n the world of sportswear, few names carry as much history and legacy as Adidas. Recognized by its iconic three stripes and timeless designs, Adidas has been shaping sports, street style, and pop culture for decades. But behind the sneakers and tracksuits lies a fascinating story of family rivalry, innovation, and global ambition.
Let’s dive into the journey of Adidas — a brand born in a small German town that became a worldwide symbol of performance, style, and identity.
The Humble Beginnings: 1920s–1940s
The Adidas story begins in Herzogenaurach, Germany, in the early 1920s. Brothers Adolf (“Adi”) Dassler and Rudolf Dassler started making sports shoes in their mother’s laundry room. Adi was the creative force behind the designs, while Rudolf handled the business side.
In 1924, they formally registered their business as the Dassler Brothers Shoe Factory. Their breakthrough came during the 1936 Berlin Olympics, when American sprinter Jesse Owens won four gold medals wearing Dassler spikes — instantly putting the brothers’ shoes on the global map.
The Family Feud and the Birth of Adidas
After World War II, tensions between the brothers escalated, leading to a split in 1949. Adi Dassler founded Adidas (a combination of his nickname “Adi” and last name “Dassler”), while Rudolf created a rival brand — Puma — just across the river in the same town.
Adi registered the name Adidas and the Three Stripes logo, which would become one of the most recognized brand identities in the world. His focus remained on creating performance-enhancing sports gear, beginning with football boots and track shoes.
1950s–1970s: Growth Through Innovation and Sport
In the post-war years, Adidas grew quickly thanks to its focus on innovation. Notable moments include:
- 1954: The West German football team wore Adidas boots with removable studs during the “Miracle of Bern” — a historic World Cup victory.
- Adidas expanded into apparel and became the go-to brand for football kits and training gear.
- In the 1970s, the brand embraced running, basketball, and tennis, sponsoring athletes and events globally.
The brand also ventured into pop culture — notably with the Adidas Superstar, which was embraced by basketball players and later by the hip-hop community.
1980s: From Sportswear to Streetwear
In the 1980s, Adidas saw a cultural shift. Its products weren’t just for athletes anymore — they became fashion staples.
The breakthrough came when rap group Run-D.M.C. released the hit song “My Adidas”, celebrating the brand as a symbol of street style. This led to Adidas signing the first endorsement deal between a sportswear brand and a music act, blending sports and pop culture in a way that was ahead of its time.
However, Adidas also faced growing competition, particularly from Nike, which was quickly rising in the U.S. market.
1990s–2000s: Reinvention and Revival
The 1990s were tough for Adidas, as the brand struggled to keep up with changing trends. But under new leadership in the late ’90s and early 2000s, Adidas made a comeback:
- Acquired Reebok in 2006 to expand its market share in the U.S.
- Strengthened its presence in football, sponsoring teams like Real Madrid, Bayern Munich, and national squads.
- Launched Adidas Originals to cater to the lifestyle market, reviving classic models like the Stan Smith, Superstar, and Gazelle.
Collaborations with designers like Stella McCartney and Yohji Yamamoto (Y-3) brought a luxury edge to the brand.
Today: Adidas Is a Global Force
Today, Adidas is one of the world’s leading sportswear brands, operating in over 160 countries, with a value of over $60 billion. It balances heritage and innovation, performance and fashion, global appeal and local relevance.
Whether it’s on the football field, the runway, or the city streets — Adidas continues to inspire through creativity and sport.
Impossible is Nothing.
That’s not just a slogan — it’s the spirit that’s defined Adidas for nearly a century.