Step back in time 1

Adi Dassler had a dream to make the best sport shoes possible.
Explore through the decades - from the birth of a brand to how it came to lead the
world of modern sports.

1920s
1920s adidas shoe
1927
Short-distances-spikes, D.R.P. (Deutsches Reichs-Patent), designed 1927 in
cooperation with Jo Waitzer (German Reichstrainer) for Olympic Games 1928
in Amsterdam.

Three Guiding Principles

1920
Adi Dassler followed three guiding principles in his development work, driven by his
passion for sports and shoemaking: To produce the best shoe to serve the needs of
the sport. To protect the athlete from injury, and to make the product durable.

The First Sports Shoes

1920
Adi Dassler hires 2 shoemakers and produces his first handmade training shoes.
The story begins in his mother’s washroom, a space of around 200 square foot, with
no electricity and no machinery. All the shoes he produces are hand-made leather
shoes. He very soon begins to create different shoes for different sports.

A Designer and a Salesman

1924
At the age of 23, Adi convinces his brother Rudolf to join the business. On July 1st
1924, they register their small enterprise as Dassler Brothers Shoe Factory,
Herzogenaurach. The brothers opposing personalities complement each other well:
Adi the quiet, pensive designer, and Rudolf the extrovert salesman.

Dassler Brothers OHG

1924
Before long there are 12 people, including several family members, producing
around 50 pairs of shoes a day.

The First Specialist Shoes

1925
Adi Dassler develops Track; Field shoes with hand-forged spikes and produces his
first football boots with nailed studs.
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The First Factory

1927
Adi and Rudi Dassler rent their first premises and call it the “Dassler Brothers Shoe
Factory” (“Gebrüder Dassler Schuhfabrik”). 25 people are now producing 100 pairs
of shoes a day.

Dasslers Olympic Debut

1928
Dassler’s spikes D.R.P. (Deutsches Reichs-Patent) designed in cooperation with
Josef Waitzer (German Reichstrainer) make their debut at the Amsterdam Olympic
Games. Adi works closely with professional athletes to optimize the quality of the
shoes and provide the best possible support for “his” athletes in Amsterdam.

The First Football Boot

1929
Adi Dassler produces his first football boots, with leather outsoles and studs
combined with a “nail-stripe trim”.

1930s
1930s adidas shoe
1932
German athlete Arthur Jonath wins the 100m bronze medal at the 1932 Olympic
Games in Los Angeles, wearing Dassler shoes. This marks the first major Olympic
success for the Dassler brothers and fuels the further development of their already
thriving company.

The Villa
1931
Seemingly unaffected by the economic depression, the Dassler brothers continue
their upward trajectory of success. The development is rapid. Having moved out
of their mother’s washroom for lack of space, the brothers now buy the factory
they had so far only been able to rent. In 1931, they commission the construction
of a three-storey house - later named “The Villa” - behind the factory.

First Tennis shoes

1931
Adi Dassler produces his first tennis shoes.

International Sports
1932
German athlete Arthur Jonath wins the 100m bronze medal at the 1932 Olympic
Games in Los Angeles, wearing Dassler shoes. This marks the first major Olympic
success for the Dassler brothers and fuels the further development of their already
thriving company.
Step back in time 3

Adi meets his Future Wife

1932
Adi Dassler joins the shoe college in Pirinasens and meets Katharina (Käthe), the
daughter of the shoe designer Franz Mertz, with whom together with Adi developed
a new sensational Track and Field shoe. A romance develops between them and
Adi proposes to Käthe a couple of months later. They marry on March 17th, 1934,
and a few years later their children Horst, Inge and Karin are born. Two more
daughters Brigitte and Sigrid follow several years later, whilst World War II is
raging. In order to provide food for the family, Käthe turns the yard into vegetable
garden and runs a small menagerie of farm animals.
Käthe is far from being merely a “good housewife”. After the war ends, she is
actively involved in the company’s business and makes an important contribution
to the upswing of adidas. Whilst her husband develops the company on a creative
and philosophical level, Käthe acts as its general manager.

adidas - Onwards and Upwards

1935
In 1935, the company’s revenues exceed 400,000 Reichsmark. The majority of
German athletes are now wearing Dassler shoes. As every year Adi Dassler
challenges friendly companies in a sports competition.

adidas at the Olympics

1936
At the Berlin Olympic Games in 1936, athlete Jesse Owens wins four gold medals
and sets five new world records, wearing Dassler shoes for all events.

Adi’s first son

1936
Adi and Käthe are proud parents of their first son. Horst is born.

An Expanding Range
1937
Adi Dassler develops sports shoes in co-operation with the Olympic Committee,
striving to fulfil the specific requirements of different sports disciplines. By 1937,
Dassler’s range comprises 30 different shoes for a total of eleven sports. Including
the 4 wheel roller skates.

A Second Factory
1938
Adi Dassler buys his second factory in the centre of Herzogenaurach. By that time,
the company produces 1,000 pairs of shoes a day.

1940s
1940s adidas shoe
1946
Step back in time 4

A multi purpose shoe produced 1946 after World War II, using materials from the
American Army - tent fabric and leather from baseball gloves for the upper,
warplane fuel tanks for the sole.

The Army Seize The Villa

1945
At the end of the war, the American army seizes the “Villa” for their officers and
contract the factory to produce 1,000 pairs of ice hockey boots per month.
The factory is held in trusteeship until 1947. As compensation for the ice hockey
boots, the factory receives old army stocks, such as tents, old baseball gloves etc.
Thanks to his rich imagination, Adi is able to find ways of producing a remarkably
high quality of training shoe.

