adidas Group to acquire outdoor specialist Five Ten

Nov 3, 2011 at 10:07
by Tyler Maine  
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.

510 logo

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).

About the adidas Group
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands: adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group has more than 46,000 employees and generated sales of € 12 billion in 2010.

About Five Ten
Five Ten is a family-owned company that is dedicated to making the best outdoor sports footwear available. It offers innovative products to athletes in categories such as climbing and mountain biking. Five Ten was founded by Charles Cole in 1985, is located in Redlands, California and employs 37 people. In 2011, annual net sales are expected to be approximately € 16 million excluding distributor business in Japan and Korea.

Please visit our corporate website: www.adidas-group.com

Author Info:
brule avatar

Member since Mar 27, 2001
3,581 articles
Must Read This Week
Kona Bicycles' Parent Company Appoints New CFO, Intends to Sell Brand
65814 views
Downhill Bikes of Sea Otter - Part 1
48124 views
Brian's Randoms from Sea Otter 2024
45987 views
Randoms Round 3: Dario's Treasures
45211 views
Pinkbike's DH Fantasy League: Get Your Team On The Line - Fort William is in 10 DAYS!
40507 views
Randoms Round 1 - Sea Otter 2024
38723 views
[UPDATED] Final Elite XC Results & Overall Standings from the Araxá XC World Cup 2024
38317 views
Spotted: Frameworks Racing DH Bike with Electronic Fox Shock & Unreleased Enve Rims
38026 views
Sign Up for the Pinkbike Newsletter - All the Biggest, Most Interesting Stories in your Inbox
PB Newsletter Signup

130 Comments
  • 82 8
 Personally I think this is bad news. I've always boycotted adidas footwear. Due to the multi-national using sweat shop labour. I was seriously considering treating myself to some 5-10s. Not anymore though, this is a shame in MY opinion, all you lovers of adidas out there are entitled to your opinion. That is all.
  • 25 1
 The 5-10's you buy now will still be the ones made before the switch. A lot will.
  • 17 1
 get a pair now, and they'll still be pre-foreign-exploit-factory-labour...
  • 7 1
 They haven't shifted production just yet ...
  • 6 1
 ^^ exactly, get 'em while you can..!
  • 23 0
 @smoggytom: Always good to hear another mountain biker that considers such things. For that I salute you.
  • 11 0
 My old Impacts said "Made in Korea" in them
  • 3 2
 Being made in Korea, doesn't necessarily mean that it involved sweatshop labour (not that it helps), the issue is that Adidas is known to partake in such labour practices...
  • 5 0
 Adidas got in trouble for child labour in factories in indonesia 11 years ago... where's korea involved?
  • 4 0
 How the hell did they manage to make 16milion euros with only 37 staff? I know they will have others making the stuff etc but wow that's barely any people for a Multi national corporation valued at 25milion dollars.... Smile
  • 2 1
 @scripp, i'm just saying that it happens in Korea, not that Adidas uses Korea...
  • 3 35
flag Wilfo95 (Nov 3, 2011 at 14:09) (Below Threshold)
 Personally i think that 510's would look sick with addidas strips on
  • 2 0
 You know Korea, it's that sweet little town in socal. . . . right . . . . riiiggghhtt. I'm obviously going to buy three or four pairs then. My foots stopped growing and I don't see my self riding around in some Adidas
  • 5 0
 I'm kind of curious which shoe companies you do support smoggytom.
  • 30 9
 I still don't understand what the problem with Child Labor is... I mean it teaches a good work ethic at a young age, not to mention it creates a healthy economy. Now the whole making the kids work in a humid factory is a bit much, if those sweat shops were outfitted with A/C I am sure we could all agree that it would be ok. Plus just think about the age you would retire if you started working at the age of 8 or 9. Considering this I would think a better plan for Greece would be to get the kids to work, after all it is not that hot there so they would not even need A/C.

