Taariikhda "Adidas", qaab dhismeedka iyo hawlaha shirkadda

Maanta mid si dhib leh ka heli kartaa qofka noqon lahaa shirkadda waxyaabaha aan la aqoon Adidas, laakiin wax yar uun ogaan taariikhda "Adidas" ka dibna, waxa hab adag waxa uu noqday sidaas oo caan ah oo adduunka ah. kala duwan ee wax soo saarka ee brand this kuu ogolaanaya in aad si fudud u soo qaado marsho ah Isboorti, oo wakiil ka ah waxyaalaha ugu horyalka Talyaaniga iyo raaxo leh, laga sameeyey oo ku saleysan teknoolajiyada casriga ah si wadajir ah ula samaynta iyo xiddigaha-heer caalami ah. Laakiin sheekada "Adidas" ogyahay maalmood ah marka aysan jirin mid ka mid ah oo ku saabsan shirkadda xataa aan maqlay. Tani waa sababta badan daneeyn doonaan inay bartaan sida si ay u horumariyaan brand dunida-caan ah.

aasaas

Taariikhda oo ka mid ah "Adidas" Shirkadda bilaabmaa 1920. Magaca brand ka ahaa ay sabab u tahay aasaasaha - Adolf Dassler, iyo waxa uu isugu jiraa mid ah dhawaaqyada bilowga ah ee magiciisa hore iyo intii dambeba.

hamiday Main nolosha ahaa kubada cagta Dassler, kuwaas oo wakhtigaas waxaa kaliya laga bilaabo in la si weyn loo faafin Europe. Ka dib markii guuldarro Germany ee 1918 iyo Bilowgii hore ee dhibaatooyinka halis ah oo sicir-bararka, dalku ku soo jiray muquurtay depression dhaqaalaha, iyadoo malaayiin askari ah inay ilaaliyaan ugu soo laabtay ka furimaha hore, si joogto ah isagoo intaa ku daray in tirada shaqo la'aan, taas oo si fudud u haysan meel ay u degaan. Sidoo kale in xaalad adag oo helay Dassler qoyska, kaas oo ka dib markii podrabotok badan go'aansaday horraantii 1920 si ay ganacsi u gaar ah samaynta kabaha furo - taasi waa sheekada bilowday "Adidas".

midhaha ugu horreeya

By fulinta fikrad Dassler yimid arrin masuuliyad. Sida qolka dharka lagu dhaqdo hooyada ayaa loo isticmaalaa garaash kab. Waxaa xusid mudan in Adolf tusay xariif wanaagsan, samaynta mishiinka for jarida Saamaha ka baaskiil caadi ah. History of adag "Adidas" ayaa ay asal ahaan si hufan oo leh aqoon isweydaarsi garaashka yar noocan oo kale ah. In aayaheeda ayay ka shaqeeyeen hal shay: aabbe iyo wiilashiisii - Rudolf iyo Adolf - kabo kroili, iyo hooyadiis, iyo gabadhiisa shaqeeyeen tilmaantii shiraac ah.

kabaha First, taas oo ka bilaabanayso taariikhda shirkadda 'Adidas' ka dhigan dacas hurdada caadiga ah qalabka ciidamada lagu sameeyo, sida ay calaacalaha kabaha gooyay taayirada la tuuray. Isla mar ahaantaana Adolf ku hawlan horumarinta daydo cusub iyo wax soo saarka abaabulka, halka Rudy Suuq dhammaan dawooyinka la macmalay.

Muddo afar sano ah, sheekada "Adidas" qaadataa on qof cusub - in studio ka shaqeeya laba iyo toban shaqaale mushahar, iyo maalinta la soo saaray isla markiiba 50 lammaane oo kabaha. Waxaa xusid mudan in 1924 ganacsiga waxaa loo bixiyey "Factory Shoe Dassler Brothers".

1925

Taariikhda kabaha "adidas" taariikhda dib ugu 1925, iyo kabaha this waxa uu noqday mid gaar ah, keliya ma aha ee Germany, laakiin sidoo kale bulshada adduunka oo dhan ah. Gaar ahaan, gaar ahaan kabaha walaalo Tselyayn abuurtay Sabuul bir, oo ay dunida oo bilaabay inuu si firfircoon u isticmaalaan ciyaaraha "Sabuul."