New Beginnings
1947
After the turmoil of the Second World War, Adi made a fresh start. In 1947, with
47 workers, he began putting into practice knowledge gained in the pre-war
period, as well as new ideas.

Three Stripes
1948
Adi and Rudolf Dassler decide to go their separate ways and Rudolf founds Puma.
Adi introduces adidas as the official company name, made from a combination of
his own nickname and last names. At this point, Adi also gives his shoes the
unmistakable trademark of the Three Stripes.

New Football Boots

1949
The Three Stripes are officially registered as the adidas trademark. Adi Dassler
focuses his efforts on new football boots and produces his first boots with
adjustable, moulded, rubber studs.

1950s
1950s adidas shoe
1954
The first low-cut, soft, lightweight football boot of history with nylon screw-in-
studs - exclusively designed for the German World Champion team for the World
Cup 1954 in Switzerland, worn by Max Morlock.

Samba on Ice
1950
Adi Dassler focuses his efforts on the development of new football boots. The first
of the “Samba” all-round football boots are launched on the market. This boot is
made for better traction on ice, snow and frozen ground.
Step back in time 5

The Olympics in Helsinki

1952
adidas is the most widely worn German sports shoe brand at the Olympic Games in
Helsinki and track shoes with removable spikes are used for the first time. Emil
Zatopek wins three gold medals – for the 5,000m, the 10,000m and the marathon -
all in one week, wearing adidas shoes. This is an achievement that has not been
repeated since.

Changeable Spikes
1952
For the first time, adidas produces track shoes with changeable spikes and the first
adidas sports bags are introduced.

Adi at the World Cup

1954
The German football team wins the World Cup for the first time, wearing boots
with revolutionary screw-in studs. Adi is at the game in Berne; at half time he
adapts the players’ boots to the ground conditions, using the studs. This boot is
later called “World Champion”.

adidas Continue to Grow

1954
In 1954, a total of 450,000 pairs of shoes are produced.

Modern Sports Promotion

1956
Horst Dassler promotes adidas at the Melbourne Olympic Games - the beginning of
modern sports promotion. Three quarters of all medallists at the Melbourne
Olympic Games wear shoes with the Three Stripes. This marks the beginning of
Horst’s diplomatic career in sports.

Kangaroo Leather
1957
Adi Dassler develops the revolutionary idea of polyamide soles for football boots
and uses kangaroo leather for uppers. He develops the first “air sole” in history
and the first polyamide half-sole for track shoes.

Nylon Half-Soles
1957
The first nylon half-soles for sprint shoes are developed in 1957.

Horst Opens a new Factory

1959
Establishing and building a factory in France was the first major task entrusted to
Horst, the 22 year-old son of Adi and Käthe. Adi opens the second German adidas
factory in Scheinfeld.
Step back in time 6

1960s
1960s adidas shoe
1960
Short-distances-spikes, worn by Wilma Rudolph (“Black Gazelle”), winner of three
Gold Medals during the Olympic Games 1960 in Rom - 100m/ 200m/ 4 x 100m.
Wilma suffered from Polio as a child, and it was thought she would never walk.

Olympic Games in Rome

1960
adidas is the dominant brand at the Olympic Games in Rome: 75 percent of all
track and field athletes rely on adidas shoes. Wilma Rudolph, who suffered from
polio as a child, takes the gold in the 100 m and 200 m and in the 4x100 m relay.

The “Italia” Shoe

1960
To mark the Olympic Games, “Italia” training shoe is launched. Today, this classic
shoe is one of the top trends and is being produced again in small quantities.

Adebe Bikila Wins

1960
The Olympic marathons in Rome where he ran with bare-feet and Tokyo in adidas
shoes, are dominated by then newcomer and today’s long-distance legend,
Ethiopian Adebe Bikila.

adidas Clothing and Balls

1961
From the mid 1960s, adidas starts producing sports clothing for competitions and
training. Ball production begins in 1963, and since 1970 the Official Matchball at
all major football events has been an adidas ball.

Football in Chile
1962
adidas boots dominate the Football World Cup in Chile. They are worn in all
32 games.

Three Stripes on Clothing

1962
adidas offers the first track suits with the Three Stripes to the market.

Olympic Games in Tokyo

1964
At the Olympic Games in Tokyo 80 percent of athletes wear shoes with the Three
Stripes. Willi Holdorf becomes the first German to win the gold medal in the
decathlon. Dassler creates a running shoe for Adebe Bikila, pushing his weight
forward to correct his running style.
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Lightest Shoe Ever Made

1964
adidas presents the lightest track shoe ever made. The “Tokio 64” weighs just 135
grams per shoe.

The Mexico Olympics

1968
At the Mexico Olympic Games, 85 percent of Track and Field athletes compete in
adidas shoes. Dick Fosbury clears 2.24 m with a new high jump technique, later
termed “The Fosbury flop” which revolutionised the sport of high jump, and takes
the gold medal. Bob Beamon breaks the long jump world record by 61cm.
Athletes wearing adidas products win 37 gold medals, 35 silver medals and 35
bronze medals.

Multi-Studded Soles
1968
adidas is the first company in the world to produce injection-moulded multi-stud
soles of polyurethane, giving a one-year guarantee on the sole. The first jogging
shoe, “Achille”, are introduced to the market.

1970s
1970s adidas shoe
1972
Extremely lightweight and soft football boot, designed for Franz Beckenbauer for
the European Championship 1972. Very stylish patent-leather-boot, “worn until it
fell apart”.

The Official Football

1970
For the first time, an adidas ball, “Telstar”, is used as the official ball at the
Football World Cup, in Mexico. Right up until the present day, all goals at major
football events are scored with adidas balls.

