/ Adidas acquires Five-Ten
We'll see what that does. Reebok's foray into rock shoes wasn't particularly brilliant and it would appear that Adidas owns Reebok. 37 employees v 48,000 - I think I know whose ethos is going to win....
Not that I wear 5.10 thses days though, so of passing interest only personally.
It could depend, if a company is doing well it'd be daft to change it.
Adidas may just benefit from 5:10's know-how towards developing Adidas products.
Anasazi pinks-with-three-stripes, anyone ?
Of course, you are right. However, the way of things is that the new acquisition has to fit in with its new major corporate owner and its systems, reporting, approvals and what have you and, before you know it, the ethos of the company as a small, agile and innovative organisation has been trampled under the Return on Investment wheels. Some survive and thrive with new access to funding and expertise, but many whither without the sun
excellent news; i expect to sitcom product placements forthwith. That Mork used to wear Firés was one of the things that got me into climbing in the first place.
Excellent, that should fit nicely with my shiny Diadora tracksters, hoody and baseball cap combo. Rocking the chav style all the way here :)
Cole always claims they're 'Core not Corporate', I wonder if he's looking for a new line.
(hat tip beastie boys :)
Not quite, Mork is way before Firés, but they're definitely rock climbing boots.
If Adidas can put out the best rock shoes on the market at a price I can afford, then frankly I couldn't care less whether it says 5:10 or Adidas on the side. But that's just me... Of course, other people might worry more about what their feet look like...
A niche market with a devoted following is what 5:10 enjoy. I can't see Adidas upsetting that apple cart. If anything, it will probably be better for 5:10 customers and retailers; they make excellent shoes, but they can be a bit hit and miss with their supply chain. With a big company behind them they'll probably be able to improve their supply record. Adidas will probably launch a range of climbing shoes based on 5:10 designs but with stripes on the side, aimed at climbing wall rental and beginners, where there's a bigger market for mass produced shoes and instant brand recognition.
Quite - all about the brand.
A lot of beloved cliombing brands are owned by the big boys.
> Not quite, Mork is way before Firés, but they're definitely rock climbing boots.
Just looked it up, I was wrong above, Mork was 78-82 and Firés arrived in 82 so they're unlikely to be the shoes he wore. Has anyone seen an image that would allow them to be definitively identified.
I'm not sure I could ever take Adidas climbing kit seriously because of the image of the Huber brothers and their mate all wearing black Adidas shell suits at the top of some hardcore new route they'd just finished.
5.10 will benefit from a larger marketing budget - more money to put into their sponsored climbers and via association a bigger revenue from sales of MTB stuff where a lot of their income is derived.
More money should go into research/ development and along with a reduction in transportation costs we should see an increase in Adidas's bottom line.
Along with this expect to see more derivatives of the outdoor market e.g. branded 5.10 gear - much in the way TNF has though with less coverage over the next 5 yrs. Clothing, accessories etc in more 'average' sports shops rather than specialists.
I wouldn't expect 5.10's core climbing shoes to change but would expect to see Nike look into the area with more depth with companies like Evolv and Boreal ripe for take-over, especially Evolv.
aWell the idea of Tive Tenies with three stripes is not very appalling to me. It is just only about ROI not to improve climbing shoes. They don’t understand the climbing business. I bought 6 years ago Addidas two pair of spectacles for about $ 600 or more. Two years ago the coating statrted to come off because the exposure to UV light I think. For the Huber brothers to illustrate who get sponsored this is not a problem but for me ...
Anyways La Sportiva is more or less ok as an alternative. Scarpa is also good.
My sambas always stuck like shit on the grit back in the 80s so it may not be a bad thing
That was only from 2001 - 2005. They've been owned by Amer Sports since then.
(I do agree though, I'm not sure other spell the death of 5.10 just yet.)
They look fly.
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