Adidas AG is a global leader in the design, development, manufacture and marketing of athletic and lifestyle footwear, apparel and accessories. Founded in 1949 by Adolf “Adi” Dassler in Herzogenaurach, Germany, the company built its reputation on innovative performance products for runners, footballers and a broad spectrum of athletes. Over the decades, Adidas has expanded its brand portfolio to include Originals and Reebok, catering to both performance-driven and fashion-oriented consumers.
The company’s product offerings span technical sports equipment, training gear, casual apparel and collaborative designer collections. Its performance line features advanced materials and technologies such as Boost cushioning and Primeknit uppers, while the Originals segment draws on archival silhouettes and lifestyle trends. Adidas also provides team uniforms, licensing solutions and customisation services for professional and amateur sports teams around the world.
Adidas operates through a diversified distribution network, encompassing wholesale channels, licensed retailers and a growing direct-to-consumer business. The company’s digital transformation has accelerated online sales via its global e-commerce platform and mobile apps, complemented by brick-and-mortar flagship stores in key markets. With a presence in more than 160 countries, Adidas maintains regional headquarters across Europe, North America, Asia-Pacific and Latin America.
Under the leadership of CEO Bjørn Gulden, who took the helm in early 2023, Adidas continues to prioritise sustainability initiatives, supply chain optimisation and strategic partnerships with athletes and cultural influencers. Supported by a seasoned executive team and a supervisory board with expertise in retail, technology and brand management, the company remains focused on driving growth across core markets while reinforcing its position as one of the world’s most recognized sportswear brands.
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