The Fight of the Century

1971
Muhammad Ali and Joe Frazier face each other in the “Fight of the Century”. Both
wear special boxing boots developed by Adi Dassler.

European Football
The German team wins the European Football Championship in adidas boots.

The Munich Games

The Olympic Games in Munich becomes another highlight in the history of adidas.
For the first time, adidas is official sponsor of the Olympic Games. 78 percent of
athletes compete in adidas shoes. adidas track and field athletes win 35 gold
medals, 37 silver medals and 35 bronze medals. Ulrike Meyfarth wins her first
Step back in time 8

Olympic gold in the high jump aged only 16 . She went on to repeat this Olympic
victory in 1984.

The “Adilette”
1972
The “Adilette” is introduced, still one of the classics in the adidas range today.

The “Trefoil Logo”

1972
The “Trefoil Logo” is introduced. The three leaves where an additional trademark
to distinguish between authentic and imitation adidas.

The Shark in the Shoe

1972
adidas develops sprint-shoes using a combination of sharkskin and polyamide half-
soles for better traction.

German Football Success

1974
Following on the European Championship title, the German team wins the World
Cup again. adidas boots are worn by 80 percent of players in the Cup.

Tennis Rackets
1974
The first adidas tennis rackets are launched.

Adi in the Hall of Fame

1975
Adi Dassler is the first non-American to be inducted into the Hall of Fame of the
National Sporting Goods Association, and the 43rd member overall.
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Olympics in Montreal
1976
83 percent of participants at the Montreal Olympic Games rely on adidas shoes and
clothing. They win 75 gold medals, 86 silver medals and 88 bronze medals. Edwin
Moses wins gold in the 400 m and 800 m. Alberto Juantorena, known as “The
Horse”, becomes the first athlete to win gold in both the 400m and the 800m runs,
using a newly introduced adidas “adjustable spike system”, called the “Vario
system”, a combination of exchangeable plastic and metal elements.

Jogging and Ski-ing

1976
The “TRX” jogging shoe is introduced. adidas also sets the pace in the winter
sports sector, with newly developed X-country ski bindings.

Horst Leads adidas

1976
Horst Dassler capitalizes on the opportunities offered by sports promotion and
under his guidance, adidas became a global leader in the sector of innovations in
sports marketing. He is also responsible for establishing the brand in France.
adidas are now producing 45 million pairs of shoes per year.

“Tango” at the World Cup

1978
All goals at the Football World Cup in Argentina are scored with the “Tango”, the
official matchball.

Adi Dassler Passes Away

1978
Adi Dassler passes away at the age of 78, following heart failure. His widow Käthe
and son Horst take charge of running the company.
Adi Dassler’s heritage - his ideas, his name and the developments he initiated - will
continue to help athletes push the limits of performance, on into the
new millennium.

1980s
1980s adidas shoe
1984
A high jump shoe, designed for Ulrike (Nasse)-Meyfarth for the Olympic Games
1984 in Los Angeles. 1972 at the age of only sixteen Ulrike won her first gold
medal in Munich, 1984 the second gold medal in L.A.
Step back in time 10

Germany Wins Again

1980
The German team wins the European Football Championship for the second time,
dressed from head to toe in adidas.

Olympic Games in Moscow

1980
At the Moscow Olympic Games, more than 80 percent of athletes wear adidas and
win a total of 170 medals. Daley Thompson wins the Decathlon using equipment
by adidas.

The “Copa Mundial”

1982
The “Copa Mundial” is launched, eventually to become the world’s best-selling
football boot ever.

“ISL is Founded” year

1983
Horst Dassler founds “International Sports, Culture and Leisure” (“ISL”, the first
worldwide marketing company dedicated to sports events).

Olympic Games in USA

1984
At the Olympic Summer Games in Los Angeles, 124 out of 140 nations compete in
adidas. 259 medals are won in products with the Three Stripes. Ulrike Meyfarth
wins her second Olympic gold medal (after 1972) in the high jump. At the Olympic
Games in Los Angeles, 124 nations are equipped with adidas products. Edwin Moses
takes gold in the 400m hurdles run for the second time, having won the event
in 1976.

Käthe Dassler Passes Away

1984
Käthe Dassler passes away, having proved her leadership skills through running the
company since Adi’s death in 1978, assisted by her son-in-law Alf Bente. Käthe
leaves the company to her son Horst.

Horst receives Award

1984
Horst Dassler receives the highest Olympic decoration.

Marathon Training Shoe

1984
A running shoe with “Micro Pacer” computer inside is introduced. The “Marathon
Training” running shoe is awarded a “very good” rating by Stiftung Warentest, the
independent German consumer testing institute.
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Basketball Championships
1985
Eleven out of twelve teams at the European Basketball Championships put their
trust in the Three Stripes.

Horst initiates Change

1985
Following the death of his mother, Horst Dassler assumes the leadership of adidas.
By this time, he is already the most influential personality in the world of sport.
Based on analyses by a well-known management consulting firm, Horst instigates
the transformation of the company.
He takes increasing levels of responsibility within the headquarters in
Herzogenaurach. Horst quickly realizes that adidas will only withstand growing
competition if they introduce a fundamentally new structure. With costs rapidly
increasing, production at the adidas-owned factories in Germany is becoming less
and less profitable. adidas now has to be transformed from a largely
manufacturing company into a marketing-oriented one.

Ivan Lendl, Rising Star

1985
adidas star Ivan Lendl plays his way to the top of the world tennis rankings.

