/ Adidas acquires Five-Ten

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TonyThePrawn on 03 Nov 2011
nniff - on 03 Nov 2011
In reply to TonyThePrawn:

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.
Timmd on 03 Nov 2011
In reply to nniff:

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.

Cheers
Tim
GrahamD - on 03 Nov 2011
In reply to TonyThePrawn:

Anasazi pinks-with-three-stripes, anyone ?
Mike Nolan - on 03 Nov 2011
In reply to GrahamD: Is this really going to have that much impact on the shoes? ie. Should I start looking at different brands so I'm prepared when my Anasazi's turn chavvy?
David Peters - on 03 Nov 2011
In reply to TonyThePrawn: Call me shallow, but if they lose the 5.10 name in favour of adidas or attempt to put go faster chav stripes on my footwear I will be jumping ship be fore you can say anti distinctly minty .... Fortunately there is plenty to choose from these days.
nniff - on 03 Nov 2011
In reply to Timmd:
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
Dom Whillans on 03 Nov 2011
In reply to TonyThePrawn:
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.
Tom Last - on 03 Nov 2011
In reply to TonyThePrawn:

Excellent, that should fit nicely with my shiny Diadora tracksters, hoody and baseball cap combo. Rocking the chav style all the way here :)
winhill - on 03 Nov 2011
In reply to TonyThePrawn:

Cole always claims they're 'Core not Corporate', I wonder if he's looking for a new line.
myth - on 03 Nov 2011
In reply to TonyThePrawn: Cant blame them for selling out. I can't imagine the three stripes appearing on the Verdes, but I can see 5.10 technology being used more in Adidas gear a bit more. Who knows it could work out well for the common climber with a reduction in the price of shoes. Adidas must have more effiecient factories and with the bulk buying power there is a good chance they could reduce the price with out hitting their margins. Heres hoping.
Morgan Woods - on 04 Nov 2011
In reply to TonyThePrawn: rock my addidas, never rock sportiva, I don't sniffa coke, I only smoka sensimilla.
(hat tip beastie boys :)
lost1977 - on 04 Nov 2011
anyone who thinks this is a bad move for 5.10 may well be in for a shock as adidas do have experience in for specialised sports footwear. Certainly what i know from their weightlifting footwear they are very well made with a lot of effort going in to continuing to improve the product
Michael Hood - on 04 Nov 2011
In reply to Dom Whillans:
> That Mork used to wear Firés was one of the things that got me into climbing in the first place.

Not quite, Mork is way before Firés, but they're definitely rock climbing boots.

TonyG - on 04 Nov 2011
In reply to TonyThePrawn:
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...
teflonpete - on 04 Nov 2011
In reply to TonyThePrawn:

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.
John Rushby - on 04 Nov 2011
In reply to teflonpete:

Quite - all about the brand.

A lot of beloved cliombing brands are owned by the big boys.
Michael Hood - on 04 Nov 2011
In reply to Michael Hood:
> (In reply to Dom Whillans)
> [...]
>
> 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.
BruceWee - on 04 Nov 2011
In reply to TonyThePrawn: Can we get some climbing in their next advert do you think?

http://www.youtube.com/watch?v=DCRihtIZZdM
mike kann - on 04 Nov 2011
In reply to TonyThePrawn: Just like to point out that the Addidas-Salomon conglomerate also bought Arc-teryx, who aren't exactly a massive company, and they have done pretty well out of it.
mike kann - on 04 Nov 2011
Matt Vigg - on 04 Nov 2011
In reply to TonyThePrawn:

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.
And Climb on 04 Nov 2011
In reply to TonyThePrawn: They won't change the Five-Ten branding, that would be the worse move ever. They'll use their current expertise in shoes to improve Five-Ten's. It's basically giving Five Ten an advantage over every other rock shoe brand that doesn't have millions and millions to invest in R&D.
Fluvial - on 04 Nov 2011
In reply to TonyThePrawn:

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.
RR on 05 Nov 2011
In reply to fozmeister and orhers:
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.
wilkie14c - on 05 Nov 2011
In reply to TonyThePrawn:
My sambas always stuck like shit on the grit back in the 80s so it may not be a bad thing
Tris - on 06 Nov 2011
In reply to TonyThePrawn: Hopefully any new rock boots won't look anything like their foray into snowboarding boots (unless you really do want to look like Michael J Fox):

http://www.forsnowboarding.com/2009/11/adidas-originals-snowboard-boot/
galpinos - on 06 Nov 2011
In reply to mike kann:
> (In reply to TonyThePrawn) Just like to point out that the Addidas-Salomon conglomerate also bought Arc-teryx, who aren't exactly a massive company, and they have done pretty well out of it.

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.)
galpinos - on 06 Nov 2011
In reply to Tris:

They look fly.
Tris - on 06 Nov 2011
In reply to galpinos:
> (In reply to Tris)
>
> They look fly.

You mean Marty Mcfly? :)

http://www.ukclimbing.com/news/item.php?id=37489

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