Herzogenaurach August 9th: adidas celebrated the 70th anniversary of the company and the opening of the new Arena building at the “World of Sports” complex in Herzogenaurach with some high-profile guests. The guests of honor on stage in Herzogenaurach included creative partner Pharrell Williams, tennis icon Stan Smith, football world champion Philipp Lahm as well as Olympic champions Laura Dahlmeier and Magdalena Neuner, together with CEO Kasper Rorsted and the entire adidas Executive Board. Run DMC, who had a worldwide hit in 1986 with “My adidas”, played exclusively for the adidas employees. The highlight of the event was the ceremonial opening of the Arena building. Around 2,000 employees work in the building, which is visible from a considerable distance. It appears to hover on its 67 filigree columns and is visually reminiscent of a football stadium.