Today, the adidas Originals collection stands for lifestyle and street. Find out why. Foster and Sonsâ (founded in 1895) a new name: Reebok. Produce innovative products that make them better for once. Rudolf later established Puma, which was the early rival of Adidas. Adidas originally began as Gebrüder Dassler Schuhfabrik (translation: Dassler … Check. Juli 1924 ins Handelsregister eintragen. This allowed the company to reduce complexity and focus on the adidas and Reebok brands. This is our story. How do you consistently earn the trust of world-class athletes through the decades? Football has always been at the core of adidas' efforts and adidas always had the trust of the best of the best like the Argentinian national team. In doing so, the entire Reebok product portfolio has come together to give the brand one unified presence and voice. This is where your personal bookmarks are stored. Bob Beamon set a world record in long jump in Adi Dassler's shoes. In fact, Adidas managerial approaches are highly valued for … Every great story has a beginning. The company’s German founder, Adolf Dassler, came up with the name by combining his nickname (Adi) with the first three letters of his last name (Das). From American Federation of Arts, Gebrüder Dassler Schuhfabrik, Modell Waitzer (1936) Gold medals in Amsterdam (1928, Lina Radke) and BerlinÂ were first rewards and milestones â and only the start of our story. Unbeknownst to them, they place the founding stone of the world capital of sports shoes. Adi Dasslerâs secret to success had an additional personal ingredient: he met with athletes (some of them even as visitors in Herzogenaurach), listened carefully to what they said and constantly observed what can be improved or even invented to support their needs. After brothers Rudolf and Adolf Dassler shut down Gebrüder Dassler Schuhfabrik (translated to Dassler Brothers Shoe Factory in English), Rudolf founded Puma in 1948. Adidas was founded in 1948 by Adolf “Adi” Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother,Rudolf. adidas (anciennement Gebrüder Dassler Schuhfabrik) est une firme allemande fondée en 1949 par Adolf Dassler, spécialisée dans la fabrication d'articles de sport, basée à Herzogenaurach en Allemagne. Looking ahead to the future, always remembering where we came from. (Adolf would … In 2011, adidasÂ acquired the outdoor specialist Five Ten, and TaylorMade first the golf company Ashworth in 2009 and then, three years later, the golf equipment company Adams Golf â making the companyÂ even stronger for the road ahead. Listen, test and modify may only be three simple words, but for decades they have played a huge role in the world of product creation at adidas. Despite their literal track record, by 1949 the two brothers fell out, ultimately breaking away to form their own companies: PUMA and adidas . Rudolf later established Puma, which was the early rival of Adidas. A first step in a long history driven by speed and performance: The brothers Rudolf and Adolf Dassler founded the company “Gebrüder Dassler Schuhfabrik” (Dassler Brothers Shoe Factory) in their hometown Herzogenaurach, Germany. One year after adidas and Salomon go their separate ways, when the latter and its brands (excluding TaylorMade) were sold to Amer Sports, adidas acquired Reebok, including the brands Rockport and Reebok-CCM Hockey, and brought together two of the worldâs most respected and best-known companies in the sporting goods industry. Gebrüder Dassler Schuhfabrik está en Facebook. Following the booming fitness trend, women around the world work out in the Reebok Freestyle while fitness professional Gin Miller became the face of Step Reebok. Then, symbolizing performance. This merge of art and sports not only set the everlasting street fashion trend off but also marked the birth of non-athletic promotions in the sporting goods industry. We have improved and grown. He as the German founder of the sportswear company Puma and the older brother of Adidas founder, Adolf "Adi" Dassler. Elle est mondialement connue sous l'appellation « la marque aux trois bandes », des trois bandes parallèles qui … Well this story startedÂ across the channel, miles away from Herzogenaurach. As the new century started, adidasÂ reinvented the game again. But who does not love a comeback story? to gymnastics. From the court to the catwalk and the stadium to the street. Adidas originally began as Gebrüder Dassler Schuhfabrik (translation: Dassler Brothers Shoe Factory) and was run by Adolf … The revolutionary boots