Earning Their Stripes
Germany's Adidas has been a fixture on the sporting scene ever since founder Adi Dassler invented spiked shoes for track-and-field in the 1920s. But when it comes to making sneakers for fashion and leisure, Adidas has lagged far behind Nike, the world's leading sportswear firm, especially in the U.S. Now it's racing to catch up. Last week, Adidas agreed to pay $3.8 billion to acquire rival Reebok, delivering a head-on challenge to Nike. Canton, Massachusetts-based Reebok is popular with American basketball and baseball fans, while Adidas' strength has traditionally been in Europe. Adidas chief executive...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!