What does Adidas stand for anyways?
  • 5 0
 feet dun stop growing homeboi^^^
  • 18 0
 i'm picking up your sarcasm pbrider LOL
  • 15 3
 pbrider please tell me thats sarcasm.... if its not you are such a dick
  • 7 0
 It's sad to see a family owned company from my home state get swallowed by this messy glob of a company. Adidas has turned into a fashion statement here in europe (where i am right now) rather than a staple of performance wear.
  • 1 2
 Yeah that was hilarious sarcasm Facepalm
  • 12 2
 I am just kidding around, the idea that a child could start a retirement fund at age 8 or 9 is obviously over the top. They would be dippin into that for candy and soda all week, plus if that were true Colleges would be full of retired 30-40 year olds and that would ruin my idea of a college babe, so I am going to retract my previous statement. Plus I don't think sweatshops offer retirement, it sounds almost counter intuitive. I think we can all agree on that right?
  • 4 0
 "What does Adidas stand for anyways?" Adi Dassler is the guy that started the company.
  • 4 1
 I'm with smoggytom on this one
  • 6 0
 All Day I Dream About Sex?
  • 1 1
 pbrider Hope it is sarcastic...
  • 5 0
 I love how in the 5 10 ad you cant even see the shoes
  • 4 0
 im just going to put it bluntly and how i see it.. this is shit..
  • 3 4
 I LOVE ADIDAS!
  • 3 1
 hustler if you take off four letters its easy enough to figure out.....
  • 1 4
 Pbrider is right tho as a 13 year old I think it's raw for kids to work in factories as long as there getting payed. $= new bike parts. so I'm good with it!
  • 6 1
 Pbrider - I see one problem with your sarcasm - some people take it seriously /\

So-Cal - I realize that in western countries for many having an Iphone, bike or Xbox is a matter of life& death. Depression caused by "out of stock" message on CRC can be deadly to some that don't go to psychoterapist fast enough. But in countries that work their arses off so we can be that stupid, there are other priorities. There are other things that are amatter of life, like money for rent, or food. Kids working in a factory are usualy working there and not going to school, what will fk them up in the long run. They are going there not to earn money on Ipad, but for reasons like: helping parents keep the apartment, so maybe in 20 years they can have something we call a weekend.

Oh sorry I painted the world black again, it is so nice white and shiny with apples, I am definitely lying, having no idea how great time people have in Asia. There are no such bad consequences to our greed, no... it's a scientist lobby like global warming Big Grin
  • 1 0
 ButtonPusher> Sweat shops in Korea?? Dude!! Korea is like Japan! The only place people sweat there is at the sauna. It's not like it says 'Made in Nicaragua' or something. Lol
  • 2 0
 How about looking at the positive things here. I have been exposed to how Adidas develops their products, and they are ALL about supporting the athletes. Every design with sports in mind is developed by the athletes, trainers, PT's. There's not many companies that do it this way. 5.10 obviously was already doing that, however there are a lot more funds to back the product now.
  • 2 1
 I can't realy see addidas changing them. 5.10, master shoe builder, addidas, fail shoe builder. As soon as they tamper with it, their 25 mill will vaporize.
  • 1 0
 yeah i love my 5.10s i've had em for like 4 months still grip and look and feel like new, a few creases in the fabric bits but everything is solid, my nikes on the other hand....
  • 1 0
 @Joe27,
Yes, there are sweatshops in Korea... Sorry to break it to ya. Keep in mind that there are different levels of sweatshops... Not all of them are little kids getting beaten, that's the extreme of it and that's not what i'm saying, but that's what most people think when they think of a sweatshop.
A sweatshop is anywhere that the workers are underpaid, heavily overworked (long hours) and forego labour laws within their working enviroment. There have been sweatshops exposed in New York and Toronto, 2 major north american cities, that heavily exploited illegal migrant workers...
Look at places like Foxxcon that make ipads/ipods/iphones, the physical working conditions were not too bad, but the workers were working 35 hour shifts for approx $5 USD... no wonder they had to install netting on the side of the plant because too many workers were jumping out of windows to kill themselves...
I'm not saying kids get beaten in Korea while they're working for nothing, but there is exploitation of workers that falls into the classification of sweatshops there... it's a fact at this point, do some research...
  • 4 0
 Yes it is unfortunately found to happen in almost every country. I think that its really fucked up that kids come on here to pinkbike and write jokingly comments about kids who have worked harder then they ever will in their entire lives, and get a fraction of what we consider a small amount of money. They have to slave just to feed themselves for the day. There's no way to stop it because in these poor areas where the majority of child labour happens, there is no better available option for money.
  • 1 0
 ButtonPusher> You Sir, are the one who needs to do some research! Read this and weep:

www.hoover.org/news/daily-report/24617

This was written by research fellow from Stanford. Let me just give you a snippet from the article.

