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{{Short description|German multinational clothing and apparel corporation}}
{{about|the company}}
{{redirect|Abibas|the son of Gamaliel the Elder|Abibon}}
{{protection padlock|small=yes}}
{{Use dmy dates|date=May 2021}}
<!-- Note: if you are planning to change the spelling of "Adidas" to "adidas", please see first [[Wikipedia:Manual of Style/Trademarks]], which says "Lowercased trademarks with no internal capitals should always be capitalized" -->
{{Infobox company
| name = Adidas AG
| former_name = Gebrüder Dassler Schuhfabrik (1924–1949)
| logo =  Adidas 2022 logo.svg
| logo_size = 200
| logo_caption = Main logo since 2022
| image = Herzogenaurach - Adidas - 2016.jpg
| image_size = 250
| image_caption = Current factory outlet in Herzogenaurach, Germany.
| type = [[Public company|Public]]
| traded_as = {{FWB|ADS|isin=DE000A1EWWW0}}<br />[[DAX|DAX component]]
| founder = [[Adolf Dassler]]
| location_city = [[Herzogenaurach]], Bavaria
| location_country = Germany
| area_served = Worldwide
| key_people = {{plainlist|
* [[Thomas Rabe (manager)|Thomas Rabe]] ([[chairman]])<ref>{{cite web |url=https://www.adidas-group.com/en/about/supervisory-board/ |title=Supervisory Board |website=Adidas Group |access-date=20 October 2021 |archive-date=18 August 2021 |archive-url=https://web.archive.org/web/20210818085730/https://www.adidas-group.com/en/about/supervisory-board/ |url-status=dead }}</ref>
* Bjørn Gulden ([[CEO]])
}}
| industry = [[Textile industry|Textile]], [[Footwear#Footwear industry|footwear]]
| products = [[clothing|Apparel]], [[footwear]], [[sportswear]], [[sports equipment]], [[toiletries]]
| revenue = {{Increase}} [[Euro|€]]23.683&nbsp;billion (2024)<ref name="FY2024"/>
| operating_income = {{Increase}} €1.249&nbsp;billion (2024)<ref name="FY2024"/>
| net_income = {{Increase}} €756&nbsp;million (2024)<ref name="FY2024"/>
| assets = {{Increase}} €20.655&nbsp;billion (2024)<ref name="FY2024"/>
| equity = {{Increase}} €5.868&nbsp;billion (2024)<ref name="FY2024"/>
| num_employees = 62,035 (2024)<ref name="FY2024"/>
| subsid = {{ubl|[[Adidas Runtastic]]|Matix}}
| foundation = {{start date and age|df=yes|1924|7}} in [[Herzogenaurach]], Germany (as Gebrüder Dassler Schuhfabrik)<br />{{start date and age|1949|8|18|df=yes}} (as Adidas)<ref name="history"/>
| homepage = {{URL|https://www.adidas.com/|adidas.com}}
}}

'''Adidas AG''' ({{IPA|de|ˈadiˌdas|audio=De-Adidas.ogg}}; stylized in [[all lowercase]] since 1949)<ref>{{Cite web |url=http://onthisdayinfashion.com/?p=4465 |title=The History of Adidas |website=On This Day In Fashion |access-date=16 October 2015 |url-status=dead |archive-url=https://web.archive.org/web/20130317011942/http://onthisdayinfashion.com/?p=4465 |archive-date=17 March 2013}}</ref> is a German multinational athletic apparel and footwear [[corporation]] headquartered in [[Herzogenaurach]], Bavaria, Germany. It is the largest [[sportswear (activewear)|sportswear]] manufacturer in [[Europe]], and also the second largest in the world, after [[Nike, Inc.|Nike]].<ref>{{cite web |url=https://www.bloomberg.com/apps/news?pid=newsarchive&sid=ah3ZhaeNWMdM |title=Adidas, Deutsche Telekom, Infineon: German Equity Preview |date=16 January 2008 |website=[[Bloomberg L.P.]] |access-date=31 May 2016 |url-status=dead |archive-url=https://web.archive.org/web/20121106120858/http://www.bloomberg.com/apps/news?pid=newsarchive&sid=ah3ZhaeNWMdM |archive-date=6 November 2012}}</ref><ref>{{cite web |url=https://www.statista.com/statistics/271302/the-largest-sportswear-manufacturers-worldwide-by-revenue/ |title=Ranking of the largest sporting goods manufacturers worldwide in 2009, based on revenue |work=Statista.com}}</ref> It is the holding company for the Adidas Group, which also owns an 8.33% stake in the football club Bayern Munich, and Runtastictrian fitness technology company. Adidas's revenue for 2024 was listed at €23 billion.<ref name="FY2024">{{cite web |url=https://res.cloudinary.com/confirmed-web/image/upload/v1742283416/adidas-group/investors/financial-publications/2024/Q4/adidas_annual_report_2024_EN_Final_secured_c8nukv.pdf |title=Adidas Annual Report 2023 |website=Adidas Group |access-date=2025-05-08}}</ref> Adidas is best known for their iconic brand image, offering the [[Yeezy (brand)|Yeezy]] Boost sneakers, and is publicly recognized for their extensive long origin history for participating in sponsored athletes, for providing gear in the [[FIFA]] World Cup series. The brand is also unique for performance innovation of their shoes with major deep ties with sports culture, and [[durability]] with their focus of sport shoes, clothing, backpacks, and other accessories. Its commitment to sustainability includes their digital technology and [[Artificial intelligence|AI]], including collaborating with cultural figures like [[Lionel Messi]], [[Patrick Mahomes]], [[Real Madrid]], and [[Pharrell Williams]].

The company was started by [[Adolf Dassler]] in his mother's house. He was joined by his elder brother [[Rudolf Dassler|Rudolf]] in 1924 under the name ''Gebrüder Dassler Schuhfabrik'' ("Dassler Brothers Shoe Factory"). Dassler assisted in the development of spiked running shoes ([[track spikes|spikes]]) for multiple athletic events. To enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to utilising canvas and rubber. Dassler persuaded U.S. sprinter [[Jesse Owens]] to use his handmade spikes at the [[1936 Summer Olympics]]. In 1949, following a breakdown in the relationship between the brothers, Adolf created Adidas and Rudolf established [[Puma (brand)|Puma]], which became Adidas's business rival.<ref name="history">{{cite web |url=http://www.adidas-group.com/en/group/history/ |title=History |website=Adidas Group |access-date=7 May 2014 |url-status=dead |archive-url=https://web.archive.org/web/20150208215436/http://www.adidas-group.com/en/group/history/ |archive-date=8 February 2015}}</ref>

The [[three stripes]] are Adidas's identity mark, having been used on the company's clothing and shoe designs as a marketing aid. The branding, which Adidas bought in 1952 from Finnish sports company [[Karhu Sports]] for the equivalent of €1,600 and two bottles of whiskey,<ref name="smit">{{Cite book |title=Pitch Invasion, Adidas, Puma and the making of modern sport |last=Smit |first=Barbara |year=2007 |publisher=Penguin |page=44 |isbn=978-0-14-102368-7}}</ref><ref name="ChadwickArthur2007-438">{{cite book |title=International Cases in the Business of Sport |first1=Simon |last1=Chadwick |first2=Dave |last2=Arthur |name-list-style=amp |year=2007 |publisher=Butterworth-Heinemann |page=438 |isbn=978-0-7506-8543-6}}</ref> became so successful that Dassler described Adidas as "The three stripes company".<ref name="smit"/><ref name="ChadwickArthur2007-438" />

The most successful shoe from Adidas is the "Samba", which is gained popularity and due to the retro, versatility, indoor soccer-inspired style.<ref>{{Cite web |url=https://www.clickz.com/p/the-cost-of-momentum-inside-adidas-s-bold-marketing-e-commerce-strategy |title = The Cost of Momentum; Inside Adidas's Bold Marketing and E-Commence Strategy |website = ClickZ | date = 16 July 2025 | access-date = 12 September 2025}}</ref>

== History ==
===Early years: the "Gebrüder Dassler Schuhfabrik"===
{{multiple image
| direction         = horizontal
| total_width       = 400
| perrow            = 
| header            = 
| image1            = Adi dassler young.jpg
| caption1          = 
| image2            = Adidas shoe factory 1928.jpg
| caption2          = 
| footer            = (left): [[Adolf Dassler]], founder of Adidas, {{circa}} 1915; (right): the 'Dassler Brothers Shoe Factory' near [[Herzogenaurach]] train station in 1928
}}

The company was founded by [[Adolf Dassler|Adolf "Adi" Dassler]] who made sports shoes in his mother's [[scullery]] or laundry room in [[Herzogenaurach]], Germany after his return from [[World War I]]. In July 1924, his older brother [[Rudolf Dassler|Rudolf]] joined the business, which became "Dassler Brothers Shoe Factory" ({{lang|de|Gebrüder Dassler Schuhfabrik}}).<ref name="Sneaker Wars">{{Cite book |first=Barbara |last=Smit |title=Sneaker Wars |year=2009 |location=New York |publisher=Harper Perennial |page=5 |isbn=978-0-06-124658-6}}</ref> The electricity supply in Herzogenaurach was unreliable, so the brothers sometimes had to use pedal power from a stationary bicycle to run their equipment.<ref name=DW>{{cite web |url=http://www.dw.de/the-town-that-sibling-rivalry-built-and-divided/a-2074427 |title=The Town that Sibling Rivalry Built, and Divided |last=James |first=Kyle |date=3 July 2006 |website=[[Deutsche Welle]]}}</ref>

Dassler assisted in the development of [[track spikes|spiked running shoes]] (spikes) for multiple athletic events. To enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to utilising canvas and rubber.<ref>{{Cite web |url=https://www.freelapusa.com/the-history-of-track-spikes/ |title=The History of Track Spikes |date=15 February 2014 |work=Freelap USA |access-date=2 June 2017}}</ref> In 1936, Dassler persuaded U.S. [[Sprint (running)|sprinter]] [[Jesse Owens]] to use his hand made spikes at the [[1936 Summer Olympics]]. Following Owens' four gold medals, the name and reputation of Dassler shoes became known to the world's sportsmen and their trainers. Business was successful and the Dasslers were selling 200,000 pairs of shoes every year before [[World War II]].<ref name=rediff>{{cite web |url=http://in.rediff.com/sports/2005/nov/08adi.htm |title=How Adidas and PUMA were born |date=8 November 2005 |website=in.rediff.com |access-date=2 April 2014 |archive-url=https://web.archive.org/web/20080117230846/http://in.rediff.com/sports/2005/nov/08adi.htm |archive-date=17 January 2008 |url-status=dead}}</ref>

Both Dassler brothers joined the Nazi Party ([[Nazi Party|NSDAP]]) in May 1933 and became members of the [[National Socialist Motor Corps]].<ref>{{cite book |last=Smit |first=Barbara |date=2007 |title=Pitch Invasion: Adidas, Puma and the Making of Modern Sport |publisher=Penguin |isbn=978-0-14-102368-7 |url=https://books.google.com/books?id=lf6dUQBSRvQC&pg=PT39}}</ref> Adolf took the rank of ''Sportwart'' in the [[Hitler Youth]] from 1935 until the end of the war.<ref>{{cite book |first1=Rainer |last1=Karlsch |first2=Christian |last2=Kleinschmidt |first3=Jörg |last3=Lesczenski |first4=Anne |last4=Sudrow |name-list-style=amp |date=2018 |title=Unternehmen Sport: Die Geschichte von adidas |publisher=Siedler Verlag |page=41 |isbn=978-3-641237035 |language=de |url=https://books.google.com/books?id=doRjDwAAQBAJ&pg=PP1}}</ref> During the war, the company was running the last sport shoe factory in Germany and predominantly supplied the [[Wehrmacht]] with shoes. In 1943, their shoe production was forced to cease operations and the company's facilities and workforce was used to manufacture [[Panzerschreck|anti-tank weapons]]. From 1942 to 1945, at least nine [[Forced labour under German rule during World War II|forced labourers]] were working at both sites of the company.<ref>{{cite book |first1=Rainer |last1=Karlsch |first2=Christian |last2=Kleinschmidt |first3=Jörg |last3=Lesczenski |first4=Anne |last4=Sudrow |name-list-style=amp |date=2018 |title=Unternehmen Sport: Die Geschichte von adidas |publisher=Siedler Verlag |page=65 |isbn=978-3-641237035 |url=https://books.google.com/books?id=doRjDwAAQBAJ&pg=PT109}}</ref>

The Dassler factory, used for production of [[Panzerschreck|anti-tank weapons]] during World War II, was nearly destroyed in 1945 by US forces. It was spared when Adolf Dassler's wife convinced the American soldiers that the company and its employees were only interested in manufacturing sports shoes. American occupying forces subsequently became major buyers of the Dassler brothers' shoes.<ref>{{cite web |url=http://www.spiegel.de/international/germany/shoes-and-nazi-bazookas-the-prehistory-of-adidas-and-puma-a-611400.html |title=Shoes and Nazi Bazookas: The Prehistory of Adidas and Puma |date=4 March 2009 |work=[[Der Spiegel (website)|Der Spiegel]] |access-date=5 August 2012}}</ref>