1927-1929 sano

Tan iyo "Sabuul" taariikhda ugu horeysay ee shirkadda "Adidas" ayaa si firfircoon uga horumarsan, iyo aqoon isweydaarsi yar koray galay warshad yar. Waayo, goobta wax soo saarka ayaa kiro dhamaystiran dhismaha iyo in ay shaqada ka soo kiraysteen 25 shaqaale ah. Maalin kasta, brand this soo saaro ilaa 100 kabo ah.

In 1928, run ahaantii bilaabo inuu la abuuray ee "Adidas" story brand, maxaa yeelay, shirkadda soo saaray patent ah a "kororka", iyo badeecada Dassler bilaabo inuu ku faafay adduunka oo dhan. At Olympic Games ee Amsterdam, ciyaartooyda badan ay bilaabeen inay in kabaha la logo hadlo, iyo in 1929 Warshadda ayaa la ballaadhiyey Kumaan iyo kabaha kubada cagta.

30 sano

In kasta oo xiisadda dhaqaale ee Germany, shirkada waxaa sii xoogaysanaya, si buuxda faa'iidaysta dhismaha ijaaray iyo dhigin, dhismaha cusub saddex dabaq-soo-saarka. Inta lagu guda jiro ciyaaraha Olympic bilaabay socod ah triumphal alaabta shirkadda ee dalalka oo dhan ee dunida. Gaar ahaan, ciyaartoyda ka soo ciyaaray kabaha Adidas, guuleysto bilado Olympic, iyo diiwaanka dunida dhigay, siinta ururada advertising cajiib ah.

In 1938 wuxuu warshad kale oo ka furmay dalka reer Herzogenaurach, taas oo ka bilaabanayso saarka maalin 1,000 lammaane oo kabaha. Tan iyo bilowgii dagaalkii labaad ee adduunka, shirkadda helay dhibaatooyin fara badan. Inkastoo, waxa uu ahaa "Adidas" taariikhda abuurka iyo waxqabad profile, warshado ku ahaa isku day ah in ay soo saaraan bambada garabka laga gano, laakiin fikradda aan la fulin. Marka tan la eego, waxaa la go'aamiyay in la sameeyo kabo tababarka Jarmalka lagu qabtay wakhtiga adeegga militariga.

40eeyaha

In 1945, Warshadda Dassler walaalo kordhay kala duwan, iyo hoos u eego wax magdhow ah waxa ay leedahay in la macmalay ee kabaha hockey gaarka ah US, iyo halkii ay helaan gashi, teendhooyin, gelinno, iyo sidoo kale qalab kale oo badan oo la tuuraa. Thanks to malaha qani ku ah Adolf ay u maamulaan si loo sameeyey qalab ka helay daydo cusub ee kabaha. Rudolph dhaco xerada POW ah oo wuxuu galay.

Shirkadda isku dayo in uu si firfircoon u taageeraan ciyaartoyda sare, iyo sidoo kale lacagta dharka iyo xitaa qaar ka mid ah waxay bixisaa mushaarka for xaqiiqda ah in ay ka soo muuqan waxa ku jira.

kala

In 1946, "Adidas" taariikhda soo socda in dhamaadka ah, ka dibna u leeyihiin in ay macno ahaan bilowdo ka xoq. Rudolf laga sii daayay xabsiga, laakiin walaalaha mar dambe ma ay awoodaan in ay ka heli luqadda caadi ah. Muddo dhawr sano jiro kala qeybinta ganacsi, waxaana jira laba shirkadood oo kala duwan - "Adidas" iyo "Puma". History of abuurka ah ee mid kasta oo iyaga ka mid ah ayaa hadda isagoo si gaar ah.

In 1948, ka dib kala kama dambaysta ah ee ganacsiga qoyska, Adolf qaadataa hoos warshad uu garabka Addas, halka Rudolph helo warshad Ruda. Waqti ka, magaca bedelay in Puma Ruda, iyo Addas beddelin Addidas. Waxaa muuqatay sida "Adidas" brand iyo "Puma". Taariikhda labada shirkadood bilaabay ay tartan aad u adag ku murmeen dhexdooda.

Adolf bilaabaa in uu sameeyo model cusub - kabaha caag laga sameeyey, rakibay Sabuul saari karo.

