Herbert Hainer’s History at Adidas

1987 — Herbert Hainer joins Adidas Germany as sales director.

1991 — He is promoted to the position of national sales director for Adidas Germany.

1996 — Hainer is named SVP for Europe, Africa and the Middle East for the Adidas Group.

1997 — Adidas acquires Salomon Group, which includes TaylorMade. The name of the company is officially changed to Adidas-Salomon AG.

Adidas signs David Beckham to a long-term endorsement contract.

1999 — Hainer named deputy chairman and COO of Adidas-Salomon AG.

2001 — He is appointed CEO and chairman of the executive board at Adidas-Salomon AG.

2002 — Adidas and Salomon athletes win a combined 191 medals at the Winter Olympic Games, with Adidas outfitting more than half of the competing athletes.

2003 — Hainer honored with Germany’s prestigious Bambi award in the business category for his successful management of the Adidas brand.

2004 — Adidas launches its largest brand-building initiative to date, the $50 million “Impossible Is Nothing” campaign, with spots featuring sports greats Beckham, Muhammad Ali and Haile Gebreselassie.

Adidas makes products for 26 out of the 28 Olympic sports, and athletes wearing the brand win 147 gold, 73 silver and 93 bronze medals.

Adidas signs British design darling Stella McCartney to a long-term contract for Adidas by Stella McCartney, a full-range sport performance line for women. It launches at retail for spring ’05.

Footwear News names Adidas Marketer of the Year (and again
in 2011).

2005 — The Salomon Group is sold and the new Adidas Group focuses on its athletic footwear and apparel, but keeps TaylorMade-Adidas Golf.

Adidas announces it will acquire Canton, Mass.-based Reebok International Ltd. for $3.8 billion in a bid to bolster its U.S. market share.

Adidas is selected as the Company of the Year by FN.

2006 — Adidas closes its acquisition of Reebok. Hainer annouces a plan to invest heavily in the struggling brand.

2008 — As official sportswear provider for the 2008 Beijing Olympics, Adidas supplies 3 million products to more than 100,000 federations, volunteers and others, and more than 3,000 athletes compete in the brand.

Adidas launches Originals by Originals, a 24-style collection of fashion-forward shoes from designers Jeremy Scott, Alyasha Moore and Kazuki Kuraishi.

2009 — Adidas Originals launches its “60 Years of Soles & Stripes” campaign to commemorate the Adidas brand’s 60th anniversary.

Hainer’s contract as CEO of Adidas Group is extended due to his major contributions to the growth and success of the brand.

Reebok launches EasyTone wellness footwear.

2010 — The Adidas Group presents its “Route 2015” strategic business plan for expansion, innovation and sales growth in all of its brands.

2011 — Outdoor footwear specialty brand Five Ten is acquired, which adds to the Adidas Group’s outdoor category platform.

Reebok agrees to pay $25 million to settle a deceptive advertising charge by the U.S. Federal Trade Commission.

Hainer receives the 2011 Global Leadership Award from the American Institute of Contemporary German Studies for his leadership of the Adidas brand.

2012 —
Chicago Bull Derrick Rose renews his contract with Adidas for a long-term deal reportedly worth as much as $250 million, making him one of the highest-paid endorsers in the NBA.

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