===Split and rivalry with Puma===
The [[Dassler brothers feud|brothers split up]] in 1947 after relations between them had broken down,<ref name=sneakerwars>{{cite news |url=https://www.wsj.com/articles/SB120606066903653643 |title=Review of "Sneaker Wars: The Enemy Brothers Who Founded Adidas and PUMA and the Family Feud That Forever Changed the Business of Sport", Barbara Smit, March 2008 |last=Esterl |first=Mike |date=21 March 2008 |newspaper=[[The Wall Street Journal]] |access-date=26 September 2010}}</ref> with Adolf forming a company registered as Adidas AG, from ''Adi Dassler'', on 18 August 1949, and Rudolf forming a new firm that he called Ruda – from ''Rudolf Dassler'', later rebranded ''[[Puma (brand)|Puma]]''. [[Urban myth]]s have popularised two false [[backronym]]s for the name "Adidas": ''All Day I Dream About Sports''<ref>{{Cite web |last=Harker |first=Joe |date=2023-04-14 |title=Adidas doesn't actually stand for 'All Day I Dream About Sports' |url=https://www.ladbible.com/news/what-does-adidas-name-stand-for-408405-20230414 |access-date=2023-10-10 |website=[[LADbible]] |language=en}}</ref> and ''All Day I Dream About Sex''.<ref>{{cite web | url=https://www.snopes.com/fact-check/adidas/ | title=What Does Adidas Stand For? | date=21 November 2000 }}</ref>

Adidas and [[Puma (brand)|Puma SE]] entered into a fierce and bitter business rivalry after the split. The town of [[Herzogenaurach]] was divided on the issue, leading to the nickname "the town of bent necks"—people looked down to see which shoes strangers wore.<ref>{{cite news |url=http://www.smh.com.au/executive-style/culture/town-divided-by-tale-of-two-shoes-20090918-fv01.html |title=Town divided by tale of two shoes |last=Ramachandran |first=Arjun |date=18 September 2009 |newspaper=[[The Sydney Morning Herald]] |access-date=6 November 2010}}</ref> Even the town's two [[Football team|football club]]s were divided: [[ASV Herzogenaurach]] club was supported by Adidas, while [[FC Herzogenaurach|1 FC Herzogenaurach]] endorsed Rudolf's footwear.<ref name="DW" /> When handymen were called to Rudolf's home, they would deliberately wear Adidas shoes. Rudolf would tell them to go to the basement and pick out a pair of free Pumas.<ref name="DW" /> The two brothers never reconciled and although they are now buried in the same cemetery, they are spaced as far apart as possible.<ref>{{cite web |url=https://www.telegraph.co.uk/news/worldnews/europe/germany/6216728/Adidas-and-Puma-bury-the-hatchet-after-60-years-of-brothers-feud-after-football-match.html |title=Adidas and Puma bury the hatchet after 60 years of brothers' feud after football match |last=Hall |first=Allan |date=22 September 2009 |newspaper=[[The Daily Telegraph]] |access-date=18 August 2016 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/news/worldnews/europe/germany/6216728/Adidas-and-Puma-bury-the-hatchet-after-60-years-of-brothers-feud-after-football-match.html |archive-date=10 January 2022 |url-access=subscription |url-status=live}}{{cbignore}}</ref>

In 1948, the first football match after [[World War II]], several members of the [[West Germany national football team]] wore Puma boots, including the scorer of West Germany's first post-war goal, [[Herbert Burdenski]]. Four years later, at the [[1952 Summer Olympics]], [[1500 metres]] runner [[Josy Barthel]] of [[Luxembourg]] won Puma's first Olympic gold in [[Helsinki]], Finland.<ref>{{cite book |title=Big Data Revolution |date=2015 |publisher=Wiley |page=182}}</ref>

At the [[1960 Summer Olympics]], Puma paid German sprinter [[Armin Hary]] to wear Pumas in the 100 meter sprint final. Hary had worn Adidas before and asked Adolf for payment, but Adidas rejected this request. The German won gold in Pumas, but then laced up Adidas for the medals ceremony, to the shock of the two Dassler brothers. Hary hoped to cash in from both, but Adi was so enraged he banned the Olympic champion.<ref name=rediff/>

The "Pelé Pact" was the most notable event in the Dassler brothers feud, when both owners of Adidas and Puma agreed not to sign a sponsorship deal with [[Pelé]] for the [[1970 FIFA World Cup]], feeling that a bidding war for the most famous athlete in the world would become too expensive, only for Puma to break the pact and sign him.<ref>{{cite news |title=Was Pele paid to tie his shoes during the 1970 World Cup final? |url=https://www.latimes.com/sports/la-xpm-2012-oct-15-la-sp-sn-pele-shoes-world-cup-20121015-story.html |access-date=13 September 2023 |work=Los Angeles Times}}</ref><ref name="Marketing">{{cite news |title=One of the Greatest Marketing Plays of All Time Was a Pair of Untied Pumas |url=https://mrcodella.medium.com/one-of-the-greatest-marketing-plays-of-all-time-was-a-pair-of-untied-pumas-9f5727efdca0 |access-date=13 September 2023 |work=Medium}}</ref> Many business experts credit the brothers' rivalry and competition for transforming sports apparel into a multi-billion pound industry.<ref>{{cite book |last1=Jaskulka |first1=Marie |title=Puma |date=2022 |publisher=ABDO |pages=38–40}}</ref>

===Corporate image===
{{Further|Three stripes}}
<div class="skin-invert-image">{{multiple image
| direction         = horizontal
| total_width       = 250
| image1            = Original Adidas logo.svg
| image2            = Adidas_Logo.svg
| footer            = (left): the original ''trefoil'' Adidas logo until 1997. It is now used on the [[Adidas Originals]] heritage line; (right): the 1990–2023 logo, originally designed for the ''Equipment'' line, then adopted as the corporate emblem.
}}
</div>

In 1952, following the [[1952 Summer Olympics]], Adidas acquired its signature 3-stripe logo from the Finnish athletic footwear brand [[Karhu Sports]], for two bottles of whiskey and the equivalent of €1,600.<ref name="ChadwickArthur2007-438"/><ref name="Sabotage">{{cite web |url=http://sabotagetimes.com/style/karhu-the-original-brand-with-three-stripes#! |title=Karhu: The Brand That Sold Adidas The Three Stripes |last1=Weather |first1=Sneaker |date=9 September 2012 |website=Sabotage Times |access-date=13 April 2017 |url-status=usurped |archive-url=https://web.archive.org/web/20190719190008/http://sabotagetimes.com/style/karhu-the-original-brand-with-three-stripes |archive-date=2019-07-19}}</ref>

The Trefoil logo was designed in 1971 and launched in 1972,<ref name=tmtk>{{cite web |url=https://thinkmarketingmagazine.com/adidas-logo-transformations/ |title=Adidas logo and brand transformations story |date=August 22, 2012 |website=Think Marketing}}</ref> just in time for the [[1972 Summer Olympics]] held in [[Munich]].<ref name="history" /> This logo lasted until 1997, when the company introduced the "three bars" logo (that had been designed by then Creative Director Peter Moore), initially used on the ''Equipment'' range of products.<ref name=tmtk/>

===Tapie affair===
[[File:Bernard_Tapie_2012.JPG|thumb|120px|[[Bernard Tapie]], French businessman, owned Adidas from 1990 to 1992 but relinquished control due to [[debt]].]]
After a period of trouble following the death of Adolf Dassler's son [[Horst Dassler]] in 1987, the company was bought in 1990 by French industrialist [[Bernard Tapie]], for [[French franc|₣]]1.6 [[1000000000 (number)|billion]] (now €243.9&nbsp;million), which Tapie borrowed.<ref>{{Cite news |url=https://www.latimes.com/archives/la-xpm-1990-07-16-fi-273-story.html |title=French Investor to Buy Adidas |date=16 July 1990 |newspaper=[[Los Angeles Times]]}}</ref> Tapie was at the time a famous specialist of rescuing bankrupt companies, an expertise on which he built his fortune.

Tapie decided to move production [[offshoring|offshore]] to Asia. He also hired [[Madonna (entertainer)|Madonna]] for promotion.<ref>{{Cite web |url=https://blablawriting.com/menswear-manufacturerswholesalers-essay |title=Menswear Manufacturers/Wholesalers Essay Sample |date=24 April 2017 |work=Bla Bla Writing |access-date=3 August 2017 |language=en-US}}</ref>{{citation needed|date=April 2014}} He sent, from [[Christchurch]], New Zealand, a shoe sales representative to Germany and met Adolf Dassler's descendants, Amelia Randall Dassler and Bella Beck Dassler, and was sent back with a few items to promote the company there.{{citation needed|date=January 2022}}

In 1992, unable to pay the loan interest, Tapie mandated the [[Crédit Lyonnais]] bank to sell Adidas.<ref name="Tapie sale"/> The bank converted the outstanding debt owed into [[Stock|equity]] in Adidas, which was unusual per the prevalent French banking practice. The [[state-owned]] bank had tried to get Tapie out of dire financial straits as a personal favour to Tapie, it is reported, because Tapie was [[Minister (government)|Minister]] of Urban Affairs (''ministre de la Ville'') in the French government at the time.

[[Robert Louis-Dreyfus]], a friend of Tapie, became the new CEO of the company in 1994. He was also the president of [[Olympique de Marseille]], a team Tapie had owned until 1993.<ref>{{cite web |url=https://www.om.net/en/tapie-era-1986-1993 |title=The Tapie era (1986-1993) |website=Olympique de Marseille |access-date=22 July 2018 |url-status=dead |archive-url=https://web.archive.org/web/20180722155918/https://www.om.net/en/tapie-era-1986-1993 |archive-date=22 July 2018}}</ref> In 1994, Tapie filed for personal bankruptcy.<ref name="Tapie sale">{{cite web |url=https://www.bbc.co.uk/news/world-europe-39963766 |title=Bernard Tapie loses final appeal in 404m-euro Adidas case |date=18 May 2017 |website=BBC News |access-date=22 July 2018}}</ref> He was the object of several lawsuits, notably related to [[match fixing]] at the football club. In 1997, he served 6 months of an 18-month prison sentence in [[La Santé]] prison in Paris. In February 2000, Crédit Lyonnais sold Adidas to Louis-Dreyfus for a much higher amount of money than Tapie owed, 4.485&nbsp;billion (€683.514&nbsp;million) francs rather than 2.85&nbsp;billion (€434.479&nbsp;million).

===Post-Tapie era===
[[File:An Adidas shoe.jpg|thumb|upright=0.9|An Adidas shoe, with the company's [[Three stripes|three parallel bars]]]]
In 1994, combined with [[FIFA]] Youth Group, [[SOS Children's Villages]] became the main beneficiary.

In 1997, Adidas AG acquired the [[Salomon Group]] who specialized in ski wear, and its official corporate name was changed to Adidas-Salomon AG. With this acquisition Adidas also acquired the [[TaylorMade]] golf company and [[Maxfli]], which allowed them to compete with [[Nike, Inc.|Nike]] Golf.

In 1998, Adidas sued the [[NCAA]] over their rules limiting the size and number of commercial logos on team uniforms and team clothing. Adidas withdrew the suit, and the two groups established guidelines as to what three-stripe designs would be considered uses of the Adidas trademark.{{citation needed|date=June 2023}}

As CEO of Adidas, Louis-Dreyfus quadrupled revenue to €5.84 billion ($7.5 billion) from 1993 through 2000.<ref>{{cite web |url=https://www.bloomberg.com/news/articles/2012-01-31/louis-dreyfus-widow-ousts-men-running-commodities-giant-as-newest-chairman |title=Louis-Dreyfus Widow Chairman Ousts Men Running Commodities Giant |first=Alan |last=Katz |date=31 January 2012 |work=Bloomberg}}</ref> In 2000, he announced he would resign the following year, due to illness.

In 2003, Adidas filed a lawsuit in a British court challenging Fitness World Trading's use of a two-stripe motif similar to Adidas's [[three stripes]]. The court ruled that despite the simplicity of the mark, ''Fitness World''{{'}}s use was infringing because the public could establish a link between that use and Adidas's mark.<ref>{{cite news |url=https://www.theguardian.com/business/story/0,3604,995976,00.html |title=Adidas told its three stripes don't constitute a trademark |last=Osborn |first=Andrew |date=10 July 2003 |newspaper=[[The Guardian]] |access-date=26 December 2012}}</ref>

In September 2004, English fashion designer [[Stella McCartney]] launched a joint-venture line with Adidas, establishing a long-term partnership with the corporation. This line is a sports performance collection for women called "Adidas by Stella McCartney".<ref>{{cite web |url=http://www.adidas.com/campaigns/women/content/stella/stella.asp?strCountry_Adidascom=com |title=Stella McCartney collection |website=Adidas |access-date=26 September 2010 |url-status=dead |archive-url=https://web.archive.org/web/20101111060514/http://www.adidas.com/campaigns/women/content/stella/stella.asp?strCountry_Adidascom=com |archive-date=11 November 2010}}</ref>

On 3 May 2005, Adidas informed the public that they had sold their partner company [[Salomon Group]] for €485 million to [[Amer Sports]] of Finland.{{citation needed|date=June 2023}}

[[File:Adidas Astro Turfs.jpg|thumb|Adidas has long been a popular manufacturer of astro turf football shoes – shown here a recent pair that has been a popular choice.]]

