Who Owns Adidas?

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Written By Angelo Sorbello

Tech entrepreneur and passionate about business



With a legacy spanning nearly a century, Adidas has evolved into a global powerhouse in the sportswear and lifestyle industry. From its humble beginnings in Germany to its current status as a leading brand, Adidas has captivated athletes and fashion enthusiasts alike.

But amidst its success, one question lingers: who owns Adidas? In this article, we delve into the intricate ownership structure, major shareholders, and the factors driving Adidas' enduring popularity and market dominance.

Key Takeaways

  • Adidas AG is the holding company for Adidas Group.
  • Groupe Bruxelles Lambert, Nassef Sawiris, and Norges Bank Investment Management are major shareholders of Adidas AG.
  • Adidas AG is the sole owner of Adidas.
  • The ownership of Adidas has changed over the years, with Bernard Tapie purchasing an 80% stake in 1987 and Adidas being sold to various investors by Crédit Lyonnais.

History and Founding of Adidas

The history and founding of Adidas can be traced back to its establishment in 1924 in Herzogenaurach, Germany. Originally named Gebrüder Dassler Schuhfabrik, it was founded by Adolf Dassler and his brother Rudolf. However, the Dassler brothers held different views on the business direction, leading to a split. Adolf went on to found Adidas, while Rudolf founded Puma. This marked the beginning of a fierce rivalry between the two brands.

The Adidas founding story is characterized by innovation and a commitment to providing high-quality athletic footwear and apparel. Despite the rivalry, both brands have become global leaders in the sports industry, catering to athletes and sports enthusiasts around the world.

The Adidas and Puma rivalry continues to shape the competitive landscape of the sportswear market.

Products and Services

Adidas offers a diverse range of athletic footwear, apparel, accessories, and sporting equipment to cater to the needs of athletes, sports enthusiasts, and individuals seeking athletic fashion and lifestyle products.

The company targets both the sports performance and lifestyle markets, appealing to a broad customer base.

To stay competitive in the market, Adidas engages in brand collaborations and partnerships, allowing them to tap into new markets and reach new customers. By collaborating with other brands and influencers, Adidas is able to create unique and exclusive product lines that resonate with consumers.

Additionally, Adidas keeps a close eye on market trends and competition, ensuring that their products are aligned with current consumer demands and staying ahead of the competition.

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This focus on collaborations, market trends, and competition has helped Adidas maintain its position as a leading athletic brand.

Revenue Streams and Ownership

Owned by the holding company Adidas AG, the revenue streams of the multinational corporation primarily come from product sales, brand collaborations, and licensing agreements.

Adidas generates income through the sale of its athletic footwear, apparel, accessories, and sporting equipment. These products are sold through company-owned stores, third-party retailers, and e-commerce platforms.

In addition to product sales, Adidas also earns revenue through collaborations with other brands, which result in exclusive product lines that cater to specific markets and customer segments.

Furthermore, the company benefits from licensing agreements that allow third parties to use its brand name and logo on various products.

The diversified sources of income, coupled with Adidas's global reach and brand recognition, contribute to its strong sales performance.

As the sole owner of Adidas, Adidas AG oversees the ownership structure of the company, with major shareholders including Groupe Bruxelles Lambert, Nassef Sawiris, and Norges Bank Investment Management.

Customer Segments

Adidas caters to a wide range of consumers, including athletes, sports enthusiasts, fitness enthusiasts, and individuals seeking athletic fashion and lifestyle products. The brand targets various market segments to ensure that it meets the diverse needs and preferences of its customers.

Here are three key aspects of Adidas' customer segments:

  • Brand collaborations: Adidas collaborates with other brands to create exclusive product lines that appeal to specific customer segments. These collaborations allow Adidas to tap into different markets and attract new customers.
  • Target markets: Adidas focuses on both professional athletes and everyday consumers. With its range of sports performance gear and lifestyle products, the brand appeals to individuals interested in sportswear and branded merchandise.
  • Diverse customer needs: By addressing diverse customer needs and preferences, Adidas ensures that its products cater to a wide customer base. Whether it's for sports performance or fashion, Adidas provides a versatile product range that appeals to different customer segments.

