adidas

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A German global sportswear brand known for athletic footwear, apparel, equipment and three-stripes lifestyle products.

Last updated November 4, 2026

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First read: Oct 31, 2026
Latest read: Nov 2, 2026

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Overview

adidas is a German multinational sportswear brand headquartered in Herzogenaurach, Bavaria. Operated by adidas AG, it develops and sells athletic footwear, sports apparel, equipment and accessories for football, running, basketball, training, outdoor activities and other sports, while also maintaining a substantial lifestyle business based on archival designs, streetwear and cultural collaborations. Its products are sold through wholesale partners, adidas retail stores, e-commerce and other direct-to-consumer channels across international markets. The company’s origins lie in the athletic-shoe workshop established by Adolf Dassler in Herzogenaurach. Adolf and his brother Rudolf formalized their joint business as the Dassler Brothers Shoe Factory in 1924. Adolf concentrated on technical sports footwear and promoted the shoes through elite competition. The Dassler business gained international attention when American sprinter Jesse Owens wore its spikes at the 1936 Berlin Olympics. The brothers separated after a deterioration in their relationship, with Rudolf later establishing Puma. Adolf registered adidas AG on 18 August 1949, deriving the name from his nickname, Adi, and surname, Dassler. adidas built much of its early reputation through football and Olympic sport. The German national team’s use of adidas boots during the 1954 World Cup final became an important moment in the brand’s international development, particularly because the boots used removable studs suited to changing pitch conditions. The company subsequently expanded beyond footwear into team kits, training apparel and sporting accessories. The three-stripes mark, acquired from Finnish company Karhu Sports in 1952, became the central visual symbol of the business. The trefoil was introduced for broader lifestyle and heritage use in the early 1970s, while a performance-oriented three-bars mark later supported the company’s technical product ranges. During the late twentieth and early twenty-first centuries, adidas changed from a primarily European athletic-shoe maker into a global sports and lifestyle group. Its portfolio expanded through acquisitions including Salomon, TaylorMade, Reebok, Five Ten and Runtastic, although several of those businesses were later sold or separated. Product and brand development increasingly combined performance technology with fashion, music, street culture and designer partnerships. Examples include adidas by Stella McCartney, collaborations with athletes and clubs, and highly visible footwear franchises such as Samba, Superstar, Stan Smith and Ultraboost. The company has also faced significant strategic and reputational challenges. The sale of Reebok in 2022 reflected portfolio simplification, while the termination of its partnership with Ye in October 2022 ended the Yeezy relationship after controversial public remarks by the artist. adidas subsequently managed remaining Yeezy inventory and related commercial consequences. In 2023, Bjørn Gulden became chief executive and emphasized restoring product momentum, strengthening wholesale and direct relationships, and rebuilding the brand’s connection with consumers. adidas remains one of the world’s best-known sports brands, combining professional performance credentials with global lifestyle appeal. adidas is a multinational sporting-goods company headquartered in Herzogenaurach, Germany. Its core business covers athletic footwear, sports apparel, and sporting equipment. The name derives from founder Adolf Dassler, while the three-stripe identity has become one of the brand’s most recognizable visual marks. Its range serves sports and lifestyle settings including football, running, training, basketball, tennis, and outdoor activities. adidas sells through owned stores, e-commerce, wholesale partners, and other retail channels worldwide. Athlete, team, event, and cultural partnerships have been important to its marketing and brand-building. The company’s activities center on product design, brand management, and global distribution, alongside continued development of direct-to-consumer and digital channels.

