Adidas German Company Case Study - Management Assignment Help

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Adidas is a global German sportswear company that was formed in July 1924 about 97 years ago which is Gebruder Dassler and on 18 August 1946 un about 75 years agoas a Adidas. This company is the first company that is introducing innovate sports product in marketing which designs and manufactures footwear, apparel and accessories. The company was founded by Adolf Dassler in 1920 and the headquarters is located in Herzogenaurach, Germany. The name of Adidas is a short name of the name founded Adolf(Adi) Dassler. The dassler family decided to begin manufacturing shoes after World War 1 in July 1924. Rudolf who is his older brother started to join business and became “Dassler Brother Shoes Factory. Furthermore, one of the reason his business become successful is when Jasse Owens was reportedly wearing shoes that a gift from Adi Dassler at the 1936 Berlin Olympic. Owens medal winning performance raised global awareness of the Dassler brand. Before World War II, Dassler managed selling 200,000 pairs of shoes in every years. The company’s facilities and staff were repurposed to build anti tank weaponry aftershoes production was forced to halt in 1943. during the Second World War, it was utilized to make anti tank weaponry, but it was nearly destroyed by US forces in 1945. However, Adolf Dassler’s wife persuaded the GIs that the company and its employees were just interest in making shoes, and he was saved. Following that, American occupying soldiers became a big customer of the Dassler brothers’ shoes. After their relationship broke down in 1947, the brothers split up, with Rudolf founding a new company called Ruda from Rudolf Dassler, which was eventually rebranded Puma, and Adolf founding a corporation formally register as Adidas AG from Adi Dassler on August 18,1949. following the splits, Puma SE and Adidas had a savage and intense corporate rivalry. There was a situation when handymen were called to Rudolf’s house, they would wear Adidas shoes on purpose. Rudolf would urge them to go down to the basement then get a free pair of Pumas. Although they are now buried in same cemetery, the two brothers never reconciled, and both graves are as far apart as possible.

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