“Azteca” at the World Cup™

1986
Once again, the spotlight is on adidas at the Football World Cup in Mexico. The
adidas “Azteca”, the world’s first synthetic World Cup matchball, is introduced.

Horst Dassler Passes Away

1986
Horst Dassler dies unexpectedly aged only 51. He was not able to finish the global
restructuring of the company, which is now heading for troubled waters.

Steffi Graf at the Top

1987
Steffi Graf, under contract with adidas since 1985, climbs to the top of the Tennis
World Ranking.

New Sports Shoes

1988
adidas launches the revolutionary “TORSION®” sole system, still used today for a
wide variety of sports shoes.
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adidas in Seoul
1988
At the Seoul Olympic Games, 120 nations wear adidas products. 76 percent of all
athletes put their trust in products with the Three Stripes. They win 365 medals -
124 gold, 114 silver and 127 bronze.

Corporation Status
1989
adidas becomes a corporation “Aktiengesellschaft”), though it retains its
family ownership.

1990s
1990s adidas shoe
1996
Long-distances-spikes 1996 designed for Haile Gebrselassie, the 10,000m gold
medal winner in Atlanta.

Football World Champion

1990
Germany becomes Football World Champions, equipped 100 percent by adidas.

Dassler sells Stock

1990
Bernard Tapie purchases the majority of adidas stock. This marks the end of
adidas as a family-owned company.

Return to the Early Days

1990
After a difficult transition period, adidas returned to its roots and its original
objective. Producing top quality products becomes the company’s guiding
principle once more.

The Launch of “EQUIPMENT”

1991
adidas “EQUIPMENT” is launched. The new label denotes performance-orientated
and functional footwear and clothing.

Streetball Tournament
1992
The first adidas Streetball tournament takes place in Marx Engels Square in Berlin.
Considered merely a trend in 1992, Streetball has since become firmly established
as a sport. Thousands of players compete to win in 3-on-3 fair-play games. With
Streetball, adidas starts to specifically target a younger age group.
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Olympics in Barcelona
1992
The Olympic Games take place in Barcelona: track and field athletes wearing
adidas win 117 medals. These include Javier Sotomayor and Heike Henkel, who
take gold in the high jumping event for men and women, respectively.

A New President
1993
Robert Louis-Dreyfus becomes President of adidas AG. New sales and marketing
strategies pave the way for the successful turnaround. The Frenchman initiates
the comeback of the Three Stripes and his leadership accelerates deep changes
throughout the company.

adidas and Fashion

1993
Trend towards adidas “Originals” surfaces. Trendsetters such as Madonna wear
classic sports footwear and clothing of the 1970s. As a result, the “Gazelle” is
produced again in small quantities.

The Year of the Comeback

1994
adidas reports a clear upward trend in sales and profits.

Partner at World Cup

1994
adidas is official marketing partner at the Football World Cup in the USA.
“Predator®” is the name of the revolutionary football boot introduced on this
occasion and “Questra” is the official matchball.

Mavic joins the Group

1994
The French company Mavic joins the Salomon Group. Mavic is “all about love for
cycling, which leads to the design and manufacture of great products that make a
real difference to cycling”.

adidas goes Public

1995
It is now 75 years since Adi Dassler made his first shoes. adidas attracts
participants and spectators to its events in the sectors of basketball, Streetball,
football, track and field, outdoor and tennis, setting milestones in the events
scene. Six years after the family-owned company was transformed into a
corporation, adidas goes public. The adidas share is one of the most appealing new
listings on the stock market in Germany.
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Bonfire joins the Group

1995
In December, Bonfire, the American snowboard-clothing brand, joins the Salomon
Group, bringing energy and youthful influence to the group.

The “Predator®”
1995
The “Predator®” shoe is introduced and sets new standards in the football world.
adidas reports a clear upward trend in sales and profits. The “adidas Predator
Cup”, a football tournament for young talent, takes place for the first time in co-
operation with the adidas Bundesliga clubs in Germany.

The Most Successful Year

1996
1996 turns out to be one of the most successful years in adidas history. At the
European Football Championship and the Atlanta Olympic Games, adidas
successfully underlines its ambition to become the best sports brand in the world.

European Championship
1996
Five of the 16 teams at the European Championship wear adidas. adidas also
supplies the Official Matchball and equips the referees and linesmen.

Traxion soles a Hit

1996
The innovative adidas football boots with Traxion sole technology represent a new
milestone in the development of football boots and become an instant success.

“We knew then...”

1996
adidas chooses 1996, the centenary of the modern Olympic Games, to celebrate
past successes as well triumphs still to come. The occasion is symbolized by the
concept “We knew then - we know now”. This concept reaps rich rewards with
gold medals won by Donovan Bailey (Canada) in the 100 meters, Lars Riedel
(Germany) in the discus, Nourredine Morceli (Algeria) in the 1500 meters, Haile
Gebrselassie (Ethiopia) in the 10,000 meters and Felix Savon (Cuba) in boxing.
adidas equips 33 nations in Atlanta; 6,000 participants wear adidas, and adidas
supplies products for 21 of the 26 sports. No other brand has been so closely
associated with so many athletes in such a large number of sports over so many
years as adidas.

Step into the Future

1996
A new logo, which stands for the performance and future of the brand, is launched.

The New Generation

1996
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A new generation of adidas athletes symbolizes the innovative technologies and

contemporary design of adidas products.
This concept centres on an extensive marketing campaign focused on the new
basketball superstar Kobe Bryant, who already enjoys cult status in the USA as the
youngest NBA player of all time.
Anna Kournikova in tennis, and David Beckham and Alessandro del Piero in soccer
are just a few of the other exceptional talents wearing adidas, each of whom on
their way to becoming the stars of the future.