got a lot of attention - internationally. Founded in 1948 by Rudolf Dassler. The man who almost single-handedly redefined the sporting goods industry and lifted the benchmark by a mile left behind a flourishing company. Now the largest sportswear company in Europe, adidas was founded in 1924 by Adolf and Rudolf Dassler under the name Gebrüder Dassler Schuhfabrik, or the “Dassler Brothers Shoe Factory.” In 1949, disagreements between the two led Rudolf Dassler to splinter off to create Puma while Adolf turned the shoe factory into adid We have done our best for the best. This is just the analysis of the current Adidas brand design, re-thinking the brand marketing, giving a different perspective and a minimal brand design strategy to the brand through visuals, comparisons, designs and … The end of one Dassler era became the start of another: Adi's wife KÃ¤the, with support from her son Horst, took over.Â. In 1924, Rudolf and his brother Adolf Dassler had jointly formed the company Gebrüder Dassler Schuhfabrik which translates to “Dassler Brothers Shoe Factory” Source: Puma.com Adidas.com. Adolf Dassler and Rudolph Dassler formed the German Sports Shoe Company Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in 1924. To add bookmarks, please click the star on the bottom right corner of content tiles or at the bottom of every content page. Internet Explorer Adolf was said to be a good and thoughtful craftsman who designed and made the shoes while Rudolph was the passionate salesman. In 1924, Rudolf joined the business, which became the Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory). A Funny Thing Happened on the Way to School... Year of Yes: How to Dance It Out, Stand In the Sun and Be Your Own Person, The Alter Ego Effect: The Power of Secret Identities to Transform Your Life, Midnight in Chernobyl: The Story of the World's Greatest Nuclear Disaster, I'll Be Gone in the Dark: One Woman's Obsessive Search for the Golden State Killer, How to Destroy America in Three Easy Steps, 0% found this document useful, Mark this document as useful, 0% found this document not useful, Mark this document as not useful, Save Gebrüder Dassler Schuhfabrik For Later. In the years to come, new partnerships with Yohji Yamamoto (2002) and Stella McCartney (2004) were born along with exciting labels such as Y-3 (2003) and Porsche Design Sport (2007). Whatâs in a name? Both have decided to leave the family business and start their own factory, Rudolf Dassler called Puma. Apparel for record breakers? Die Gebrüder Dassler Die Geschichte von Adidas und Puma Der Film zur Geschichte: "Das Duell der Brüder" Quellen: Wirtschaft Börsengang von Adidas und Übernahme von Reebok Torben Liebrecht … The new CEO made an almost impossible job seem easy. With the acquisition of the Salomon Group and its brands Salomon, TaylorMade, Mavic and Bonfire, the company changed its name to adidas-Salomon AG.Â. Consider it done. The company was started by Adolf Dassler in his mother's house; he was joined by his elder brother Rudolf in 1924 under the name Gebrüder Dassler Schuhfabrik ("Dassler Brothers Shoe Factory"). As the brown shoe category was not core to this strategy, 2015 saw the divestiture of the Rockport brand. From humble beginnings to a global success story â which was accelerated by a miracle â¦. With the divestiture of its hockey brand CCM and its golf brands TaylorMade, Adams Golf and Ashworth the company further contributed to its strategy âCreating the Newâ and focused on its core competencies in footwear and apparel and its major brands adidas and Reebok. The existing business assets of the “Gebrüder Dassler Schuhfabrik” are divided up between the brothers. As the name TELSTAR already tells, the ball was designed to improve visibility on Black and White TV. Between 1950 and 1971, the text's "adidas" corners became a little sharper … Adolf Dassler and Rudolph Dassler formed the German Sports Shoe Company Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in 1924. Robert Louis-Dreyfus. Die Gebrüder Dassler Die Geschichte von Adidas und Puma Der Film zur Geschichte: "Das Duell der Brüder" Quellen: Wirtschaft Börsengang von Adidas und Übernahme von Reebok Torben Liebrecht Ken Duken Börsengang: 1990 Verkauf von Firmenanteilen an französisches Unternehmen 1993 in Unfortunately, your current browser version doesn't support those technologies. In 1949, the company was split in two companies. âall inâ (featured by Lionel Messi, David Beckham, Katy Perry and Derrick Rose) lived from the idea that, no matter your goals or challenges, you have to go all in for the ultimate success.