Adidas

The story of Adidas begins in a small German village in 1925. Located 12 miles north west of Nuremberg in the little village of Herzogenaurach Adolf 'Adi' Dassler first created the handmade athletic shoes with the three stripes. The new brand Adidas started making it one of the world's most original sports wear brands and gives it one of the richest history of products, sponsored athletes and winning teams.

Product and marketing initiatives at Adidas primarily focus on five global priorities, which are expected to generate over 80% of the brand's top-line growth until 2010: running, football, basketball, training and Originals. The Adidas brand attitude "impossible is nothing" drives all brand communication initiatives and helps strengthen the brand's bond with consumers.

Adidas and more importantly Adidas Originals have been a part of the Urban Industry Store since 2005. With a well-defined and segmented distribution approach and a premium-price strategy, Adidas clearly positions itself as a top-notch brand in all markets. Adidas Originals inspires and enables consumers with stories of authenticity, creativity and individuality.

From the beginning Adidas has never stopped developing revolutionary products based on the concept of intelligent products like their watches. Adidas watches have one guiding principle: to equip all athletes to achieve their own impossible. The Adidas watch has a clear mission - "to be the leading sports watch brand in the world".

The Adidas range of watches is designed for the fashion-conscious consumer who demands more than simple aesthetics in their purchases. Adidas watches are made with great eye for detail and bring to life the Originals ethos of classic and relevant style.

Adi recognised the need for a performance athletic shoe and Adidas began small producing a limited range of soccer and running shoes. Adi had a clear, simple and unwavering passion for sport and made products that Adidas is best known for even today. His passion for sport with the benefit of more than 50 years of relentless innovation, helps Adidas to continue to make a really good equipment and watches.