adidas : From a Family Business to a Global Sports Icon

Introduction

adidas, an iconic brand in the world of sports and fashion, has established itself as a global leader through continuous innovation and a commitment to performance. Since its founding in 1949, adidas has revolutionized sports equipment and made history with its flagship products and partnerships with world-renowned athletes.

adidas was founded by Adolf Dassler in 1949 in Herzogenaurach, Germany. Before that, in 1924, Adolf and his brother Rudolf had created the company "Gebrüder Dassler Schuhfabrik" (Dassler Brothers Shoe Factory). After a family dispute, Adolf founded Adidas, a company that would become legendary in the world of sports, while his brother created Puma. "adidas' is a contraction of Adolf's nickname "Adi", and the three first letters of his surname.

adidas has three very famous logo :

_ The three stripes (1949) : When it was founded by Adolf Dassler in 1949, the brand made only sports shoes. So the adidas logo focuses only on this element. The first logo depicted a spiked athletics shoe, adorned with the 3 signature stripes, standing between the two adidas ‘d's with extended bars. This logo and the three distinctive stripes began to appear on all shoes (and later on clothing). The number 3 has no particular significance : Dassler tested several versions, with different numbers of stripes, and found that three made them stand out more in photographs.

_ The clover (1972) : A new logo was created in 1972, the year adidas stopped producing only footwear and launched its first clothing range. Inspired by flowers, the new logo features three leaves, in keeping with the three stripes that have made the brand famous. The three stripes cross the leaves. Since 2000, it has been reserved for all Originals products as a tribute to the brand's heritage.

_ The Equipment logo and the three bars : Revealed to the public in 1991, the new Equipment logo featured the 3 stripes in the form of a combination of three bars from smallest to largest, underlined by the words "adidas EQUIPMENT" in adidas' signature sporty green. On this logo, the three bars were associated with the adidas logotype. The three bars now appear alone on the new Performance logo.

adidas is known for its many flagship products, including iconic sports shoes like the adidas Samba, Stan Smith, and NMD. The brand has also expanded its range to include sportswear, accessories, and high-tech equipment, such as the adidas Ultraboost and the adidas Boost.

adidas has collaborated with many celebrities over the years. Here are some of the most notable :

_ Beyoncé : Her Ivy Park brand has collaborated with adidas.

_ Kylie Jenner : She has worked with adidas for the Originals Falcon shoe campaign.

_ Pharrell Williams : He launched Now Is Her Time, a campaign aimed at female empowerment.

_ Damian Lillard : The basketball player has worked with adidas on basketball shoes.

_ Alexander Wang : He has worked with adidas Originals to create clothing and shoe lines.

In 2023, the CEO of adidas is Bjørn Gulden, who took office in January 2023. adidas achieved a revenue of around $5.5 billions, demonstrating its position as a global leader in the sports industry.

adidas has come a long way since its creation in the Dassler Brothers Shoe Factory. Through continuous innovation, a commitment to performance, and high-quality products, adidas has become an essential brand in the world of sports and fashion. With Bjørn Gulden at the helm and strong financial growth, adidas is poised to continue its ascent and push the boundaries of what is possible in sports equipment.