Five Ten Acquired by adidas

Five Ten 5 10 Danny MacAskill signature trials mountain bike shoe

FiveTen, which showed off the Danny MacAskill (above) and other prototypes at Eurobike, has just announced their acquisition by adidas.

Besides the press release posted behind the break, we got this note from Nancy, Five Ten’s PR manager:

“One aspect of business that the press release doesn’t address is Five Ten’s US production. We will not only be maintaining our production of rock shoes and Guide Tennies and Yosemite Jeans in the US, but hope to bring more production back to the US.”

Here’s hopin’…

PRESS RELEASE: 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).

Comments

Ollie - 11/03/11 - 4:28pm

Saw this on Pinkbike a bit ago, sans the message regarding keeping production in the US. That’s a relief!

LomaAltaMater - 11/03/11 - 7:08pm

Now
me and my Adidas do the illest things
we like to stomp out pimps with diamond rings
we slay all suckers who perpetrate
and lay down law from state to state
we travel on gravel, drit road or street
I wear my Adidas when I rock the beat
on stage front page every show I go
it’s Adidas on my feet high top or low
My Adidas..
My Adidas..

stratosrally - 11/03/11 - 7:51pm

This should be good for both companies… I look forward to the innovations that come out of this collaboration between the minds of Five Ten and the technology and funds available from Adidas!

norcom - 11/04/11 - 8:28pm

I have a pair of Adidas carbon fiber MTB XC shoes. They were really nice until the left cleat ate through the sole. I also have a different pair of non CF Adidas MTB shoes. The problem is that Adidas discontinued both of them. Hopefully they don’t kill off the 5.10 MTB line.

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