Abstract
Adidas is a company which has been in existence for the last 90 years. In this document I will quickly cover the key events of the firm and also its strategic activities and its international relations. Through this document we will understand how the firm has adapted itself since its beginning in Germany. This will help us analyze the background of the company and reasons for its success. In 1920: Adi Dassler makes his first gym shoes in Herzogenaurach near Nuremberg. In 1927: The first production plant is bought: "Dassler Brothers Sports Shoe Factory". In 1938: Adolf Dassler buys a second plant in Herzogenaurach. In 1949: Birth of the three strips logo (Adidas logo).