Admitted to DAX
1998
In June the adidas-Salomon share is admitted to the DAX, comprising Germany’s 30
largest quoted companies.

Sponsor of FIFA
1998
The highlight of 1998 is the FIFA World Cup in France. adidas is the first sporting
goods company to be named Official Sponsor of a Football World Cup and equips
the host team, France, who go on to become the new World Champions. adidas
has worldwide license rights to the world’s biggest single sporting event. adidas
supplies the official World Cup matchball, equips 12,000 World Cup officials and
volunteers, outfits the referees and linesmen and delivers numerous revolutionary
soccer technologies. Alongside France, adidas is official supplier to Argentina,
Germany, Yugoslavia, Romania and Spain.

German Headquarters
1999
In the spring, adidas-Salomon employees move into refurbished headquarters.
With the creation of the “World of Sports” on a former US Army base, adidas-
Salomon decides in favour of Herzogenaurach as the company’s long-term
corporate headquarters, and thus in favour of the birthplace of the adidas brand.
In the first phase, the campus-style World of Sports provides space for 600 people
working in the Global Marketing Departments.

50 Years of adidas
1999
adidas celebrates its 50th anniversary. Following a successful turnaround, the
company is now on top form. For the first time, adidas-Salomon AG exceeds DM 10
billion, with sales of DM 10471 billion. The number of employees now totals
12,829 worldwide.
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USA and Seville

1999
adidas is Official Sponsor of the Women’s World Cup 1999 in the USA, underlining
its position as the number one football brand. adidas is partner to Sweden, Japan,
China and Australia, as well as to Germany. The Three Stripes are also highly
visible at the final sporting highlight of the millennium. As Official Sponsor, adidas
dominates the World Track Field Championships in Seville, and is once again
supplier to numerous federations and athletes. Furthermore, adidas is named
Official Supplier and Licensee for the European Football Championship 2000.

Herbert Hainer
1999
In November, Herbert Hainer is appointed Deputy Chairman and Chief Operating
Officer of adidas-Salomon AG. He is to become Robert Louis-Dreyfus’ successor as
CEO in the spring of 2001.

2000s
The Intelligent Shoe
2004
In December, after three years of highly confidential in-house development, the
most advanced shoe ever will hit selected markets: the “adidas_1” provides
intelligent cushioning by automatically and continuously adjusting itself. It does so
by sensing the cushioning level, using a sensor and a magnet. It then understands
whether the cushioning level is too soft or too firm via a small computer.

Revolutionary Products
2000
adidas develops revolutionary products based on the concept of ‘Energy
Maintenance’ for six sports: swimming, track and field, cycling, fencing,
weightlifting and wrestling. The most lasting impression of all is left by the adidas
EQUIPMENT ‘Full Body Swimsuit’, in which Ian Thorpe, Australia’s 17-year-old
national hero, wins three gold medals and sets four world records, becoming the
star of Sydney Olympics.

adidas Dominates
2000
The adidas brand dominates the two outstanding sports events of the year: the
European Football Championship in Holland and Belgium, and the Olympic Summer
Games in Sydney.
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adidas at Euro 2000

2000
adidas, Official Supplier and Licensee of EURO 2000™, equips European Champions
France and the most outstanding player of the tournament, Zinedine Zidane.
Alongside Zidane, David Beckham (England), Patrick Kluivert (Holland) and
Alessandro del Piero (Italy) wear the revolutionary new adidas football boot, the
EQUIPMENT “Predator® Precision”. Players wearing this shoe score more than 25%
of the goals in this tournament. The adidas EQUIPMENT “Silverstream” is the
Official Matchball of the tournament.

adidas in Sydney
2000
In Sydney, adidas once again demonstrates its competence as an Olympic brand:
the Three Stripes are represented in 26 of 28 sports. More than 3,000 athletes
wear adidas.
The adidas “EQUIPMENT Silverstream” is the official matchball in Sydney.

Advertiser of the Year

2000
adidas is named “Advertiser of the Year” and is presented with the prestigious Clio
Award in New York. The “Road to Sydney” program is produced, becoming the first
sporting goods soap in the industry’s history. It is televised worldwide by leading
TV channels.

Selected for the DJSI

2000
In October, adidas-Salomon AG is selected to join the Dow Jones Sustainability
Indexes (DJSI). The DJSI are the world’s first global indices tracking the
performance of the leading sustainability-driven companies worldwide. In the
Annual Review 2000, Dow Jones analyses the social, environmental and financial
performance of adidas-Salomon AG and concludes that adidas-Salomon is an
industry leader on sustainability issues. In particular, Dow Jones recognises that
adidas-Salomon has made significant progress in improving the social and
environmental conditions in the factories that supply its products.

Agreement is Signed
2000
adidas underlines its position as the undisputed market leader in football, signing a
long-term agreement as Official Sponsor and Licensee of the FIFA World Cup™ 2002
and 2006 and the Women’s World Cup 2003.
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A New Brand structure

2000
In October, adidas-Salomon presents an exciting new structure in New York for its
core brand, adidas. Instead of the traditional divisional structure of Footwear and
Clothing/Accessories, adidas now has three divisions: Forever Sport, Original and
EQUIPMENT. (To be renamed in 2002 as adidas Sport Performance, adidas Sport
Heritage and adidas Sport Style).

Centenary of Adi Dassler

2000
November 3rd marks the 100th birthday of the late Adi Dassler, the founder
of adidas.

A year of record sales

2000
adidas-Salomon’s sales reach a new record level of 5.8 billion. The Growth and
Efficiency Program, initiated earlier in the year, is completed, paving the way for
future success for the Group.

adidas CEO
2001
Herbert Hainer is officially appointed CEO and Chairman of the Executive Board of
adidas-Salomon AG effective March 8, 2001.

