Adidas expands across three continents in a year, online


The adidas Group has expanded its virtual presence across three continents, launching ecommerce sites around the world in just over a year.

The sports equipment brand has launched more than a dozen sites in Europe, Russia, Canada and South America in the last 12 months, using the Demandware Commerce cloud-based platform. The company plans to open more sites and channels as part of its international expansion strategy.

“Fast deployment was a major consideration for us as our ecommerce presence is of strategic importance for the adidas Group,” said Harm Ohlmeyer, chief ecommerce officer for the adidas Group. “We needed an ecommerce platform and partner that could help us move swiftly to reach new markets, without compromising quality.”

Tom Ebling, chief executive of Demandware [IRDX VDMW], said: “As the adidas Group continues to drive digital ecommerce on a global scale, Demandware will be there to help ensure that its strategic business objectives are met. We’re honored to have them as a client and are committed to their success.”

The project was implemented by Demandware partner Astound Commerce.

Adidas [IRDX RADI], a German company, has more than 46,000 employees and made sales of €13.3bn in 2011.


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Adidas AG is a German multinational corporation that designs and manufactures sports shoes, clothing and accessories based in Herzogenaurach, Bavaria, Germany. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company (including Ashworth), Rockport, and 9.1% of FC Bayern Munich. Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adidas is the largest sportswear manufacturer in Europe and the second biggest in the world, after Nike.

Adidas was founded in 1949 by Adolf Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother Rudolf.Rudolf had earlier established Puma, which was the early rival of Adidas. Adidas and Puma are both currently based in Herzogenaurach, Germany.

The company’s clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas’s current official logo. The company revenue for 2012 was listed at €14.88 billion (more…)

3 comments on “Adidas expands across three continents in a year, online

  1. Mark Harris said:

    Wow – that is impressive expansion. I remember helping Nike open stores across Europe in the late 1990s and whilst they had it down to a fine art, entering territories with such ease, and presumably relatively low risk, is going to save a lot of retailers from flagging bricks and mortar sales.

  2. Pingback: Internet Retailing » Insights into ecommerce and multichannel retail

  3. Radge said:

    Adidas have written to all their 315 online account companies in the uk saying that Feb they are not to sell adidasproduct outside the EU .

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