Adidas AG
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Acquisitions
4
Total Acquisitions
$4.1B
Disclosed Deal Value
2015
$240M
Adidas acquired Runtastic to deepen digital running, training, and consumer engagement outside the purchase moment.
The deal supported Adidas' digital fitness ambitions and connected product launches with activity data.
Runtastic helped Adidas build app capability, though digital fitness did not become as important as footwear, apparel, wholesale, and DTC commerce.
2011
$25M
Adidas acquired Five Ten to strengthen technical outdoor, climbing, mountain biking, and approach-shoe credibility.
Five Ten gave Adidas specialist authenticity and technology that fit the Terrex/outdoor ecosystem.
Five Ten remains a useful niche asset because it adds technical credibility rather than just scale.
2006
$3.8B
Adidas acquired Reebok to add scale in North America, fitness credibility, and a second global sportswear brand to challenge Nike.
The deal added reach but never solved Adidas' North America weakness or created the hoped-for brand portfolio advantage.
Reebok became a cautionary case: scale and distribution could not overcome weak brand fit, and Adidas eventually refocused on the core Adidas brand.
1997
Adidas acquired TaylorMade to expand into golf equipment and premium sport categories.
TaylorMade added category credibility but sat outside Adidas' core footwear and apparel focus.
The sale reinforced Adidas' preference for focusing capital on the Adidas brand and closely connected sport categories.
Adidas' growth strategy is to keep sport at the center, scale running and football, manage archive lifestyle demand carefully, strengthen DTC without weakening wholesale partners, localize products by market, and protect full-price sell-through.
Adidas makes money by designing and marketing footwear, apparel, and accessories sold through wholesale partners, owned retail stores, and e-commerce. In 2025, wholesale represented 60% of net sales and direct-to-consumer represented 40%, with footwear as the largest product category.
Yes. Adidas bought Reebok in 2006, then agreed to sell it to Authentic Brands Group in 2021 for up to EUR2.1 billion.
Adidas sold Reebok to simplify the portfolio and focus resources on strengthening the core Adidas brand.
Adidas acquired assets such as TaylorMade, Five Ten, and Runtastic, though several non-core businesses were later sold or deemphasized.
Reebok added scale but never became the North America weapon Adidas hoped for, making it a cautionary brand-fit case.
Adidas is more focused on the Adidas brand, product franchises, channels, and partnerships than on managing a broad portfolio of acquired brands.