The group floated stocks in 1995 under the leadership of Robert Louis-Dreyfus as chairman of the executive board. Presently, Herbert Hainer is in charge of the group.Adidas has a wide and varied history of acquisitions. It was in the year of 1997, the group acquired Salomon Group, thereby changing the name of the group to Adidas-Salomon AG. But in 2005, Adidas decided to part its way with Salomon and changed its name to Adidas AG. The company had a remarkable achievement in 2006 when it acquired Reebok International Ltd. With this takeover materializing, the two of the most reputed brands in the industry expected to have a wide market share with complementary products. The worldwide market of the group includes Europe, North America, Asia-Pacific, and Latin America thus making the company truly multinational (Adidas Group, The Adidas Group at a Glance).The present type of the products of the company includes three broad heads that of footwear, clothing, and accessories. The section of footwear includes shoes and flips flops. A host of items like jackets, jerseys, shirts, shorts, pants and tights, sweatshirts, tracksuits, swimwear, tops, and pants are part of the clothing section. Accessories of Adidas include bags, eyewear, watches, hardware, hats, and stocks, etc (Adidas, Catalogue).Being a market leader of all most all the product segment they are into, Adidas might look into new product line so that the company can get diversified. The development and launch of energy drink can be a viable option for the company. Energy drinks are such drinks which provide more energy to the drinker compared to other drinks. Adidas already has a wide market in the arena of sports with all its existing products. With energy drink in the product category, the company can expect to get more penetration into its core competency.
A Strategy for Devise and Launch of a new Adidas Product