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 The company's history stretches back almost a century, starting with its founder, Adi Dassler, when he decided to make a shoe more suitable for every athlete. These days Adidas is the second largest manufacturer of sporting goods in the world. The company has a wide range of products from shoes to clothes and accessories. There were running, football, basketball and training shoes. Differently, their logo was one of the best known in the world. Adi dassler, born in Germany, was an athlete with a passion for sports. He realized that there was a need for shoes that would be more functional and increase performance in the market. He was originally raised as a baker but has a shoe background as his father was a shoemaker. Desiring to produce sports shoes, he rolled up his sleeves in this business. He started making shoes in 1920 in the German village of Herzogenaurach, 21 miles from Nuremberg. He used the kitchen of his house as a workshop. In 1924 he became partners with his brother Rudolf. Rudolf took care of the marketing part of the business. He continued to design ordinary shoes. That same year, the company was named Dassler Brothers Shoe Factory. By this time, many skilled workers have joined them and the workshop has grown. 50 pairs of shoes were produced every day. A year later they got their patent.


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Her shoes are spreading from ear to ear as she constantly attends major sporting events in Germany. He sold his shoes to sports clubs and athletes. He then supplied the shoes for the participants of the 1928 Olympic Games in Amsterdam and four years later the Games in Los Angeles. In the mid-1930s, he produced 30 different shoes for 11 different sports and the number of employees was close to 100. However, the real development of the company was with the Olympics held in Berlin in 1936 in adi's homeland. By this time, daring shoes were mostly worn by German athletes, and the brothers discovered that the athletes themselves were the best means of advertising. Hating his entrepreneurial talent, he took a small risk and went to the Olympic village with a bag of produce. He would try to persuade US athlete Jesse Owens to try more stylish shoes. Owen has won four Olympic gold medals and the company's name has been heard by the world's top athletes. Orders poured in from other teams as well, and around 200,000 shoes began to be sold each year. Thus, it had to purchase a second production facility in order to meet the increasing demand.

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With the outbreak of the Second World War, the factory was taken over by the army. Rudolf and most of the other workers were drafted into the army. He continued to go about his ordinary business. After the war he made shoes for the German army. Adi's creative spirit came to the fore. He tried to make war materials such as shoes from discarded military tents, leather baseball gloves, and trash and tarp from US tanks. As the business grew, the brothers did not get along. In 1948, this disagreement ended in separation. This separation created a rivalry. Rudolf bought half of the company's shoemaking machinery and started another shoe company. Later, this company became PUMA, one of the most important competitors of Adıdas. A new name was required when Adi took full responsibility. The name Adidas was created using his nickname and the first three letters of his name. And the firm officially took this name in 1949. He designed a new logo to highlight the name change. Adi has developed the now iconic three-line design. He had thought of that eight years ago. That same year he decided to focus on casual soccer shoes and made his first shoes with molded rubber nuts. Adidas expanded its product range with 1952 sports bags. It was Adi who succeeded in supplying shoes to the entire German national football team in the adidas-puma war in 1954. When West Germany defeated Hungary, the company was talked about all over the city. The final match was played on a rainy and rainy day and the winners were the screwed hoop shoes. Adi, which appeared in many newspapers with German players, became the shoes that attracted the attention of the whole world. A total of 450,000 pairs of shoes were produced that year. adidas is on the path of global development by signing the first license agreement with the ordinary Norwegian shoe factory. 75% of the athletes were wearing Adidas shoes. Global growth continued as Adidas continued its innovations. They moved into the casual wear industry in the mid-1960s and competition - they designed clothes for training. The first three-stripe Adidas tracksuit was introduced in 1962, and ball production began in 1963.

While the 1960s and 1970s were filled with innovation, things changed with Adi's death in 1978. Rudolf also died four years later, and the brothers never reconciled. At the time of Adi's death, he had 700 patents and many industrial product rights. Kathe (wife) continued to run the business. Six years later, Kathe also died, and their son Horts took over in 1985. Horts had ambitious plans for global restructuring. However, he died of cancer three years later at the age of 51. The arguments of Adi's four daughters to determine the future of the company caused adidas to stray from its path and become worthless in the market.

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Competition and unsuccessful advertising campaigns were also effective in this process. Gone are the glory days of Adidas, with Nike and other brands entering the market. Adidas was sold to French businessman Bernard Tapie in 1989. Production has been moved overseas to the Asian continent, thus reducing costs. Tapie was unable to revive the name's future and resigned for financial reasons. A second buyer was found in 1992. New buyer Robert Louis Dreyfus had a surprising track record in the job market. It bought 15% of Adidas. But the dassler shoe company was doomed. Adi dassler's grandson of the same name proved that shoemaking is in the family's blood and he founded AD ONE in 1992. Dreyfus wasted no time in making his name known in the market. At Adidas, he saw the potential of a company that could make great shoes but lacked the ability to sell them. It targeted a younger market, fired many top executives, and outsourced production to reduce tuition. The year Dreyfus arrived, Sports Inc. company. It bought a US sports market called Adidas America. He also brought in two former Nike executives. Adida expands its range of sports products by acquiring French ski wear specialist Salmon Group and its subsidiary taylor made golf. He opened his first retail store in Portland, Oregon.

In 1999 its sales were over £3,000 and it had around 13,000 employees worldwide. A year later, Adidas became the official sponsor of the Euro 2000 football championship. More stores opened in Tokyo, Berlin, Amsterdam and Paris. In 202, stores were opened in New York and Korea. Adidas is the second largest sporting goods company in the world after Nike, but it is still the leading brand in Europe and the number one brand in sporting goods worldwide.

 

source: dinosaur publishing / how global brands succeeded

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