History

adidas began with Adolf Dassler’s athletic-shoe making in Herzogenaurach after the First World War. Rudolf Dassler joined him in 1924, creating the Dassler Brothers Shoe Factory. The business focused on improving sports footwear, including lighter spiked shoes made with canvas and rubber rather than heavier traditional materials. Its international profile rose when Jesse Owens wore Dassler spikes at the 1936 Berlin Olympics. The brothers’ relationship deteriorated after the Second World War and their business split. Rudolf founded the company that became Puma, while Adolf registered adidas AG on 18 August 1949. The division created a long-running commercial rivalry that shaped Herzogenaurach and helped make branded athletic equipment a major consumer industry. adidas’s three-stripes design was acquired from Karhu Sports in 1952. It became a powerful identifying feature across shoes and clothing, later joined by the trefoil heritage logo and the performance three-bars symbol. Football was central to adidas’s postwar expansion. The German national team’s victory in the 1954 World Cup final while wearing adidas boots gave the company international visibility. The brand then developed relationships with clubs, national teams, Olympic athletes and sporting federations, extending from footwear into kits, balls, training garments and accessories. The first major apparel item associated with the company was the Franz Beckenbauer tracksuit, introduced in 1967. Following Adolf Dassler’s death and the later death of his son Horst, adidas experienced ownership and management changes. French businessman Bernard Tapie acquired the company in 1990, and Robert Louis-Dreyfus became chief executive in 1993. Under Louis-Dreyfus, adidas pursued international growth and portfolio expansion. The 1997 acquisition of Salomon added outdoor and winter-sports activities, together with TaylorMade and Maxfli golf businesses. adidas later sold Salomon to Amer Sports in 2005. The company acquired Reebok in 2006, seeking stronger scale in North America and a broader global position. It also invested in product technology, including the Adidas 1 electronically adjustable shoe, and entered digital fitness through the acquisition of Runtastic in 2015. Designer, celebrity, team and cultural partnerships helped adidas broaden its audience beyond organized sport. The adidas by Stella McCartney line, launched in 2004, became a long-running example of the brand’s combination of performance clothing and fashion design. In the 2010s and 2020s, adidas balanced technical innovation with demand for heritage and lifestyle footwear. Samba, Superstar, Stan Smith and other archival models became important cultural products alongside running, football, basketball and training ranges. The company sold TaylorMade in 2017 and Reebok to Authentic Brands Group in 2022. In the same year, it ended its Yeezy partnership with Ye after controversial remarks, creating major inventory and financial-management challenges. Bjørn Gulden became chief executive in January 2023. adidas continues to operate as a global sportswear company with performance and lifestyle divisions, a broad distribution network and a brand identity centered on the three stripes. adidas traces its origins to Adolf Dassler’s work in athletic footwear manufacturing in Bavaria, Germany. In 1949, Adolf Dassler formally registered the adidas company; the name combined the short form of his first name, “Adi,” with “Dassler.” The company initially focused on sports shoes and built recognition through relationships with athletes and sporting events. As international sport and mass-market athletic consumption expanded, adidas extended its activities into apparel, equipment, and lifestyle products across a range of sports and geographic markets. The three-stripe identity became a central element of the brand and was used across both performance and lifestyle offerings. With the growth of digital retail and direct-to-consumer commerce, the company has continued to adjust its mix of owned stores, e-commerce, wholesale distribution, and marketing investment. adidas remains one of the major global sporting-goods brands, with product innovation, brand building, sports partnerships, and international distribution at the center of its business.

2023
Bjørn Gulden becomes CEO
[1]Adidasen.wikipedia.org
Bjørn Gulden assumed the chief executive role after Kasper Rørsted’s departure. Bjørn Gulden succeeded Kasper Rorsted as CEO of Adidas.
2022
Reebok divested and Ye partnership ended
[3]adidas terminates partnership with Yeadidas-group.com
adidas completed the Reebok sale and terminated its Yeezy partnership with Ye.
2015
Runtastic acquired
[1]Adidasen.wikipedia.org
adidas acquired fitness-technology company Runtastic.
2006
Reebok acquisition completed
[1]Adidasen.wikipedia.org
adidas completed its acquisition of Reebok, expanding its presence in North America and the global athletic market.
1997
Salomon Group acquired
[1]Adidasen.wikipedia.org
adidas acquired Salomon, including TaylorMade and Maxfli golf businesses, and adopted the name adidas-Salomon AG.
1972
Trefoil introduced
[1]Adidasen.wikipedia.org
The trefoil logo was introduced as a major adidas visual identity for broader product and lifestyle use.
1954
World Cup breakthrough
[2]adidas historyadidas-group.com
The West German team’s use of adidas boots during its 1954 World Cup victory helped build the brand’s football reputation.
1952
Three-stripes mark acquired
[1]Adidasen.wikipedia.org
adidas acquired the three-stripes design from Karhu Sports.
1949
adidas AG registered
[2]adidas historyadidas-group.com
Adolf Dassler registered adidas AG on 18 August, establishing the corporate foundation of the brand.
1949
Adidas company founded
[2]adidas historyadidas-group.com
Adolf Dassler registered the Adidas company in Germany, with the brand name derived from his name.
1936
Jesse Owens wears Dassler spikes
[1]Adidasen.wikipedia.org
Jesse Owens used Dassler athletic spikes at the Berlin Olympics, increasing international awareness of the shoes.
1924
Dassler Brothers Shoe Factory established
[1]Adidasen.wikipedia.org
Adolf and Rudolf Dassler formalized their joint athletic-shoe business in Herzogenaurach.

Products and positioning

A global, mass-market and professional sports brand that combines athletic performance, fashion design, and street culture influence.

