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Adidas Acquires Five-Ten

Submitted by epoch on 2011-11-18

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Herzogenaurach / Redlands, California - The adidas Group today announced that it has signed a share purchase agreement to acquire Five Ten, a leading performance brand in outdoor action sports. The adidas Group intends to purchase the entire Five Ten business, which includes all of the issued share capital of Five Ten USA. The total purchase price is USD 25 million in cash at closing and contingent payments, which are dependent on Five Ten achieving certain performance measures over the next three years. The transaction is expected to close in the next couple of weeks.

As part of its Strategic Business Plan Route 2015, the adidas Group expects sales in the outdoor segment to exceed 500 million by 2015 based on organic growth. Through the acquisition of Five Ten, the adidas Group will be even better positioned towards the goal to become a leading player in the outdoor market.

"We are very excited to join forces with Five Ten. Five Ten is a leading brand in the technical outdoor market and within the outdoor action sport community. Climbers, mountain bikers and other outdoor athletes around the world highly value their products," said Rolf Reinschmidt, Senior Vice President adidas Outdoor. "Five Ten has continuously been at the forefront of innovations and shares the same passion for athletes as we do at adidas. It represents an excellent addition to the adidas Outdoor portfolio and will allow us to expand into complementary market segments. This acquisition underscores our clear commitment to the outdoors and our ambition to play a leading role in the outdoor industry going forward. I am very much looking forward to working on this journey together with Charles Cole, Founder and President of Five Ten."

"The deal provides exciting prospects for Five Ten. Supported by the adidas Group, we can finally reach the full potential that the 'Brand of the Brave' has to offer," commented Charles Cole, Founder and President of Five Ten. "Here at Five Ten, we like the philosophy of adidas' founder Adi Dassler, with his focus on product quality and in doing whatever is necessary to give the athlete the advantage. adidas has the same principles of putting athletes and performance first that have guided Five Ten for nearly 30 years and we are thrilled to be partnering with them."

Five Ten has been at the forefront of innovation in the technical outdoor market since the day Stealth, a revolutionary high-friction rubber compound, was created in 1985. Today, the Stealth product family includes more than half a dozen award-winning compounds that provide the highest friction to athletes in various conditions. The Five Ten Elite Team consists of some of the world's most exciting athletes such as Dean Potter, National Geographic's 2011 athlete of the year, JT Holmes, champion big-mountain skier and Suz Graham, the most versatile and progressive female action sports athlete in the world.

adidas is the athletic brand in the outdoors. It has a long history in innovative outdoor products including highlights such as the 'Super Trekking', the first light trekking shoe, being worn by climbing legend Reinhold Messner for his first Everest ascent without oxygen support in 1978. Its award-winning TERREX collection offers lightweight, technical equipment to athletes in the outdoors. The tradition of adidas founder Adi Dassler, who worked individually with athletes to make them better, continues today. adidas Outdoor has teamed up with top outdoor athletes like the Huber Brothers (Climbing, Germany), Beat Kammerlander (Climbing, Austria) and Barbara Zangerl (Climbing, Austria) as well as prestigious organizations such as Zermatt Alpin Center (Switzerland) and Ragni di Lecco (Italy).


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My only two thoughts are:

1) Good gawd, has climbing really become this mainstream? Ugh

2) Hopefully, this will improve the durability of the product. One can hope, right? 5.10 shoes last like they were sold by Al Bundy on the discount shelf.
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A day late and a dollar short there son. Climbing went mainstream when Columbia bought Mountain Hardware, when VF Corp (Lee/Wrangler Jeans, JanSport, Vans, Nautica) bought The North Face, when Adidas bought Arc'Teryx (and sold it), when Reebok and Fila both made climbing shoes in the 90's, when Liz Claiborne bought Prana.
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...and sold it.
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sad :(
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hmmm hope they don't get made in china now =0 though who knows maybe they are already.
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hooray for multinational corporations, may they take good care of us. For of course the only reason to start a small business in this country is to sell it eventually to a gigantic corporation who will cut you a check in exchange. At least we can rest calmly knowing that more of the American economy has been stolen from us, soon we'll all get our climbing gear at walmart! Not that REI isn't already that. Selling to a multinational is akin to making a deal with the devil. I don't care what the 5.10 quality will do, though I really doubt it will increase (those of you who complain about your shoes wearing out should work on your foot technique instead of blaming the company that made them), I care about buying product that supports kindred people, my people. I don't want to support corporations and this step by 5.10 makes it all the harder for new, local shoemakers to get in the door.
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5.10 is going down the drain... :/

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