THIS IS THE NEW MASTER WHO RAISED UP THE SLEEPING GIANT.
Robert Louis-Dreyfus. The new CEO
found the almost impossible task easy. Together with his partner Christian Tourres,
he realized that there was no need to reinvent the almost bankrupt Adidas, it
just needed a new direction. It transforms the sleeping giant from a
sales-to-marketing-driven organization and puts Adidas back on track. In 1995,
six years after the corporation was formed, Adidas went public and added a new
marketing slogan that could not sum it up better: “We knew then, we know now”.
Although the company was still
facing financial challenges, a new marketing team rejected Adidas after years
of improving athletes. Several famous Adidas inventions were born, such as
Torsion (1989), Equipment concept (1991), Streetball Campaign (1992), and
Predator Football Boot (1994).
Back on the right track, Adidas
added a new member to their team. With the acquisition of Salmon Group and its
brands Salmon, TaylorMade, Mavic, and Bonfire, the company was renamed
Adidas-Salmon AG.
Herbert Heiner became the new CEO of
Adidas-Salmon AG and with him, the focus of the company became more focused on
innovation. The F50 football boot, released just in time for the 2006 FIFA
World Cup in Climacool (2002), Adezero (2004), and Germany came on the market
as the new CEO. Herbert Heiner will take this company from one record to
another.
As the new century began, Adidas
relaunched the game. In addition to the sports performance offer, Adidas was
the first in the industry to launch a new lifestyle segment focusing on
sports-inspired streetwear. In the years to come, new partnerships with Yohji
Yamamoto (2002) and Stella McCartney (2004) were born along with exciting
labels such as Y-3 (2003) and Porsche Design Sport (2007).
A year after Adidas and Salmon left
separately when the second and its brands (excluding TaylorMade) were sold at Amer
Sports, Adidas acquired Reebok, merging two more brands, including the Rockport
and Reebok-CCM hockey brands. Respected in the world. And the most well-known
companies in the sporting goods industry. In June, the company was renamed
Adidas AG.
When you're already great, how do you get better? You keep
training. Or join forces with someone who complements you and your strengths.
In 2011, Adidas Outdoor Specialists Five Ten and TaylorMade
first acquired Ashworth Golf Company in 2009, and three years later Adams Golf -making
the Company made it even stronger for the road ahead.
LEADER WITH A DIGITAL VISION
Fifteen years later, Herbert Heiner
passed the CEO baton at Kasper Rorsted in October 2016. After his move to
Adidas after leading the German consumer goods company Henkel for eight years,
Dan became quite popular among staff, media, and investors. As the fashion and
sportswear industries continue to revolutionize the way life is integrated by
integrating health and fitness, Rorsted strategy has not led the company to new
successes in the digital age. building on the previously established strategy,
‘Creating the New’.
FOCUS ON KEY COMPETENCIES(2017)
With the divestiture of its hockey
brand CCM and its golf brands TaylorMade, Adams Golf, and Ashworth the company
further contributed to its strategy “Creating the New” and focused on its core
competencies in footwear and apparel and its major brands Adidas and Reebok.
Adidas celebrates the opening of its new office building ‘Arena’, finalizing the expansion of the company’s headquarters – The ‘World of Sports’ – in Herzogenaurach, Germany. Now, for the first time ever, all 5,400 Herzo-based employees are located on one campus in an environment that fully embraces the company’s unique company culture.
The globally applied ‘Marina’ workplace concept is fully integrated into the arena, providing activity-based workspaces with a focus on flexibility and communication - scheduled desks are a thing of the past and employees can range from casual gatherings to formal meeting rooms and individual focus areas. Choose different from different rooms and places.
M.ZAMAN(RASEL)
:TURNED- AROUND OF A GIANT ORGANIZATION STORY.){kind=link}
0 Comments