Customization Experience
2001
adidas, as the first brand in the sporting goods industry, launches the
“Customization Experience” project introducing a new business model in the
industry giving consumers the opportunity to create their own unique footwear to
their exact personal specifications in terms of function, fit and looks.

Stores Open Worldwide

2001
In September the first adidas Originals store opens in Berlin, followed by Tokyo in
December. In addition, the first adidas mega stores open in Paris and Amsterdam.

FC Bayern Munich
2001
adidas and Germany’s most successful football club, FC Bayern Munich, agree on a
unique strategic partnership. While acquiring a 10% stake in FC Bayern Munich AG,
adidas renews its contract as official sponsor, supplier and licensee until 2010.
Step back in time 19

Maximizing Profit
2001
adidas-Salomon achieves record-breaking sales of € 6.1 billion. The management
put together a team that is committed to maximizing profit from the Group’s
passion for performance, innovation and heritage. This allows them to honour
their promise of a 15% increase in earnings per share.
The company ends the year as the top performer in the DAX-30, Germany’s leading
stock index, with a gain of 28%, and the share price outperforming the index by
48%.

Victory at the Games

2002
At the Olympic Winter Games in Salt Lake City adidas and Salomon athletes win a
combined 191 medals (62 gold, 67 silver and 62 bronze). adidas outfits more than
50% of all individual athletes, eight National Olympic teams and several sports
federations at these Games. Overall highlights include Christoph Langen and André
Lange in bobsled and the victorious German women’s biathlon team, all wearing
adidas. The list of victorious Salomon athletes is headed by Janica Kostelic who
wins an historic 4 medals (including 3 golds) in alpine skiing, and Fritz Strobl who
wins the marquee men’s downhill event, both wearing Salomon skis.

USA Headquarters open

2002
adidas opens its new North American headquarters in February. The adidas
“Village”, as it is called, is located 5 minutes from downtown Portland in an area
undergoing a program of urban renewal and unites all adidas and Salomon
employees in Portland, Oregon under one roof.

Debut of ClimaCool™
2002
In March, adidas’s footwear innovation featuring a 360º ventilation system, makes
its global debut. Through the introduction of new, breathable materials in all
areas of the shoe, ClimaCool™ allows consumers’ feet to “feel the breeze”. One
month later, adidas introduces its second innovation of the year. a³ (pronounced
“a-cubed”) is more than a cushioning system. It is an Energy Management system
that cushions, guides and drives the foot for the perfect foot-strike.

FIFA World Cup 2002

2002
At the 2002 FIFA World Cup™ in Korea and Japan adidas presents the “Predator
Mania”, an improved version of their earlier “Predator” boots. Football players
wear jerseys with the “Dynamic Layering Concept” and The Fevernova™ is the
Official Match Ball for the 2002 FIFA World Cup™.
Step back in time 20

Leadership in the Market

2002
adidas confirms its football leadership by selling over 6 million footballs, more than
1.5 million replica jerseys and over half a million pairs of “Predator” Mania.

The Three-Part Structure

2002
In July, adidas-Salomon completes its revolutionary three-part structure for its
core brand, adidas, and positions its third division as “adidas Sport Style – the
future in sportswear”. The other two existing divisions are renamed “adidas Sport
Performance” and ”adidas Sport Heritage”. The world-famous Japanese designer
Yohji Yamamoto is appointed Creative Director of the new adidas Sport Style
division. In October, the first collection of the adidas Sport Style division designed
by Yohji Yamamoto is presented in Paris’s Stade de Charlety.

Successful Shares
2002
As in 2001, the adidas-Salomon share is once again the top performer in the DAX-
30, Germany’s leading stock index. Group sales rise 7% to reach a record level of
€ 6.5 billion.

Position in World Market

2003
adidas signs a sponsorship agreement for the European Football Championships
2004 in Portugal, thus becoming the official sponsor of every major football
tournament and event. Besides the 2003 FIFA Women’s World Cup™ and the UEFA
Champions League™, adidas is also already the official sponsor for the 2006 FIFA
World Cup Germany™. With this agreement, the company once again manifests its
position as the world’s leading football brand.

The “Jetconcept”
2003
Over the summer of 2003, adidas successfully launches “JetConcept”, a new body
suit, at the FINA World Swimming Championships, an event also sponsored by the
company. Thanks to small integrated riblets, the JetConcept reduces the drag a
swimmer faces in the water. Ian Thorpe, the first swimmer ever to wear the
revolutionary suit, wins three gold medals, one silver and one bronze.

Optimizing Debt-Structure
2003
In order to optimize its debt structure and financing terms, adidas-Salomon
launches a € 400 million convertible bond offering in August. The bond’s maturity
is set at 15 years and is convertible into approximately 4 million shares of adidas-
Salomon AG.
Step back in time 21

Selection for the DJSI

2003
In September, adidas-Salomon is included in the Dow Jones Sustainability Indexes
(DJSI) for the fourth consecutive time. The DJSI, the world’s first global
sustainability indices, were launched in 1999 and analyse the performance of the
world’s leading sustainability-driven companies. The repeated selection of adidas-
Salomon once again proves the company’s industry-leading commitment in social
and environmental affairs.

Originals Stores Opened

2003
adidas opens three new Originals Stores: the store in Miami South beach marks the
second opening in the US after New York. Korea welcomes its first adidas Originals
Store in Seoul, and Italy sees a new grand opening in Milan.

