be interested to learn how the world-famous brand developed.

Base

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

The main passion in the life of Dassler was football, which at that time was just beginning to get widespread in Europe. After the defeat of Germany in 1918 and the onset of a serious crisis and inflation, the country plunged into economic depression, with millions of soldiers constantly returning from the front line, continuously replenishing the number of unemployed who simply can not be arranged. Also in a difficult situation was the Dassler family, who after a large number of sub-workings decided in early 1920 to start their own business of sewing shoes - that's how the story of Adidas begins.

First fruits

To implement the idea of Dassler came quite responsibly. As a room for the shoe shop, the mother's laundry was used. It should be noted that Adolf showed good ingenuity, making a machine for cutting skins from a standard bicycle. The history of the firm "Adidas" originates from such a small garage workshop. In it, the family worked on one thing: the father, along with his sons - Rudolph and Adolf - cut their shoes, and the mother and daughter worked on a pattern from the canvas.

The first footwear, which begins the history of the company "Adidas", is a simple sleeping slippers made of military equipment, and the soles for such shoes were cut from discarded tires. At the same time, Adolf was engaged in the development of new models and organized production, while Rudy sold all the manufactured products.

Four years later, the history of Adidas acquires a new character: twelve hired employees work in the workshop, and 50 pairs of shoes are produced per day. It is worth noting that in 1924 this business was called "Dassler Brothers' Shoes Factory".

1925

The history of boots Adidas dates back to 1925, and this footwear has become unique not only for Germany, but for the whole world community. In particular, specially for boots the brothers Tselein forged metal spikes, and the world began to actively use sports "spikes".

1927-1929

Since the appearance of the first "spikes" the history of the company "Adidas" began to develop actively, and the small workshop turned into a small factory. A full-fledged building was leased for the production facility, and 25 employees were hired for work. Every day under this brand, up to 100 pairs of shoes were produced.

In 1928, the history of the brand really begins to be created in Adidas, because the firm is granted a patent for "spikes", and the Dassler products are beginning to spread around the world. At the Olympic Games in Amsterdam, many athletes began to perform in shoes with this logo, and in 1929 the assortment of the factory was expanded also by football boots.

30th years

Despite the financial crisis in Germany, the company is thriving, completely buying out the leased building and laying a new, three-story production building. During the Olympic Games, a triumphant march of this company's products began all over the world. In particular, athletes who competed in Adidas shoes win Olympic medals, and set world records, which gives the organization incredible advertising.

In 1938, another factory was opened in the territory of Herzogenaurach, which starts producing 1,000 pairs of shoes daily. With the outbreak of the Second World War, the firm got a lot of problems. Despite the history of Adidas' creation and activity profile, an attempt was made at factories to produce hand-held anti-tank grenade launchers, but the idea was not realized. In this regard, it was customary to produce training shoes for Germans who are currently in military service.

40th years

In 1945, the Dassler brothers' factory increases its assortment, and under the terms of the indemnity, it must produce specialized hockey skates for the United States, and instead receive gloves, tents, bits, and many other decommissioned materials. Thanks to the rich imagination of Adolf, they manage to produce new models of footwear from the materials obtained. Rudolf also ends up in the camp for prisoners of war.

The company tries to actively support the advanced athletes, and also pays for their clothes and even issues some salaries for what they are doing in it.

Split

In 1946, the "Adidas" history of development is coming to an end, and it has to start literally from scratch. Rudolph was released from prison, but the brothers could no longer find a common language. A few years later, there is a split in business, and there are two different firms - Adidas and Puma. The history of each of them is now kept separately.

In 1948, after the final split of the family business, Adolf takes under his wing the Addas factory, while Rudolph receives the Ruda factory. Over time, the name Ruda changes to Puma, and Addas turns into Addidas. This is how the brands "Adidas" and "Puma" appeared. The history of the creation of both companies began with their extremely tough competition among themselves.

Adolph begins to make a new model - rubber boots, equipped with removable spikes.

50th years

The history of the foundation of Adidas as an independent business of Adolf starts to develop again, and he releases many new products under his brand, making possible the widest distribution of the brand around the world. Now this logo can be seen on bags and sportswear, and in parallel it is actively promoted thanks to the achievements of various Olympians.

60th years

The history of the firm "Adidas" and "Puma" differ significantly from each other. Adolf's company is developing rapidly, while Puma remains far behind. A more fortunate brother launches the production of branded balls, and also manufactures a novelty - special footwear, equipped with a polyurethane cast sole. It is worth noting the fact that even today these shoes are quite widespread.

