Conference Call: Details Behind the Five Ten Acquisition by adidas

Five Ten was very recently sold to the adidas Group for $25 Million. Naturally we had a few questions about the deal, so we rang up a few key players at both brands. This slideshow contains the important excerpts from that conversation.
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  • thewheeloflife

    11/13/2011 6:36 AM

    A merger with blackdiamond, petzl, mammut, the north face or others is understandable, but this acquisition from adidas makes no sense. Also, the report about this acquisition on the 5.10 website clearly mentions this move being part of their strategic business plan route for 2015 and their estimated growth for this market. Apparently it is all about the numbers ($$$), big brands are money driven companies.

  • SpokeApparel

    11/12/2011 10:14 AM

    Wow. 25 million. Based on that figure I assume 5.10 is a 6-8 million dollar company annually (unless the valuation was based on 5 years in stead of 3). In any case, 25 mil would then be a very fair and very hard number to turn down. As a business owner, you need an exit strategy and this one is too sweet to turn down for Charles Cole. Adidas will not "hurt" the brand and I do not foresee it evolving erroneously through them as it might through Nike, Reebok or even Under Armour. Not to mention Cole's team will stay on board as will Cole for a number of years I am sure. Gotta say, though, that I really do love the 5.10 product, branding, messaging, etc. It does feel bitter sweet to read this news.

  • thewheeloflife

    11/10/2011 11:30 PM

    Good interview guys. However, my position remains the same this is only a typical corporate move to seek more shareholder value. Adidas might make great products for running, baseball, basketball, soccer and other sports but does not have a clue about outdoor sports. Shame because 5.10 is great brand that I respect as a climber and rider, and both of these sports are not in need of corporate money.

  • Evan

    11/10/2011 8:31 AM

    Awesome job Vital, this was awesome! Really interesting. NPR quality interviewing.

  • Acadian

    11/9/2011 7:16 PM

    +1 to what Joe said....

  • Joe_Graney

    11/9/2011 5:52 PM

    nice reporting vital. good to get the scoop from the players themselves