Adidas AG

Adidas started as a small shoe factory in a Bavarian town and grew into Europe's largest sportswear company. The Dassler family business began in 1924, but a bitter split between brothers Adolf and Rudolf led to the creation of two rival brands: Adidas and Puma. Adolf Dassler registered Adidas on August 18, 1949, combining his nickname Adi with the first three letters of his surname. The three-stripe logo, now one of the most recognized symbols in the world, was bought from Finnish brand Karhu Sports in 1952 for €1,600 and two bottles of whiskey.

Early success came when Jesse Owens wore Dassler shoes at the 1936 Berlin Olympics, but the brand's global breakthrough arrived at the 1954 World Cup. The German national team, wearing Adidas boots with screw-in studs, beat Hungary in the final. That victory cemented the brand's association with football. In the 1980s, a partnership with hip-hop group Run-DMC turned the Superstar sneaker into a cultural icon, bridging sports and street style.

Adidas went public in 1989 and joined the DAX index. The Dassler family sold their controlling stake between 1990 and 1992, ending six decades of family ownership. Today the company operates about 2,500 stores in 160 countries and employs over 61,000 people. Revenue reached €23.68 billion in 2024, with profit of €824 million. Bjørn Gulden, a former professional footballer, became CEO in 2023, tasked with reviving the brand's momentum after a difficult period.

Beyond performance gear, Adidas has built a strong lifestyle business through its Originals line and collaborations with designers like Yohji Yamamoto, Stella McCartney, and Kanye West. The company also owns an 8.33% stake in Bayern Munich and the fitness app Runtastic. It has committed to reducing emissions by 30% by 2030 and achieving climate neutrality by 2050, though it has faced criticism over human rights concerns in its supply chain. [edit]