Adidas AG is a global designer, manufacturer and marketer of athletic footwear, apparel and accessories, headquartered in Herzogenaurach, Germany. Founded by Adolf "Adi" Dassler in 1949, the company has grown into one of the world’s leading sportswear brands, offering products for running, soccer, basketball and a wide range of other sports as well as lifestyle and fashion markets.
Adidas’s product portfolio includes performance footwear, sports apparel, team uniforms, equipment and accessories sold under the Adidas brand and through various collaborations. The company distributes its products through a mix of wholesale channels, company-owned retail stores and e-commerce platforms, serving consumers across Europe, North America, Asia-Pacific and other international markets. It maintains commercial relationships with professional teams, leagues, athletes and retailers to support its product reach and brand presence globally.
Over its history Adidas has expanded through brand acquisitions and partnerships; notable corporate moves include the acquisition of Reebok in 2006 and the subsequent sale of Reebok to Authentic Brands Group in 2021. In recent years the company has also been active in high-profile partnerships and collaborations, and it has pursued sustainability initiatives such as increased use of recycled materials and collaborations like Parley for the Oceans to address plastic waste in its supply chain. Adidas has also navigated significant brand and partnership changes in the public eye.
As of early 2023, Bjørn Gulden is CEO of Adidas, leading the company’s strategic emphasis on product innovation, brand positioning and a strengthened direct-to-consumer and digital sales approach. Management has signaled continued focus on driving growth through innovation, partnerships and operational adjustments to better serve diverse global markets while responding to changing consumer preferences in sport and lifestyle apparel.
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