In August 2005, Adidas declared its intention to buy [[Reebok]] for $3.8&nbsp;billion (US$). This takeover was completed with partnership in January 2006<ref name="history" /> and meant that the company had business sales closer to those of [[Nike, Inc.|Nike]] in North America. The acquisition of Reebok also allowed Adidas to compete with Nike worldwide as the number two athletic shoemaker in the world.<ref>{{cite news |url=http://www.lemonde.fr/economie/article/2005/08/03/adidas-rachete-l-americain-reebok-pour-tenter-de-faire-jeu-egal-avec-nike_677359_3234.html |title=Adidas rachète l'américain Reebok pour tenter de faire jeu égal avec Nike |first=Laurence |last=Girard |date=3 August 2005 |newspaper=[[Le Monde]] |access-date=17 October 2016 |language=fr}}</ref>

In 2005, Adidas introduced the [[Adidas 1]], the first ever production shoe to use a [[microprocessor]]. Dubbed by the company "The World's First Intelligent Shoe", it features a microprocessor capable of performing 5 million calculations per second that automatically adjusts the shoe's level of cushioning to suit its environment. The shoe requires a small, user-replaceable battery that lasts for approximately 100 hours of running. On 25 November 2005, Adidas released a new version of the Adidas 1 with an increased range of cushioning, allowing the shoe to become softer or firmer, and a new motor with 153 percent more torque.<ref>{{cite web |url=http://www.popularmechanics.com/outdoors/recreation/1278181 |title=Adidas 1 Is The Most Technically Advanced Running Shoe |date=7 December 2004 |website=[[Popular Mechanics]]}}</ref>

In April 2006, Adidas announced an 11-year deal to become the official [[National Basketball Association|NBA]] clothing provider. The company has been making [[NBA]], [[NBDL]], and [[Women's National Basketball Association|WNBA]] jerseys and products as well as team-coloured versions of the "Superstar" basketball shoe. This deal (worth over $400&nbsp;million) took over the previous Reebok deal that had been put in place in 2001 for 10 years.

In November 2011, Adidas announced that it would acquire outdoor action sport performance brand [[Five Ten Footwear|Five Ten]] through a share purchase agreement. The total purchase price was US$25 million in cash at closing.<ref name="five ten">{{cite web |url=http://www.adidas-group.com/en/pressroom/archive/2011/03nov2011_2.aspx |title=Adidas Group to acquire outdoor specialist Five Ten |date=3 November 2011 |website=Adidas Group |access-date=14 August 2013 |url-status=dead |archive-url=https://web.archive.org/web/20130325091048/http://www.adidas-group.com/en/pressroom/archive/2011/03Nov2011_2.aspx |archive-date=25 March 2013}}</ref>

=== Recent years ===
[[File:Adidas North America headquarters round - Portland, Oregon.JPG|thumb|Adidas North America headquarters in Portland, Oregon]]
By the end of 2012, Adidas was reporting their highest revenues ever and Chief Executive Herbert Hainer expressed optimism for the year ahead. Adidas now has global corporate headquarters in [[Herzogenaurach]], Germany and many other business locations around the world such as [[London]], [[Portland, Oregon|Portland]], [[Toronto]], [[Tokyo]], [[Australia]], [[Taiwan]] and [[Spain]].<ref name="Dubai">{{cite web |url=http://www.dubaichronicle.com/2012/12/27/sports-gear-maker-scores-highest-revenue/ |title=Sports gear maker scores highest revenue ever in 2012 |date=27 December 2012 |work=Dubai Chronicle |access-date=27 December 2012}}</ref>

In January 2015, Adidas launched the footwear industry's first reservation mobile app. The Adidas Confirmed app allows consumers to get access to and reserve the brand's limited edition sneakers by using geo targeting technology.<ref>{{cite web |url=https://www.forbes.com/sites/darrenheitner/2015/02/03/adidas-launches-footwear-industrys-first-reservation-mobile-app/ |title=Adidas Launches Footwear Industry's First Reservation Mobile App |first=Darren |last=Heitner |date=3 February 2015 |website=Forbes |access-date=3 February 2015}}</ref>

In March 2015, Adidas and McDonald's unveiled the 2015 McDonald's All-American uniforms. For the third year in a row, players will be wearing short-sleeved jerseys, made with the same lightweight and breathable material as the ones used in the NBA.<ref>{{cite web |url=http://www.sportingnews.com/ncaa-basketball/story/2015-03-24/mcdonalds-all-american-2015-game-uniforms-shoes-adidas-photos |title=Adidas unveils 2015 McDonald's All-American uniforms |first=Scott |last=Rafferty |date=24 March 2015 |work=Sporting News |access-date=1 April 2015 |archive-date=17 October 2015 |archive-url=https://web.archive.org/web/20151017141747/http://www.sportingnews.com/ncaa-basketball/story/2015-03-24/mcdonalds-all-american-2015-game-uniforms-shoes-adidas-photos |url-status=dead }}</ref>

In August 2015, Adidas acquired fitness technology firm [[Runtastic]] for approximately $240 million.<ref>{{cite web |url=https://www.engadget.com/2015/08/05/adidas-buys-runtastic |title=Adidas buys Runtastic to boost its fitness tech |first=Jon |last=Fingas |date=5 August 2015 |website=[[Engadget]]}}</ref>

In May 2017, Adidas sold [[TaylorMade]] golf company (including [[Ashworth (clothing)|Ashworth]]) to KPS Capital Partners for $425 million.<ref>{{cite web |url=https://www.cnbc.com/2019/04/15/adidas-may-have-underestimated-tiger-this-private-equity-firm-may-win.html |title=Adidas may have underestimated Tiger's ability to come back—this private equity firm could win big as a result |last1=Hirsch |first1=Lauren |date=14 April 2019 |work=CNBC |access-date=20 January 2020}}</ref>

In February 2021, Adidas banned fur from their products, responding to pressure from animal welfare groups.<ref>{{Cite web |title=Adidas Bans Fur, Joins Fur Free Retailer Program {{!}} SGB Media Online |url=https://sgbonline.com/adidas-bans-fur-joins-fur-free-retailer-program/ |access-date=2025-06-20 |website=sgbonline.com}}</ref>

In March 2022, Adidas sold Reebok to the [[Authentic Brands Group]],<ref>{{Cite web |url=https://www.abgnewsroom.com/press-releases/abg-finalizes-reebok |title=Authentic Brands Group Finalizes the Acquisition of Reebok |date=2022-03-01 |website=ABG Newsroom}}</ref> for ca. $2.5 billion.<ref>{{Cite web |url=https://www.reuters.com/business/adidas-sells-reebok-authentic-brands-25-bln-2021-08-12/ |title=Adidas ends Reebok era with $2.5 bln sale to Authentic Brands |first=Emma |last=Thomasson |date=August 12, 2021 |website=[[Reuters]]}}</ref>

In August 2022, the company announced that CEO Kasper Rørsted would step down in 2023.<ref>{{cite web|url=https://www.wsj.com/articles/adidas-ceo-to-leave-amid-struggles-in-china-11661176747#:~:text=said%20Chief%20Executive%20Kasper%20Rorsted,leader%20is%20appointed%20in%202023.|title=Adidas CEO to Leave Amid Struggles in China|website=Wall Street Journal|date=August 22, 2023|author=Georgi Kantchev|access-date=September 12, 2023}}</ref> Bjørn Gulden became CEO in January 2023.<ref>{{cite web|url=https://www.businessinsider.com/adidas-new-ceo-came-out-swinging-during-first-press-conference-2023-3#:~:text=New%20Adidas%20CEO%20Bjørn%20Gulden,Nike%2C%20including%20over%20its%20innovation.|title=Adidas' new CEO came out swinging during his first press conference, calling out Nike's lack of innovation and defending the three stripes|website=Business Insider|date=March 8, 2023|author1=Danni Santana|author2=Matthew Kish |access-date=September 12, 2023}}</ref>

==Corporate affairs==
=== Business trends ===
{| class="wikitable floatright"
|+Sales by region (2024)<ref>{{Cite web |title=adidas AG: Business Segments and Geographical Breakdown of Revenue |url=https://www.marketscreener.com/quote/stock/ADIDAS-AG-6714534/finances-segments/ |access-date=2025-05-10 |website=www.marketscreener.com |language=en-US}}</ref>
!Business
!share
|-
|Europa
|32%
|-
|North America
|22%
|-
|Greater China
|15%
|-
|Latin America
|12%
|-
|Japan/South Korea
|6%
|-
|Others
|14%
|}
The key trends for Adidas are (as at the financial year ending December 31):<ref>{{Cite web |others=Fact Sheet and Annual Report |title=Adidas - Financial Publications |url=https://www.adidas-group.com/en/investors/financial-reports/ |website=Adidas}}</ref>
{| class="wikitable" style="text-align:center;"
|+
!Year
![[Revenue]]{{Efn|"Net sales"}}(€b)
![[Net income]]{{Efn|"Net income/(loss) attributable to shareholders"}} (€m)
!Effective tax rate (%)
!Number of employees
!Number of stores
!Sources
|-
|2006
|10.0
|483
|31.4
|26,376
|
|<ref name=":2">{{Cite web |title=Adidas Annual Report 2007 |url=https://www.adidas-group.com/media/filer_public/56/6b/566b3336-47a9-4225-b5e3-51f843e21334/gb_2007_en.pdf |website=Adidas}}</ref>
|-
|2007
|10.2
|551
|31.8
|31,344
|
|<ref name=":2" />
|-
|2008
|10.7
|642
|28.8
|38,982
|1,884
|<ref name=":3">{{Cite web |title=Adidas Annual Report 2009 |url=https://www.adidas-group.com/media/filer_public/2013/07/31/gb_2009_en_1.pdf |website=Adidas}}</ref>
|-
|2009
|10.3
|245
|31.5
|39,596
|2,212
|<ref name=":3" />
|-
|2010
|11.9
|567
|29.5
|42,541
|2,270
|<ref>{{Cite web |title=Adidas Annual Report 2010 |url=https://www.adidas-group.com/media/filer_public/0b/f4/0bf42b93-4cd6-4087-98fc-00823d3e351a/gb_2010_en.pdf |website=Adidas}}</ref>
|-
|2011
|13.3
|613
|30.0
|46,824
|2,384
|<ref name=":4">{{Cite web |title=Adidas Annual Report 2012 |url=https://www.adidas-group.com/media/filer_public/00/b0/00b01a64-e790-4148-aa3a-331c329341d4/adidas_gb_2012_en.pdf |website=Adidas}}</ref>
|-
|2012
|14.8
|791
|29.3
|46,306
|2,446
|<ref name=":4" />
|-
|2013
|14.4
|787
|29.2
|49,808
|2,740
|
|-
|2014
|15.5
|490
|29.7
|53,731
|2,913
|
|-
|2015
|16.9
|634
|32.9
|55,555
|2,722
|
|-
|2016
|19.2
|1,017
|29.5
|60,617
|2,811
|<ref name="AR2016">{{cite web |title=Fact Sheet for Fourth Quarter and Full Year 2016 |url=http://www.adidas-group.com/media/filer_public/12/a8/12a84bd7-c7ee-4272-a64c-9f4992741e1f/factsheet_q4_2016_final.pdf |url-status=live |archive-url=https://web.archive.org/web/20170331114414/http://www.adidas-group.com/media/filer_public/12/a8/12a84bd7-c7ee-4272-a64c-9f4992741e1f/factsheet_q4_2016_final.pdf |archive-date=31 March 2017 |access-date=8 March 2017 |website=Adidas Group}}</ref>
|-
|2017
|21.2
|1,097
|29.3
|56,888
|2,588
|
|-
|2018
|21.9
|1,702
|28.1
|57,016
|2,395
|<ref name="FY2018">{{cite web |url=https://report.adidas-group.com/fileadmin/user_upload/adidas_Annual_Report_GB-2018-EN.pdf |title=Adidas Annual Report 2018 |website=Adidas Group |access-date=25 June 2019 |archive-date=24 June 2019 |archive-url=https://web.archive.org/web/20190624060640/https://report.adidas-group.com/fileadmin/user_upload/adidas_Annual_Report_GB-2018-EN.pdf |url-status=dead}}</ref>
|-
|2019
|23.6
|1,976
|25.0
|65,194
|2,533
|
|-
|2020
|19.8
|432
|25.4
|62,285
|2,456
|
|-
|2021
|21.2
|2,116
|19.4
|59,258
|2,184
|
|-
|2022
|22.5
|612
|34.5
|61,401
|1,990
|
|-
|2023
|21.4
|(119)
|
|59,030
|1,863
|<ref name=":5">{{Cite web |date=2025-05-08 |title=ADIDAS AKTIE Bilanz GuV {{!}} Umsatz und Gewinn {{!}} A1EWWW |url=https://www.finanzen.net/bilanz_guv/adidas |access-date=2025-05-08 |website=finanzen.net |language=de}}</ref>
|-
|2024
|23.7
|756
|
|62,035
|
|<ref name=":5" />
|}

===Current executive board===
* CEO: Bjørn Gulden
* Chief Financial Officer: Harm Ohlmeyer
* Global Brands: Eric Liedtke
* Global Operations: Gil Steyaert
* Global Sales: Roland Auschel

===Former management===
* CEO (1993–2002): [[Robert Louis-Dreyfus]]
* CEO (2002–2016): [[Herbert Hainer]]

==Products==
===Apparel===
Adidas manufactures a range of [[clothing]] items, varying from men's and women's [[t-shirt]]s, [[jacket]]s, [[hoodie]]s, [[pants]] and [[leggings]].<ref>{{cite web |url=http://www.adidas.com/us/originals-apparel |title=Clothing |website=Adidas}}</ref>

The first Adidas item of apparel was the [[Franz Beckenbauer]] tracksuit created in 1967.<ref name="history" /> Adidas AG is the largest manufacturer of sports bras in Europe, and the second largest manufacturer in the world.<ref>{{cite web |url=http://www.statista.com/topics/1257/adidas/ |title=Statistics and facts on Adidas |website=Statista.com |access-date=22 February 2017}}</ref>

===Sportswear===
====Association football====
{{multiple image
| align             = right
| direction         = horizontal
| total_width       = 350
| image1            = Maradonas's jersey donated to Pope Francis.jpg
| caption1          = [[Argentina national football team|Argentina national team]] jersey for the [[2014 FIFA World Cup]], autographed by [[Diego Maradona]]
| image2            = 2010 World Cup Autographed by the entire Spanish National Team that won the 2010 World Cup.JPG
| caption2          = Autographed jersey of the [[Spain men's national football team|Spain national team]] for the [[2014 FIFA World Cup]]
}}

One of the main focuses of Adidas has always been [[kit (association football)|football kits]], and the associated equipment. Adidas remains a major company in the global supply of team kits for international association football teams and clubs.

