Adidas Shoes Logo Zx Flux Predator Originals Gazelle Battle Pack Samba Pure Boost Photos Images: Adidas India Adidas Shoes Logo Zx Flux Predator Originals Gazelle Battle Pack Samba Pure Boost Photos Images

Saturday, July 19, 2014

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Adidas India Biography

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For a company that sells running shoes, German sporting goods and apparel powerhouse Adidas has long preferred to tiptoe in the Indian market. Many global retail giants believe that this is a market where pots of money can be made, but Adidas has largely been cool to India.As early as 2011, the group identified North America, Greater China, Russia/CIS, Latin America, Japan and the UK as key growth markets. India managed to find mention in the annual report, but as an emerging market. Adidas chief corporate communication officer Jan Runau said India is important. How much so? "In terms of turnover, it is neither among our Top Ten markets globally nor in the Top Three in Asia.But for a market on the backburner, Adidas devoted considerable time and emphasis on India while announcing its first-quarter results earlier this month. Only, it wasn't for reasons it would have preferred or imagined.
Adidas global boss Herbert Hainer said "commercial irregularities" at its Reebok unit in India had wiped out e125 million (about Rs 870 crore) from its global profits. The problems, limited to India, could lead to further charges of around e70 million (Rs 488.39 crore), he said.These are indeed big numbers, but it is not for nothing that Adidas is the world's second biggest sporting goods company. The first-quarter earnings beat expectations on sales of e3.8 billion and operating profit of e409 million. Annual sales from soccer alone are expected to top e1.5 billion this year. Cast against these numbers, e195 million is not quite as damaging as it seems.Adidas in India What could be worrying Adidas is the nature of the losses. Reebok has been a constant underachiever in many global markets since Adidas bought its smaller US rival for $3.8 billion in August 2005. A notable exception was India. It was a market where Reebok enjoyed a head-start over rivals and even Adidas itself.
1989-entered India,license agreement with Bata.
1996-Joint venture with Magnum International Trading Co ltd.
1998-SachinTendulkar is Brand Ambassador for India.
1999-Introduced the cheapest range of shoe they had ever sold.
2001-First televised advertisement for India Paes & Sachin.
2004-Advantages Adidas campaign kicks in 30% growth milestone.
2005-Andreas Gellner is new MD,India.
Discover adidas originals at Pro-Direct Select. Featuring collections of vintage clothing, retro trainers and urban wear that blend timeless 70s and 80s designs with sports styles, adidas originals is the original lifestyle brand.The pioneers of sports style from the birth of terrace culture to the iconic hip hop fashion of the 1980’s, adidas and the iconic Trefoil logo have always been there. Re-inventing classic silhouettes from a proud and prestigious past is the key to adidas originals success in the modern fashion market. Classic styles such as adicolor clothing the adidas originals Superstar, Forum Mid, Gazelle, Samba and Campus combine with modern ranges from Jeremy Scott and David Beckham to create the perfect brand mix.The Three Stripes and Trefoil have been a relevant part of many people’s lives for decades, whether they be skaters, rockers, artists, musicians, sneaker heads, or sports fans in general adidas originals has been at the forefront of sports fashion.A month before it lifted the lid on the irregularities, Adidas sacked Subhinder Singh Prem, its India head until then. Prem is credited with Reebok's breakneck expansion in India. The company hasn't shed a light on the irregularities or if Prem had a hand. Runau and Prem did not reply to questions from ET on Sunday on the controversy.Prem has denied wrongdoing. He responded to the "defamation and termination of services" by launching legal action against the company. For its part, Adidas has replaced the management at Reebok India - COO Vishnu Bhagat also got the boot, and said it would cut the number of Reebok stores in India by about one-third (nearly 900). "The situation in India, although unfortunate, will allow us to now accelerate plans to improve a specific underperforming part of our business," Hainer said in a statement.From star performer to an underperforming business, Reebok India's fall from grace has been as astonishing as it has been rapid. How did that happen? How did Adidas stumble on the Reebok India irregularities? What really are these irregularities?The company is not telling. But the Reebok story in India is replete with instances of strategic blunders, corporate mismanagement and financial mischief, according to three people with knowledge of the matter. One of the persons, a high-ranking Adidas official, left the company only late last year after a nearly five-year stint. All three spoke on the condition of anonymity, citing the sensitivity of the matter. Rather than an underperforming asset, Reebok India's problems are much bigger, they said. More on that later.To understand the Reebok mess, one must first turn to how Adidas and Reebok were run in India. Adidas bought Reebok in 2005, but the process of melding the two Indian offshoots began only in May 2011 when Prem was made the head of the combined entity. He took over from the then Adidas India managing director Andreas Gellner, who was named managing director, South-east Europe.Prem's appointment raised few eyebrows because Reebok appeared to be the bigger division then. He was also an old hand, having joined the company in 1995. What received less attention was how Prem landed the job. The integration of the two Indian offshoots was only a formality. But the candidate for the head of the combined entity was undecided.Around 2008, Prem began gunning for the job, according to the former Adidas official. "His single-minded agenda was to become India MD, no matter what," the person said. Though Prem had the credentials, he knew he faced tough competition from Gellner, according to this person.
Adidas India began slowly, but was fast catching up with its Indian counterpart.

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