Adidas Five Ten NIAD Lace

Brand History and Origin

Five Ten, often referred to as "the Brand of the Brave," was founded in 1985 by Charles Cole in Redlands, California. The brand revolutionized the climbing world with the introduction of Stealth rubber, a high-friction compound that provided unparalleled grip on rock surfaces. The NIAD (Nose In A Day) line represents an evolution of their classic limestone and granite performance footwear, honoring the heritage of Yosemite speed climbing.

Corporate Evolution and Ownership

In November 2011, the global sporting goods giant Adidas acquired Five Ten for approximately $25 million. This acquisition allowed Adidas to bolster its outdoor portfolio and integrate Five Ten’s specialized rubber technology into its broader Terrex line. Today, Five Ten operates as a specialized sub-brand under the Adidas Outdoor division, maintaining its focus on high-performance climbing and mountain biking gear.

Manufacturing and Distribution

While Five Ten was originally a California-based manufacturer, since its acquisition by Adidas, production has moved to a global scale. Manufacturing occurs across Adidas's extensive supply chain, primarily in Asia, including countries like China and Vietnam. The brand remains a dominant force in the professional climbing community, distributed globally through Adidas's retail network and specialized outdoor gear retailers.