Adidas makes [[Referee (association football)|referee]] kits that are used in international competition and by many countries and leagues in the world. The company has been an innovator in the area of footwear for the sport, with notable examples including the 1979 release of the [[Adidas Copa Mundial|Copa Mundial]] moulded boot used for matches on firm dry pitches. It holds the accolade of the best selling boot of all time. The soft-ground equivalent was named World Cup and it too remains on the market.

{{multiple image
| align             = left
| direction         = horizontal
| total_width       = 300
| image1            = Adidas Beau Jeu (cropped).jpg
| caption1          = [[Adidas Beau Jeu|Beau Jeu]], which translates to "[[The Beautiful Game|Beautiful Game]]" in English, was an official match ball of [[UEFA Euro 2016]].
| image2            = Adidas_Telstar_18_in_Russia_vs._Argentina.jpg
| caption2          = [[Adidas Telstar 18|Telstar 18]], official ball for the [[2018 FIFA World Cup]]
}}
Since 1970, [[FIFA]], the world governing body of football, has commissioned [[List of FIFA World Cup official match balls|specially designed]] [[ball (association football)|footballs]] for use in its own [[FIFA World Cup|World Cup]] tournaments. The [[Adidas Telstar]] was the first ball commissioned for the World Cup in 1970. The balls supplied for the [[2006 FIFA World Cup|2006 World Cup]], the "[[Adidas Teamgeist|Teamgeist]]", were particularly noteworthy for their ability to travel further than previous types when struck, leading to longer range goals. Goalkeepers were generally believed to be less comfortable with the design of the ball, claiming it was prone to move significantly and unpredictably in flight.<ref>{{cite news |url=http://www.nydailynews.com/sports/official-world-cup-ball-jabulani-blame-soft-goals-robert-green-missed-article-1.182196 |title=Official World Cup ball, Jabulani, getting the blame for soft goals - Robert Green - and missed ones |last=Lewis |first=Michael |date=4 June 2010 |newspaper=New York Daily News |access-date=5 March 2013}}</ref>

[[File:Adidas Finale 20.jpg|thumb|upright|The [[Adidas Finale]] (ball in the 2020–21 season pictured) is the official match ball of the [[UEFA Champions League]].]]
Adidas introduced the [[Adidas Jabulani|Jabulani]] for the [[2010 FIFA World Cup|2010 World Cup]]. The ball was designed and developed by [[Loughborough University]] in conjunction with [[FC Bayern Munich|Bayern München]]. The [[Adidas Brazuca]] for the [[2014 FIFA World Cup|2014 World Cup]] was the first World Cup ball named by the fans.<ref>{{cite web |url=https://www.fifa.com/worldcup/news/newsid=1693277/ |title=Adidas Brazuca – Name of Official Match Ball decided by Brazilian fans |website=FIFA |access-date=6 August 2014 |url-status=dead |archive-url=https://web.archive.org/web/20120905012233/http://www.fifa.com/worldcup/news/newsid=1693277/ |archive-date=5 September 2012}}</ref> In 2022, for the 14th time in a row, Adidas created the [[2022 FIFA World Cup|2022 World Cup]] ball, [[Al Rihla]].<ref>{{Cite web |date=2022-03-31 |title=Evolution of the World Cup ball as Qatar 2022's Al Rihla is unveiled |url=https://www.espn.com/soccer/blog-the-toe-poke/story/4628676/evolution-of-the-world-cup-ball-as-qatar-2022s-al-rihla-is-unveiled-by-lionel-messi |access-date=2022-09-13 |website=ESPN.com |language=en}}</ref>

Adidas is one of the official sponsors of the [[UEFA Champions League]], and the [[Adidas Finale]] is the competition's official match ball.<ref name="adidas Finale Munich">{{cite web |url=https://www.uefa.com/uefachampionsleague/news/01fa-0e137c4c5d2b-36bf6e160778-1000--adidas-finale-munich/ |title=adidas Finale Munich |date=14 February 2012 |website=UEFA |access-date=21 August 2014}}</ref> Along with the aforementioned [[Adidas Predator]] boot, Adidas manufactures the [[adiPure]] range of football boots. Adidas named an official match ball of the [[UEFA Euro 2016]] tournament the [[Adidas Beau Jeu]] which translates to "[[The Beautiful Game]]" in English.<ref>{{cite news |url=https://www.independent.co.uk/sport/football/international/euro-2016-adidas-unveil-beau-jeu-the-tournaments-official-match-ball-a6731786.html |title=Euro 2016: Adidas unveil 'Beau Jeu', the tournament's official match ball |first=Mark |last=Critchley |date=12 November 2015 |newspaper=[[The Independent]] |access-date=30 May 2017}}</ref> Adidas provides clothing and equipment for all teams in [[Major League Soccer]].

====Baseball====
Adidas has also provided baseball equipment and sponsors numerous players of [[Major League Baseball]] and [[Nippon Professional Baseball]] in Japan.

Adidas Baseball hardgoods are licensed to Dick's Sporting Goods.<ref>{{Cite web |url=https://www.bloomberg.com/research/stocks/snapshot/snapshot_article.asp?ticker=DKS |title=Dick's Sporting Goods |website=[[Bloomberg News]]}}</ref>

From 1997 to 2008, Adidas sponsored the [[New York Yankees]].<ref>{{cite news |url=https://www.nytimes.com/1997/03/03/sports/yankees-and-adidas-agree-on-a-big-sponsorship-deal.html |title=Yankees and Adidas Agree On a Big Sponsorship Deal |first=Richard |last=Sandomir |date=3 March 1997 |newspaper=The New York Times |access-date=9 August 2011}}</ref>

====Basketball====
Adidas's Superstar and Pro Model shoes, affectionately known as "shelltoes" for their stylized hard rubber toe box, were fueled by, among others, coaches such as [[UCLA]]'s [[John Wooden]].<ref>{{cite book |title=Chuck Taylor, All Star: The True Story of the Man behind the Most Famous Athletic Shoe in History |first=Abraham |last=Aamidor |date=2 March 2006 |publisher=Indiana University Press |pages=139–140 |isbn=0-253-34698-3}}</ref> Adidas drew about even with [[Converse (shoe company)|Converse]] in basketball by the mid-1970s before both started to fall behind then-upstart [[Nike, Inc.|Nike]] in the early 1980s.<ref>{{cite book |url=https://archive.org/details/swooshunauthoriz00stra |title=Swoosh: The Unauthorized Story of Nike and the Men Who Played There |first1=J.B. |last1=Strasser |first2=Laurie |last2=Becklund |name-list-style=amp |date=1993 |publisher=HarperBusiness |isbn=0-88730-622-5 |url-access=registration}}</ref> Subsequently, Adidas Superstar became very popular in the 1980s [[hip hop fashion|hip hop streetwear]] scene alongside Adidas's stripe-sided polyester suits.{{Citation needed|date=October 2011}}

From 2006 to 2017, Adidas was the uniform supplier of all the 30 teams in the [[National Basketball Association]], replacing the [[Reebok]] brand after Adidas's acquisition of Reebok. Adidas was replaced by Nike as the official uniform supplier of the league after the 2016–17 season.<ref>{{cite web |url=http://www.nba.com/2015/news/06/10/nike-nba-uniform-partnership/ |title=Nike to become uniform, apparel provider for NBA |date=10 June 2015 |website=NBA |url-status=dead |archive-url=https://web.archive.org/web/20170831085332/http://www.nba.com/2015/news/06/10/nike-nba-uniform-partnership/ |archive-date=31 August 2017}}</ref>

====Cricket====
[[File:Tendulkar batting against Australia, October 2010 (1), cropped.jpg|thumb|upright=0.9|Indian cricketer [[Sachin Tendulkar]], batting with his personalized Adidas cricket bat]]

Adidas began manufacturing cricket footwear in the mid-1970s, with their initial target market being Australia. Their shoes were a radical departure from traditional leather cricket boots which had remained basically unchanged for decades, being lighter and more flexible but also offering less toe protection, so that it became not uncommon to see batsmen who had been struck by the ball on the foot hopping around in pain. Having continued to manufacture cricket footwear for many years, in 2006 the company finally entered the field of bat manufacture in 2008 and currently their bat range includes the Pellara, Incurza, Libro and M-Blaster models.

In the 1990s, Adidas signed the superstar Indian batsman [[Sachin Tendulkar]] and made shoes for him.<ref>{{cite news |url=http://www.indianexpress.com/news/brand-tendulkar-will-never-lose-value/3801/ |title=Brand Tendulkar will never lose value |date=5 May 2006 |newspaper=[[The Indian Express]] |access-date=10 April 2010}}</ref> From 2008 until his retirement, Adidas had sponsored the cricket bat used by Tendulkar. It created a new bat, 'Adidas MasterBlaster Elite', personalized for him.

In 2008, Adidas made a concerted move into English cricket market by sponsoring English batting star [[Kevin Pietersen]] after the cancellation of his lifetime deal with Woodworm, when they ran into financial difficulties.<ref>{{Cite news |url=https://www.telegraph.co.uk/sport/cricket/kevinpietersen/3204505/Kevin-Pietersen-snaps-up-lucrative-bat-deal-after-the-demise-of-Woodworm-Cricket.html |title=Kevin Pietersen snaps up lucrative bat deal after the demise of Woodworm |first=Derek |last=Pringle |date=16 October 2008 |newspaper=The Daily Telegraph |access-date=14 May 2009 |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/sport/cricket/kevinpietersen/3204505/Kevin-Pietersen-snaps-up-lucrative-bat-deal-after-the-demise-of-Woodworm-Cricket.html |archive-date=10 January 2022 |url-status=live |url-access=subscription}}{{cbignore}}</ref> The following year they signed up fellow England player [[Ian Bell]], [[Pakistan cricket team|Pakistan]] opening batsman [[Salman Butt]] and Indian Player [[Ravindra Jadeja]].

In the [[Indian Premier League]] (IPL), Adidas sponsored the team [[Mumbai Indians]] from 2008 to 2014 and [[Delhi Daredevils]] from 2008 to 2013.<ref>{{cite news |url=http://articles.economictimes.indiatimes.com/2011-03-02/news/28649446_1_pune-warriors-kochi-franchise-percept-sports |archive-url=https://web.archive.org/web/20110721192352/http://articles.economictimes.indiatimes.com/2011-03-02/news/28649446_1_pune-warriors-kochi-franchise-percept-sports |url-status=dead |archive-date=21 July 2011 |title=Pune Warriors sign uniform sponsorship deal with Adidas |date=2 March 2011 |newspaper=[[The Economic Times]] |access-date=6 May 2011}}</ref> They were the official sponsors of [[Pune Warriors India]] in 2011 and 2012, however the team was banned from IPL due to payment issues. In the 2015 Season, Adidas sponsored [[Royal Challengers Bangalore]].

In 2023 Adidas sponsored [[Indian national cricket team]] as a Sportswear for men's and women's.