Athletic footwear
Performance footwear
Technical shoes for football, running, basketball, training, outdoor sports and other athletic uses. Product design commonly addresses cushioning, stability, traction, responsiveness, weight and sport-specific movement. Major franchises have included Ultraboost, Predator, Adizero and basketball models, although individual products and technologies change over time.
Sports apparel · 1967
Sportswear
Sports apparel includes jerseys, tracksuits, tops, jackets, shorts, trousers, leggings, sports bras and training layers. The category serves athletes and teams but also functions as everyday clothing, with the three-stripes identity linking technical garments to adidas’s lifestyle business. Includes jerseys, training wear, running apparel, sports underwear, and other athletic clothing for competitive sport, fitness, and everyday use.
Football
Football equipment
Football is a foundational adidas category comprising boots, official match balls, club and national-team kits, goalkeeper products, training wear and accessories. The brand’s visibility in major international competitions has made football one of its most established performance and sponsorship areas.
Lifestyle
Lifestyle footwear and apparel
Lifestyle products reinterpret adidas sports archives for casual and fashion-oriented use. Samba, Superstar and Stan Smith are prominent examples of footwear with broad cultural recognition, while lifestyle apparel uses the trefoil, three stripes and retro sports styling across streetwear and everyday wardrobes. Footwear and apparel for everyday wear and street-culture settings, often adapting the brand’s sports design language through classics, fashion collaborations, and cultural partnerships.
Digital fitness · 2005
Connected fitness products
adidas has pursued digital fitness through connected footwear experiments and the acquisition of Runtastic. These activities extend the brand beyond physical goods into exercise tracking, training content and digital engagement.
Sports shoes
Athletic footwear
One of adidas’s core categories, covering running, football, basketball, training, tennis, and everyday lifestyle use while combining performance features with the brand’s recognizable design language.
Sports equipment
Sporting equipment
Equipment and accessories for football, training, outdoor activities, and other sports, complementing adidas’s footwear and apparel businesses.

Controversies

2026
Adidas-linked counterfeit goods case ends with store owner's fine
Sneaker Freakz owner Nathaniel Petersen paid a R100,000 admission-of-guilt fine after a Hawks investigation into the alleged sale of counterfeit Adidas and Nike sneakers and Lacoste T-shirts. The merchandise was suspected of being counterfeit; the report does not state that a determination was made that the brands themselves committed wrongdoing. The event is recorded as a controversy note concerning Adidas in connection with the suspected counterfeit branded goods.
Source
2026
Adidas sues White Fox in Australian Federal Court alleging three-stripe trademark infringement
Adidas has sued Australian online fast-fashion retailer White Fox in the Federal Court, alleging that clothing sold with a four-stripe design is deceptively similar to Adidas's three-stripe trademark and trades off its reputation. Adidas claims White Fox rejected repeated requests to stop selling and promoting the four-stripe clothing, and it is seeking orders preventing White Fox from making four-stripe clothing and forcing it to hand over profits made on the products. The action was filed in September 2026; at the first court mention on Friday 9 October 2026, White Fox's barrister said the company would argue the four stripes are decorative rather than a trademark, and the court set the dispute down for a hearing in early 2027.
Source
2026
adidas responds to criticism over wayang kulit post
In November 2026, adidas responded to criticism regarding a social media post about wayang kulit that did not clearly identify the art form's Indonesian origins. The brand apologized and stated that it should have highlighted those origins. The post's caption was subsequently edited to say that wayang kulit originated in Indonesia and inspired other parts of Southeast Asia. The response followed criticism of the original post, which had been seen as suggesting a different origin for the art form.
Source
2022
Termination of Ye and Yeezy partnership
adidas ended its relationship with Ye after controversial public statements by the artist. The decision ended production of Yeezy products and created continuing questions concerning inventory, commercial obligations and financial exposure.
Source
2021
Nike sues adidas over Primeknit technology
Nike's lawsuit alleges that adidas's Primeknit technology infringes six Nike patents and identifies 49 adidas shoe models using the technology.
Source
2020
Adidas apologizes over store rent deferral
Adidas apologized after criticism of its decision to defer rent payments for stores closed during coronavirus lockdowns. The company stated that it had paid landlords the rent for April. The controversy centered on the brand's initial decision to defer rent for closed stores, which drew criticism, prompting the apology and the confirmation that April rent had been paid.
Source
2020
Adidas pledges hiring and investment measures addressing racial inequity
Adidas pledged to invest $20 million in the Black community in the United States and ensure that at least 30 percent of new US jobs at Adidas and Reebok are filled by Black and Latino people. The company said it must do more to fight racism and improve its company culture.
Source

