EVOLUTION OF ADIDAS

We all are aware that Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It was founded in 1949 by Adolf Adi Dassler and is headquartered in Herzogenaurach, Germany. Adidas history begins in 1924 with two German brothers and a washroom. The Adidas founder Adi Dassler and Rudi Dassler began producing shoes in their mother’s laundry room in the small town of Herzogenaurach, Germany which was called Dassler Brother’s Shoe Factory. The main motive was to create the ultimate sports footwear for athletes around the world. But the two brothers decided to split in 1948, forming two separate entities, Adidas and Puma.

In 1971, the company unveiled the three-stripe logo in a form that resembled a leaf they called the “TREFOIL”. This version was later replaced by the current logo which is shaped like a triangle, though the trefoil logo can still be found on some adidas products. Adolf “Adi”+ Dassler “Das”= Adidas. Very soon the three stripes became the trademark for Adidas, The three stripes came from their 3 striped shoe design, and from the shape of a mountain, which represents the challenges athletes face. The creation of the Adidas Equipment Logo.

WHAT IS THE ADIDAS SLOGAN?

The Adidas “Impossible is Nothing” slogan is taken from the following quote by Muhammad Ali: “Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it.

FACTS ABOUT ADIDAS:

  1. The brand was born out of a sibling rivalry: After working together for years the two brothers Adi Dassler and Rudi Dassler split in 1948, and formed two separate companies Adidas and Puma.

  2. IT was supposed to be named as Addas: The company’s founder Adolf Adi Dassler, wanted his brand to be called “Addas” after the split with his brother Rudi. But unfortunately his registration was turned down because there was already a German children’s shoe company with that name. Just the addition of a single vowel made all the difference.

  3. The iconic three stripes came from another brand: The world recognizes the three stripes as the trademark for adidas now, which was purchased back in 1951 from the Finnish shoe brand Karhu. It is said that Karhu sold the trademark to Adidas for two bottles of whiskey and 1600 pounds.

  4. Adidas invented shower shoes: Back in the 1960s the German football team approached the company as they wanted shoes for their players to wear in the showers and in the changing rooms. After a few design changes, the Adilette was released in 1972 which is still a popular choice for all the athletes.

  5. They sold their first tracksuit in 1967: They launched their first apparel with the Franz Beckenbauer tracksuit, named after the legendary German footballer. According to recent sales reports, the company’s athletic apparel division made close to $2 billion in the first quarter of 2016.

  6. They introduced a smart shoe back in the 1980s:  These days we have smart phones and wearables, but back in 1984 Adidas dreamt up a sneaker that had a pedometer stitched into the tongue called the Micropacer, the model was gone by 1987, but Adidas brought it back for the 30th anniversary in 2014.

  7. The company could have signed Michael Jordan: Jordan wanted to sign with adidas when he was drafted in 1984. Distributors wanted to make it happen, but executives wanted taller players to represent the brand on the court. Nike offered Jordan $500,000 per year contract, which he took back to Adidas to see if they could “come up anywhere close,” but the brand had to pass.  Missing out on Jordan was one of the biggest missteps in adidas history. But over the years dozens of other sport or athletic event have signed deals with the brand. Tennis star Stan Smith made sales soar when he signed a contract with Adidas and got a silhouette named after him. Famous singers like Missy Elliot, Kanye West and Big Sean have also signed up with the brand.

  8. David Beckham has a lifetime endorsement deal: The former soccer player hasn’t played a professional game since 2013, but he is still a part of the adidas family and will be forever. In 2003, he signed a lifetime deal worth $160.8 million with the brand. Beckham received half of the money upfront, and now that he is retired, he represents adidas as a brand ambassador.

  9. A school in the UK has banned Adidas Stan Smiths: Even though the Stan Smith model has become vital in the fashion industry; Students of the Thornleigh Salesian College in Bolton, England are not allowed to follow that particular trend. The uniform rule stated that students should wear all black leather lace-up sneakers, which should have included the all black version of the Stan Smiths.

So, these were some interesting facts about Adidas and how they became one of the famous brands in the sportswear era.

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