Adidas Turning 60

Three parallel strips. Three stripes that marked the path of a modest German shoemaker but also of many great athletes from various generations throughout the world. The history of Adidas that turned 60 years old in 2009, started when Adi Dassler decided to develop a line of original athletic products that would meet the challenging requirements of athletes that were becoming increasingly competitive.

An innovator and sports enthusiast, that shoe manufacturer from Baviera didn’t imagine that with his three stripes, many great records would be created in sports history; Nadia Comaneci, the jump of the century by the American Athlete Bob Beamon and the Grand Slam by tennis great Stephie Graph just to name a few

Dassler, whose bother founded Puma, was a pioneer in sponsoring star athletes from all sports to promote his brand. His interest and passion for sport were also a central point to his life. He perceived his mission was to help athletes evolve by offering the best product possible for them. Adidas has remained faithful to that mission during six decades and that has made it possible for them to be one of the most recognized brands around the globe.

The current CEO is Erich Stamminger who is currently focusing the company’s efforts on two market segments: Sport Performance and Sport Style while using the slogan “Impossible is Nothing”.

Adidas looks to deepen the link between the brand and its consumers while marketing the brand as a world leader partly through its premium prices. For Stamminger, the same passion for sport which defined the company in the early years is the key to the company’s future. That future path, just like the current slogan, is led by a spirit of nothing is impossible.

As a tribute to their 60 years, the Vespa collection mixes clothing and footwear that reflect different lifestyles with designs that are both classic and pure. Besides a wide variety of shirts, classic jackets, this collection has various noteworthy shoes. One of them was actually inspired by the Vespa Gran Lusso from the 1950’s with details that were used from that nostalgic scooter.

Company Profiles – Adidas

In the 2007 Annual report, Herbert Hainer the CEO of Adidas discusses some of the issues of the previous year (2007). One of the issues is about the integration of Reebok. Two years ago, Adidas surprised investors with their bid for Reebok. “most (investors) agree that the deal will help to compete against Nike,” was one of the headlines by that time, as well as: “Warren Buffet will continue investing in Nike.”

Hainer responds to some of the concerns, like that of the flat sales of Reebok in 2007.
…major management changes at the Reebok brand, like that to improve the US distribution; even stopping supply to the brand’s largest customer where excess inventories had led to a significant decline in profitability… But the real test is still in front of us – making the Reebok brand more relevant to consumers. The brand needs simple messages that stick, and that’s why its 2008 products and marketing strategies focus on two important concepts – fit and choice. Reebok is striving to be the brand that “fits me”.

Reebok has sharpened its 2008 product offering by including 893 new fit initiatives throughout its collections … According to the report, sales will grow in nearly all other markets – especially Russia and China – where the brand took over distribution for the first time in 2007.

Another concern is the economic climate in North America which “has deteriorated in recent months.”
– Yes, economic conditions in North America have become more difficult. Nonetheless, I am optimistic we will outperform most of our competitors during this period of relative economic weakness. We are a regionally diversified Group, which is one of our most significant strengths… Today, we have a much broader distribution base and a significantly improved performance product and partnership portfolio in the region. Therefore, I am confident that the adidas brand will again grow in North America in 2008 – although it is likely to be at lower levels than in recent years. At Reebok … growth in this market in 2009.

About the performance of TaylorMade-adidas Golf in 2007 and about the priorities for this business going forward…
… strives to be the best performance golf business in the world. … adidas Golf sales of footwear and apparel grew at double-digit rates for the fifth consecutive year. Segment like-for-like sales, excluding the effects of the Greg Norman Collection wholesale business divestiture, grew 9 % on a currency-neutral basis, driven by increases in all major categories. For 2008, increasing profitability is our top priority. … We sold Maxfli because we now have all the know-how we need to be successful in the premium golf ball category. We are focused on growing our core golf brands: TaylorMade and adidas Golf.

About the financial performance in 2008 (after a solid 2007…):
… We expect high-single-digit currency-neutral sales growth – driven by improvements at all of our brands. Gross margin will range between 47.5 % and 48 %. And our operating margin will expand to at least 9.5 %. Through this strong operational performance, we will increase net income by at least 15 %.

In 2008 there will be additional costs related to the year’s major sporting events. And the company will continue with the share buyback program. Adidas will be able to deliver earnings improvement of at least 15 % -” marking our eighth consecutive year of double-digit earnings growth.”

Since completing the Reebok acquisition (Q1 2006) Adidas has reduced net borrowings by around EUR 1.2 billion. The financial leverage at the end of 2007 is 58.4 %. “We now have flexibility to deliver more aggressive shareholder returns.” Total dividend will be increased by 19 %, ” we will return more to shareholders in 2008 than ever before.”

It is interesting to see that Adidas is much to do about style. In the annual report, the executive board members do not wear a tie…There are four members, “each responsible for at least one major business unit within the Group:”

Herbert Hainer (previous with Procter & Gamble), joined adidas Germany in 1987, joined the board in 1997 and became CEO in 2001. He is also Deputy Chairman of the Supervisory Board of FC Bayern München AG, Munich, Germany.
Glenn Bennett (New Hampshire, USA) began his professional career with Reebok International Ltd. In 1993 (thus long before the acquisition of Reebok) Glenn Bennett joined adidas. In 1997, Glenn Bennett was appointed to the Executive Board where he assumed responsibility for all Footwear, Apparel and Accessories & Gear Operations activities shortly thereafter.
Robin J. Stalker (New Zealand) joined adidas AG in 1996, Chief Financial Officer since 2000 and was appointed to the Executive Board, responsible for Finance, in 2001. In 2005, he assumed additional responsibility as Labor Director.
Erich Stamminger (Rosenberg, Germany) joined adidas in 1993. He served in numerous marketing positions before becoming Managing Director for Germany. In 1997, he was appointed to the Executive Board and became Head of Global Marketing in 2000. Four years later, he was named President and CEO of adidas North America, while maintaining his position as Head of Global Marketing. In 2006, he was named President and CEO of the adidas brand.