" Singapore, Malaysia, South Korea, and Hong Kong all had sweatshop jobs thirty years ago. They don't now because workers in those countries have acquired skills and employers have accumulated capital. "

The last time I checked, my 5.10s - which is made in Korea - was not produced thirty years ago!
  • 1 0
 North Korea and South Korea are completely different places though man...
  • 1 0
 since you like articles though... this one is from about 3 weeks ago...

www.dailyrecord.co.uk/news/scottish-news/2011/10/15/north-korean-regime-propped-up-by-edinburgh-woolen-mill-sweatshop-deal-86908-23490217

Here's the first line...
"The Edinburgh Woollen Mill have been exposed for using North Korean sweatshop labour to make their clothes."
  • 1 0
 Joe it still happens in those developed countries. They change factories and contractors all the time to mask their business from officials.

http://www.dollarsandsense.org/archives/2001/0901orourke.html
  • 1 0
 hoover.org - wasn't name not a clue? Big Grin
  • 1 0
 ButtonPusher> Last time I checked Ulan Bator is not part of South Korea or North Korea! C'mon dude, did you even read the article? It said North Korean workers working in Mongolia! Which corporation, big or small would - in their right minds - outsource their production to North Korea?? Unless they're in the illicit arms business of making Scud missiles and AK-47s that is! When business folk refer to Korea they usually mean South Korea, ya know-- where they make Samsung smartphones and drive Kia's and Hyundai's!
  • 2 0
 god bless the political debates on pinkbike! it's like civics class....
  • 1 0
 sorry man, but N. Korean workers being exported to sweatshops in other countries and the N. Korean gov't gets paid-off for it, that's pretty bad man... you're fooling yourself if you think nothing bad goes on in N. Korea labour wise...
  • 2 0
 ButtonPusher> Do you even know the difference between South Korea and North Korea? Besides its position in relation to one another! Ok, let me tell you-- if you don't know it already. The former has a democratically elected president and is highly industrialised, while the latter is a backward communist country and has a dictator - by the name of Kim Jong Il - as a leader. And they're both totally different countries. You're deluded if you think 5.10s are made in North Korea by Uncle Kim's little helpers. North Korea doesn't even produce anything of significance for export - within its borders - as it is heavily dependent on China on almost everything I.e. food, fuel, etc. That's geography and political science 101 for ya!
  • 1 1
 well i'm glad you said it cuz it proves you haven't been reading what i've written, thanks for letting me know that they're totally different, since i said previously "North Korea and South Korea are completely different places though man..."
so i CLEARLY didn't know that...

I've never even alluded to 5.10's being made in North Korea, nor have I even suggested that 5.10 used sweatshop labour, so i don't know where you're pulling that from...
infact if you read previously again you'd see i also said...
"Being made in Korea, doesn't necessarily mean that it involved sweatshop labour" in reference to 5.10...

I don't know what driving Kia's or making smart phones has to do with a good standard of working...
they also drive Kia's & use smart phones in NY and Toronto where sweatshops have been exposed. And you don't get much more 'first-world' than the USA and Canada...