50 sano

Taariikhda aasaasay of "Adidas" sida kiiska Adolf madax banaan mar bilaabmaa si ay u horumariyaan, iyo waxa ay soo saartaa badan oo waxyaabaha cusub ay brand u gaar ah, samaynta suurto gal faafinta ubalaadhan ee astaanta ah ee dunida oo dhan. Haddaba, logo waxaa laga arki karaa on bacaha iyo qalabka ciyaaraha ee, iyo isku midka ah in ay si firfircoon kor u guulaha Olambikada kala duwan mahad.

60 sano

History of adag "Adidas" iyo "Puma" waa si weyn u kala duwan ka soo midba midka kale. Shirkadda Adolf si degdeg ah u koraya, halka Puma weli waa ka fog tahay ka danbeeya. More walaalkiis guul bilawday tilmaamay kubadaha, iyo sidoo kale soo saartaa cibaaro ah - kabo gaar ah ku qalabeysan polyurethane doorsoon kaliya. Waxaa xusid mudan xaqiiqada ah in xitaa maanta kabaha sida jecel yahay si caddaalad ah oo baahsan.

80-90s

In 1978, Adolf Dassler dhintay, iyo horumarinta ganacsiga bilaabay barbarta xaaskiisa iyo wiilkiisa Horst. Waxaa xusid mudan in markii ugu horeysay, ganacsiga ayaa sameeyay si aad u wanaagsan, iyo in 1983, Horst xataa abuuray shirkaddii ugu horreysay ee marketing taariikhda, kaas oo loogu talagalay kala duwan ee dhacdooyinka isboorti.

In 1985, Horst Hooyadii ayaa dhimatay, iyo in 1986 uu si lama filaan ah u dhintay, isaga qudhiisa. Habeynta shirkada ku fashilantay in ay buuxiso, sidaas shirkadda yimid jeer aad u adag, oo kaliya sanadkii 1990 khasaaraha ay lacag si ay lacag badan. Dhalinyarada ayaa sii kordheysa bilaabay inuu door bidaan noocyada dheeraad ah oo casri ah sida Reebok iyo Nike. Waxaa xusid mudan in shirkadda ugu horrayn waxyaabaha Adidas ayaa la soo saaray ee Germany, taas oo uu bixiyo kharashka la taaban karo, halka Reebok iyo Nike manufactures waxyaabaha ay inta badan in ay dhirta Shiinaha iyo Thailand. Degdeg loogu baahan yahay in la saxo xaaladda sida Adidas sii waday in ay noqon brand si fiican u yaqaan, oo waxaa nacas ah oo kaliya ha dhinto noqon lahaa.

Waxaa ka soo dhibaatooyinka this bilaabaan inay la "Nike" iyo "Adidas" tartamaan. Taariikhda shirkadda ee dhamaadka iyo ma sababtoo ah marka khasaare ay si weyn u badnayn daqliga aad heshay, 80% tirada guud ee saamiyada u tageen inay Maal Faransiiska Bernard Tapie by magaca. Qaab daran oo ku filan, laakiin ka dib markii macaamilka ganacsi this ee wakhti aad u yar faa'iidada brand ah ayaa kor u kacay ku dhowaad laba jeer.

Tan iyo 1993, ku takhasusay shirkadda abuuraa sheeko brand cusub, iyadoo baxa maamulayaasha tayo leh oo ka mid ah ururada tartamaya ugu weyn - Reebok iyo Nike. awoodda wax soo saarka waxaa si tartiib ah uu bilaabay in lagu wareejiyo dal oo ay mushaar yihiin aad uga yar tahay mid ka mid ah Yurub. Waqti ka, waxyaabaha ku jira hoos brand ee Adidas gebi ahaan ku ba'aan laga helay tafaariiqle ah, maxaa yeelay adduunka oo dhan ayaa bilaabay in la furo dukaamada flagship.

Adidas oo casri ah

Sannadkii 2008 shirkadda u saxiixay heshiis 10 sano ah oo la Ruush Football Union, iyo ilaa maantadan la joogo ayaa la soo saara articles kala duwan ee kabaha, dharka iyo cayn kasta oo qalabka tababarka. Waqtigan xaadirka ah, post ee CEO of kooxda qaadataa Herbert Hainer.

Ka mid ah kooxda casriga ah waxaa ka mid ah sida magac fiican u yaqaan sida Reebok, RBK & CCM, Rockport iyo Hockey, this tiro badan oo ah waxyaabaha cusub, taas oo ku kala duwan yihiin aragtida gebi ahaanba kacaan, design xiiso leh, iyo sidoo kale wax qabadka xad sare farsamo abuuraa.

guulaha Sporting

Ma aha la yaab leh, shirkadda helay mahad inta badan loo yaqaano si kala duwan ee guulaha isboorti ee ciyaaraha fudud kuwaas oo ciyaaray kooxda la sii daayay hoos brand this. Si kastaba ha ahaatee, qof kasta oo aan arko cida dhab ahaan keentaa caanka ah ee shirkadda this.