Women’s Football, USA

2003
The adidas-sponsored German football team celebrates its fourth title at the 2003
Women’s Football World Cup in the United States. Nia Künzer scores the Golden
Goal for the 2-1 victory over Sweden in an unforgettable final.

Herbert Hainer Awarded

2003
Herbert Hainer, CEO and Chairman of the Executive Board of adidas-Salomon AG,
receives the Bambi in the business category.

adidas Strengthens in USA

2003
adidas moves some of the major marketing positions to its North American
headquarters in Portland, Oregon. Erich Stamminger, in addition to his
responsibilities as member of the Executive Board of adidas-Salomon AG, takes on
the position as CEO and President of adidas America Inc. This move allows adidas
to further strengthen its efforts in North America.

New Factory Outlet

2003
adidas celebrates the opening of the new Factory Outlet in Herzogenaurach. The
outlet consists of a 38,000 square foot building with sales floor space of around
22,000 square foot.

Another Record Year

2003
Despite tough market conditions, 2003 turns out to be a record year for adidas-
Salomon. Sales reach € 6.3 billion, which equals a 5% improvement in currency-
neutral terms. Net income increases by 14% to € 260 million: another record high.

“Impossible is nothing”
2003
Step back in time 22

“Impossible is nothing” is the central message of a global brand campaign launched

by adidas in February. It brings to life the attitude adidas shares with athletes
around the world – the desire to render the impossible possible, to push yourself
further, to surpass limits, to break new ground. The campaign shows the rich
stable of adidas athletes past and present starting with the greatest of all time,
boxing legend Muhammad Ali, long-distance runner Haile Gebrselassie, football
icon David Beckham and NBA star Tracy McGrady.

PredatorPulse™ Launched
2003
The new PredatorPulse™, the best football boot ever made, is launched as the
number one brand in football. The boot features the revolutionary PowerPulse™
technology, based on a simple principle already used in the construction of tennis
rackets and golf clubs: optimal distribution of mass. The Predator®, which
celebrates its 10th birthday this year, is the world’s best selling football boot and
is endorsed by some of the world’s best players, such as FIFA World Player of the
Year Zinedine Zidane, David Beckham, Raúl, Michael Ballack, Kaka and Rui Costa.

David Beckham
2003
In March adidas and David Beckham take their long-lasting relationship to an even
higher level. They extend their contract until 2008 and at the same time unveil
David Beckham’s personal logo. This logo represents the merging of two of the
most powerful brands in world sport.

adidas and UEFA

2004
adidas has a role as a National Supporter and Official Licensee of UEFA EURO 2004™
in Portugal and Official Supplier of the match ball, the Roteiro™. adidas supplies
clothing to five countries: Greece, France, Germany, Spain and Latvia.

Nothing is Impossible
2004
The UEFA EURO 2004™ ends with the tremendous success of the Greek national
football team. The Greek team clearly proves that sport is about achieving the
impossible. When they entered EURO, Greece had never won a match in a major
tournament. When they left, they were European Champions. With this victory,
five out of the six most recent European champions were wearing the adidas
three stripes.
Step back in time 23

UEFA EURO 2004

2004
For adidas, The UEFA EURO 2004™ the also proves to be a commercial success.
More than 1.3 million replica jerseys, over 1.2 million UEFA EURO 2004™ licensed
products and more than 250,000 pieces of adidas’ newly introduced women’s
football range are sold.

adidas in Athens
2004
adidas uses the Olympic Games in Athens as a platform for showcasing its brand
once again. adidas is official outfitter of 21 National Olympic Committees,
including host nation Greece, the USA, Germany, Great Britain, France and Cuba.
In total, more than 4,000 athletes from 45 different countries compete in three
stripes and adidas provides products for 26 out of the 28 Olympic sports. Athletes
wearing adidas shoes or apparel win 101 gold, 73 silver and 93 bronze medals.
Among the successful adidas athletes are record-setting swimmer star Ian Thorpe
(Australia), high jumper Hestrie Cloete (South Africa), running legend Haile
Gebrselassie (Ethiopia), weightlifter Pyrros Dimas (Greece), 100m World Champion
Kim Collins (St. Kitts and Nevis), Olympic Sprint Champion Maurice Greene (USA)
and the record-breaking decathlete Roman Sebrle (Czech Republic). These
athletes introduce adidas’ latest innovations in footwear and clothing at the
Games.

Stella McCartney
2004
adidas and Stella McCartney announce a long-term partnership, presenting the
adidas by Stella McCartney sports performance collection. For the first time ever,
a high-end fashion designer has created a functional sports performance range for
women. The first collection will be available in stores across the U.S., Japan and
Europe from spring/summer 2005.
Step back in time 24

adidas Anecdotes
The First Tracksuit
During a social event, Adi happened to meet Willia Seltenreich, the owner of a
well-known German textile factory. More or less in passing, Adi asked him: “Do
you think you could possibly sew me 10 track suits with three stripes? Or better
still, 100? Or tell you what, let’s make that 1,000”. Before long, Willi Seltenreich
stopped working for his other customers and began producing exclusively for
adidas.

The First Shoe

Adi Dasslers’ first shoe, made from the few materials available in the difficult post-
war period, was produced in canvas. A passionate athlete himself, Adi was in close
contact with athletes from the very beginning and was always present in person at
important sports events.

Designed for Track and Field

Adi Dassler focused his work on the classic disciplines of track and field. Athletes
wore special shoes from his workshop for the first time at the 1928 Olympic Games
in Amsterdam. In the mid 1920s he was already experimenting with spikes.