==== Formula One ====
In January 2025, it was announced that [[Formula One]] team [[Mercedes-Benz in Formula One|Mercedes]] entered a multi-year partnership with Adidas.<ref>{{Cite web |last=Powling |first=Taylor |date=2025-01-07 |title=Mercedes enters into multi-year F1 partnership with Adidas |url=https://www.motorsportweek.com/2025/01/07/mercedes-enters-into-multi-year-f1-partnership-with-adidas/ |access-date=2025-01-08 |website=Motorsport Week |language=en-GB}}</ref>

====Golf====
''Adidas Golf'' manufactures golf clothing, footwear, and accessories. Men's and women's equipment includes footwear, shirts, shorts, pants, outerwear (wind suits), base layer and eyewear.<ref>{{cite web |url=https://golf.com/gear/golf-apparel/adidas-huge-3-day-sale-awesome-golf-gear/ |title=Adidas is having a huge 3-day sale on some awesome golf gear |last1=Berhow |first1=Josh |date=22 January 2020 |website=Golf.com |access-date=30 June 2020}}</ref>

====Gymnastics====
From 2000 to 2012, Adidas has provided men's and women's gymnastics wear for [[Team USA]], through [[USA Gymnastics]]. USA Gymnastics and Adidas sponsorship concluded at the end of 2012. In 2006, Adidas gymnastics leotards for women and Adidas men's competition shirts, gymnastics pants and gymnastics shorts have been available in the United States, with seasonal leotards offered for Spring, Summer, Fall and Holidays. Adidas previous collaborated with GK Elite, since Spring 2013, Adidas gymnastics products have been available worldwide through Elegant Sports. USA Olympic team members [[McKayla Maroney]], [[Jordyn Wieber]], [[Jake Dalton]] and [[Danell Leyva]] are all sponsored by Adidas gymnastics.{{citation needed|date=June 2023}}

====Ice hockey====
Adidas provided uniforms for the [[National Hockey League]] from the [[2017–18 NHL season|2017–18 season]] until the [[2023-24 NHL season|2023–24 season]].<ref>{{cite web |url=https://www.nhl.com/news/nhl-announces-7-year-uniform-deal-with-adidas-replacing-reebok/c-779156 |title=NHL announces 7-year uniform deal with Adidas, replacing Reebok |date=September 15, 2015 |website=NHL |access-date=15 September 2015}}</ref><ref>{{cite web | url=https://www.espn.com/nhl/story/_/id/34307876/adidas-seek-renew-nhl-uniform-apparel-deal-2023-24-season-league-says | title=Adidas won't renew NHL apparel deal after '23-24 | date=28 July 2022 }}</ref>

====Lacrosse====
In 2007, Adidas announced its entering to the [[lacrosse]] equipment, also sponsoring the Adidas National Lacrosse Classic in July 2008 for the top 600 high school underclassmen players in the United States.<ref>{{cite web |url=http://www.adidasnationallacrosseclassic.com |title=Level 2 Sports – Home |website=Adidas National Lacrosse Classic.com |access-date=10 April 2010 |url-status=usurped |archive-url=https://web.archive.org/web/20080611065854/http://www.adidasnationallacrosseclassic.com/ |archive-date=2008-06-11}}</ref> The company made their self into their own brand such as "Adidas Lacrosse", getting several scholarships, Bucknell (men and women), Bryant (men), Delaware (men and women), New Jersey Institute of Technology (men), and D3 powerhouse Lynchburg (men and women in fall of 2016 with soft good only)". Materials that Adidas provided were jerseys, shorts, shoes, shafts, heads, gloves, and protective pieces.<ref>{{Cite web |url=http://laxallstars.com/adidas-lacrosse-nabs-denver-as-a-sponsored-team/ |title=Adidas Lacrosse Nabs Strong List of Sponsored Teams |date=2 December 2015 |website=Lacrosse All Stars |language=en-US |access-date=10 March 2016}}</ref>

Products manufactured for the sport are [[lacrosse stick|sticks]], gloves, protective gear and boots.<ref>{{cite web |url=http://www.adidas.com/us/lacrosse |title=Lacrosse |website=Adidas}}</ref>

====Running====
[[File:Adidas Running Shoe Demo.jpg|thumb|Adidas running shoe demo in Boston]]
Adidas currently manufactures several running and lifestyle shoes, including the Energy-boost, and the spring-blade trainers.{{Update after|2012|10|1}} The brand has built a strong runners' network within big European capitals, such as Paris' "Boost Energy League". In 2016, the 3rd season launched. In Paris, the Boost Energy League gathers 11 teams representing different districts of Paris.<ref>{{cite web |url=https://www.facebook.com/BoostEnergyLeague |title=BoostEnergyLeague |website=[[Facebook]]}}</ref>

Adidas launched two new color ways of the NMD R1 and one new color way of the NMD XR1 in September 2016.<ref>{{cite web |url=http://sneakernews.com/2016/09/12/reserve-adidas-nmd-colored-boost-today/ |title=Reserve adidas NMDs with Red Boost and Black Boost Now |first=Patrick |last=Johnson |date=12 September 2016 |website=Sneaker News}}</ref>

In November 2016, Adidas teased a sneaker made from [[ocean plastic]]. The shoe is created from a fabric called "Biosteel". The shoe is called the "Adidas Futurecraft Biofabric". The material used is 15% lighter than conventional silk fibers, and is 100% biodegradable. The shoe only begin to dissolve when it is put in contact with a high concentration of the digestion enzyme proteinase, which occurs naturally. Once this happens, the shoes can decompose within 36 hours. The shoe was never released.<ref>{{cite web |url=http://www.edie.net/news/5/Adidas-launches-mass-produced-ocean-plastic-trainers/ |title=Adidas launches mass-produced ocean plastic trainers |date=15 November 2016 |website=Edie}}</ref>

The adidas EQT (Equipment) franchise launches in 1991. It originated in the early '90s and was relaunched in 2017. The latest Adidas EQT line released in a "Turbo Red" Pack on 26 January 2017, and included models such as the Adidas EQT Support 93/17, EQT Support ADV, and EQT Support Ultra. Adidas.com is one of the few online retailers.<ref>{{cite web |url= https://www.adidas-group.com/en/about/history |title= 1991 The Essentials of Performance |author= <!--Staff writer(s); no by-line.-->|publisher= adidas-group.com |access-date=October 8, 2025 |url-status=live 
|archive-url= https://web.archive.org/web/20251008042414/https://www.adidas-group.com/en/about/history#1970|archive-date=October 8, 2025  }}</ref>

====Skateboarding====
Adidas Skateboarding produces [[Skate shoe|shoes made specifically for skateboarding]], including the redesign of previous models for skateboarding. The brand also releases signature models designed by team riders.<ref>{{cite web |url=http://blog.ccs.com/go/article/view/skate/263069/adidas-skateboarding-ccs-pro-signature-selects |title=Adidas Skateboarding, CCS Pro Signature Selects |date=26 June 2013 |website=CCS |access-date=21 December 2013 |url-status=dead |archive-url=https://web.archive.org/web/20131224113211/http://blog.ccs.com/go/article/view/skate/263069/adidas-skateboarding-ccs-pro-signature-selects |archive-date=24 December 2013}}</ref>

====Tennis====
Adidas has been involved with tennis equipment since the mid-1960s and has historically sponsored many top tennis players, beginning with two of the most dominant male tennis players at the start of the professional era in the late 1960s, [[Stan Smith]] and [[Ilie Nastase]]. During the 1980s and 1990s, not only were they exclusive apparel and footwear sponsors of world number one men's tennis players [[Ivan Lendl]] and [[Stefan Edberg]] and ladies' world number one [[Steffi Graf]], but each player had their own, exclusive graphic styles designed for their use during play, which were in turn marketed to the general public.<ref name="auto">{{cite web |url=http://www.tennisindustrymag.com/news/2008/09/adidas_rackets_return_for_the.html |title=Adidas Rackets Return for the Ultimate 2009 Tennis Package |date=September 19, 2008 |website=Tennis Industry Magazine |access-date=4 August 2022}}</ref><ref name="montrealgazette.com">{{cite news |url=https://montrealgazette.com/sports/tennis/adidas-gets-back-into-the-racquet-racket/ |title=Adidas gets back into the racquet racket |date=December 7, 2008 |newspaper=[[Montreal Gazette]] |access-date=4 August 2022}}</ref>

Ivan Lendl even spent the vast majority of his dominant career playing with several different models of Adidas tennis racquets, primarily using the Adidas GTX-Pro and then later the Adidas GTX Pro-T. In 2009, the company introduced a new line of tennis [[racquet]]s. While the Feather was made for the "regular player", and the Response for the "club player", Adidas targeted the "tournament player" with the 12.2 oz Barricade tour model.<ref name="auto"/><ref name="montrealgazette.com"/>

====Kabaddi====
Adidas entered [[Kabaddi]] which is still a non-Olympic sport but highly popular in the Indian subcontinent and Asian countries. In 2014, with the launch of [[Pro Kabaddi League]] a city based franchise league in India, Kabaddi took the region by storm. In 2015, they tied up with Mumbai-based franchise [[U Mumba]].<ref>{{cite web |url=http://www.indiansportsnews.com/out-of-box/38089-adidas-and-u-mumba-announce-partnership-ahead-of-season-3-of-star-sports-pro-kabaddi-league |title=U Mumba sponsored by Adidas |first=Rakesh |last=Jha |date=26 January 2016 |website=Indian Sports News |access-date=26 January 2016 |quote='The association of Kabaddi with Adidas is a clear exemplification of the growth of the sport over the last two years,' shared U Sports CEO, Supratik Sen.}}</ref>

===Accessories===
[[File:FreshImpactLimited.JPG|thumb|right|Adidas "Fresh Impact – Limited Edition" bottle|152x152px]]
Adidas also designs and makes [[slide (footwear)|slide]]-style sandals, mobile accessories,<ref>{{Cite web |url=https://www.strax.com/fallwinter-2017-collection-adidas-originals-launch-new-iphone-accessories/ |title=Fall/Winter 2017 collection: adidas Originals to launch new iPhone accessories |date=3 July 2017 |work=STRAX |access-date=19 August 2017 |language=en-US |archive-url=https://web.archive.org/web/20170819231705/https://www.strax.com/fallwinter-2017-collection-adidas-originals-launch-new-iphone-accessories/ |archive-date=19 August 2017 |url-status=dead}}</ref> watches, [[Glasses|eyewear]], bags, [[baseball cap]]s, and [[sock]]s. As well, Adidas has a branded range of male and female [[deodorant]]s, [[perfume]]s, [[aftershave]] and [[lotion]]s.

Adidas announced they would be launching a new $199 Fit Smart wristband in mid-August 2014. The wristband will pair with Adidas's miCoach app, which acts as a personal trainer.<ref>{{cite news |url=http://www.thestar.com.my/Tech/Tech-News/2014/07/14/The-wearable-fitness-coaches/ |title=The wearable fitness coaches |date=14 July 2014 |newspaper=[[The Star (Malaysia)|The Star Online]] |access-date=14 July 2014}}</ref>

====Adilette====
[[File:Adilette sandals 2004.jpg|left|thumb|Adilette sandals]]
'''Adilette''' was the first ever pair of [[sandals]] made by Adidas, originally developed in 1963.<ref name="history" /> Adidas claims that a group of athletes approached [[Adolf Dassler|Adi Dassler]] requesting a shoe be made for the locker room. To this day, the resulting sandals are a best-seller.<ref name="history-60">{{cite web |url=http://www.adidas-group.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdf |title=60 years of Adidas |page=5 |website=Adidas Group |date=February 2010 |url-status=dead |archive-url=https://web.archive.org/web/20130513235723/http://www.adidas-group.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdf |archive-date=13 May 2013}}</ref> Since the original navy blue and white Adilette sandals were created nearly fifty years ago, more varieties have been created in different colours (black, red, green, grey, orange, brown, yellow, pink, golden, silver).

Most recently, Adidas has introduced a colour scheme that goes along with its Predator and adizero line; the scheme is dubbed warning (orange) and purple. Usually, the three stripes appear in the contrasting colour on the strap of the classic models. The most common Adilette livery is in navy blue or black, mixed with white colours. Also the Woodilette and Trefoil models follow a similar design but without stripes on the strap.{{Citation needed|date=December 2020}}

The model provides a contoured orthopedic rubber sole with synthetic upper, and was designed as an after sport [[Slide (footwear)|slide sandal]], but the Adilette were quickly adopted outside of the sporting world.{{Citation needed|date=December 2020}}

====Adissage====
[[File:Adissage.jpg|thumb|right|upright=0.9|A pair of Adissage]]
'''Adissage''' is also a slide sandal. Available in black, navy, light blue, black with pink, and other assorted colors, the sandal has the trademarked three stripes on a [[velcro]] strap toward the front of the shoe. On the side of the shoe, toward the heel on either side, the manufacturers name appears, as well as on a round emblem in the actual heel of the footbed. Notably, there are tiny black massage nubs throughout the foot-bed for the purpose of massaging foot aches after sport, although popular as a casual sandal amongst non-athletes as well.{{Citation needed|date=December 2020}}

====Santiossage====
The '''Santiossage''' is a [[Slide (footwear)|slide]]-style sandal. The sandal has the trademarked three stripes on a velcro strap toward the front of the shoe. [[Santiossage]] comes in black, navy, or red. On the side of the shoe, toward the heel on either side, the manufacturer's name appears, as well as on a round emblem in the actual heel of the foot-bed. Like the Adissage there are tiny clear massage nubs throughout the foot-bed for the purpose of massaging after-sport footaches, although the sandals are worn casually among non-athletes. Seen through these clear nubs are Adidas's three stripes.{{Citation needed|date=December 2020}}

==Marketing==
During the mid to late 1990s, Adidas divided the brand into three main groups with each a separate focus: '''Adidas Performance''' was designed to maintain their devotion to the athlete; '''[[Adidas Originals]]''' was designed to focus on the brand's earlier designs which remained a popular life-style icon; and '''Style Essentials''', which dealt with the fashion market; the main group within this being '''Y-3''' (which is a collaboration between Adidas and renowned Japanese fashion designer [[Yohji Yamamoto]] - the Y representing Yamamoto and the 3 representing the three stripes of Adidas).