Waxaa dhammaan bilaabay markii, 1928, wada jir ah ula Tababaraha kooxda Olympic Jarmalka Dassler yeesho iyo manufactures ah kabo cusub baasto, iyo in 1931 la sii daayay kabaha tennis gaar ah.

In 1932, Orodyahanka Jarmal magacaabay Arthur Yonath tartanka helo biladda maarta ah ee 100 mitir ciyaaraha US Olympic, iyo ka dib afar sano oo ay leeyihiin kaalinta labaad American Dzhessi Ouen diiro afar biladood oo dahab ah iyo nooc sida shan diiwaanka dunida ee Berlin, ku hadlaya kabaha ka soo saaraha this. Waxay ka dhigaysa Olympics ka Dhuxul yaqaan adduunka oo dhan.

Ka dib markii la sii daayo kabo shirkadda Sabuul saari "Adidas" ayaa hore u jiido ka hor si weyn marka la barbardhigo tartan ugu weyn - shirkadda Puma. Ciyaaraha soo socda Olympic ee Helsinki, kaas oo lagu qabtay sanadkii 1952, ayaa mar kale xaqiijiyay in safka hore ee saaraha this, tan iyo inta badan ka turjimaysa kiisaska fudud ee ay kabo ee brand this gaar ah.

Liibaan kale oo ururka ahaa guusha kooxda Jarmalka ku guuleystay Koobka Adduunka, iyo waqti isku mid ah u dhaqmeen sida kabaha "Adidas" ee guud ahaanteed. Is barbar socda Adolf go'aansaday in ay ku baahiyaan ay brand on calaamado ayaa lagu dhegaysanayay agagaarka garoonka kubadda cagta, sababtoo ah marka laga soo tago taageerayaasha kuwaas oo garoonka yimid, waxay arki karin iyo kuwa daawadayaasha kuwaas oo daawaday ciyaarta on telefishanka. in afar meelood saddex ka mid ah tirada guud ee ku guuleystay ciyaarihii Olympic ee Melbourne Ka dib markii ay sidoo kale ku guuleystay horyaal oo ay kabo Adidas.

demoqaraadiyad ahaayeen kuwo aad u guul shirkadda la eego horumarinta ganacsiga. First of dhan, waxay bilowday inay keeni ciyaaraha Olympic ee Rome, koobka aduunka ee sanadka 62-aad, iyo sidoo kale qaatay ciyaarihii Olimbikada ee Tokyo, kaas oo lagu qabtay sanadkii 1964. On the kulan Mexican ah oo ku saabsan 85% ka mid ah tirada guud ee ciyaartoyda ay kabo ah soo saaraha, iyo Dik Fosberi, oo u ciyaara ee boodi sare, wax bilad dahab ah, iyadoo la isticmaalayo farsamo cusub si mitidnimo ah u beddesho Isboortiga. Waxyaabaha kale, waxaa rikoor adduunka iyo kicinta dheer Bob Beamon, iyo sidaas, ciyaartoyda, ku simaha ee brand qalabka Adidas, ku guuleystay wadar ahaan 35 naxaas ah, 35 oo lacag ah iyo 37 biladood oo dahab ah.

France Bekkenbauera Tartanka Euro ee 1972 shirkadda ayaa soo saartay kabo aad u jilicsan iyo Nuurka. Tani kabaha horyalka Talyaaniga ee maqaarka ah lahaansho sameeyey, sida uu sheegay soo saaraha, "adeegtaan si ay u dhamaystiraan abrasion." Ayaa laga yaabaa Ka dib markii kooxda kubadda cagta qaranka Jarmalka ku guuleystay European Championship marka hore, ka dibna soo gaaray iyo koobka adduunka, shirkada Adidas waxa uu noqday caadiga ah ka mid ah ciyaaraha kubadda cagta.

guul kale guulaha badan taariikhda shirkadda bilaabay ciyaaraha Olympic ee Munich, kaas oo ka dhacay 1972. Waayo, markii ugu horeysay ee Adidas ayaa loo magacaabay kafaala rasmiga ah ee dhacdadan, iyo guud ahaan qalabaynta shirkadda dhaqmeen 78% ka mid ah ka qaybgalayaasha ayaa badisay 35 naxaas ah, 37 oo lacag ah iyo 35 biladood oo dahab ah.

