Adidas AG is a globally recognized sportswear manufacturer headquartered in Herzogenaurach, Germany. Founded in 1949 by Adolf “Adi” Dassler, the company has grown from a small, family-run workshop into one of the world’s leading athletic-apparel brands. Its product portfolio spans performance and lifestyle segments, offering footwear, apparel and accessories designed to meet the needs of professional athletes and consumers alike.
The company operates through two primary divisions: Sports Performance, which focuses on products engineered for high-intensity training and competitive sports, and Sports Style, which centers on athleisure and casual wear. Iconic collections like Adidas Originals and collaborations with designers, musicians and cultural influencers have helped shape the brand’s image and reach new market segments. Innovation in materials, such as lightweight knit fabrics and responsive cushioning technologies, plays a key role in Adidas’s product development strategy.
Adidas serves customers in over 160 countries, employing a multi-channel distribution approach that includes directly operated retail stores, e-commerce platforms and wholesale partnerships. The company maintains regional operations in Europe, North America, Asia-Pacific, Latin America and emerging markets, adapting its offerings to local tastes and sporting trends. High-profile sponsorships with national teams, leagues and individual athletes underscore Adidas’s commitment to sport at all levels.
Since January 2023, Norwegian executive Bjørn Gulden has served as Chief Executive Officer, steering the company toward renewed growth and sustainability goals. Under his leadership, Adidas has doubled down on environmental initiatives—such as using recycled materials in products and reducing carbon emissions across its supply chain—while continuing to invest in digital services and direct-to-consumer experiences designed to enhance customer engagement and brand loyalty.
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