Launched in 2004, ''"Impossible is Nothing"'' is one of the company's most memorable campaigns.<ref name="history" /> The campaign was developed by 180/TBWA based in Amsterdam, but significant work was also done by [[TBWA/Chiat/Day|TBWA\Chiat\Day]] in San Francisco.<ref name="new brand">{{cite web |url=http://www.adidas-group.com/en/media/news-archive/press-releases/2004/impossible-nothing-adidas-launches-new-global-brand-advertising-/ |title='Impossible Is Nothing' Adidas launches New Global Brand Advertising Campaign |date=5 February 2004 |website=Adidas Group |access-date=3 June 2016 |archive-date=7 December 2022 |archive-url=https://web.archive.org/web/20221207144237/https://www.adidas-group.com/en/media/news-archive/press-releases/2004/impossible-nothing-adidas-launches-new-global-brand-advertising-/ |url-status=dead }}</ref> A few years later, Adidas launched a basketball specific campaign -- "''Believe in 5ive''"—for the 2006-2007 NBA season.<ref name=":0">{{cite web |url=http://joannapenabickley.typepad.com/on/2007/06/on-adidas-do-yo.html |title=On: adidas+Do You Believe in 5IVE |first=Joanna |last=Peña-Bickley |date=June 26, 2007 |website=Post Digital |access-date=3 June 2016}}</ref>

In 2011, ''"Adidas is all in"'' became the global marketing strategy slogan for Adidas. The slogan aimed to tie all brands and labels together, presenting a unified image to consumers interested in sports, fashion, street, music and pop culture. There appears to be connection with the phrase "all-in" meaning "exhausted" in some English speaking nations.

In 2015, Adidas launched "''Creating the New''" as its strategic business plan until 2020.<ref name=":1">{{Cite web |url=https://www.thedrum.com/news/2020/08/25/how-adidas-push-dynamic-digital-creative-helped-soften-blow-poor-sales |title=How Adidas' push into dynamic digital creative helped soften blow of poor sales |first=Imogen |last=Watson |date=August 25, 2020 |website=The Drum |access-date=2021-12-08}}</ref>

===Collaborations===
Adidas has done several collaborations with well known designers, including [[Alexander Wang (designer)|Alexander Wang]], [[Jeremy Scott]], [[Raf Simons]], and [[Stella McCartney]]. They have also reached out to several celebrities, such as [[Beyoncé]], [[Jonah Hill]], [[Karlie Kloss]], [[Ninja (gamer)|Ninja]], [[Bad Bunny]], and [[Pharrell Williams]] to create some of the company's most notable and coveted pieces.<ref>{{Cite web |date=2023-07-13 |title=The Complete History of Bad Bunny x adidas Sneakers |url=https://www.soleretriever.com/news/articles/bad-bunny-adidas-sneaker-history |access-date=2025-04-15 |website=Sole Retriever |language=en}}</ref><ref name="newcontract">{{cite web |url=http://www.hotnewhiphop.com/5-nba-players-who-should-be-wearing-adidas-yeezy-sneakers-on-the-court-news.22554.html |title=5 NBA Players Who Should Be Wearing Adidas Yeezy Sneakers On The Court |last=Rooney |first=Kyle |date=29 June 2016 |website=HotNewHipHop |access-date=29 June 2016}}</ref> In 2025, they collaborated with [[britpop]] band [[Oasis (band)|Oasis]] for a collection called 'Original Forever' which commemorated the band's legacy with the brand since the 90s.<ref>{{Cite web |last=Dazed |date=2025-06-20 |title=Oasis and adidas unite for 90s-inspired 'Original Forever' collection |url=https://www.dazeddigital.com/fashion/article/68064/1/oasis-adidas-originals-90s-original-forever-collection-campaign-live-25-tour |access-date=2025-07-10 |website=Dazed |language=en}}</ref>

===Game advertisement===
The brand is featured in several games, including ''Daley Thompson's Olympic Challenge'' ([[Amiga|Commodore Amiga]]), ''Adidas power soccer'' ([[Sony PlayStation]]) and ''[[Adidas Championship Football]]'' ([[Commodore 64]], [[ZX spectrum]], [[Amstrad CPC]]).

=== Marketing in India ===
India has been a very speculative market for Adidas.{{why|date=December 2019|reason=The rest of the paragraph does not convince a reader like that Adidas faces unique challenges in India.}} Despite this Dave Thomas, managing director of Adidas in India is ambitious for the country's potential.<ref name="Why Adidas is cool again">{{Cite web |url=http://fortuneindia.com/2016/july/why-adidas-is-cool-again-1.8672 |title=Why Adidas is cool again |first=Ashish |last=Gupta |date=July 28, 2016 |website=Fortune India |language=en |access-date=9 May 2017 |url-status=dead |archive-url=https://web.archive.org/web/20170630184302/http://fortuneindia.com/2016/july/why-adidas-is-cool-again-1.8672 |archive-date=2017-06-30}}</ref> The company hoped to double its revenue from Rs. 805 crores by 2020.<ref name="Why Adidas is cool again" /> In 2015, the company signed [[Ranveer Singh]] a Bollywood actor as a brand ambassador to the company's products.<ref>{{Cite web |url=http://www.luxpresso.com/news-style/bollywood-actor-ranveer-singh-brand-ambassador-of-adidas-originals-in-india/15092967 |title=Ranveer Singh is the New Official Face for Adidas Originals in India |last=Francis |first=Gregory |date=29 September 2015 |work=Luxpresso.com |access-date=10 May 2017 |url-status=usurped |archive-url=https://web.archive.org/web/20170703211144/http://www.luxpresso.com/news-style/bollywood-actor-ranveer-singh-brand-ambassador-of-adidas-originals-in-india/15092967 |archive-date=3 July 2017}}</ref> [[Ranveer Singh|Singh]] then was a budding actor. The company later decided to use the Indian people's passion for the game of cricket to promote their brand and launched a new cricket campaign in the country.<ref>{{Cite web |url=http://www.indiainfoline.com/article/news/adidas-launches-new-cricket-campaign-in-india-4799147815_1.html |title=Adidas launches new cricket campaign in India |date=10 March 2010 |website=India Infoline |access-date=9 May 2017}}</ref> The campaign was called FeelLoveUseHate with Indian cricketer Virat Kohli.<ref>{{Cite web |url=http://lighthouseinsights.in/adidas-india-feelloveusehate.html/ |title=#FeelLoveUseHate: Why Adidas India Is Getting Virat Kohli To Talk About Love And Hate |date=18 March 2016 |work=Lighthouse Insights |language=en-US |access-date=9 May 2017}}</ref> However, in 2017, Virat Kohli was removed as the brand ambassador of the company.<ref>{{Cite news |url=http://www.financialexpress.com/sports/virat-kohli-removed-as-the-adidas-ambassador/502607/ |title=Virat Kohli removed as the Adidas ambassador; Signs up with Gionee |date=10 January 2017 |newspaper=[[The Financial Express (India)|The Financial Express]] |language=en-US |access-date=9 May 2017}}</ref> The cricketer later signed a major deal with Puma India.<ref>{{Cite news |url=http://indianexpress.com/article/sports/cricket/virat-kohli-signs-rs-100-crore-deal-with-puma-4534297/ |title=Virat Kohli signs Rs 100 crore deal with Puma |date=20 February 2017 |work=The Indian Express |language=en-US |access-date=9 May 2017}}</ref> The company also sells its products online through e-commerce websites such as Myntra, Snapdeal, Jabong and Amazon. Adidas also has a website dedicated to the Indian audience that markets and sells products to its consumers in India.<ref>{{Cite web |title=Adidas Official Shop |url=https://shop.adidas.co.in/ |website=Adidas India |language=en |access-date=10 May 2017}}</ref>

===Marketing in Russia===
Adidas provided outfits for the Soviet Union's team in the [[1980 Summer Olympics]], making them one of the first global brands to enter the territory.<ref>{{cite web|url=https://www.new-east-archive.org/features/show/8676/adidas-brand-russia-rubchinskiy|date=2 August 2017|title=Adidas, a love story: how Russians fell for the iconic three stripes|last=Fedorova|first=Anastasiia|website=New East Digital Archive}}</ref> The [[Communist Party of the Soviet Union|Communist Party]] prohibited the usage of the company logo on Soviet tracksuits, changing the design from three stripes to one red stripe. The shoes remained unchanged, as the three stripes resembled an "M", hinting that the Olympics were held in [[Moscow]]. The brand later became a staple of the [[Gopnik]] subculture.<ref>{{cite web|url=http://weirdrussia.com/2015/01/04/why-is-adidas-so-popular-among-russians/|title=Why is Adidas so Popular Among Russians?|date=4 January 2015|access-date=18 April 2017|archive-url=https://web.archive.org/web/20170506122902/http://weirdrussia.com/2015/01/04/why-is-adidas-so-popular-among-russians/|archive-date=6 May 2017|url-status=usurped}}</ref><ref>{{Cite web|url=https://www.rbth.com/lifestyle/331106-how-to-look-like-russian-gopniks|title = Russian Gopniks: How to look like you belong|date = 9 October 2019|website=[[Russia Beyond]]}}</ref>

==Sponsorship==
[[File:Germany and Argentina face off in the final of the World Cup 2014 04 crop.jpg|thumb|right|upright=0.9|[[Lionel Messi]], who is sponsored by Adidas, prepares to shoot with his dominant left foot during the [[2014 FIFA World Cup Final|final]] of the [[2014 FIFA World Cup]]]]
Adidas has numerous major kit deals with football clubs worldwide, including their main sponsor [[FC Bayern Munich|Bayern Munich]].<ref>{{Cite news |url=https://www.theguardian.com/football/2015/apr/28/bayern-munich-adidas-kit-deal |title=Bayern Munich sign 10-year kit deal with Adidas worth reported €900m |last=Christenson |first=Marcus |date=28 April 2015 |newspaper=The Guardian |access-date=7 November 2017 |language=en-GB |issn=0261-3077}}</ref> Moreover, their sponsored national teams include [[Germany national football team|Germany]], [[Spain men's national football team|Spain]], [[Mexico national football team|Mexico]], [[Argentina national football team|Argentina]], [[Sweden men's national football team|Sweden]], [[Japan national football team|Japan]], [[Hungary national football team|Hungary]], [[Belgium national football team|Belgium]], [[Colombia national football team|Colombia]], [[Wales national football team|Wales]], [[Chile national football team|Chile]], [[Italy national football team|Italy]], [[Costa Rica national football team|Costa Rica]], [[Jamaica national football team|Jamaica]], [[Venezuela national football team|Venezuela]], [[Qatar national football team|Qatar]], [[Saudi Arabia national football team|Saudi Arabia]], [[Algeria national football team|Algeria]] and [[Peru national football team|Peru]].

[[File:Chaussures de Juninho Pernambucano avec les prénoms de ses filles inscrits dessus.jpg|thumb|left|upright|Developer of the "[[Knuckleball#Association football|knuckle ball]]" technique at free-kicks, [[Juninho Pernambucano|Juninho]]'s Adidas boots in a museum]]
Adidas has sponsored numerous players, including [[Lionel Messi]], [[Zinedine Zidane]], [[Kaká]], [[David Beckham]], [[Steven Gerrard]], [[Gareth Bale]], [[Thomas Müller]], [[Xavi (footballer, born 1980)|Xavi]], [[James Rodríguez]], [[Iker Casillas]], [[Arjen Robben]], [[Paul Pogba]], [[Luis Suárez]], [[George Weah]], [[Alessandro Del Piero]], [[Son Heung-min]], [[Mohamed Salah]], [[Jude Bellingham]], [[Luis Díaz (footballer, born 1997)|Luis Diaz]], [[Alexander Isak]], [[Darwin Núñez]], [[Rio Ngumoha]], [[Declan Rice]], [[Raphinha]], [[Mikel Merino]], [[Riccardo Calafiori]], [[Alexis Mac Allister]] etc.<ref>{{cite news |url=http://www.independent.ie/woman/celeb-news/the-face-of-ten-celebrities-who-have-earned-big-bucks-from-endorsements-29958509.html |title=The face of... Ten celebrities who have earned big bucks from endorsements |first=Denise |last=Calnan |date=January 28, 2014 |newspaper=[[Irish Independent]] |access-date=26 July 2014}}</ref><ref>{{cite news |url=https://www.standard.co.uk/sport/football/behind-the-scenes-at-the-new-adidas-advert-6736668.html |title=Behind the scenes at the new Adidas advert |date=11 April 2012 |newspaper=London Evening Standard |access-date=30 May 2014}}</ref><ref>{{cite web |url=https://www.fourfourtwo.com/features/adidas-release-star-studded-world-cup-advert-featuring-messi-beckham-mourinho-pharrell-and |title=Adidas release star-studded World Cup advert featuring Messi, Beckham, Mourinho, Pharrell and more |work=Four Four Two |date=22 July 2018}}</ref><ref>{{cite news |title=Which footballers are sponsored by Adidas? Messi, Pogba, Salah & list of brand's partners |url=https://www.goal.com/en-gb/news/which-footballers-sponsored-adidas-messi-pogba-salah-brand-partners/blt9c00fcc9e49dba2d |access-date=22 September 2023 |work=Goal}}</ref>

Adidas is one of the official sponsors of the [[UEFA Champions League]], and the [[Adidas Finale]] is the competition's official match ball.<ref name="adidas Finale Munich"/> Along with the [[Adidas Predator]] boot, Adidas manufactures the [[adiPure]] range of [[Football boot|football boots]]. Adidas provides clothing and equipment for all teams in [[Major League Soccer]] (MLS).