Distribution Channels

The distribution channels for the renowned athletic brand encompass a combination of company-owned retail stores, partnerships with third-party retailers and e-commerce platforms, as well as collaborations with other brands for exclusive product lines. This multi-faceted approach allows Adidas to ensure global accessibility and expand its reach to a wide customer base. By having company-owned retail stores, Adidas can have full control over the customer experience and brand presence. Moreover, partnerships with third-party retailers and e-commerce platforms enable the brand to reach a larger audience and tap into different markets. Collaborations with other brands for exclusive product lines not only create excitement and demand but also help Adidas expand its offerings and cater to diverse customer needs. This strategy of brand partnerships and retail expansion contributes to Adidas' continued success and growth in the market.

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Distribution Channels Description
Company-owned retail stores Full control over customer experience and brand presence
Partnerships with third-party retailers and e-commerce platforms Reach larger audience and tap into different markets
Collaborations with other brands for exclusive product lines Create excitement and demand, expand offerings and cater to diverse customer needs

Global Reach and Brand Recognition

Adidas' global reach and brand recognition have solidified its position as a leader in the athletic industry. With its widespread presence and strong reputation, Adidas has made a significant impact on the global sports industry.

The company's strategies for maintaining brand recognition in a competitive market include:

  • Innovation: Adidas consistently introduces new technologies and designs in its products, ensuring that it stays ahead of the curve and meets the evolving needs of athletes and consumers.
  • Marketing campaigns: The company invests heavily in marketing campaigns, collaborating with influential athletes, celebrities, and designers to create buzz and generate brand awareness.
  • Sponsorships and partnerships: Adidas strategically partners with sports teams, leagues, and events to enhance its visibility and connect with its target audience.

Major Shareholders and Ownership Structure

Adidas's ownership structure is characterized by major shareholders who hold significant stakes in the company. As the holding company for Adidas Group, Adidas AG is the sole owner of Adidas. However, there are several major shareholders who have significant influence on the company.

Groupe Bruxelles Lambert, a Belgian investment holding company, holds a substantial stake in Adidas. Nassef Sawiris, an Egyptian billionaire, is also a major shareholder in the company. Additionally, Norges Bank Investment Management, the asset management division of the Norwegian central bank, holds a significant stake in Adidas.

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These major shareholders play a crucial role in shaping the company's strategic decisions and direction. Their influence on Adidas ensures that the company's ownership structure remains strong and stable.

Frequently Asked Questions

What Is the Current Market Value of Adidas?

The current market value of Adidas reflects its strong market performance. As a global leader in athletic footwear and apparel, Adidas has a diverse customer base and generates revenue through product sales, brand collaborations, and licensing agreements.

How Many Retail Stores Does Adidas Have Worldwide?

Adidas has a global store count of over 2,800 retail stores, strategically located in key markets worldwide. The company continues to expand its presence through new store openings and partnerships, ensuring accessibility to its diverse customer base.

What Are Some Recent Brand Collaborations That Adidas Has Engaged In?

Adidas has engaged in various brand collaborations, partnering with renowned names like Beyoncé, Pharrell Williams, and Kanye West. These collaborations have resulted in unique collections and limited-edition releases, highlighting the brand's commitment to innovation and fashion-forward designs.

How Does Adidas Ensure Quality Control in Its Manufacturing Process?

Adidas ensures quality control in its manufacturing process through strict adherence to manufacturing standards and comprehensive product testing. By implementing rigorous quality control measures, Adidas maintains the highest level of product excellence and customer satisfaction.

What Are Some of the Key Sustainability Initiatives Undertaken by Adidas?

Adidas has taken several key sustainability initiatives, including adopting a circular economy approach by recycling materials and reducing waste. They have also focused on using eco-friendly materials in their products, contributing to a more sustainable and environmentally friendly business model.


In conclusion, Adidas has established itself as a leading global sportswear and lifestyle brand with a rich history and diverse range of products and services.

Through its various revenue streams and ownership structure, the company has achieved widespread recognition and success in the industry.

With a strong global presence and major shareholders, Adidas continues to thrive in catering to athletes, sports enthusiasts, and individuals seeking athletic fashion and lifestyle products.

How has Adidas managed to maintain its position as a top player in the market?

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