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The Adidas Group is a multinational corporation based in Herzogenaurach, Germany. It produces and markets sports clothing, shoes, and accessories aimed at athletes. Founded by Adolf 'Adi' Dassler in 1949 as a post-war company to manufacture athletic shoes, the company has since grown into one of the largest sportswear brands globally and has become an iconic symbol of fashion, lifestyle as well as sporting performance. The company designs and sells products under its own three main labels – Adidas Performance (focused on sports-related merchandise), Reebok (a subsidiary acquired in 2005 focused on urban and active wear) and TaylorMade (golf-specific). The group's strategic objectives are to expand its market share within the footwear industry; increase sales through developing new product categories; implement expansion initiatives such as e-commerce; acquire complementary businesses; achieve operational excellence; attract talent from abroad; and directly produce more sports products.