In July 2014, Adidas and [[Manchester United]] agreed to a ten-year kit deal, beginning with the [[2015–16 Premier League|2015–16 Premier League season]]. This kit deal has a guaranteed minimum value of £750&nbsp;million (US$1.29&nbsp;billion), making it the most valuable kit deal in sports history, and replaced rival [[Nike, Inc.|Nike]] as the club's global equipment partner.

In July 2019, Adidas and [[Arsenal F.C.|Arsenal]] agreed to a five-year kit deal, beginning with the 2019–2 Premier League season. This kit deal has a guaranteed minimum value of £300&nbsp;million (US$406.41 million) and replaced rival [[Puma (brand)|Puma]] as the club's global equipment partner.

In August 2025, Adidas and [[Liverpool F.C.|Liverpool]] agreed to a ten-year kit deal, beginning with the [[2025–26 Premier League]] season. This kit deal has a guaranteed minimum value of £60&nbsp;million (US$81.28 million) and replaced rival [[Nike, Inc.|Nike]] as the club's global equipment partner.<ref>{{cite web |url=http://www.manutd.com/en/News-And-Features/Club-News/2014/Jul/Manchester-United-plc-reaches-agreement-with-adidas.aspx |title=Manchester United plc reaches agreement with adidas |date=14 July 2014 |website=Manchester United F.C. |access-date=14 July 2014 |url-status=dead |archive-url=https://web.archive.org/web/20140717074603/http://www.manutd.com/en/News-And-Features/Club-News/2014/Jul/Manchester-United-plc-reaches-agreement-with-adidas.aspx |archive-date=2014-07-17}}</ref>

[[File:Andy murray crop.JPG|thumb|right|upright=0.75|[[Andy Murray]] endorsed Adidas from the start of the 2010 season until the end of the [[2014 Andy Murray tennis season|2014 season]] receiving US$4.9&nbsp;million per year.]]
In November 2009, World Number 4 tennis player [[Andy Murray]] was confirmed as Adidas's highest-paid star with a five-year contract reportedly worth US$24.5&nbsp;million.<ref>{{cite web |url=http://www.sportspromedia.com/news/andy_murray_signs_head-to-toe_deal_with_adidas/ |title=Andy Murray signs head-to-toe deal with Adidas |first=Michael |last=Long |date=4 November 2009 |website=SportsProMedia |access-date=10 October 2010 |archive-url=https://web.archive.org/web/20101025093032/http://www.sportspromedia.com/news/andy_murray_signs_head-to-toe_deal_with_adidas/ |archive-date=25 October 2010 |url-status=live}}</ref> In [[Cincinnati]], at the [[Association of Tennis Professionals|ATP Tennis Tournament]] in Mason, they have also sponsored the [[Ball boy#Tennis|ball-boy and ball-girl]] uniforms. Adidas is also partners with Malibu Tennis Camp, Green Fitness GmbH and with Schöler & Micke Sportartikel Vertriebs GmbH.<ref>{{Cite web |url=https://www.adidas.com/com/pages/company-info/partners/ |title=Partners |website=Adidas |access-date=10 March 2016}}</ref>

Adidas has sponsored numerous basketball players like [[Kareem Abdul-Jabbar]] (first ever NBA player signed with Adidas and first ever player overall with signature shoes),<ref>{{Cite web |date=2024-09-16 |title=adidas' Timeless Basketball Shoe Is Having a Incredibly Stylish Revival |url=https://www.highsnobiety.com/p/adidas-jabbar-sneaker-2024/ |access-date=2024-10-20 |website=Highsnobiety |language=en}}</ref><ref>{{Cite web |date=2024-10-14 |title=Adidas Relaunches Kareem Abdul-Jabbar's Retro Sneakers |url=https://www.si.com/fannation/sneakers/news/adidas-relaunches-kareem-abdul-jabbar-retro-sneakers |access-date=2024-10-20 |website=Kicks On SI |language=en-US}}</ref> [[Chauncey Billups]], [[Tim Duncan]], [[Brandon Knight (basketball)|Brandon Knight]], [[Jeremy Lin]], [[Tracy McGrady]], [[Iman Shumpert]] and present players like [[James Harden]], [[Damian Lillard]], [[Donovan Mitchell]], [[Candace Parker]], [[Derrick Rose]], [[John Wall]] and [[Trae Young]]. Adidas also endorsed [[Kobe Bryant]] with the Adidas Equipment KB8 as his first signature shoe until July 2002.<ref>{{cite web |url=https://assets.espn.go.com/nba/news/2002/0715/1405908.html |title=Kobe and Adidas part ways after six years |first=Darren |last=Rovell |date=July 15, 2002 |website=ESPN |access-date=5 January 2012}}</ref> The company also endorsed [[Kevin Garnett]] until he opted out of his contract in 2010.<ref>{{cite web |url=http://www.nicekicks.com/2010/05/kevin-garnett-to-leave-adidas-for-anta/ |title=Kevin Garnett to leave Adidas for Anta |date=25 May 2010 |website=Nicekicks.com |access-date=5 January 2012 |archive-date=27 October 2012 |archive-url=https://web.archive.org/web/20121027090312/http://www.nicekicks.com/2010/05/kevin-garnett-to-leave-adidas-for-anta/ |url-status=dead }}</ref> [[Gilbert Arenas]] was an Adidas endorser until 2010.<ref>{{cite web |url=http://www.huffingtonpost.com/2010/01/15/gilbert-arenas-adidas-dea_n_425601.html |title=Gilbert Arenas' Adidas Deal Up in Flames |date=15 January 2010 |work=Huffington Post |access-date=5 January 2012}}</ref> In August 2015, [[James Harden]] left Nike for Adidas by signing a 13-year contract reportedly worth US$200&nbsp;million.<ref>{{Cite news |url=https://www.usatoday.com/story/sports/nba/rockets/2015/08/13/james-harden-adidas-shoe-contract/31634809/ |title=James Harden agrees to $200 million shoe contract with Adidas |first=Sam |last=Amick |date=13 August 2015 |newspaper=[[USA Today]] |access-date=5 November 2015}}</ref>

In [[rugby union]], Adidas is the current kit supplier to the [[New Zealand national rugby union team|All Blacks]], the [[France national rugby union team|France national team]], the [[Italian national rugby team]] and the South African [[Stormers]] and [[Western Province (rugby team)|Western Province]] rugby union teams among others. Adidas is also the [[New Zealand Rugby Union]] clothing sponsor and supplies clothing to all [[Super Rugby]] franchises up till 2022,<ref>{{Cite web|url=https://www.1news.co.nz/2023/07/12/nz-super-rugby-teams-drop-adidas-as-apparel-partner/|title=NZ Super Rugby teams drop Adidas as kit maker|website=1News|access-date=3 March 2025}}</ref> a selection of domestic teams and national referees. Adidas are also the official match ball supplier to the [[Heineken Cup]]. Adidas was the [[British and Irish Lions]] kit supplier from 1997 to 2013. They are the jersey manufacturers of the [[Gold Coast Titans]] Rugby League club in the Australasian [[National Rugby League]]. Dual rugby and league international and former boxer [[Sonny Bill Williams]] is a global ambassador for Adidas.

Adidas has provided [[field hockey]] equipment and sponsors numerous players of Germany, England, Netherlands, Australia, Spain and Belgium. The company has been the kit provider of Argentine [[Argentina women's national field hockey team|women's]] and [[Argentina men's national field hockey team|men's]] teams for over 15 years.<ref>{{cite web |url=http://www.cahockey.org.ar/noticia/renovacion-del-contrato-con-adidas/882 |title=Renovación del Contrato con Adidas |trans-title=Renewal of the Contract with Adidas |date=13 April 2012 |website=Confederación Argentina de Hockey |language=es |url-status=dead |archive-url=https://web.archive.org/web/20170223213827/http://www.cahockey.org.ar/noticia/renovacion-del-contrato-con-adidas/882 |archive-date=2017-02-23}}</ref> The company also sponsored clubs [[Reading Hockey Club|Reading]],<ref>{{cite web |url=http://www.readinghockeyclub.org.uk/ |title=Reading Hockey Club sponsored by Adidas |website=Reading Hockey Club |access-date=5 January 2012}}</ref> [[Beeston Hockey Club|Beeston]]<ref>{{cite web |url=http://www.beestonhockeyclub.com/ |title=Beeston Hockey Club sponsored by Adidas |website=Beeston Hockey Club |access-date=5 January 2012}}</ref> and [[East Grinstead Hockey Club|East Grinstead]].<ref>{{cite web |url=http://www.eghockey.co.uk/ |title=E.G. Hockey Club sponsored by Adidas |website=East Grinstead Hockey Club |access-date=5 January 2012}}</ref>

Adidas also sponsors [[professional golfer]]s including [[Collin Morikawa]], [[Ludvig Åberg]], [[Nick Dunlap]], [[Daniel Berger (golfer)|Daniel Berger]] and [[Nick Taylor (golfer)|Nick Taylor]]. Since Adidas does not make golf equipment the sponsorship is more limited to clothing and shoes.<ref>{{Cite web |url=https://news.adidas.com/basketball/adidas-golf-strengthens-roster--agrees-on-new-sponsorship-terms-with-sergio-garcia--xander-schauffel/s/65d51db0-fdeb-4875-8a07-8e00d3858a80 |title=Adidas Golf Strengthens Roster; Agrees on New Sponsorship Terms with Sergio Garcia, Xander Schauffele and Tyrrell Hatton |website=Adidas |date=2 January 2018}}</ref>

In [[ice hockey]], Adidas signed an agreement with [[National Hockey League]] (NHL) to be the official outfitter of uniforms and licensed apparel, starting in the [[2017–18 NHL season|2017–18 season]], lasting through the [[2023–24 NHL season|2023–24 season]].

Adidas's [[cricket]] sponsorships include cricketers [[Lasith Malinga]], [[Kieron Pollard]], [[Dwayne Bravo]] and [[K. L. Rahul]]. Adidas's volleyball sponsorships include [[Ivan Zaytsev (volleyball)|Ivan Zaytsev]] and [[Earvin N'Gapeth]], who advertises as a model and brand ambassador for Adidas.<ref>{{cite web |url=http://www.sportsbusinessdaily.com/Global/Issues/2016/10/27/Marketing-and-Sponsorship/Earvin-Ngapeth-Adidas.aspx |title=Adidas Unveil Earvin Ngapeth As Brand Ambassador |date=27 October 2016 |website=SportsBusiness Daily}}</ref><ref>{{cite web |url=https://brandandcelebrities.com/blog/yohan-cabaye-new-balance-earvin-ngapeth-adidas-ariel-winter-dove-1016/ |title=Yohan Cabaye pour New Balance, Earvin Ngapeth pour Adidas, Ariel Winter pour Dove |date=26 October 2016 |website=Brand and Celebrities |language=fr |access-date=23 December 2017 |archive-date=30 March 2022 |archive-url=https://web.archive.org/web/20220330034804/https://brandandcelebrities.com/blog/yohan-cabaye-new-balance-earvin-ngapeth-adidas-ariel-winter-dove-1016/ |url-status=dead }}</ref>

==IP protection==
In 2016, Adidas filed lawsuits against [[Skechers]] for making a duplicate [[Stan Smith]] design and for Adidas replicas such as "Springblade".<ref>{{cite web |url=http://www.hotnewhiphop.com/adidas-files-another-lawsuit-against-skechers-for-blatantly-copying-their-products-news.22784.html |title=Adidas files lawsuit for Skecher's replicas |last=Rooney |first=Kyle |date=11 July 2016 |website=HotNewHipHop |access-date=11 July 2016}}</ref>

==Criticism==
{{criticism section|date=June 2023}}
Adidas's business practises/[[ethics]] and commitment to worker welfare have been scrutinised and often criticised.<ref>{{cite web |url=https://thetyee.ca/News/2008/06/11/OlympicLabour/ |title=Worst Sports Injury: Worker Abuse |first=Tom |last=Sandborn |date=11 June 2008 |website=[[The Tyee]] |access-date=26 September 2010}}</ref><ref>{{cite web |url=http://www.commondreams.org/headlines02/0308-03.htm |title=News & Views |date=8 March 2002 |website=Common Dreams |access-date=26 September 2010 |archive-url=https://web.archive.org/web/20100929193658/http://www.commondreams.org/headlines02/0308-03.htm |archive-date=29 September 2010 |url-status=dead}}</ref>

===2011 All Blacks replica rugby jersey pricing===
[[File:All blacks jersey whitebackg.jpg|thumb|right|upright=0.9|The All Blacks jersey caused controversy.]]
Unhappy with the local price of the Adidas replica All Blacks jersey, New Zealand-based [[New Zealand national rugby union team|All Blacks]] fans asked for price cuts and began purchasing the jersey from overseas vendors after it was revealed that the local price of NZ$220 was more than twice the price offered on some websites.<ref>{{Cite news |url=http://www.stuff.co.nz/business/money/5410579/Adidas-stands-by-All-Blacks-jersey-price |title=Adidas stands by All Blacks jersey price |first=Kent |last=Blechynden |date=8 August 2011 |newspaper=[[The Dominion Post (Wellington)|The Dominion Post]] |access-date=8 August 2011}}</ref>

