Adidas AG

Sportswear and athletic apparelFounded 1949- HQ today: Herzogenaurach, Germany

Founders

Who Founded Adidas?

Adolf Dassler · Founded 1949 · HQ today: Herzogenaurach, Germany

Who founded Adidas?

Adidas was founded by Adolf Dassler in 1949 in Herzogenaurach, Germany. It is now led by Bjørn Gulden.

Founders: Adolf Dassler
Founded: 1949
Headquarters: Herzogenaurach, Germany
Number of founders: 1
Current CEO: Bjørn Gulden (since 2023)

Where was Adidas founded?: Adidas was founded in Herzogenaurach, Germany in 1949. adidas-group.com
When was Adidas founded?: Adidas was founded in 1949.
Who started Adidas?: Adidas was founded by Adolf Dassler.
How old is Adidas?: Adidas is 77 years old as of 2026.

Founding Story

Adolf and Rudolf Dassler established the Dassler Brothers Shoe Factory in 1924. After the brothers separated, Adolf 'Adi' Dassler registered Adidas in Herzogenaurach in 1949, while Rudolf founded Puma. Rudolf is part of the predecessor-company history but was not a founder of Adidas.

Adolf Dassler

Co-founder 1949

Background

Adolf Adi Dassler worked in the Dassler Brothers Shoe Factory with his brother Rudolf before the brothers separated. Adolf registered Adidas in Herzogenaurach in 1949; Rudolf founded Puma.

Role at Adidas AG

Adolf Dassler was the sole founder of Adidas. He developed sport-specific footwear, sought athlete feedback, and registered the Adidas company and 3-Stripes footwear in 1949. His earlier work with Rudolf Dassler belongs to the predecessor Dassler Brothers business, not to Adidas's founder list.

Adolf Dassler was born in 1900.

Adolf "Adi" Dassler was born on November 3, 1900 and died on September 6, 1978. A cobbler and inventor, he started the shoe company Gebruder Dassler Schuhfabrik, which his older brother Rudolf, later the founder of Puma, joined in 1924.

Adidas AG: CEO & Leadership History

Full timeline →

Bjørn Gulden

CEO

2023 – Present

Adidas reported 2025 sales of ~$28 billion (EUR24.811 billion) and attributable net income of ~$1.51 billion (EUR1.340 billion) during his tenure. His appointment was extended through 2030.

Kasper Rørsted

CEO

2016 – 2022

Under Rørsted's leadership from 2016 to 2022, Adidas doubled its North American market share and expanded annual e-commerce sales from €1 billion to over €4 billion. Although he improved operating margins during his early years, severe supply chain disruptions in Asia, consumer boycotts in China, and accumulating unsold inventory forced him to step down in late 2022, paving the way for Bjørn Gulden's turnaround.

Herbert Hainer

CEO

2001 – 2016

During his tenure Adidas expanded its brand portfolio and grew its global footwear and apparel business.

Robert Louis-Dreyfus

CEO

1993 – 2001

He led Adidas through its 1990s restructuring and transition to a publicly listed sporting-goods group.

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Who Founded Adidas? FAQ

Who founded Adidas and in what year was it established?

Adolf 'Adi' Dassler was the sole founder of Adidas and registered the company in Herzogenaurach on August 18, 1949. Rudolf Dassler founded Puma.

What was the Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory)?

In 1924, Adi and Rudolf Dassler founded the Dassler Brothers Shoe Factory in their mother's laundry room, crafting specialized spiked running shoes for track athletes.

How did Adi Dassler equip Jesse Owens at the 1936 Berlin Olympics?

Adi Dassler drove to the 1936 Berlin Olympic village with a suitcase of handmade track spikes, convincing African-American track icon Jesse Owens to wear them as he won four historic Olympic gold medals.

What caused the famous feud between brothers Adi and Rudolf Dassler?

Tensions during World War II created an irreparable personal rift between the brothers, leading them to split their factory in 1948: Adi founded Adidas, while Rudolf founded Puma on the other side of the Aurach river.

Why did Adi Dassler create the well-known 3-Stripes design?

Adi Dassler originally added three leather stripes to the sides of his canvas running shoes for lateral structural support, later trademarking the design in 1949 as the globally recognized symbol of Adidas.

What was the 'Miracle of Bern' in 1954 and how did it establish Adidas?

In the 1954 FIFA World Cup final, West Germany wore Adidas boots with replaceable studs. The tournament increased international recognition of Adidas football footwear.

Who was Käthe Dassler and what was her role in building Adidas?

Käthe Dassler, Adi's wife, managed commercial operations, customer service, and daily administration, acting as the business backbone of Adidas while Adi focused on shoemaking innovation.

When did the Dassler family surrender ownership of Adidas?

Following the death of Adi's son Horst Dassler in 1987, the Dassler family sold their remaining controlling shares in 1989 to French investor Bernard Tapie, ending six decades of family ownership.

Who founded Adidas?

Adolf "Adi" Dassler founded the company, famously innovating athletic footwear by putting spikes on running shoes for Olympic athletes in the 1930s.

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Explore Adidas

Core profile pages, founders and related research hubs for this company.

Who founded Adidas?

Founding Story

Adolf Dassler

Background

Role at Adidas AG

Adidas AG: CEO & Leadership History

Keep researching Adidas

Who Founded Adidas? FAQ

Who founded Adidas and in what year was it established?

What was the Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory)?

How did Adi Dassler equip Jesse Owens at the 1936 Berlin Olympics?

What caused the famous feud between brothers Adi and Rudolf Dassler?

Why did Adi Dassler create the well-known 3-Stripes design?

What was the 'Miracle of Bern' in 1954 and how did it establish Adidas?

Who was Käthe Dassler and what was her role in building Adidas?

When did the Dassler family surrender ownership of Adidas?

Who founded Adidas?

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