THE BRAND
FROM HUMBLE BEGINNINGS …
Every great story has a beginning , and the adidas story started in the small Bavarian town of Herzogenaurach in Southern Germany , where the Dassler family began manufacturing shoes in the 1920s . From that that humble beginning came the adidas brand , which has over the past century grown into one of the world ’ s most recognised sporting brands .
After starting out 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 the athletics events at the 1928 Amsterdam and 1936 Berlin Olympics were the first rewards for Adi ’ s innovative designs , with American sprint sensation Jesse Owens a notable beneficiary of the adidas technology as he raced and jumped his way to four gold medals in Berlin , wearing shoes that were a gift from Adi himself .
In 1949 , Adi started over again at the age of 49 , registering the ‘ Adi Dassler adidas Sportschuhfabrik ’ and set to work with 47 employees in the small town of Herzogenaurach . In the same year , he registered a shoe that included the registration of the soon-to-becomefamous adidas 3-Stripes , and the name “ adidas ,” an abbreviation of his name was first used . In 1972 , adidas also introduced a new logo , the Trefoil . Then , it symbolised performance . Today , the Trefoil stands for lifestyle and street .
The burning question Adi kept asking was , how do you earn the trust of world-class athletes ? The answer was simple : Produce innovative products that make them even better . He therefore met with athletes , some of them even as visitors in Herzogenaurach , listened carefully to what they said , and observed what could be improved , or invented , to support their needs . The best of the best trusted adidas and its founder from the beginning , across many sporting codes , and that would not change throughout the decades to come .
AT THE FOREFRONT OF INNOVATION
They say innovation never sleeps , and the adidas brand has worked hard to stay at the cutting edge of running technology . Back in the ‘ 80s , a computer did not belong , much less fit , on a running shoe , but that didn ’ t stop adidas from putting one there in 1984 . An innovation ahead of its time , the Micropacer featured a system that provided performance statistics for athletes . Some of the most famous adidas innovations followed , such as Torsion ( 1989 ), ClimaCool ( 2002 ), adizero ( 2004 ) and Energy Boost ( 2013 ), all designed to make the athlete better .
A young Adi Dassler in his shoe factory in the 1920s
The brand ’ s Trefoil logo initially indicated sport performance , however it now represents lifestyle and streetwear
Adi Dassler relied on feedback from top athletes to improve his designs
Running technology has come a long way over the past century , and adidas continues to look for innovative ways to make athletes better , faster , and stronger , while creating a range of classic and fresh lifestyle and highfashion lines . As part of this , 2021 marks the release of adidas ’ next five-year strategic cycle , ‘ Own the Game ,’ which puts the athlete at the centre of everything , acknowledging the role they have in shaping industry trends . They strive to live active and healthy lives , they wish to blend sport and lifestyle , they are digital by default and sustainable by conviction . Own the Game will capture these consumer-driven opportunities and carve out new ones for their benefit
Today adidas is a global designer and developer of athletic and lifestyle footwear , apparel and accessories , with the mission to be the best sports brand in the world . For more information , please visit adidas . com .
70 ISSUE 145 SEPTEMBER / OCTOBER 2021 | www . modernathlete . co . za