Sports Footwear

adidas AG as a German based sports footwear company are selected as the case company of this research. Also, as an “A” sports footwear brand in the world, through the research and analysis of the strategy, operation, innovation of adidas AG’s footwear market, we may have a closer view to the future trend of global sports footwear industry.

4.1 adidas AG profile

• Name

п‚І adidas

In the year of 1948 the adidas was lanched on the world. Adolf Dassler, a cobbler working in Herzogenaurach, near Hamberg, Germany decided on a name for his new company. He combined his nickname “Adi” with the first three letters of his surname Dssler, and the name adidas was born. He also decided to use lowercase “a” to make the name stand out from rivals. (http://hiphopdiscounts.wordpress.com/2008/01/31/adidas-the-history/)

п‚І adidas-Salomon AG

In 1997, adidas AG acquires the Salomon Group with the brands Salomon, TaylorMade, Mavic and Bonfire in December 1997. The new company is named adidas-Salomon AG. (http://www.adidas-group.com)

п‚І adidas AG

In 2005, The Salomon Group (including Salomon, Mavic, Bonfire, ClichÐ"© and Arc’Teryx) is being sold to Amer Sports in October 2005. The new adidas Group is focusing even more on its core strength in the athletic footwear and apparel market as well as the growing golf category. The legal name of the company will change to “adidas AG” in May /June 2006. (http://www.adidas-group.com)

• Company Description

In 2006, the closing of the Reebok transaction on January 31, 2006 marks a new chapter in the history of the adidas Group. By combining two of the most respected and well-known brands in the worldwide sporting goods industry, the new Group will benefit from a more competitive