Case Study on Adidas Supply Chain

7726 Words Jan 26th, 2010 31 Pages
Adidas

|Adidas |
|[pic] |
|Type |Public (AG, FWB: ADS) |
|Founded |1924 (registered in 1949)[1] |
|Founder(s) |Adolf Dassler |
|Headquarters |Herzogenaurach, Germany |
|Key people |Herbert Hainer (CEO), Erich Stamminger (CEO, Adidas |
| |Brand), Igor Landau (Chairman of supervisory board) |
| |(2009-) |
|Industry
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The acronym All Day I Dream About Soccer, although sometimes considered the origin of the adidas name, was applied retroactively. The name is actually a portmanteau word formed from "Adi" (a nickname for Adolf) and "Das" (from "Dassler").[1]
[edit] The Tapie affair
After a period of trouble following the death of Adolf Dassler's son Horst Dassler in 1987, the company was bought in 1989 by French industrialist Bernard Tapie, for 1.6 billion French francs (now €243.918 million), which Tapie borrowed. Tapie was at the time a famous specialist of rescuing bankrupt companies, an expertise on which he built his fortune.
Tapie decided to move production offshore to Asia. He also hired Madonna for promotion. He sent, from Christchurch, New Zealand, a shoe sales representative, to Germany and met Adolf Dassler's descendants (Amelia Randall Dassler and Bella Beck Dassler) and was sent back with a few items to promote the company there.
[pic]
[pic]
A pair of Adidas "Samba" football trainers.
In 1992, Tapie was

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