Anyways, I'm sure my fellow PBers don't wanna see me restate points that i've already made, just cuz you can't be bothered to read them...
i gonna go tune up my bike so i can go ride it tomorrow in the best place on earth, how 'bout you..?
  • 1 0
 all I know about about North Korea is that they have weapons of mass destruction, and NO OIL - so we're not going there even if they enslave kids under 10. No oil - no home war, e eee I meant freedom. In South Korea they play Starcraft for living and eat Kimchi. That's all a noble man from west needs to know. You can't just sit around and learn about countries in Africa, we have sht to do!
  • 2 0
 well this has gotten rather off topic.
  • 18 0
 Adidas motto: If you can't beat them buy them. Fantastic news for Five Ten who will get extra development money/facilities and I hope their great products will now be available at a price I can afford with all of Adidas' buying power and distribution network.
  • 10 0
 Yes. They did it with Mavic, Salomon, and others. I hope they keep 5.10 like it is for the most part.
  • 17 1
 you'll more likely see the same prices with reduced quality for increased profits...
  • 1 0
 No but 5-10 are probably going to sell that at £80 are pair still and just make more profit, i agree it is a shame :/
  • 1 0
 Adidas doesn't own Salomon (which owns Mavic) any more. Sold it to a Finnish company in 2005.
  • 1 0
 ... you're right. The Adidas cycling clothing transition into Mavic made me think they were still together for some reason.
  • 1 1
 bummer. i know im stocking up before they become poorly manufactured
  • 1 0
 It's Amer Sports who owns Salomon/Mavic now.
www.amersports.com
  • 2 0
 why is everyone being so pessimistic? Adidas makes top quality products and there is no reason that they cant improve 5.10 even more with that massive budget. I think this is a good move.
  • 2 0
 because they are getting people who cant even afford to buy a pair to make them.. says it all..
  • 1 0
 thats true...
  • 9 0
 This is bittersweet. Well at least for me. I have been riding almost a year now and rock climbing for 5 or 6 years, Five Ten is always my no. 1 choice when it comes to choice of rubber. Being acquired by a far bigger company means more opportunity for them, but at the same time not being their own solo brand anymore.
Imo bringing mountain biking and climbing to mainstream is good. More exposure, more people getting into the sports is always welcomed. If you want the stickiest rubber on the planet, there's no competition. Big Grin More power and success to 5.10!
  • 9 5
 It's funny, I caught this article on Facebook about an hour ago and all the comments were super negative. It was like a hipster cry fest about the big bad corporate giant crushing their underground company. Then you come here, and everyone is stoked. And rightfully so, I think this is an awesome opportunity for 5.10 to really step it up. I wasn't particularly impressed with my first 5.10 purchase, but after seeing the new designs from Interbike and now this, I will definitely give them a second chance. At least Adidas is working with an established and reputable outdoor company and not just barging into the scene like Nike...
  • 5 2
 I agree with you etmccue. The acquisition of small businesses by larger companies happens all the time. It's a basic principle of capitalism and a lot of small businesses actually want to be bought at some point. In a way, having someone like Nike or Adidas buy your product means that your company has actually "made it", and has gained the attention of someone other than the consumer. The R&D it would have cost Adidas to catch up with 5.10 would have been in the hundreds of millions, so buying a company at 25 million whose products are already developed is the most logical.
Nobody will ever know what happened in the negotiations, and to assume Adidas bullied 5.10 is really unfounded. For a company to stand alone for 30 years means they had the capacity to continue without Adidas, but were offered something more than just a payout. Maybe Adidas is going to develop products 5.10 lacked money to develop, or will advertise in countries that were previously unreachable.
Small companies seem cute and old fashioned to a lot of people but they are often overextended with their resources. Areas like human resources can often suffer in a small business. I recently had the straps on my Minnars eaten by some rat dog and when I called about replacing them it took 36 hours for a reply. They had one guy working the switchboard and internet reply center. ONE GUY. It was then I also found out their shoes are all assembled out of country in Malaysia and they don't have any spare parts in the US. Luckily they had some Phantom straps just by chance, and sent those to me as an option (which I am very grateful for).
Until the products start to fall apart and there are pictures of bleeding children holding Karvers next to sewing machines be happy 5.10 will be around for a very long time. I love my Minnars and wish 5.10 the best.
  • 2 1
 yea yea boys, I read Milton Friedman a lot, I like how capitalism is painted as the perfect religion, I like how he writes about great values and the world that will work perfectly... if only everybody does the same thing and is good, nice to one other. It would work so perfectly if only world would be empty of regulations and greed. Let's be free of all values and everything will sort itself out by magic Big Grin

You guys in most western countries are handicapped in a way that you haven't read communist sht, what Milton talks about is exactly the same holistic bullsht, it's just that this system is smarter: use others as the work force, so we here can have fun. It's all about it.

And to quote my favourite Friedman vissionaire, Nobel Prize Winner, saviour of our world: The biggest threat to freedom is concentration of power, either in government or private hands - well sorry someone concentrates more and more power here Milton

You can say all you want about how great capitalism is, with mergers, you know why? - because you are on the right side of the system, majority of world's population works on your stupid stuff Big Grin oh they were more misearable before they got a job - oh really?! Tell it to ppl in South America, when American companies built factories, and took people from the countryside (who lived a miserable life, farming, no TV - no no) to live in big cities to work in them. Then after several years, salaries went up, 70s crisis came and production was moved to cheaper China, leaving hunderds of thousands of people without jobs in big cities, with little chance to go back to countryside and live the life their lived (without TV!!!!!).

