The Story of a Brand: Adidas

Adidas, a global sportswear giant, has a rich history rooted in a sibling rivalry and a dedication to athletic performance. Founded by Adolf "Adi" Dassler in 1949, the company emerged from the Dassler Brothers Shoe Factory, which he co-founded with his brother Rudolf. Adidas's success is built on a foundation of innovation, strategic partnerships, and a strong brand identity.

Would you believe that a small Bavarian town with little more than 20,000 people could be the birthplace of two large world-famous sports brands? And that these brands could be owned by two brothers, whose falling out led to a bitter rivalry that lasted long after their deaths?

Well, believe it, because it's true! In this article, we'll answer questions like, "Where was Adidas established?" and "Who started the company Adidas?" Let's go back to 1922 in the town of Herzogenaurach, and follow the history of Adidas.

The Family Shoe Business

In the early 1920s, Adolf and Rudolf Dassler launched a shoe company in their mother's laundry. They made their first shoes out of whatever materials they found in post-World War I Europe, mostly war helmets and other military gear. Electricity was also scarce, so the two brothers often had to use the power generated by a stationary bicycle! None of that stopped them, however, and their business was soon on the rise.

When Hitler came to power in 1933, the brothers joined the Nazi party, as did most German business owners, but they always put their company first. In 1936 they persuaded African-American sprinter Jesse Owens to wear and compete in their shoes at the Olympics! He won four gold medals, giving international recognition to the Dassler shoes. This was a great push ahead for the company and a huge blow for Hitler, who wanted to use these Olympic Games to demonstrate the superiority of the Aryan race.

The Split

The brothers lived in the same house, but their wives didn't get along, which created constant tension. They had numerous disputes, but the last drop fell during World War II when the town of Herzogenaurach came under Allied bombing. Adolf and his wife climbed into the bomb shelter, which was already hosting Rudolf and his family. That's when Adolf said, "The dirty bastards are back again!" Apparently, Adolf was referring to the Allied forces, but Rudolf believed he was referring to Rudolf and his family. Soon after, the two brothers split the Dassler Brothers Shoe Company into two parts. Adolf "Adi" Dassler combined the first letters of his names to form the Adidas brand. Rudolf, on the other hand, would soon establish the Puma brand. This would be the beginning of a large-scale feud that was (sort of) resolved in 2009 when the two companies met each other for a friendly game of soccer.

The Evolution of the Three Stripes

Adi Dassler faced a significant challenge. The shoes he made were already popular. However, with the company divided and only 47 employees on hand, he had to establish a new brand that was easily recognizable and could benefit from the trust he had already built. He knew that a simplistic but distinctive logo design could aid in this endeavor, so the company started putting three stripes on all of its shoes. That way, whenever people used them in competitions, the logo would be visible from afar. The company also called itself "the brand with the three stripes," recognizing how such a comparison would help them.

By the beginning of the 1970s, Adidas had already moved beyond footwear. It manufactured casual shoes, sports apparel, gear, and watches, and was looking to expand even further. Naturally, the growing number of products required a change in the logo. That led to the Trefoil logo in 1972, whose primary purpose was to reflect the diversity of the Adidas brand. It displays three leaves, each shooting in a different direction to highlight the brand's growth. Dassler and his wife, Kathe, however, decided they wanted to strike a balance between expansion and tradition, so they interwove the leaves with the three horizontal stripes. Later, the Trefoil logo became Adidas's corporate logo. The company now uses it for its heritage products, such as the Adidas Originals.

Adidas' present logo is another variation on the three-stripe design, showing remarkable dedication to its roots. It was first used for the Equipment line of products and designed by then Creative Director Peter Moore. The logo shows three slanted stripes, which look like a mountain when combined. The symbolism behind the mountain can be interpreted in many ways: the mountain is the aims, the goals, and the challenges that lie ahead. It's as if Adidas is pushing its customers to set higher and higher goals for themselves.

Enter the Era of Collaborations

Do you notice how many lifestyle brands collaborate with celebrities these days? Adidas was one of the first. In the past, celebrities would be used to market new shoes or clothes in advertisements. But Adidas realized that it could instead collaborate directly with these figures to create new coveted collections.

Now, Adidas has collaborated with notable figures like Kanye West, Beyoncé, Jonah Hill, and Pharrell Williams on clothing and shoes that sell out almost instantly. The brand has even worked with fashion designers like Alexander Wang, Jeremy Scott, Raf Simons, and Stella McCartney, bridging the gap between high fashion and athletic leisurewear.

Adidas also launched Adidas Confirmed in 2015, making them the first footwear company to launch their own mobile shoe reservation app. Instead of lining up outside stores for hot new releases, users can log in to the app and reserve the latest limited-edition apparel and shoes with ease. This inspired Nike to release their own reservation app, called SNKRS, shortly after.

However you feel about the history of the Adidas logo, the fact is that you will be able to recognize it wherever you see it, and that remains among the best indicators of a brand's success. The evolution of Adidas is one of many stories of how smart, consistent branding can create industry-leading businesses. Pick a fight with your brother and launch that start-up!

Better yet, ignite some interest in your team, athletic brand, or sporting goods label with our athletic apparel! We offer tons of products, including shoes, hats, and sports gear, that you can customize with your own unique logo or design. That way, your fans can wear exactly what the players wear!