Adidas at Mister Spex
The three iconic stripes and Adidas Originals three-striped leaf logo are immediately recognisable. They belong to the globally-recognised sport and lifestyle brand Adidas. Alongside Nike, Adidas is the world market leader in sports equipment. High quality and a flair for trends and development have made Adidas one of the most successful and well-known brands in the world. The ever-growing popularity of football and the World Cup has certainly been a contributor to Adidas’s success. Since 1956, Adidas has been an official partner of FIFA and has developed a new ball for every world championship. With the enthusiasm for football growing across the whole world - including in Asia, Australia and Africa - the brand is now recognised globally.
The roots of the firm lie in tranquil 1920s Herzogenaurach, where brothers Adolf and Rudolf Dassler worked meticulously on making shoes perfect for different types of sports. The “Dassler brothers’ sports shoe factory” laid the foundations for the company that would later become a sports retailing giant. The two brothers parted ways after the end of the war. Rudolf Dassler founded Puma, his own successful sports equipment brand, and a direct competitor to his brother. Adolf renamed his firm Adidas.
The brand’s steep rise to fame coincided the 1954 World Cup. Adidas had developed a revolutionary invention - football boots with screw in studs - for the German national team, who promptly became world champions. With the growing popularity of the brand, and the triumphant march of Pop culture at the beginning of the 70s, Adidas slowly but surely developed into a lifestyle brand. Its product range has long since grown to include a number of products for different sports, including sportswear and the famous Adiletten bath slippers. Later, when 80’s rappers Run DMC acknowledged Adidas’s “Superstar” trainers in one of their tracks, the brand became hip outside of the sporting world. Since then, numerous international superstars such as Madonna, Jamiroquai and the Beasty Boys have helped Adidas’s popularity grow even further outside the sports halls and arenas.
In January 2006, Adidas finalised its acquisition of the Reebok Group, which had been announced the previous year, and pushed ahead with its key strategic focus on the global sports shoes, clothes and accessories markets. Together, Adidas-Salomon AG and Reebok make up a broad portfolio of international brands including Adidas, Reebok, TaylorMade, Rockport, Greg Norman Collection, MAXFLI, CCM, Jofa and Koho, which cater for the needs of the modern consumer.
Today, Adidas is a modern PLC with a turnover surpassing millions. Its acquired brands (Reebok, Salomon etc) have been successfully integrated into the group. Adidas is the epitome of quality, high-value sports equipment and functional sportswear. As well as summer and winter sports equipment, its product range also includes accessories such as watches, glasses and sunglasses, perfume and cosmetics for both men and women.