Adidas is shutting down the Austrian offices of its Runtastic subsidiary, once hailed as a flagship sports tech startup. According to Kleine Zeitung, this move will impact around 170 employees across its Pasching, Vienna, and Salzburg locations, with closures slated for mid-2025. The decision is part of Adidas’ broader plan to consolidate its digital operations in fewer locations, including Herzogenaurach, Amsterdam and Zaragoza.
Founded in 2009, Runtastic quickly gained prominence for its fitness tracking app, with Axel Springer purchasing a majority stake in 2013. In 2015, Adidas acquired the company for approximately €220 million, positioning it as a key player in its digital fitness strategy. However, despite steady financial performance – such as a 2022 net profit of €1.6 million– Runtastic failed to meet Adidas’ broader expectations. As reported by Heise, the brand’s significance dwindled over time, with the Runtastic name disappearing in favor of Adidas Running.
The closure marks the end of Runtastic’s era as a symbol of Austrian startup success. Adidas has cited its need to streamline digital competencies and focus on core business operations. Affected employees have been encouraged to apply for roles at Adidas’ other European locations. Tobias Seemann, Adidas Senior VP of Global Digital & e-commerce, told Austrian media that the company will provide support to ensure a smooth transition for the affected employees.
