adidas Group Buys Five Ten for $25 Million
The Goliath German outdoor company adidas Group is buying Five Ten, the iconic American climbing shoe fellowship, for $25 million. The adidas Group figures that the outdoor enterprise will continue to grow strongly over the next decade and they want to stance themselves to be one of the leading players in that market. The company hopes to luxuriate to $700 million in sales in the next five years.
In a press make available last week, Rolf Reinschmidt, Senior Vice President for adidas Open-air, said, "We are very excited to join forces with Five Ten. Five Ten is a leading maker in the technical outdoor market and within the outdoor action exhibit community. Climbers, mountain bikers and other outdoor athletes around the times a deliver highly value their products. Five Ten has continuously been at the forefront of innovations and shares the same passion for athletes as we do at adidas.
A Day In The Lakes With Adidas Outdoor
We fatigued an interesting day up in the Lakes with the guys from adidas outdoor UK last week - unfortunately the rule to foot adi-kit mooted for testing on the hilll didn't honestly get to Ambleside in time, but it was great to meet up with some of the adidas team and grab up a little with what's in the pipeline. As a bonus, I also discovered the limits of the adidas Terrex Solo approach/scrambling shoe on wet blow the gaff...
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The adidas outdoor story has being going since 2008, that's six seasons, but the engaging bit is that the brand now uses specialist outdoor clothing designers rather than blanket sportswear specialists, which along with feedback from sponsored athletes like the Huber brothers and the Llanberis-based Ibex Mountain Guides gang, means that the adidas kit is definitely improving.
It is only up to the Nikes and adidas' of the world to put it all together in the form of something as simple as a shoe.