Adidas has responded by enforcing cross-border agreements to stop overseas retailers from selling to New Zealand residents. It has been labelled a public relations disaster by leading New Zealand PR firms{{which|date=June 2023}} and Consumer advocate groups. The largest New Zealand sportswear retailer [[Rebel (company)|Rebel Sport]] has stated{{when|date=June 2023}} it is angry and is considering selling the All Blacks Jerseys to the general public below cost.{{citation needed|date=June 2023}}

===2012 "shackle" sneakers===
On 14 June 2012, Adidas posted on their Facebook page a picture of a pair of [[Jeremy Scott]]-designed shoes containing shackles. The picture was of a planned shoe line that Adidas intended to release in July. The photo caused controversy. [[Jesse Jackson]] was quoted as saying: "The attempt to commercialize and make popular more than 200 years of human degradation, where blacks were considered three-fifths human by our Constitution is offensive, appalling and insensitive".<ref name="Shackles">{{cite web |url=http://www.cnn.com/2012/06/18/us/adidas-shackle-shoes/index.html |title=Adidas cancels 'shackle' shoes after outcry |last=Solomon |first=Jessie |date=19 June 2012 |work=CNN |access-date=19 June 2012}}</ref> Jackson threatened a boycott, and NBA commissioner [[David Stern]] was at one point reportedly contacted in hopes that he would intervene.<ref name="Shackles" /> Shortly after the outcry, the company cancelled the product.<ref name="Shackles" />

===Sweatshops and labour standards===
Adidas has been criticized for operating [[sweatshops]], particularly in Indonesia. Between 2006 and 2007, Adidas rejected many of its suppliers that supported unions in favour of subcontractors with worse labour rights records.<ref>{{Cite web |url=http://www.oxfam.org.au/explore/workers-rights/adidas |title=Adidas |website=[[Oxfam|Oxfam Australia]] |access-date=11 November 2011}}</ref> By subcontracting work to different suppliers, it is more difficult for Adidas to ensure company labour standards are enforced. Adidas's policy includes the freedom for workers to take part in [[collective bargaining]] and a non-retaliation policy towards workers who express concerns.{{When|date=October 2019}}<ref name="sustainability">{{Cite web |url=http://www.adidas-group.com/en/sustainability/suppliers_and_workers/code_of_conduct/default.aspx |title=Our Workplace Standards |website=Adidas |access-date=11 November 2011 |url-status=dead |archive-url=https://web.archive.org/web/20111028235222/http://www.adidas-group.com/en/sustainability/suppliers_and_workers/code_of_conduct/default.aspx |archive-date=28 October 2011}}</ref> In practice, however, many of Adidas's suppliers have not upheld these standards. At the Panarub factory in [[Java]], 33 workers were fired after striking for better pay in 2005.<ref>{{Cite web |url=http://www.oxfam.org.au/explore/workers-rights/adidas/inside-adidas-indonesian-factories#workers |title=Inside Adidas' Indonesian Factories |website=[[Oxfam|Oxfam Australia]] |access-date=11 November 2011}}</ref>

PT Kizone is another Indonesian factory where Adidas has been criticized over treatment of workers. They produced products for Adidas as well as [[Nike, Inc.|Nike]] and the [[Dallas Cowboys]] until they closed in January 2011. 2,686 workers who were laid off are owed $3 million in severance pay and benefits. Nike has contributed $1.5 million but Adidas has not acted. A campaign has been initiated by [[United Students Against Sweatshops]] calling for universities to cut contracts with Adidas.<ref>{{Cite news |url=https://www.nytimes.com/2011/09/24/business/students-object-to-use-of-sweatshop-labor-on-college-clothing.html |title=Students Battle a Dallas Cowboys Unit Over College Apparel |first=Steven |last=Greenhouse |date=24 September 2011 |newspaper=The New York Times |access-date=11 November 2011}}</ref>

On 16 July 2012, [[War on Want]] organised activists in London to replace Adidas price tags in sports stores with 34p ones,<ref>{{cite web |url=http://www.waronwant.org/component/content/article/17607 |title=Adidas rocked by price tag protest over workers' rights |date=17 July 2012 |website=War on Want |access-date=27 December 2012 |url-status=dead |archive-url=https://web.archive.org/web/20131022203826/http://www.waronwant.org/component/content/article/17607 |archive-date=22 October 2013}}</ref> a reference to the low hourly wage rate paid to the Indonesian workers who make Adidas goods.<ref>{{cite web |url=http://www.ekklesia.co.uk/node/16843 |title=Adidas criticised for 'sweatshop' Olympic merchandise |date=16 July 2012 |website=[[Ekklesia (think tank)|Ekklesia]] |access-date=23 August 2012}}</ref> The campaign group [[Labour Behind the Label]] claimed that the basic pay of Indonesian Adidas workers was only £10 a week. William Anderson, head of social and environmental affairs for the Asia Pacific region, posted an entry on the company blog in which he claimed that total wages including bonuses and overtime were often double the hourly wage, and drew attention to [[purchasing power parity]].<ref name="poverty">{{cite web |url=http://blog.adidas-group.com/2012/07/%E2%80%9Cpoverty-wages%E2%80%9D-in-the-sporting-goods-industry-what-does-this-mean/#more-6238 |title='Poverty Wages' in the sporting goods industry – What does this mean? |last1=Anderson |first1=Bill |date=10 July 2012 |website=Adidas Group |access-date=23 August 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120715004805/http://blog.adidas-group.com/2012/07/%E2%80%9Cpoverty-wages%E2%80%9D-in-the-sporting-goods-industry-what-does-this-mean/ |archive-date=15 July 2012}}</ref>

In April 2014, one of the biggest strikes on mainland [[China]] took place at the [[Yue Yuen Industrial Holdings]] Dongguan shoe factory, producing amongst others for Adidas.<ref>{{cite news |url=https://www.scmp.com/news/china/article/1486399/yue-yuen-strikers-vow-continue-until-benefit-contribution-deficit-paid |title=Yue Yuen strikers vow to continue until benefit contribution deficit paid in full |first=Mimi |last=Lau |date=18 April 2013 |newspaper=[[South China Morning Post]]}}</ref>

In 2022, researchers from [[Nordhausen University of Applied Sciences]] identified cotton from [[Xinjiang]] in Adidas shirts.<ref>{{Cite news |url=https://www.theguardian.com/world/2022/may/05/xinjiang-cotton-found-adidas-puma-hugo-boss-tops-researchers-claim-uyghur |title=Xinjiang cotton found in Adidas, Puma and Hugo Boss tops, researchers say |last=Oltermann |first=Philip |date=2022-05-05 |website=[[The Guardian]] |language=en |access-date=2022-05-06}}</ref>

===Soviet themed items, and advertising===
In 2018, Adidas promoted a line of Soviet themed items. After a social media outcry, they were taken off the market.<ref>{{Cite news |url=https://www.themoscowtimes.com/2018/05/08/adidas-pulls-soviet-themed-shirts-after-international-criticism-a61385 |title=Adidas Pulls Soviet-Themed Shirts After International Criticism |date=8 May 2020 |work=The Moscow Times |access-date=23 November 2020}}</ref>

===NCAA corruption scandal===
Adidas executive James Gatto was indicted in the [[2017 NCAA Division I men's basketball corruption scandal]].<ref name="espn-schlabach">{{cite web |url=http://www.espn.com/mens-college-basketball/story/_/id/20834050/the-story-how-fbi-brought-words-corruption |title=The step-by-step process of how the words 'corruption' and 'fraud' came to college basketball |last=Schlabach |first=Mark |date=27 September 2017 |website=[[ESPN]] |access-date=28 September 2017}}</ref><ref name="nbcnews">{{cite web |url=https://www.nbcnews.com/news/us-news/college-basketball-coaches-allegedly-took-bribes-agents-deliver-athletes-n804781 |title=4 NCAA Basketball Coaches, Adidas Executive Charged in Bribe Scheme |last1=Winter |first1=Tom |last2=Connor |first2=Tracy |date=26 September 2017 |work=[[NBC News]] |access-date=28 September 2017}}</ref><ref name="sbnation">{{cite web |url=https://www.sbnation.com/college-basketball/2017/9/27/16366056/college-basketball-scandal-corruption-fbi |title=The FBI's investigation of college basketball corruption, explained |last=Lyles |first=Harry Jr. |date=27 September 2017 |website=[[SB Nation]] |access-date=28 September 2017}}</ref>

===Racial diversity controversy===
In June 2020, the head of global human resources at Adidas, Karen Parkin, voluntarily stepped down after several Black employees raised concerns about her failure to address racism and discrimination in the workplace.<ref>{{Cite news |url=https://www.wsj.com/articles/adidas-hr-chief-karen-parkin-tells-staff-she-is-retiring-memo-says-11593534860 |title=Adidas HR Chief to Retire After Criticism From Black Employees |first=Khadeeja |last=Safdar |date=30 June 2020 |newspaper=The Wall Street Journal |access-date=23 November 2020}}</ref> The former HR chief had also made a comment about racism being "noise", in addition to not adequately addressing workforce diversity.<ref>{{Cite web |url=https://www.reuters.com/article/us-adidas-race/adidas-human-resources-head-steps-down-after-race-row-idUSKBN241332?il=0 |title=Adidas human resources head steps down after race row |date=30 June 2020 |website=Reuters |access-date=23 November 2020}}</ref> Upon her resignation, she made a statement saying that she supports the company's continued progress towards racial justice and offered an apology.<ref>{{Cite web |url=https://www.businessinsider.com/adidas-hr-chief-board-member-steps-down-amid-calls-resignation-2020-6 |title=Adidas HR chief and board member announces resignation after employees called for an investigation |date=30 June 2020 |website=[[Business Insider]] |access-date=23 November 2020}}</ref><ref>{{Cite web |url=https://www.bloomberg.com/news/articles/2020-06-30/adidas-hr-head-karen-parkin-steps-down-amid-efforts-to-diversify |title=Adidas HR Chief Leaves After Criticism From Black Employees |date=30 June 2020 |website=Bloomberg |access-date=23 November 2020}}</ref><ref>{{Cite web |url=https://www.bbc.com/news/business-53245501 |title=George Floyd: Adidas human resources boss quits amid racism row |date=1 July 2020 |website=BBC News |access-date=23 November 2020}}</ref>

===SL 72 sneaker advertising campaign===
In July 2024, Adidas withdrew and apologized for their advertising campaign starring [[Bella Hadid]] for the [[Adidas SL 72|SL 72]] which was originally created for the [[1972 Munich Olympics]] where the [[Munich massacre|massacre]] of 11 Israeli athletes took place.<ref>{{cite news |author1=Emma Saunders |title=Bella Hadid shocked and upset over Adidas campaign |url=https://www.bbc.com/news/articles/c035r104dg7o |access-date=July 30, 2024 |work=BBC |date=July 30, 2024}}</ref><ref>{{cite web|url=https://time.com/7005304/bella-hadid-adidas-israel-palestine/|title=Bella Hadid Breaks Silence, Apologizes for Adidas Shoe Campaign Controversy|publisher=Time Magazine}}</ref>

==See also==
{{Portal|Germany|Companies}}
* [[Adidas Originals]]
* [[Puma (brand)]], formed by [[Rudolf Dassler]], brother of [[Adolf Dassler]]

== Notes ==
{{Notelist}}

==References==
{{Reflist}}

=== Sources ===
* {{cite web |url=https://www.adidas-group.com/en/group/strategy-overview/ |title=Adidas Strategy Overview |website=Adidas Group |access-date=27 September 2017 |archive-date=27 July 2021 |archive-url=https://web.archive.org/web/20210727235815/https://www.adidas-group.com/en/group/strategy-overview/ |url-status=dead }}
* {{cite web |url=http://www.sportsbusinessdaily.com/article/30237 |title=Adidas Golf USA moves to Carlsbad; Adidas faces legal suit |date= 19 August 1998 |work=Sports Business Daily |access-date=22 October 2010}}
* {{cite web |url=http://www.fundinguniverse.com/company-histories/Taylor-Made-Golf-Co-Company-History.html |title=Taylor Made Golf Co |work=FundingUniverse |access-date=22 October 2010}}
* {{cite news |title=Taylor, Adidas merge, reshuffle : Hiring of Callaway official for key post could trigger lawsuit |first=Mike |last=Freeman |newspaper=[[The San Diego Union-Tribune]] |page=C.1 |date=19 August 1999 |url=https://pqasb.pqarchiver.com/sandiego/access/1246929281.html?dids=1246929281:1246929281&FMT=ABS |access-date=22 October 2010 |archive-date=23 May 2011 |archive-url=https://web.archive.org/web/20110523054052/http://pqasb.pqarchiver.com/sandiego/access/1246929281.html?dids=1246929281:1246929281&FMT=ABS |url-status=dead}}
* {{cite news |url=http://www.sdbj.com/news/2001/may/14/profile-mark-king-is-finally-settling-back-in/ |title=Profile: Mark King, Taylor Made For His Job |first=Denise T. |last=Ward |date=14 May 2001 |work=[[San Diego Business Journal]] |access-date=22 October 2010 |url-status=dead |archive-url=https://web.archive.org/web/20110110083554/http://www.allbusiness.com/company-activities-management/board-management-changes/10623278-1.html |archive-date=10 January 2011}}

==External links==
{{Commons category}}
* {{Official website|https://www.adidas-group.com/en/}} (corporate)
* {{Official website|https://www.adidas.com/}} (consumer)
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