In 1996, ka dib markii shirkadda dib cagaheeda, mar kale ayaa lagu dhawaaqay in lagu xayaysiinayo ugu weyn ee Olympic Games, iyo ka dib dhacdadan iibka alaabta guud kordhay 50%. In kasta oo xaqiiqda ah in dhagaystayaasha aasaasiga ah ee brand this ka mid ahaa dadkii degganaa Europe, iyo share guud ee shirkadda kordhay ka dib ciyaaraha Olimbikada ee suuqa Maraykanka, halkaas oo ay bilaabeen in ay 12%.

In 2004, guul cajiib ah Greece ee kubada cagta Yurub ee Championship waxaa aad u Adidas ka qayb qaatay horumarinta ee alaabta ee dalka sababtoo ah waqti in shirkadda dhaqmeen sida kafaalo guud ee xulka qaranka. Ciyaaraha Olympic ka dhacaya Athens, ayaa noqotay madal cusub, taas oo shirkada Adidas loo isticmaalaa sida noqono ah wax soo saarka kala duwan ee brand ah. Ka dib markii Adidas in uu ahaa qeybiyaha rasmiga ah ee qalabka 21 Guddiga Olambikada Qaranka, iyo wadar ahaan ku dhowaayeen afar kun ciyaartoyda ahaayeen in qalabka la logo ee soo saaraha.

xaqiiqooyinka oo xiiso leh

walaalo ah ayaan ku dhawaaqday in, sabab kasta ha, waxay lahaayeen a dhacaya. Waxa kaliya ee in la og yahay maanta - waa in ka dib burburkii ganacsiga qoyska kasta oo kale, iyagu ma ay hadli dheeraad ah, iyo ganacsiyada ay waqti isku mid ah u noqday tartanka kulul.

September 21, 2008 (Maalinta Caalamiga ah ee Peace) iska hor imaad shirkadaha ugu dambeyntii dhamaatay, iyo hoggaanka oo ka mid ah laba urur inuu gacan qaado. factor The mideynaya oo ahaa sida kubada cagta steel dib u heshiisiinta iyo shaneemo - in Dabcan dhacdada loo arki jiray film documentary ah oo la ciyaari doonta kulan gaar ah.

shirkadda kabaha The "Adidas" adkaaday tiro badan oo ciyaartoyda halyeeyga, magacyada qaar ka mid ah dhegeysiga dadka ku mashquulsan yihiin isboortiga:

• Zinedine Zidane.
• David Beckham.
• Lev Yashin.
• Mohammed Ali.
• Dzho Freyzer.
• Lionel Messi iyo kuwo kale oo badan.

Waa wax caadi ah in ciyaartoyda ay u saxiixo heshiiska.

brand Tani waa midda ugu baahsanaan badan ee Russia, waana inta badan dega ciyaartoy gudaha beddelkeeda, siday u kala horreeyaan, abaalgudkii dhaqaale.

Adolf Dassler ahaa ganacsadaha ugu horreeyey oo wuxuu bilaabay inuu soo jiito advertising waxyaabaha u gaar ah ciyaartoyda si fiican u yaqaan, iyadoo advertising ee brand firfircoon waxa uu noqday mid ka mid ah xubno ugu muhiimsan ee Adidas siyaasadda shirkadaha. Ku dhawaad kasta munaasabadaha waaweyn isboortiga abuuro noocyo kala duwan oo teknoolajiyada in mar kale cadeeyay Fadilmo ee kabaha Adidas. Xaaladdan oo kale, si iskaashi firfircoon badan ee ciyaaraha fudud iyadoo ay sabab u adag in la sameeyo kabaha ugu wanaagsan ee ku dhow taacliinta oo dhan mahad.

Marka dadka ogtihiin kabuhu "Adidas". Taariikhda brand ayaa keentay in xaqiiqda ah in maanta ay tahay mid ka mid ah-iibinta ugu fiican iyo si fiican u yaqaan adduunka oo dhan duurka ku ah qalabka isboortiga, sababtoo ah hoos logo waxa loo heli karaa oo dhan waa lagama maarmaan u ah ciyaaraha fudud oo casri ah.