THE EARLY YEARS
Since 1900 – Today
Every great story has a beginning. This one started in a small town in Bavaria, Germany. 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. Gold medals in Amsterdam (1928, Lina Radke) and Berlin (1936, Jesse Owens) were first rewards and milestones – and only the start of our story.
FOUNDING FATHER
On August 18, 1949, Adi Dassler started over again at the age of 49, registered the “Adi Dassler adidas Sportschuhfabrik” and set to work with 47 employees in the small town of Herzogenaurach. On the same day, he registered a shoe that included the registration of the soon-to-become-famous adidas 3-Stripes. From humble beginnings to a global success story – which was accelerated by a miracle.
FINE FEATHERS MAKE FINE BIRDS
What’s in a name? Everything, when you name it after a “Kaiser”. 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. Shop Adidas Clothing
THE ATHLETES’ TRUST
How do you consistently earn the trust of world-class athletes through the decades? Produce innovative products that make them better for once. Adi Dassler’s 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. The best of the best-trusted adidas and its founder from the beginning. And that would not change throughout the decades to come. Shop Adidas Performance.
THE MERGE OF ARTS AND SPORTS
When US-based hip hop group Run DMC released “my adidas” it was about setting the record straight about hard-working people in troubled neighbourhoods and about pure enthusiasm about their sneakers. 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 – one of these concertgoers was an adidas employee. The song became a hit and Run DMC and adidas unexpected and unique partners. 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. Shop Adidas Sneakers
NEW CENTURY, NEW DIVISIONS
As the new century started, adidas reinvented the game again. 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. 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). Shop Adidas Originals.
IMPOSSIBLE? JUST A BIG WORD
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. The slogan became the synonym for reaching one’s goals. You can shop the range from ADIDAS Men, Women and Kids.
WHAT BELONGS TOGETHER COMES TOGETHER
From the court to the catwalk and the stadium to the street. The adidas brand offers apparel and footwear for every sport, every fashion, every style, whether you are an athlete or fashionista. 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. “all in” (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.
ADIDAS started in a washroom and conquered the world. In-between, we have scored big and also, sometimes, struggled to reach our goals. We have done our best for the best. We have improved and grown. Looking ahead to the future, always remembering where we came from.
SHOP ALL ADIDAS HERE.