Â. Please enter all fields marked and provide valid input. Rod Laver: winning grand slams in adidas shoes. Version 11, Mozilla Firefox And it made adidas and its founder a household name on football pitches everywhere. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma. After Reebok dominated the fitness and aerobics wave / movement in the 1980s with groundbreaking products and marketing, the company signedÂ a long-term partnership with CrossFit, a core strength and conditioning program, in 2011. And that would not change throughout the decades to come.Â. So the story is that back in 1924, two brothers started a company that went by the name of Gebrüder Dassler Schuhfabrik, which translates to “Dassler Brothers Shoe Factory.”As fate would have it, the two chaps fell off from each other and decided to split the family business into two separate brands, you guessed it, … When the Franz Beckenbauer tracksuit model celebrated its debut, it became the first piece of apparel for adidas and opened a whole new business to a company that, so far, was famous for shoes.Â. Rudolf "Rudi" Dassler (26 March 1898 in Herzogenaurach, Germany – 27 October 1974 in Herzogenaurach) was the German founder of the sportswear company Puma and the older brother of Adidas founder, Adolf "Adi" Dassler.The brothers were partners in a shoe company Adi started, Gebrüder Dassler Schuhfabrik (Dassler … 'Creating the New' is the strategy and attitude that leads adidas into the future. Ihren Stärken gemäß verteilten sie die … When US-based hip hop group Run DMC released âmy adidasâ it was about setting the record straight about hard working people in troubled neighborhoods and about pure enthusiasm about their sneakers. adidas supported Basketball-Star Kareem Abdul-Jabbar during his entire career. A catalogue page showing Franz Beckenbauer in his tracksuit. After first steps in his mother’s wash kitchen, Adi Dassler registered the “Gebrüder Dassler Schuhfabrik” in 1924 and embarked on his mission to provide athletes with the best possible equipment. After brothers Rudolf and Adolf Dassler shut down Gebrüder Dassler Schuhfabrik (translated to Dassler Brothers Shoe Factory in English), Rudolf founded Puma in 1948. Únete a Facebook para conectar con Gebrüder Dassler Schuhfabrik y otras personas que tal vez conozcas. Cả hai công ty hiện nay đều có trụ sở đóng tại Herzogenaurach, Đức. As fashion and sportswear industries continued to revolutionize with health and fitness merging into a lifestyle concept, Rorsted began steering the company to new successes in a digital era, building on the previously established strategy, âCreating The Newâ. Herbert Hainer will lead the companyÂ from one record to the next. Both, Stan Smith and Ilie Nastase were adidas players. Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic events. In 1995, six years after becoming a corporation, adidas went public and its new marketing slogan could not sum it up better: âWe knew then, we know nowâ.Â, While the company was still dealing with financial challenges, a new marketing team refocused adidas on what it has been known forÂ years: making athletes better. Two years later, the studio categories Yoga, Dance and Aerobics followed, and Reebok has been back on track to become the bestÂ fitness brand in the world. The brothers were partners in a shoe company Adi started, Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory). Aktiengesellschaft: Treddit as: FWB: ADS, OTCQX: ADDYY: Industrie: Apparel, accessories: Foondit: 1924 as Gebrüder Dassler Schuhfabrik … The company is officially registered on October 1, 1948. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma. After 15 years, Herbert Hainer passed the CEO baton to Kasper Rorsted in October 2016. Running changed forever. Dassler started off this brand with the name “Gebrüder Dassler Schuhfabrik” in 1924. Adolf "Adi" Dassler started to produce his own sports shoes in his mother's wash kitchen inHerzogenaurach, Bavaria after his return from World War I. The strategy translates that competence in sports into streetwear and fashion because sport is an attitude and a lifestyle. Check. This is reflected in the broad range of athletes who trust adidas to make them better: besides the usual suspects such as the worldâs best football players, like the Argentinean national team, outdoor icon Reinhold Messner climbed mountains in adidas shoes and gymnast Nadia Comaneci scored a perfect 10, repeatedly.