Herbert Hainer
Chief executive of adidas from 2001 to 2016
Herbert Hainer is a German executive who led adidas as chief executive for fifteen years, from 2001 to 2016, turning it into one of the world's two largest sportswear companies. Since November 2019 he has been president of FC Bayern Munich.
| Role | Chief executive of adidas (March 2001 to September 2016) |
|---|---|
| Joined adidas | 1987 |
| Key deal | Acquisition of Reebok, 2006 |
| FC Bayern Munich | President since November 2019, re elected October 2022 and November 2025 |
| Successor at adidas | Kasper Rørsted |
Who is Herbert Hainer?
Herbert Hainer, born in 1954 in Lower Bavaria, is one of the longest serving chief executives in the history of adidas. He ran the company from March 2001 until September 2016, a period in which sportswear became one of the most important growth segments of the global apparel market. He studied business at the University of Applied Sciences Landshut.
Career
Hainer began his career at Procter & Gamble in Germany, where he worked in sales and marketing from 1979 to 1987. He joined adidas in 1987 and progressed through sales roles in Germany before becoming senior vice president for Europe, Africa and the Middle East and then a member of the executive board. From 1999 to 2001 he was deputy chairman of adidas-Salomon AG, and in 2001 he became chief executive and chairman of the executive board.
Under his leadership adidas bought the American sports brand Reebok in 2006 for 3.1 billion euros. The brand was later sold in 2021 for 2.1 billion euros. Hainer stepped down on 30 September 2016 and was succeeded by Kasper Rørsted. According to adidas, during his tenure the group's sales tripled and its market value rose from about 3 billion to 18 billion euros. He later served on the supervisory boards of Allianz, Lufthansa and Accenture.
On 15 November 2019 Hainer was elected president of FC Bayern Munich, succeeding Uli Hoeness, and he was re elected in October 2022 and again, for a third term, on 2 November 2025.
Influence on the fashion business
Hainer's fifteen years at the top of adidas shaped the modern sportswear industry:
- Building adidas into a global brand through football, running and lifestyle products
- Pursuing scale through the Reebok acquisition to compete in North America
- Strengthening the link between sport sponsorship and brand marketing
The Reebok deal became a frequently cited case study of the difficulty of integrating a second major brand, and its eventual sale reflected a later strategy of focusing on the core adidas brand.
Why it matters
Hainer's tenure covered the period in which sportswear moved from performance equipment into everyday fashion. His leadership at adidas, and his later role at one of the world's best known football clubs, make him a central figure in the relationship between sport, branding and the apparel business. His long tenure also offers a contrast with the shorter terms of his successors at adidas.
Frequently asked questions
Who is Herbert Hainer?
Herbert Hainer is a German executive who was chief executive of adidas from 2001 to 2016. He has been president of FC Bayern Munich since November 2019.
What is Herbert Hainer known for at adidas?
Hainer led adidas for fifteen years and oversaw the acquisition of Reebok in 2006 for 3.1 billion euros. He built adidas into one of the world's two largest sportswear companies before handing over to Kasper Rørsted in 2016.