Adidas AG is a German sportswear company founded solely by Adolf 'Adi' Dassler in 1949. Rudolf Dassler was part of the predecessor Dassler Brothers business and later founded Puma. Adidas reported 2025 sales of ~$28 billion (EUR24.811 billion), net income attributable to shareholders of ~$1.51 billion (EUR1.340 billion), and 64,938 employees at year-end.
What does Adidas sell?
Adidas develops and markets athletic and lifestyle footwear, apparel, and accessories. In 2025, footwear generated ~$16.1 billion (EUR14.232 billion), apparel ~$9.9 billion (EUR8.764 billion), and accessories ~$2.05 billion (EUR1.815 billion) in sales.
How does Adidas make money?
Adidas sells through wholesale partners, owned retail stores, and e-commerce. Wholesale represented 60% of 2025 sales and direct-to-consumer channels represented 40%.
Who leads Adidas?
Bjørn Gulden has served as CEO since January 2023. The CEO timeline also includes Robert Louis-Dreyfus from 1993 to 2001, Herbert Hainer from 2001 to 2016, and Kasper Rørsted from 2016 to 2022.
What happened to Reebok?
Adidas completed its acquisition of Reebok in 2006. It later agreed to sell Reebok to Authentic Brands Group in 2021 for total consideration of up to $2.37 billion (EUR2.1 billion); that sale was a divestiture, not an acquisition.
What other companies did Adidas acquire?
Adidas acquired Salomon Group in 1997, Five Ten in 2011, and Runtastic in 2015. The Runtastic transaction had an enterprise value of ~$249 million (EUR220 million).