Put the Shoes on and Walk Around

Among his factory workers, Adi was renowned, and feared, for his ability to “fish a
single faulty shoe from the production line” in the twinkling of an eye, apparently
without even looking. If the workers had forgotten to pull the staples out of the
insoles, or the lasting tacks were not cleanly riveted, or the heel lining was
throwing folds, he often reacted with very unconventional “education methods”.
On such occasions, it was not unusual for him to request the guilty party to kindly
put the shoes on and walk around in front of him. This painful experience
convinced many a worker and supervisor of the need to be absolutely thorough in
their work.

30 Different Shoes for 11 Sports

By the mid 1930s Adi Dassler was already producing a range of 30 different shoes
for eleven sports, with a workforce of almost 100 employees. In less than two
decades adidas rose to become the worlds leading sports shoe manufacturer.

Adi producing Bazookas

During the war, Adi Dassler does not remain unaffected by the political situation.
Instead of shoes, the company is to produce bazookas. However, the footwear
production machinery proves to be entirely unsuitable for manufacturing
weaponry. After one year of service in the army, Adi is ordered to return to his
premises, in order to make training shoes for the army.
Step back in time 25

Working in his Mother's Washroom

At the end of the war, Adi stubbornly refused to continue working as a baker,
wanting instead to follow his dream of making sports shoes. He cheaply purchased
surplus goods from the disbanded army and used these materials to found a
business in his mother’s washroom. Adi develops his first sports shoe, equipped
with black spikes made of hand-forged nails by his blacksmith friend Christoph
Zehlein.

Personal and Professional

From the very beginning, adidas was a family-run company, with Adi, “the
patriarch”, at the helm. Every day, he would walk around the factory equipped
with a notepad to take down his countless ideas. He was respected both personally
and professionally by his employees, who refer to him as “The Chief”. Adi
develops new shoes, balls, clothing and accessories. Meanwhile, his wife Käthe is
in charge of the administrative work. Whilst her husband develops the company on
a creative and philosophical level, Käthe acts as its general manager and deals with
all financial issues.

Sport is the Most Important

In the 1960s, Adi has problems with the growing commercialization of competitive
sports. He cannot understand why money has suddenly become more important
than the actual sports performance. Adi himself is earning millions, but sees this
merely as a pleasant side effect. It certainly didn’t stop him from working
extremely hard to make the best sports products possible. To him personally, the
competition - the sport itself - stands out above all financial aspirations.

Adi Spots Shoe Problem from TV

Adi never attended the major sports events outside Europe. Instead, he would
send a team of professionals to take good care of the athletes. 1976 was the year
of the Montreal Olympic Games. Adi was watching the 400m heats at home on TV,
when suddenly something caught his attention. An abnormality in the motion of
Alberto Juantorena, the exceptional Cuban athlete, worried him greatly. In the
bends, the runner was drifting almost imperceptibly towards the outer edge, and
even on the straight he was running more on the edge of his soles. Adi
immediately called his team and told them to check Alberto’s shoes. As an
innovation for these Olympics, Adi had developed a sole with individually
adjustable spikes. Alberto inadvertently tinkered with the sole himself and had
accidentally increased the height of the spikes. Nobody who was present at the
game noticed the mistake, yet the 75-year-old Adi at the other end of the world
spotted the problem on his TV screen. The shoes were immediately adjusted and
Juantorena, nicknamed “The Horse”, won gold in the 400m and 800m Finals.

Adi’s Quest for Perfection

When Adolf Dassler made his first shoes in 1920, at the age of just 20, he was
inspired by a single idea. His vision was to provide every athlete with the best
footwear for his respective discipline. It was this principle that guided him right up
until his death in 1978. 700 patents and other industrial property rights worldwide
are proof of Adi’s incessant quest for perfection.
Step back in time 26

Atheletes to Advertise Products

Adi Dassler strove to specialize and optimize his products in order to keep up with
the rapid developments in sport. He was the first entrepreneur to use sports
promotion as a way of drawing public attention to his innovations. He began to use
well-known athletes as an advertisement for his products. Many famous athletes
such as Jesse Owens, Muhammad Ali, Max Schmeling, Sepp Herberger and Franz
Beckenbauer counted themselves among the friends of the Dassler Family.

Innovation for every Major Event

Aggressive publicity became one of the cornerstones of Adi’s corporate policy. He
came up with a product innovation for every major event, always documenting the
superiority of adidas footwear. In consultation with active athletes from a wide
variety of disciplines, he developed the optimal shoe for almost every sport.
Together with his son Horst, Adi Dassler created an international company that
was, and still is, present at all the world’s sporting events.

Brigitte Dassler loyal to adidas

Adi’s daughter Brigitte learnt to speak Russian and took over responsibility for the
business in the Eastern European region. She fulfilled her assignment with such
devotion that even in the most icy times of cold war, famous athletes from
communist countries were using adidas products.

His Simple Desire

Adi wasn’t striving to change the world and his work was not driven by a desire for
money. He simply wanted to make good shoes. The only thing that was important
to him was sport. Adi loved innovation, development and production. Marketing,
sales and profit were just a means to an end as far as he was concerned.

Dedicated to Improving Products

Adi dedicated his life to direct contact with athletes and their trainers, to creating
new products, and to constantly improving existing equipment. He also took part
in all kind of sports: even at the age of 75, he was still playing tennis and
swimming on a regular basis. Adi was running adidas right up until his death.

A Remarkable Personality
Adi’s employees would have gone through fire and water for their boss. The way
he looked after his employees, his ingenuity, and his remarkable personality
were unique.

The Chief
Adi’s personal authority earned him the name “The Chief”, an honorary title that
has not been used again at adidas since his death.