Founding and Early Innovation (1985–1990s) Five Ten was founded in 1985 by climber and engineer
Charles Cole in California. The company's name references the difficulty grade "5.10" in the
Yosemite Decimal System, symbolizing the level where climbing becomes especially challenging. Cole was inspired to start the company after nearly slipping on a descent in
Yosemite National Park, prompting him to develop footwear with improved grip. That same year Five Ten released the first modern
approach shoe, the
Five Tennie, designed for both hiking and scrambling. More significantly, Cole collaborated with chemists to formulate a proprietary rubber compound—later called
Stealth Rubber. Introduced in 1986, Stealth Rubber provided unprecedented grip on rock, and soon became a revolutionary advancement in
rock climbing footwear. , 2× Olympic gold medalist and Adidas Five Ten athlete, competing at the
2020 Tokyo Olympics Throughout the late 1980s and early 1990s, Five Ten expanded into performance climbing shoes. Its flagship models, such as the
Anasazi line (MoccAsym, VCS, and Lace-up), quickly gained popularity among elite climbers and were featured on many of the hardest ascents of the era. At the same time, the Guide Tennie remained a popular choice among climbers needing durable approach shoes.
Expansion into Mountain Biking (Late 1990s–2000s) In the late 1990s mountain bikers began using Five Ten's sticky-soled shoes for better grip on flat pedals. This led to the release of the brand's first mountain bike-specific shoe, the
Impact, originally produced in collaboration with Intense Cycles. Five Ten quickly became a dominant force in flat-pedal mountain biking, sponsoring top riders like
Sam Hill,
Greg Minnaar, and
Danny MacAskill. Hill famously won several
UCI Mountain Bike World Championships while using flat pedals and Five Ten shoes, challenging the era's dominance of clipless systems. By the mid-2000s Five Ten had become synonymous with performance in flat‑pedal mountain biking—praised for its exceptional pedal grip, enabling riders like
Sam Hill to compete at the highest levels without clipless pedals.
Athlete Sponsorships and Brand Growth (2000s–2011) Five Ten has sponsored a wide range of professional athletes across disciplines to elevate the visibility of its products. In climbing, the brand has worked with top athletes including
Shauna Coxsey,
Dave Graham,
Janja Garnbret,
Sasha DiGiulian, Tyler Landman,
Ammon McNeely, and
Dean Potter, representing disciplines from
bouldering and
sport climbing to big wall and alpine climbing. Its shoes became standard gear in climbing gyms and competitions, and the Stealth Rubber was even used to resole shoes from other brands. By the early 2010s, Five Ten had become one of the most recognized performance footwear brands in climbing and MTB.
Adidas Acquisition and Corporate Transition (2011–2020) In November 2011
Adidas acquired Five Ten for US$25 million to bolster its outdoor division. The acquisition brought Five Ten's Stealth Rubber technology under Adidas's umbrella, and expanded its global distribution. Founder Charles Cole remained involved for a time post-acquisition, particularly in R&D. Adidas continued supporting climbing and MTB athletes, eventually rebranding the company as
Adidas Five Ten. New high-performance models were introduced, including the
Aleon (designed with
Fred Nicole) and modernized versions of classic shoes like the
NIAD (a successor to the Anasazi). In 2017 Adidas closed Five Ten's Redlands, California HQ and relocated remaining operations to Germany. Some former employees went on to found
Unparallel Sports, a climbing shoe brand based in California, aiming to preserve the original craftsmanship. Charles Cole died in 2018 at age 63. By April 2020 Five Ten had been fully integrated as a sub-brand within Adidas's Adidas Terrex line.
Recent Developments (2020s) Adidas Five Ten has emphasized sustainability in recent years. In 2021, it released bike shoes made with Parley Ocean Plastic, aligning with Adidas's sustainability goals. The brand also launched eco-conscious biking apparel and expanded its market reach through cross-discipline innovation. In climbing, Adidas Five Ten athletes, including
Janja Garnbret and
Miho Nonaka, have achieved international success at the 2020
Tokyo Olympics: Garnbret took gold and Nonaka earned silver—raising the brand's profile worldwide. As of 2025 Five Ten continues to serve as the performance footwear division within Adidas's outdoor category, upholding its legacy in climbing, mountain biking, and approach footwear through continued innovation, athlete sponsorship, and product evolution. ==Culture and Influence==