Adidas
adidas AG · Germany
Adidas is a German sportswear company and the largest in Europe, known for its three stripes and classic sneakers such as the Samba and Superstar. Founded by Adi Dassler and registered under the adidas name in 1949, the listed adidas AG is headquartered in Herzogenaurach and led by chief executive Bjørn Gulden since January 2023.
| Founded | 1949 (roots in 1924 Dassler shoe factory) |
|---|---|
| Founder | Adolf (Adi) Dassler |
| Owner | adidas AG (listed) |
| Headquarters | Herzogenaurach, Germany |
| Chief executive | Bjørn Gulden (since January 2023) |
| Revenue | 23.7 billion euros (2024) |
| Website | adidas.com |
What is Adidas?
Adidas (styled adidas) designs and sells athletic footwear, apparel and accessories. The listed company adidas AG reported revenue of 23.7 billion euros in 2024. Its stated mission is to be the best sports brand in the world. Bjørn Gulden has been chief executive since January 2023.
History
Adi Dassler began making sports shoes in Herzogenaurach after the First World War, and the Gebrüder Dassler shoe factory was formed in 1924 with his brother Rudolf. Jesse Owens wore Dassler spikes at the 1936 Berlin Olympics. After the brothers split in 1948, Rudolf founded Puma and Adi registered the adidas name in 1949. The Trefoil logo was introduced for the 1972 Munich Olympics. The company went public in 1989, later owned Salomon (1997 to 2005) and Reebok (2006 to 2022), and ended its Yeezy partnership with Kanye West in 2022. Lionel Messi signed a lifetime deal with the brand in 2017.
Products and positioning
- Football boots and team sport products
- Running shoes, including the Adizero range
- Lifestyle classics such as Samba, Superstar and Stan Smith
- Apparel and accessories
Footwear accounted for about 55 per cent of revenue in 2023, apparel for 38 per cent.
Business model and distribution
Adidas sells through wholesale partners, its own stores and its e-commerce site, as well as apps such as Confirmed for limited sneaker releases. Europe was its largest region in 2024 with 32 per cent of sales, followed by North America and Greater China.
Why it matters
Together with Nike, adidas defines the global sportswear market. Its strong football heritage, terrace and retro classics and frequent designer collaborations make it a key brand for both sporting goods retailers and fashion stores, and its strategic decisions on wholesale and lifestyle products influence the entire category.
Frequently asked questions
Who owns Adidas?
Adidas is owned by adidas AG, a public company listed in Germany with no controlling shareholder. The Dassler family ownership ended when the company went public in 1989.
Are Adidas and Puma related?
Yes. Both grew out of the shoe factory run by brothers Adi and Rudolf Dassler in Herzogenaurach. After the brothers split in 1948, Adi founded adidas and Rudolf founded Puma, and both companies are still based in the same town.