80-90s

In 1978, Adolf Dassler passed away, and his wife and son Horst began to develop the business. It should be noted that at first the business developed very well, and in 1983 Horst even created the first in the history of marketing company, which was intended for various sports events.

In 1985, Horst's mother dies, and in 1986 he died suddenly. The reorganization of the company could not be completed, so the company faced extremely difficult times, and only the state for 1990, its losses amounted to a significant amount. Young people are increasingly beginning to give preference to more modern brands, such as Reebok and Nike. It should be noted that most of the Adidas products were manufactured in Germany, which involved serious costs, while Reebok and Nike manufactured their products mainly in the factories of China and Thailand. It was urgently necessary to remedy the situation, since Adidas continued to be a well-known brand, and it would be foolish just to let it die.

It is with this crisis that the competition "Nike" and "Adidas" begins. The history of the company as a result did not end after all, when its losses significantly exceeded the revenues received, 80% of the total number of shares passed to a French investor named Bernard Tapi. Strangely enough, but after this deal in an extremely short time the brand's profitability has almost doubled.

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

Modern Adidas

In 2008, the company signed a 10-year 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, featuring an absolutely revolutionary look, interesting design, and also quite high technical indicators.

Sports achivments

It is no wonder that the company gained the main popularity precisely thanks to the athletic achievements of various athletes who performed in the outfit issued under this brand. However, not everyone can see who actually brings the popularity of this company.

It all began with how in 1928, together with the senior coach of the German Olympic team, Dassler develops and manufactures new studded shoes, and in 1931 produces specialized tennis shoes.

In 1932, a German athlete named Arthur Jonath in a run receives a bronze medal at a distance of 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 in Berlin, performing in shoes From this manufacturer. It is the Olympics that makes the brand famous all over the world.

After the release of shoes with removable spikes, Adidas has already significantly advanced ahead of its main competitor, Puma. The closest Olympiad in Helsinki, which was held in 1952, once again confirmed the advanced position of this manufacturer, since in the majority of cases the athletes competed in the shoes of this brand.

Another triumph of the organization was the victory of the German national team, which won the World Cup, while at the same time playing in the full complement of the Adidas shoes. In parallel, Adolf decided to advertise his brand on signboards that were hung around the entire football field, as well as the fans who came to the stadium, they could be seen by those who watched the match on TV. After that, three-quarters of the total number of winners at the Olympic Games in Melbourne 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 the Olympic Games in Rome, the World Cup in football in 62-m year, as well as at the Olympics in Tokyo, which was held in 1964. At the Mexican Games, approximately 85% of the total number of athletes performed in the shoes of this manufacturer, and Dick Fosbury, in the high jump, won the gold medal, using a completely new technique that radically changed this sport. Among other things, the world record is also made by the long jumper Bob Beamon, and thus, athletes performing in the Adidas brand's equipment, in total, won 35 bronze, 35 silver and 37 gold medals.

For Franz Beckenbauer to the 1972 European Championship, the company developed extremely soft and light boots. Such stylish footwear, made of patented leather, according to the manufacturer, could "serve up to complete abrasion." After the German national football team first won the European Championships and then took the World Cup, Adidas turned into 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 the event, and in total 78% of the participants competed in the outfit of this company, who 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 the total sales of products grew by 50%. Despite the fact that the main audience of this brand included the inhabitants of Europe, after the Olympics the total share of the company in the American market increased, where it started to make up 12%.

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

Interesting Facts

The brothers never announced why they had quarreled. The only thing that is known today is that after the collapse of the family business, they did not talk to each other again, and their firms turned into fiercest competitors.

September 21, 2008 (International Day of Peace), the corporate confrontation has finally ended, and the leadership of the two organizations shook hands. Uniting factors of this reconciliation were football and cinematography - during the event, a documentary film was watched and a special match was played.

In the shoes of the company "Adidas" won a huge number of legendary athletes, the names of some of which are heard by people who are interested in sports:

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

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

This brand is the most widely distributed in Russia and it is the predominant majority of domestic players, receiving for this, respectively, financial rewards.

Adolf Dassler became the first entrepreneur who began to attract famous sportsmen to advertising his own products, while active brand advertising became one of the main elements of the corporate policy of Adidas. Almost every major sporting event was created with a variety of technologies that once again proved the superiority of Adidas shoes. At the same time, thanks to active cooperation with many sportsmen, the company eventually made the best footwear 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 well-known around the world in the field of sports equipment. After all, this logo produces everything that is necessary for a modern athlete.