Â. Gebrder Dassler Schuhfabrik A pair of Adidas Samba football trainers. How Adi Dasslerâs Unconventional Approach Built a Global Brand. Rudolf "Rudi" Dassler (26 March 1898 in Herzogenaurach, Germany – 27 October 1974 in Herzogenaurach) was the German founder of the sportswear company Puma and the older brother of Adidas founder, Adolf "Adi" Dassler.The brothers were partners in a shoe company Adi started, "Gebrüder Dassler Schuhfabrik" (English: Dassler … This one started in a small town in Bavaria, Germany. The adidas brand offers apparel and footwear for every sport, every fashion, every style, whether you are an athlete or fashionista. Now the largest sportswear company in Europe, adidas was founded in 1924 by Adolf and Rudolf Dassler under the name Gebrüder Dassler Schuhfabrik, or the “Dassler Brothers Shoe Factory.” In 1949, disagreements between the two led Rudolf Dassler to splinter off to create Puma while Adolf turned the shoe factory into adidas. This website was built by using the latest techniques and technologies. To achieve this, the plan is focused on three strategic choices:Â Â. Rudolf "Rudi" Dassler (26 March 1898 in Herzogenaurach, Germany – 27 October 1974 in Herzogenaurach) was the German founder of the sportswear company Puma and the older brother of Adidas founder, Adolf "Adi" Dassler.The brothers were partners in a shoe company Adi started, "Gebrüder Dassler Schuhfabrik" (English: Dassler … Adi Dassler died on September 6, shortly before his 78th birthday. Official Match Ball to every FIFA World Cupâ¢ that followed. On August 18, 1949, Adi Dassler started over again at the age of 49, registered the âAdi Dassler adidas Sportschuhfabrikâ and set to work with 47 employees in the small town of Herzogenaurach. adidas only found out about Run DMC celebrating their sneakers, when the band held up the 3-Stripes shoes during a concert in front of 40.000 fans. Adidas mission and vision statements have been gradually changing with the ever-evolving sports shoes, apparels and other accessories over the years, and this has been instrumental in securing the leadership position the company is identified with in the current markets. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Created in cooperation with the German chemical company BASF, the material combines former contradictory benefits of soft and responsive cushioning for a running experience unlike any other.Â, In March 2015, the next five-year strategic business plan for the company was presented. Adolf renamed the former company as "adidas" and Rudolf founded a new one: Puma. Despite … Learn about how a sports-mad shoemaker in rural Germany built one of the worldâs most successful sports companies. Sounds familiar? In 1989 adidas became a stock corporation and Adi Dassler's daughters sold their shares in 1990.Â After the Dassler daughtersÂ exited the company, it is changing leadership and questionable strategic decisions that caused a record loss in 1992 and brought the company near bankruptcy. But here’s where things get interesting. Big words. Puma AG Rudolf Dassler Sport, officially branded as PUMA… Rudolf had earlier established Puma, which quickly became the business rival of Adidas, and is also headquartered in Herzogenaurach. Everything the company does is rooted in sports. Adidas was founded in 1948 by Adolf “Adi” Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother,Rudolf. • 1920: Rudolf Dassler and his brother Adolf start making sports shoes. Every great story has a beginning. The two brothers list their company in the commercial register with the title “GeDa – Gebrüder Dassler Schuhfabrik” (Dassler Brothers Shoe Manufacturers) 1925 Production of the first football shoe with leather … Gebrüder Dassler Schuhfabrik wasfounded in Germany in 1924 by the brothers: Adolf "Adi"and Rudolf Dassler. adidas Founder Adolf Dassler: The Creative and Innovative Leader Behind the Brand. