Oh sh*t - Adidas buys outdoor brand Five Ten for $25M

[Guy.Ford]

Adidas on Thursday said it has acquired California outdoor footwear and apparel brand Five Ten in a $25 million deal that cements the sportswear giant’s commitment to the outdoor market.

The German athletic footwear and apparel brand, which keeps its North American headquarters in North Portland, in the past three years has made a massive push into the outdoor market, a segment it plans to grow to nearly $700 million in sales by 2015.

Redlands, Calif.-based Five Ten produces a line of both casual and technical apparel and footwear that Adidas says has been embraced by climbers, mountain bikers and other outdoor athletes.

Its lineup includes the Stealth product family featuring more than a half-dozen high-friction rubber compounds on footwear that help athletes gain traction in various conditions.

Its “Elite Team” of endorsers includes Dean Potter, who National Geographic this year named as its athlete of the year, champion big-mountain skier JT Holmes, and renowned action sports athlete Suz Graham.

"Five Ten has continuously been at the forefront of innovations and shares the same passion for athletes as we do at Adidas,” Rolf Reinschmidt, senior vice president of Adidas’ outdoor division, said in a news release. “It represents an excellent addition to the adidasOutdoor portfolio and will allow us to expand into complementary market segments.”

Adidas buys outdoor brand Five Ten for $25M - Portland Business Journal

[r1Gel]

Longer article here with press release.

[Guy.Ford]

Longer article here with press release.

thanks for that update!

[Fix the Spade]

Good news, the guys at Five Ten get rich, Stealth soles turn up on shoes less than ninety quid, I see no problems with this turn of events.

More seriously, Adidas have been around in mtb-ing for years and years, it's good to see them getting onto high end shoes as well. With any luck Five Ten will become a better known brand to non climber/skater/bikey types than it is now.

[Expatriot]

I only hope that Addidas does not take their current CUALITY over to FiveTen.

[hardtailkid]

Yikes.

[jrsbike]

Better Adidas than Nike, who botched their effort to get into hockey in a big way.

[AC/BC]

All the Adidas shoes i've owned have been great. Hopefully the put 5-10 bike shoes on a diet. They're too damn heavy.

[Mikecito]

Hopefully they put the price tag on a diet too.

[fell_brook]

Adidas makes excellent products. I'm looking forward to where this takes both companies.

[hardtailkid]

I just don't like the idea of a company of 37 people being bought by a massive firm in the footwear market.

[Jeff in Bend]

I just don't like the idea of a company of 37 people being bought by a massive firm in the footwear market.

I bet the 37 people are happy.

[dhbomber]

I bet the 37 people are happy.

Pfff...25 MILLION Dollars Happier!

I hope they lower the prices down a bit...And I hope they put out the new All Mountain design they presented at interbike, with the ratchet?

[hardtailkid]

I'm just worried that the quality is going to head downhill in the interest of moar moneyz.

[Expatriot]

I'm just worried that the quality is going to head downhill in the interest of moar moneyz.

+1

[Jeff in Bend]

I'm just worried that the quality is going to head downhill in the interest of moar moneyz.

We don't know the reason behind the sale, it may be they were in financial trouble and needed the sale to keep the brand afloat. 25 million is a lot of money but seems low for a healthy company with that much brand recognition and such. Whatever the reason let's hope they keep making a great mountain bike product for us flat pedal riders.