China will raise their production costs soon, that means shifting production to Africa (already happens), and what then? What's after Africa?. You better start dreaming of space travel, your grand children will need it... o wait we have better guns than Russians and Chinese together! No worries then...
  • 1 1
 I'm not saying capitalism, is terrible, we should be socialists or communist - but I'm not gonna go around and shout, it's awesome and the best way! because it fkng isn't. And some stuff has to roll in shitty way so world rolls at all. Hitler was doing stuff for greater good as well - how do you know when you went over the border? No system is working, none ever will, it's our own personal responsibility for everything that goes good or wrong in the world. Politicians can't do anything but create problems, good can be created only by good people. Not by fkrs sitting around and waiting for politician or CEO to save the world.
  • 1 0
 My comment was based on etmccue's post about negative facebook reactions to 5.10 being bought by Adidas. We as the consumer will never fully know the details of why 5.10 sold to Adidas, and sitting around postulating what happened is a waste of breath. As far as your capitalism rant, I was never cheerleading the western economic model. In case you forgot, our country has been stuck in a horrible recession and we are LIVING the negative affects of capitalism. I mean dude, go to Detroit and see how great capitalism is.
  • 2 0
 Waki, I assume that you lived in the U.S. when capitalism worked extremely well and the product was top quality, made inside the country, and also provided jobs for the majority of American people. The negative affects, are from greed and selling out to other countries, not from capitalism it self. Instant gratification and greed on all levels is what caused capitalism to fail. We're extremely lucky at this point to see the company be sold to a company that will support it's customers and athletes worldwide.
  • 1 0
 dualsuspensiondave I must admit I concentrate on the bad stuf way to often. I must confess of reading Noam Chomsky, David Harvey, they have an idea where was that success coming from. Working extremely well, yes, for you.

Adidas buying 5.10 - we just can't know how it will end up. When such a big company buys something, or something sells itself to a big company (either way it was) it can end up in any way. WHen such things happen it's where pure business starts, passions aside. I only wish that in few years we can still buy these great shoes with quality comparable to what we were able to get, up till now.
  • 1 0
 Again, that's modern capitalism that you're speaking of, which I am not. Adidas makes quality products with the athletes in mind, this I know from first hand experience. Just because a company is small, does not mean that it does not share practices with big companies, this I also know from experience.
  • 4 0
 Never realized what a successful business Five Ten had built - 37 employees and 20M approx in business? Thats about 400K in revenue per employee. Their margins always seem to be healthy. Congrats to the Five Ten Owners
  • 3 1
 Sounds great....maybe 5-10 will become a little cheaper as well! Some expensive shoes they make. Adidas has always been a brand I trust and I always know that their shoes will last long and remain comfortable, so I'm glad to see that 5-10 is in good hands.
  • 2 0
 Can't say I blame the five ten owners. I too probably would have accepted the offer. It is hard to turn down huge sacks of money. But it is a shame that the business world puts us in this scenario. It always seems that the owners make out well after selling out, and the employees... not so much.
  • 3 0
 This isnt exactly bad news....Unless adidas ruin the 5-10 name by changes things up for the worst!

Time will tell so we will see how things go!