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two … In the same year, he registered a shoe that included the registration of the soon-to-become-famous adidas 3-Stripes. We started in a wash room and conquered the world. What drove the man who founded adidas and led the company to global success? Footwear for gold medal winners? Â. Reebok brings its performance and lifestyle segments back under one brand logo and wordmark: the Vector and the âDrop-Râ. But here’s where things get interesting. Everything, when you name it after a âKaiserâ. And in-between, we have scored big and also, sometimes, struggled to reach our goals. The company’s German founder, Adolf Dassler, came up with the name by combining his nickname (Adi) with the first three letters of his last name (Das). Quan hệ giữa hai anh em họ rạn nứt và cuối cùng hai người quyết định tách ra vào năm 1948, tạo ra hai thực thể riêng biệt, Adidas và Puma. Adi Dassler, founder of adidas, in his shoe factory. Elle est mondialement connue sous l'appellation « la marque aux trois bandes », des trois bandes parallèles qui … adidas introduced the Energy Boost running shoe which featured a completely new cushioning material. Transitioning to adidas after leading the German consumer goods company Henkel for eight years, the Dane was well received among employees, media and investors alike. Â, The globally applied âMyArenaâ workplace concept has been fully integrated into Arena, offering activity-based working spaces with a focus on flexibility and communication: Assigned desks are a thing of the past and employees can choose from a variety of different rooms and spaces dependent on their needs, from casual encounters to formal meeting rooms and areas for individual focus. In one of its most memorable marketing campaigns, adidas lets its biggest athletes including David Beckham, Haile Gebrselassie and Muhammad and Laila Ali face their fears, defeats and challenges only to prove that, indeed, impossible is nothing. With Creating the New, brands are closer to consumers than ever before. The company is working every day to inspire and enable people to harness the power of sport in their lives. When you are already great, how do you become even better? He turned the sleeping giant from a sales- to a marketing-driven company and steeredÂ adidas back on the growth path. Forming Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in 1919, the Dasslers experienced early success with their athletic footwear netting gold medals and world records. Didnât stop adidas from putting it in there. A very special contemporary gives insights. Literally. The song became a hit and Run DMC and adidas unexpected and unique partners. In June, the company was re-named adidas AG. Adidas was registered on 18 August 1949 by Adolf Dassler, following a family feud at the Gebrüder Dassler Schuhfabrik company between him and his older brother Rudolf. Just in time for the event, adidas presented a new logo that was here to stay: the Trefoil. Puma AG Rudolf Dassler … Two brothers working together for the best of the athlete. Herbert Hainer became the new CEO of adidas-Salomon AG and, with him, the companyâs focus went even more to innovation.Â ClimaCool (2002), adizero (2004) and the F50 football boot, launched just in time for the 2006 FIFA World Cupâ¢ in Germany, became market hits â as did the new CEO. Times may change, but trefoiled quality will always remain, From Herzogenaurach to the world: the 3-Stripes kept expanding to more and more sports throughout the years. Forming Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in 1919, the Dasslers experienced early success with their athletic footwear netting gold medals and world records. Nadia Comaneci scored a perfect 10 with adidas equipment, repeatedly. The company was started by Adolf Dassler in his mother's house; he was joined by his elder brother Rudolf in 1924 under the name Gebrüder Dassler Schuhfabrik. Being a sports athlete himself he understood the needs of the quality sportswear and wanted to … And in 2011, adidas brought together sport, street and style for the first time in one campaign to tell the world what it means to go all in, heart over head, inclusion over ego. In addition to its sport performance offering, adidas is the first in the industry to introduce a new lifestyle segment, focusing on sports-inspired streetwear. These brands connect with consumers; therefore, their success defines the success of the business. Now, how about something to kick with? Rudi Dassler died on 27 October 1974 of lung cancer at the age of 76. The company now operates a virtualized corporate structure, using electronic … In 1970, adidasÂ deliveredÂ the official ball, TELSTAR, for the 1970 FIFA World Cupâ¢for the first time. Outdoor-icon Reinhold Messner was a close adidas-partner, too. And thatâs not all: THE PUMP innovation hits markets in 1989, making Reebok a household name in other categories as well. When Dick Fosbury made his mark with establishing a totally new high-jump technique, he was supported by adidas shoes that coped with the new requirements. The company was formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. If