2015McDonald’s All-American uniforms
United States
adidas supplied uniforms for the McDonald’s All-American high-school basketball event, using lightweight, breathable construction associated with its basketball apparel.
Outcome. Reinforced adidas visibility in American youth basketball.
Source
2004adidas by Stella McCartney
International
adidas launched a women’s sports-performance collection with designer Stella McCartney, combining technical sports apparel with fashion design and helping broaden the brand’s reach among women’s consumers.
Outcome. Created a long-running performance-fashion partnership.
Source
1954World Cup football performance promotion
Germany · Europe · International football markets
The West German national team wore adidas boots during its 1954 World Cup campaign, including the final. The boots’ removable studs became associated with adaptability and technical football performance.
Outcome. Strengthened adidas’s international football positioning.
Source
1936Olympic athlete product seeding
United States · Germany · International sports markets
Dassler supplied and promoted handmade athletic spikes to elite competitors, including Jesse Owens at the 1936 Berlin Olympics. Owens’s success gave the young athletic-shoe business substantial international visibility.
Outcome. Helped establish the Dassler name in competitive athletics.
Source

Brand decisions

2023
Leadership transition under Bjørn GuldenStrategy
Background
adidas announced a leadership change following the planned departure of Kasper Rørsted amid a period of strategic and brand pressure.
Action taken
Bjørn Gulden became chief executive in January 2023.
Aftermath
The new leadership focused on restoring product relevance, improving commercial execution and rebuilding relationships with consumers and partners.
Source
2022
End Ye partnership and discontinue Yeezy productionStrategy
Background
Controversial public remarks by Ye created reputational and commercial pressure on the partnership.
Action taken
adidas immediately terminated the partnership and stopped producing Yeezy products.
Aftermath
The company managed remaining inventory and disclosed continuing commercial consequences associated with the discontinued business.
Source
2006
Acquire ReebokM&A
Background
adidas aimed to increase scale and competitiveness, particularly in North America.
Action taken
The company completed the acquisition of Reebok.
Aftermath
Reebok was subsequently sold to Authentic Brands Group in 2022.
Source
1997
Acquire Salomon GroupM&A
Background
adidas sought to broaden its sports portfolio into outdoor, winter sports and golf.
Action taken
The company acquired Salomon, gaining businesses including TaylorMade and Maxfli, and changed its corporate name to adidas-Salomon AG.
Aftermath
The portfolio was later simplified: Salomon was sold in 2005 and TaylorMade was sold in 2017.
Source

