"we make a mean team, my Adidas and me we get around together, rhyme forever" -Run-D.M.C., from their album Raising Hell
Herbert Hainer stepped up to pilot the Adidas team when he was officially appointed CEO and Chairman of the Executive Board on March 8th, 2001. This appointment marked the beginning of a new era for Adidas. In 2002, Adidas signed a deal with popular hip-hop artist Missy Elliot. The custom clothes and shoes worn by the artist and her dancers in music videos and other performances gained ground for Adidas in the urban markets of the U.S. and Europe. Missy Elliot and Adidas later collaborated to release her own line of sport inspired footwear, apparel, and accessories that reflected her personal style, flare, and personality. The collection, called the RESPECT ME collection, was designed to generate the message of "positivity and empowerment." From the official Adidas press release:
The RESPECT ME collection looks back at adidas’ old school street credibility while simultaneously contemporizing the Trefoil for hip hop’s newer generation. The collection will have 3 competitive components: Bass, Rhythm and Remix – targeting different looks and distribution channels. Sizes will range from XS to 2XL, for women of all sizes, with select items available as unisex pieces. RESPECT ME is a concept that connects adidas to the street in an authentic and unique way via a strong, positive female artist. Missy Elliott’s personality and her love for adidas, her music and her fans drive every aspect of the collection.
A percentage of sales from the RESPECT ME line will benefit Break the Cycle, an innovative non-profit organization whose mission is to end domestic violence by working proactively with youth. Missy Elliott is a national spokesperson for Break the Cycle and has pledged to raise $ 5 million for the organization via industry contacts and cause related marketing initiatives. Missy’s determination to put hip hop back on the positive path is undisputable: “I do believe when you reach a certain status in this business, you got to be positive. You have to remember you are a role model.” adidas is proud to join Missy Elliott in these efforts. RESPECT ME is a platform for positivity, empowerment, style, skills, friendship and above all, respect.
The line launched globally in November of 2004 and was successful not only with Missy's fan-base, but in the larger urban women's market. This new method of endorsement and marketing was perhaps inspired by Reebok's Sound and Rhythm Collection, a fusion between sports and music and popular culture at large. Adidas took another giant leap into the future when, in 2005, they introduced the "World's First Intelligent Shoe"; a running shoe, called the Adidas_1, containing a microprocessor able to perform 5 million calculations per second. The processor automatically adjusts the level of cushioning to suit demand and environment, providing personalized impact protection for the wearer. The shoes require a small battery that last for approximately 100 hours. The Adidas_1 retails for about $250 and certainly can be called the most advanced running shoes available to date.
Also in 2005, Adidas sold their partner company Salomon group and announced their intention to buy rival company Reebok for 3.8 billion US dollars. “adidas is the perfect partner for Reebok,” said Paul Fireman, Reebok Chairman and CEO. “With adidas, we are able to offer an enhanced portfolio of global brands that truly addresses the needs of today’s and tomorrow’s consumers. By combining technical innovations such as the Reebok Pump 2.0 and Adidas ClimaCool system, sharing resources, and combining market share, the new Adidas-Reebok group hopes to compete with current market leader Nike and create a stronger presence as a lifestyle brand among today's youth. Says Herbert Hainer, Chairman and CEO of Adidas-Salomon, "Today’s announcement represents a major strategic milestone for our Group. This is a once-in-a-lifetime opportunity to combine two of the most respected and well-known companies in the worldwide sporting goods industry. adidas-Salomon and Reebok are energetic and growing companies with a shared commitment to innovation, sport performance and sport lifestyle.
When the Dassler Brothers went their separate ways in 1949, it would have been hard to predict that their companies would become two of the most globally recognized name brand sneakers, Puma and Adidas. Adidas grew through the 60's and 70's, dominating the market and making the brand well known through sponsorships of football teams, Olympians and famous athletes such as Mohammad Ali. Youth culture has been a significant part of the success of Adidas shoes. Hip Hop has been a significant influence with Run DMC leading the way in their Adidas Superstars and releasing a single called My Adidas.
The brand has been through several logo changes and still remains instantly recognizable despite its replacement of the beloved Trefoil logo with new performance oriented logo. This new logo adorns all the new performance styles such as the A3 and Clima Cool ranges. While not currently a dominating force in the market, Adidas has retained a respectable share and an authenticity of purpose by sponsoring club soccer teams as well as being the preferred footwear of many national teams at the FIFA World Cup. Adidas stands poised to once again become a leader in the world athletic and lifestyle shoe market.