The organization is managed through three main Divisions:

AdidAs (69 % of Group sales). With Sport performance … to support athletes in all sports, the sport performance division is mainly focused on four key categories: running, football, basketball and training. “Engineered to perform.” Technological innovation and a commitment to performance are the cornerstones of this division. And with Sport Style the adidas sport style division is a leading supplier of authentic sports lifestyle products with its originals line.
… during 2007 the previous divisions sport heritage and sport style have been realigned into a single division
tAYloRMAde-AdidAs Golf (8 %1) of Group sales) With Taylormade … a leader in the industry and is the number one metalwood supplier. And AdidaS Golf
Reebok (23 % of Group sales). Reebok … an American-inspired, global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s categories. Other brands are: Reebok-ccm Hockey, and Rockport .

Adidas Trainers – Trendy and Sporty

Adidas is a brand that is recognised worldwide for its wide range of sports products. It is mostly famous for its footwear. However, the popularity of this brand is not limited to footwear only. It is popular in sports and casual shoes category along with clothes too. It is the foremost brand where you will find products at a price that is well within your means. Adidas trainers are available in the latest designs and provide ultimate comfort in various types of colours.

The trainers are available for both the sexes. You will find that the trainers are an epitome of luxury and comfort. They are great shoes for running and walking because they provide your feet with the ultimate comfort. The process of vulcanisation is used for the production of trainers and now with some modern technologies introduced the end product has become more superior.

You can always find out top quality Adidas trainers at the online stores over the Internet. Authentic products are available at pocket-friendly prices, which are so attractive that you cannot miss the opportunity of purchasing. So find out a good online store today to buy your pair of exclusive trainers. Place your order today and get your trainers without any hassle. These shoes are for sports activities but they are very trendy and attractive and you can wear them for casual purposes too if you want. You can walk in them as well as go for jogging. These are very comfortable and have enough cushioning for added comfort.

The Adidas trainers are a must-have for every active person. They are high quality footwear, with advanced technologies that provide traction, cushioning and ultimate feet protection. The trainers are characterised by distinct stripes in many colours and the logo at the ankle and back area. There are many designs to choose from depending on the preferences of the wearer but the most basic thing, which is common to all footwear, is their comfort level.

These trainers are designed to allow the maximum performance so that you can give your best shot when you are performing. These shoes are so trendy and stylish that you can sport them on casual occasions. There is something new to look for every time you plan to buy something from Adidas Originals. It is a name that you can rely upon, which will surely give you quality footwear at an affordable budget.

Adidas Originals has been in the business of sports products for a long time now. It has delivered state of the art footwear, which is aesthetically pleasing as well as protects your feet well. Some of the shoes have a distinct style that you can recognise immediately whenever you see them. The shoes are designed to give you added stability so that you are comfortable when you are walking or involved in any other sporting activity. Therefore, if you want to buy trainers that offer you everything then you should start your hunt for the ideal store today.

All About Adidas

Contrary to popular conceptions, the Adidas brand is German. Many people believe that because of the successful nature of the brand – the Trefoil and the three stripes are amongst the most easily recognised logos in the world – the company must be American. Not so, Adolph Dassler, Adi for short, created the brand in the 1920s, the brand name is an abbreviation of his Christian name and his Surname.

The Adidas Company has come a long way from its humble beginnings in Germany. Their first line of merchandise were supportive and performance enhancing trainers, but today, such lines as Adidas Original, clothing, sports equipment, and various accessories, are all part of the remit of the Adidas brand. The popularity of the brand is exceptional, indeed, what amounts to a cult following surrounds the Adidas Originals line of merchandise.

Although they form part of the retro fashion movement, the clothing they make continues to be sports orientated. Practically any sporting goods are available: rowing machines, footballs, tracksuits, Adidas trainers, sports bags, socks, underwear, etc. Perhaps the reason for their popularity lies not solely in the intricate design, and attention to detail, for which the brand is renowned, but rather, for the exceptional comfort, and support, that all the Adidas merchandise exhibits.

In our modern and energetic world, ease of movement is essential; the material from which Adidas clothing is made allows free movement. Indeed, the stretch is built into every tracksuit, t-shirt, and jumper, and so, Adidas is the ideal clothing for both everyday life, and sporting events too. Moreover, durability is implicit in every creation, so even if you are put through your paces, your clothing, and your Adidas trainers are not.

Practicality is a key feature with the Adidas brand, not only in concern of the aforementioned durability, but also in another sense too. For instance, their tracksuits come with pockets, which provide the perfect place to store your MP3 player while practicing sports. There are many other useful features too. For instance, certain ranges help the body to maintain a regular temperature, so they enable a cooling down of the main core when excessively hot, yet keep in warmth when the body is cold – how that works, we have no idea, but it does, and many sportspeople find this an essential part of their kit.

For all these wonderful qualities, the Adidas range is great value for money, although, it may not feel like this is true when you part with your hard earned cash. However, you will find that clothing lasts a long time. In fact, many fashionable people will go out of their way to find genuine Adidas articles from the 1940s, 50s, 60s, 70s, and 80s, in the hope of creating a retro look. These people easily manage to find such items, particularly on various auctioning sites; which just proves the point that the Adidas Company creates clothes that last.