Recent events

Unconfirmed
Reported2026.11.03
adidas responds to criticism over wayang kulit post[15]adidas responds to criticism over wayang kulit postmarketing-interactive.com
adidas apologized for a post about wayang kulit that did not clearly identify its Indonesian origins, and said it should have highlighted those origins. The caption was edited to say that wayang kulit originated in Indonesia and inspired other parts of Southeast Asia.
Unconfirmed
adidas reports third-quarter 2026 results[19]阿迪达斯公布2026年第三季度业绩life.caijing.com.cn
adidas reported third-quarter 2026 revenue of €7.252 billion, up 9% year over year, and operating profit of €1.008 billion, up 37%.
2026.10.29
Reported2026.10.29
Adidas raises full-year guidance[20]Adidas上调全年业绩指引retailtimes.co.uk
Adidas raised its full-year guidance for the second time in 2026, expecting currency-neutral sales growth of 9–10% and operating profit of around €2.5 billion, up from around €2.3 billion.
2026.10.23
Reported2026.10.27
Business owner pays fine over suspected counterfeit branded goods[7]Adidas-linked counterfeit goods case ends with store owner's finesundayworld.co.za
Sneaker Freakz owner Nathaniel Petersen paid a R100,000 admission-of-guilt fine following a Hawks investigation into the alleged sale of counterfeit Adidas and Nike sneakers and Lacoste T-shirts. The merchandise was suspected of being counterfeit; the article does not report a determination that the brands themselves committed wrongdoing.
Unconfirmed
Reported2026.10.12
Adidas sues White Fox in Australian Federal Court alleging three-stripe trademark infringement[8]Adidas sues White Fox in Australian Federal Court alleging three-stripe trademark infringementsmartcompany.com.au
Adidas has sued Australian online fast-fashion retailer White Fox in the Federal Court, alleging that clothing sold with a four-stripe design is deceptively similar to Adidas's three-stripe trademark and trades off its reputation. Adidas claims White Fox rejected repeated requests to stop selling and promoting the four-stripe clothing, and it is seeking orders preventing White Fox from making four-stripe clothing and forcing it to hand over profits made on the products. The action was filed in September 2026; at the first court mention on Friday 9 October 2026, White Fox's barrister said the company would argue the four stripes are decorative rather than a trademark, and the court set the dispute down for a hearing in early 2027.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
2026.10.11
Reported2026.10.13
Fubon Financial holds Run For Green® Healthy Green Challenge with adidas and Health Partner[21]富邦金控携手adidas及永悦健康举办「Run For Green®健康绿动大挑战」n.yam.com
On October 11, 2026, Fubon Financial Holding, together with adidas and Health Partner, held the 'Run For Green® Healthy Green Challenge' at Zhongzheng Sports Center (Dance Sunlight) in Taipei, combining sports training, charity challenges and sustainability education for 100 runners organized into five themed teams. The event tied into the Run For Green® 'Bangzhu Program', encouraging participants to accumulate charity mileage supporting environmental sustainability, rural companionship, education for the disadvantaged and sports equity, with cross-industry brands including Second Floor Cafe, World Gym, GARMIN, Gogoro and Meditena Biomedical joining with prizes.
Unconfirmed
Reported2026.10.09
Adidas sues White Fox over four-stripe designs in trademark dispute[9]Adidas sues White Fox in Australian Federal Court alleging three-stripe trademark infringementcreativebloq.com
Adidas has taken Australian clothing boutique White Fox to court in a legal dispute over stripes, claiming that White Fox's four-stripe clothing designs are substantially identical with or otherwise deceptively similar to Adidas's three-stripes trademark, which has been registered in Australia since 1957, and show an intention to trade off Adidas's reputation. Adidas is seeking legal damages for the alleged infringement, including profits earned from the products, along with interest and legal costs. White Fox's legal team has defended the move, arguing that other Australian brands such as Cotton On and Sportscraft sell items with similar decorative stripes, while Adidas counters that White Fox's advertisements featuring genuine Adidas items could create an association in the minds of consumers.
2026.09.18
Reported2026.10.11
Adidas sues White Fox Boutique over four-stripe clothing design trademark infringement[10]Adidas sues White Fox in Australian Federal Court alleging three-stripe trademark infringementtimesofindia.indiatimes.com
Adidas filed a case against Australian fashion brand White Fox Boutique in the Federal Court of Australia on September 18, alleging that White Fox has been selling and promoting clothing with a four-stripe design that comes too close to Adidas' trademark-protected three-stripe mark and could mislead shoppers. Adidas claims it repeatedly asked White Fox to stop selling the disputed clothing throughout 2026 but its requests were rejected, and it is seeking damages. During a court appearance in Sydney, Adidas argued there was an intention to trade off its reputation. White Fox Boutique has denied the allegations, arguing that four-stripe designs are also used by other fashion retailers. The claims remain contested, with a hearing scheduled for early 2027.
2026.09
Reported2026.10.08
Adidas sues White Fox Boutique in Federal Court of Australia over four-stripe designs[12]Adidas sues White Fox in Australian Federal Court alleging three-stripe trademark infringementibtimes.co.uk
Adidas has taken Australian fashion label White Fox Boutique to the Federal Court of Australia, alleging that clothing featuring four parallel stripes infringes its registered three-stripe trade marks. Adidas also alleges that promotional imagery showing models wearing genuine Adidas footwear was digitally altered to remove stripes after the proceedings were lodged. Adidas is seeking orders restraining the alleged conduct together with damages or an account of profits, interest and costs. These are allegations, not court findings; White Fox's lawyers declined to comment.
2026.09
Reported2026.10.08
Adidas sues Australian label White Fox over four-stripe design trademark infringement[11]Adidas sues White Fox in Australian Federal Court alleging three-stripe trademark infringementbbc.com
Adidas has filed proceedings in the Federal Court of Australia against Sydney-based online retailer White Fox, alleging that clothes and accessories sold and advertised with four parallel stripes since at least March infringe Adidas's trademarked three-stripes design, which it says has been trademarked in Australia since 1957. Adidas claims White Fox's designs are "substantially identical with or otherwise deceptively similar" to its own, and argues that White Fox's advertisements featuring people wearing genuine Adidas items could lead consumers to believe Adidas is associated with White Fox. Adidas alleges that a few days after the proceedings were lodged, an Adidas logo in White Fox's advertising was digitally altered to remove stripes. Adidas says it repeatedly asked White Fox to stop selling and promoting the clothes since March, and is seeking damages including the profit from the products plus interest and costs. The first hearing is due to begin on Friday.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.

Sources114 sources

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