The adidas Group is rated among the most successful sportswear companies across Europe. Worldwide, the sporting goods manufacturer holds rank second behind long-term rival Nike. The company is known for manufacturing sportswear, athletic shoes and footwear and further sports-related goods such as bags, watches and eyewear. The adidas Group’s headquarter is located in Herzogenaurach, Germany. Additional locations are spread around the globe. The foundation of adidas took place in 1949 and the company has been named after his founder Adolf (‘Adi’) Dassler (‘Das’). Today the company has a global workforce of over 60,000 employees.
The adidas Group’s products are sold under brand names such as adidas, Reebok and TaylorMade. Three stripes and leaves are the special characteristics of the adidas official brand logo. They are intended to symbolize the overall Olympic spirit which brings the three continental plates together. In 2016, the brand was listed among the most valuable brands in Germany and consumers tend to be very loyal to the adidas brand in general. Reebok and TaylorMade are completing the group’s brand portfolio.
In 2016, the adidas Group reported net sales amounting to about 19.29 billion euros. The company’s revenue is further categorized by footwear, apparel and hardware. Footwear made up the largest share in 2016. In total, the adidas Group produced about 360 million pairs of footwear that fiscal year.
Besides the manufacturing of sportswear, the company is listed as sponsor of various sport clubs and single athletes. The sponsorship of soccer plays the most dominant role.