Mc Donald's Essay

571 words - 2 pages

History: Adidas AG, one of the largest sportswear corporations which designs and manufactures clothing and accessories in Europe, is found in 1948 and named after the founder Adolf Dassler. In 1960s, Adidas manufactures equipment to help German athletes commit to perform. After Adolf Dassler died in 1987, his wife, Kathe, and his son, Horst, took care of the business. Under the new CEO, Robert Louis-Dreyfus, in 1990s, Adidas was changing into a marketing company and becoming a public traded company. Adidas AG obtained Salomon Group with the brands Salomon, TaylorMade, Mavic, and Bonfire in December 1997. Therefore, the company's name was changed into Adidas-Salomon AG. The new Adidas Group was sold to Amer Sports and was focused on its core strength in the athletic footwear and apparel market as well as the growing golf category in 2005. The legal name of the company was "Adidas AG" in May/Jun 2006. The closing of Reebok in January 2006 opened a new era for Adidas. By combining the two most well-known sportswear companies, the Adidas Group would earn a lot of benefits from a more competitive worldwide area, well-defined and complementary brand identities with a wider range of products, and a stronger presence across teams, athletes, events and leagues. On April 2006, Adidas announced an eleven-year contract with NBA to become the official NBA clothing provider. This deal was worth over four hundred millions of dollars and took the place of Reebok's ten-year deal. On November 3rd, 2011, by acquiring the Five Ten, a leading brand in the technical outdoor market and outdoor action sport community, the Adidas Group was allowed to expend into complementary market segments. The...

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