Skip to main content
Updated:
Original:

Adidas Struggles to Lure Top Designers to German HQ

Author:

A lot has changed since Adidas was founded by a pair of brothers back in 1924 in Herzogenaurach, Germany. And even more has changed for the famed athletic footwear and apparel brand in the last couple of years. From their highs - outfitting the 2014 World Cup Champions - to their lows - dropping a spot to third beneath Under Armour and Nike as the top sportswear brands, Adidas recognizes that it's time to shake things up a bit. In an effort to regain its market share, especially in the United States, adidas has recently taken on a few interesting tactics, including scooping up a few top Nike designers to join their new Brooklyn-based creative design studio and moving more key roles to their burgeoning Portland, OR office, including Paul Gaudio's position as global creative director. However, long-time CEO Herbert Hainer himself has no plans of moving away from the spot in Bavaria alongside companies like BMW, Audi, and Allianz in the middle of the rolling farm country. Although it has a high quality of life and the security many families are looking for, the quiet spot doesn't necessarily spark images as a design capital, with a former employes noting the town was "too boring." However, that doesn't mean that anyone who visits the HQ isn't in awe of what has been accomplished there; it's just time to recognize that, just like teams they outfit, agility, innovation, and tenacity is what gets you to the top. Ultimately, the proof will have to be in the sneaker pudding on if the new ventures in Portland and Brooklyn will help adidas regain their traction.

via Business Insider