it is already in your DNA, why reinvent the wheel? # adidas (anciennement Gebrüder Dassler Schuhfabrik) est une firme allemande fondée en 1949 par Adolf Dassler, spécialisée dans la fabrication d'articles de sport, basée à Herzogenaurach en Allemagne. Now, for the first time ever, all 5,400 Herzo-based employees are located on one campus in an environment that fully embraces the companyâs unique company culture. Â It was the beginning of a wonderful partnership, with adidas providing the Official Match Ball to every FIFA World Cupâ¢ that followed. Keep it in mind for now, we will get back to this later. Adolf was said to be a good and … Personalise. Rudolf was affectionately known as 'Bobby' because this was the only sound that he could make for the first three years of his life. adidas celebrates the opening of its new office building âArenaâ, finalizing the expansion of the companyâs headquarters â The âWorld of Sportsâ â in Herzogenaurach, Germany. Together with his partner Christian Tourres, he understood that the almost bankrupt adidas did not need to be reinvented, it simply needed a new direction. In 1972, the world turned to Germany when the Olympic Games opened in Munich. Their unbelievable victory would be heard around the world for decades to come. This one startedÂ in a small town in Bavaria, Germany. You keep on training. Version 36, Google Chrome History will tell us if it is true. Adi Dassler gathering feedback from athletes. The best of the best trusted adidas and its founder from the beginning. Horst Dasslerâs sudden death in 1987, two years after his mother KÃ¤the passed away, meant troubled waters for adidas. The company was formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. Ab diesem Zeitpunkt nannten die Brüder ihr Geschäft »GeDa - Gebrüder Dassler Sportschuhfabrik« und liessen dieses am 1. Version 8. But adidas expanded its portfolio of sports early on... e.g. The slogan became the synonym for reaching oneâs goals. Công ty được thành lập năm 1924 bởi Adolf và Rudolf Dassler với tên gọi ban đầu Gebrüder Dassler Schuhfabrik. An innovation ahead of its time, the Micropacer featured a system â known today as miCoach â providing performance statistics to athletes.Â. This is not a rebranding project. Version 42, Apple Safari Entrepreneurial lessons from the founder of adidas. The company was founded in 1924 as Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in Herzogenaurach, Germany by Rudolf Dassler, the brother of Adolf “Adi” Dassler, who founded competitor Adidas. A first step in a long history driven by speed and performance: The brothers Rudolf and Adolf Dassler founded the company “Gebrüder Dassler Schuhfabrik” (Dassler Brothers Shoe Factory) in their … Rudolf Dassler founds the PUMA Schuhfabrik Rudolf Dassler. adidas itself only found out about this love story when the band held up the 3-Stripes shoes during a concert in front of 40.000 fans â one of these concertgoers wasÂ an adidas employee. Originally founded in 1924 as Gebrüder Dassler Schuhfabrik by brothers Adolf and Rudolf Dassler, Puma officially came to be in 1948 when the brothers split to create competing brands Puma and adidas. Some of the most famous adidas innovations, such as Torsion (1989), the Equipment concept (1991), the Streetball campaign (1992) and the Predator football boot (1994), were born in this era.Â, Back on the right track, adidas added a new member to its team. The Vector logo was first introduced in 1992 and has been used in various forms ever since. After first steps in his motherâs wash kitchen, Adi Dassler registered the âGebrÃ¼der Dassler Schuhfabrikâ in 1924 and embarked on his mission to provide athletes with the best possible equipment. Who would have thought that screw-in-studs on lightweight football boots would help write history? Please upgrade your browser in order to display the website correctly and gain full functionality. When the German national football team faced the unbeatable Hungarians in the 1954 World Cup final, they won so much more than just a trophy. Or join forces with someone who complements you and your strengths. 30 years after Joe and Jeff Foster renamed their grandfatherâs company, Reebok was fit to lead. While adidas continued to grow after its own 1954 miracle, two British men by the names of Joe and Jeff Foster gave their grandfatherâs company âJ.W. It sounds quite common today, but back in the â80s, a computer did not belong, much less fit, in your shoe. In the same year, PUMA’s first football boot, the “ATOM”, is launched.