I wonder if there will be "5-10 originals?" lol
  • 2 0
 I am going to feel so bad next time i buy a pair of 5 Tens. For instance, the CEO of Nike is on 11 million USD a year. while the sweat shop workers are paid 28c a day. they usually are given a loan by the sweat shop/Nike and they then have to spend however many years paying it back. Shame on you Adidas/Nike/just about every other major shoe company,
  • 3 1
 An American brand, California based even (home state representin) being swallowed by a Germany corporation who's swag is being hawked by chavs and all sorts of duchebags over here (I live in Germany). This made my heart sink, sink so so low.
I strongly dislike adidas, their methode, product, and image.
If you like it, then alright, each to their own.
  • 1 0
 So you dislike the fact that their sports products are developed by athletes and their trainers? Just because the brand is trendy over there, does not mean that the product will suffer because of it. I'm all about product being made on the N.A. continent, however that was not the case for 5.10. They sold the company, it was not "swallowed" by any means. The product was clearly made in Korea before Adidas.
  • 2 0
 Sad day in the world of sport.... Im a climber and love my 5-10 shoes. they are amazing.. I've never been impressed with the Adidas brand... so I cant say that I'll be impressed with future 5-10 products. ( Good for the family of 5-10 though.. Rich now Smile
  • 3 1
 It will be interesting to see what happens. While adidas eyewear supports and sponsors mountain biking in a small way, adidas does not. They do not have a single mtb product, and they don't sponsor any mountain bikers. I realize the 5.10 will probably continue to be a separate company, but I'm fairly certain that adidas purchased them because of their climbing shoes, not because of their cycling shoes. Only time will tell how this all works out...
  • 1 0
 My best guess would be that they would keep (or buy out) most of five ten employee's besides maybe the very top. Adidas will have a few of there marketing or design people collaborate with the five ten guys/gals and see what they can do. A lot of real estate people buy out businesses but keep the staff to run it. Pretty much what I think Adidas is doing. Large companies buying out little companies to become bigger, have more variety, and plane and simple just to make that $$$$$.. So pretty much Adidas's outdoor shoes and stuff will be the five ten group with the Adidas logo.
  • 2 0
 adidas doesn't support mountain biking? Why do they have a freeride team then? www.adiridas.com
  • 1 0
 "Five Ten will, however, likely cut the number of models of climbing shoes it offers. "[Adidas] didn't think we had enough bike shoes, maybe too many of certain kinds of rock shoes. So we're going to even out the product line," Cole says, though he adds that the company probably would have made similar changes anyway, had the buyout not occurred."

Taken from this article found here :
www.outsideonline.com/blog/what-does-the-adidas-five-ten-buyout-mean-for-climbers.html
  • 2 0
 God damn I hope Five Ten will stay as awesome, Adidas are a great risk, they just want cash, and that leads great companies to failure, at least on the quality and spirit! Personally, pisses me off!!
  • 3 0
 umm, not too pleased about an MNC like Adidas having control over the best riding shoes ever..
Also, acquisitions such as this are not "organic growth".
  • 1 0
 @ cyrix I'm not a supporter of many shoe companies. I buy hemp shoes, from the Hemp Store in Cambridge. I doubt they stick to pedals as well as 5.10s but they are plenty good enough for me. They are ethical too. Hope this satisfies you're curiousity.
  • 6 2
 This is great news! Adidas makes great products and i'm sure they won't skimp with the five ten brand!
  • 4 2
 Awesome for Five Ten!!! I imagine that their biking offerings will not only get better, but cheaper as well. Good sign for the biking industry that a global company such as Adidas is willing to pay a premium to get in.
  • 1 0
 Congratulations I guess, I liked how Five Ten did not care if you wore their shoes they knew they had the best shoes around, it was mostly grass-roots word of mouth, I have had 4 pairs and about to get two more, it was nice while it lasted. Seeing them aquired by Deckers or VF corp would have been better than Adidas but oh well. I can't change it; I just hope in a year five-tens are still the best shoes around.
  • 1 0
 I know that Addias is a good brand, but I have a feeling that the quality of Five Ten shoes will go down. It just seems like a repeated occurrence whenever a company is bought out like this. But my old Five Tens are holding up fine so hopefully this will continue onwards in the coming years.
  • 1 0
 Hate it I will be adding to my 3 x 5:10s now before the Adidas take over stuffs up a perfectly great unique brand.

Many have tried to copy an copy is great flattery but 5:q0 have flattened em by staying true so sad to see it sell out when its obviously successful.

Ive not bought other shoes for 5years I even buy em for casual wear.

