Haina Leads Adidas In 15 Years

Once led

Herbert Heiner, the German old man, has left for 15 years.

More than a month.

Danish Caspar Rothd took up the seal and took the lead in Adidas.

The important task.

No matter how the global sporting goods industry is changing, the virtue war between Adidas and Nike will never be shaken.

But as the two big brands behind the scenes trader, Herbert Heiner and Mark Parker are rarely mentioned, and the two big guys don't even have any intersection. We rarely see the news of the two men's confrontation.

The competition between Adidas and Nike depends entirely on the success or failure of the market.

Even at the beginning of the year, it was confirmed that it was the last year of Adidas group, but Hainer led Adidas to win the battle with her unparalleled professionalism and leadership, and drew a perfect sentence number for her nearly thirty years of Adidas career.

Herbert Heiner was born in a small town called Martin Gore Finn in Southeast Bavaria, Germany in 1954. Do not belittle this little place. The biggest processing plant of BMW, the famous German auto manufacturer, is located here.

As a German, hina's favorite sport is football, which is not surprising.

Haina even became a professional soccer player. His hometown team won the champion of the 1977 place in the Bavarian region.

Although he left the green field early, Haina's affection for football has not changed. In fact, he has another important identity closely related to football. That is the chairman of the board of supervisors of the Munich Club of Bayern.

Associating with the football strategy of Adidas group, there is a need for a hard core fan to point out the way.

Haina's career began with the American daily chemical giant cleaning company. He worked there for eight years, mainly responsible for the development and marketing of the German market.

In 1987, Haina joined Adidas, from the regional sales director to the national sales director and then to the general marketing manager. Haina spent the first eight years of Adidas in the marketing line.

Starting in 1996, Haina began to contact Adidas group's international business. Its position has also been promoted to senior vice president in charge of Europe, Africa and the Middle East, and has entered the group leadership since then.

Only a year later Haina entered the board of directors of the group.

In 2001, Haina replaced French Robert Louis dreforth as CEO of Adidas group, opening up his 15 year rule of the world's second largest sporting goods company.

Every Adidas CEO has the same goal in mind, that is, surpassing Nike, which is also the biggest aspiration of Haina for a long time.

Hainer once said that when he just became a group CEO, Adidas faced the problem of lack of innovation ability. Besides the color pformation, the product had no basic technology to integrate innovation elements.

So Haina launched a "growth and efficiency" department to formulate a one year development plan and asked the group to produce at least one innovative product every year.

Of course, in addition to product level innovation, Haina, a sales person, also emphasized marketing innovation. For this reason, Adidas began to increase investment in advertising and marketing.

After Haina took office, his first move was to reshape the brand of Adidas Originals. In 2001 alone, Adidas opened a Adidas Originals store in Berlin and Tokyo.

Subsequently, the shamrock store also appeared in the streets of New York, Beijing and Shanghai.

In addition, Adidas has made full use of the power of entertainment stars and launched many rounds of marketing activities related to Adidas Originals.

Until now, whether the classic Stan Smith or Superstar, or the trend of NMD, is still an important guarantee for Adidas's growth. It is also the foundation for this group's strong rebound this year.

After a series of initiatives such as "domineering management, mergers and acquisitions expansion, international integration, big brands, strengthened supply and streamlined organization", Adidas's revenue has doubled and the gap between Nike and Nike has shrunk gradually during the fifth years of Hainer's tenure.

Football has always been the root of Adidas. Haina also pays special attention to the maintenance and development of football resources.

In addition to maintaining long-term cooperation with Real Madrid, Adidas and AC Milan, Adidas has continued to expand its ranks in recent years, and two giants of Manchester United and Juventus have been invited.

In 2006, Adidas also excavated Messi, who was less than 20 years old, from Nike. Since then, world football has entered the situation of hegemony between Messi and C, which coincides with the long-term confrontation between Adidas and Nike.

Haina also valued the Chinese market in particular.

When he first came to power, the success of Beijing's bid for Olympic Games made him aware of the great potential of China's sports market.

Since then, Haina has been visiting China frequently. In addition to exploring the market, he has also actively visited the sports authorities and numerous business partners and is always ready to work in China.

In order to tap the Chinese market, the Beijing Olympic Games will be a golden opportunity and become the official clothing partner of the Beijing Olympic Games.

However, there were unexpected events. In 2008, the global financial crisis broke out, resulting in Adidas's investment in Beijing Olympic Games.

In 2009, the turnover of Adidas group did not rise or fall, and net profit fell sharply.

More serious is that, due to the market expectations too optimistic, after the economic crisis, high storage and low market conversion rate has greatly increased the cost of Adidas operation, in addition to being pulled away by Nike, and even by the domestic brands Lining and Anta surpass.

{page_break}

However, this sudden change did not defeat Haina. In 2010, Adidas made a five year plan to "2015" in the Greater China market, aiming to achieve 2 billion euros sales in the market by 2015.

The fact is that Adidas has overfulfilled its tasks, and sales have exceeded nearly 500 million euros.

Now, the Greater China region has become a strong guarantee for the growth of Adidas group's performance. By 2016, this trend has not diminished.

Haina also took advantage of the hot pursuit of iron, continued to increase the number of Adidas stores in Greater China, opened a franchise store in Guangzhou and Shanghai, and collaborated with Wanda Group.

Even if Haina even left, it left an immeasurable wealth for Adidas in China.

Compared with the success in the Chinese market, the North American market is more likely to bring Haina's grey memory.

In 2006, in order to win sports resources in North America, Adidas spent $3 billion 800 million to acquire Reebok, thus winning the sponsorship contract of the NBA Alliance for 11 years.

However, the takeover was counterproductive for both sides. Since then, Reebok has disappeared from the mainstream sports market, thus becoming a huge economic burden for Adidas group.

Adidas, which won the sponsorship of the NBA shirt, failed to narrow the gap with Nike and even surpassed Under Armour in 2014.

That period can be described as the lowest level of Haina Adidas's career, thus becoming the fuse for Adidas to leave Adidas.

Even so, Hainer, who has integrated blood into Adidas, has done everything for the company.

In 2016, Adidas took a whirlwind in the sports and leisure market. The NMD series completely rolled Nike and Jordan Brand, and Yeezy Boost, which was working with Kanye West, still applauded.

Renouncing the sponsorship of the NBA alliance and strengthening cooperation with the NBA star, Haina's initiative changed Adidas to bottom up.

Someone once asked what CEO has taught hina as Adidas group. Haina's answer is to be patient.

Such two words are easy to understand, but after careful review, we may be able to concentrate on Haina's Adidas group CEO for fifteen years.

Just like the brand slogan "Impossible Is Nothing" established for Adidas, Haina and Adidas have gone through a "ordinary road".

In short, although Adidas has become the past of Herbert Heiner, this award is the biggest reward for his patience and perseverance for fifteen years.

From then on, Adidas will continue to move forward, and Herbert Heiner will forever carry Adidas history.