Dam you Corporates lol...
  • 3 3
 5.10 are already made in Korea and China, possibly in the same factories as Adidas and Nike... I doubt there's going to be any significant change to quality or labor practices. Maybe they might actually design a shoe that looks good now...?
  • 2 1
 exactly. any of your morons bother to check the tag on your 5.10s before posting your ignorant comments about adidas and sweat shops. what? you didn't know your 5.10s are already made in a sweatshop in china? had mine since 2005. go ahead and boycott the new adidas made 5.10s. i wouldn't want self righteous retards wearing the same shoes as me anyhow.
  • 1 0
 The company will be doing business as usual, working independently. Adidas will only be helping in the background, financially so the product can get to the consumer faster and have the stock you want when you want it. Adidas WILL NOT be making the shoes for Five Ten. Everything will remain the same as it always has been.
  • 1 0
 A half hearted footballer or Five10? £25 million is a steal, just a shame that adidas bought it because they'll try and make the brand 'trendy.'
  • 1 0
 I don't know what to expect but for some it is kind of sad. I dont like the fact that small companies are acquired by big ass corps.
  • 1 1
 i sure hope they (adidas) don't take the brand (Five10) and cut costs in materials and labour (*cough* sweatshop)...
we could end up with shoes that cost the same and fall apart a lot easier...
  • 1 0
 5:10 made 16 million last year, and sold for 25 mill? Kinda dumb considering 5:10 was becoming the brand to buy for riding shoes in the mtbing community.
  • 3 1
 All the more to consider Teva, or Shimano (for clipless considering they only have like one flat shoe), watch for vans too, making a move towards the mountains it seems. Personnaly I don't really care if Adidas owns 5ten, if it makes them more afordable, or at least easier to find and come by, than it's fine by me!
  • 1 0
 We've always had a problem buying 5.10s here in our country, so maybe this'll make things a bit easier. I like Vans but they just fall apart and are not as sticky.
  • 1 0
 Would have preferred if it was Nike tbh. Don't agree with some of jokes policies but they make good shoes and some 6.0s with a 5:10 sole would be nice!
  • 1 0
 Does anyone find it a bit odd that peaty is in the five ten add photo yet he rides clipped in?
  • 3 1
 adidas superstar + stealth rubber would be a dope shoe!
  • 2 0
 crankworx-as if the price will go down
  • 2 0
 and now nike will counter with 30 million...
  • 2 0
 funny in the picture is PEATY i ride on 661
  • 1 0
 This could be good... but if adidas screws this up, there won't be many companies I hate more.
  • 1 0
 holy mother of pearl am i the only person who realized the meaning behind the name Adidas by reading this article
  • 2 0
 Sucks but at least its not Nike
  • 1 1
 Seems all good to me. Being acquired by a large company just gives 5-10 more cash to work with, and guarantees it a degree of stability.
  • 1 0
 not that thrilled about this, it will cost the same if not more but will last half as long. gotta love adidas
  • 1 0
 Five Ten would have more than 37 employess if you counted the people in the factories that actually make the shoes overseas.
  • 1 0
 25 million in cash wow!!!!!
  • 1 1
 25 million is not that much for them...In 2010 they did € 12 billion
  • 1 0
 Great looks like the quality and ideas are going down the S*%^tter
  • 1 0
 do ya reckon the shoes will still have the stealth rubber?
  • 1 0
 "beloved" - at least pick a different word than me, Tyler Wink
  • 2 1
 Good news! I hope to see more five ten shoes in stores.
  • 1 0
 The parkour market is likely targeted as a major growth area by the Adidas forecasters. I wouldn't be surprised to see new models to be sold in Foot Locker for the urban mass market.
  • 2 0
 corporate not core.
  • 1 0
 Glad I just bought 2 new pairs.
  • 1 0
 Maybe the Brand of the brave will produce shoes in size us14.
  • 1 0
 they already do.
  • 1 0
 there goes the quality of stealth rubber...
  • 2 0
 I believe there's no change there. Only upside is they can produce more of it.
  • 1 0
 The company will be doing business as usual, working independently. Adidas will only be helping in the background, financially so the product can get to the consumer faster and have the stock you want when you want it.

The Stealth Rubber stands on its own and will not change. That is what made this company and no one will be changing that.

It’s a good thing people……change is hard for some to accept, but it’s a good thing.
  • 1 0
 a single tear just rolled down my cheek.
  • 1 1
 as long as my shoes are still as sticky as the old ones....
  • 1 0
 "organic growth" LOLOL
  • 1 2
 Sounds sweet to me!!!!!







Copyright © 2000 - 2024. Pinkbike.com. All rights reserved.
dv65 0.034623
Mobile Version of Website