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Among countless footwear brands worldwide, only a select few have achieved the same level of prestige in sports, fashion, lifestyle, and pop culture as the iconic three-striped brand. With a history stretching nearly 70 years, adidas has experienced its share of triumphs and challenges in the sneaker industry. The brand nearly faced bankruptcy in the early 1990s but made a remarkable comeback, competing fiercely with other industry giants and introducing legendary designs that have redefined footwear globally.
1. THE COMPANY ORIGINATED FROM A SIBLING FEUD.
After years of collaboration at their family business, Gebrüder Dassler, Adi Dassler and his elder brother Rudolf had a falling out. They divided the company and its assets, leading to the creation of two distinct brands in the late 1940s: adidas and Puma. Their rivalry persisted for decades, only symbolically ending during a historic soccer match in 2009.
2. THE NAME WAS NEARLY ADDAS.
Adolf “Adi” Dassler, the founder and namesake of the company, initially intended to name his brand “Addas” following the split with his brother Rudi. However, as noted in Barbara Smit’s book Sneaker Wars, his application was rejected due to a pre-existing German children’s shoe company with the same name. A single vowel change resolved the issue. Meanwhile, his brother Rudi considered naming his new venture “Ruda,” but it was deemed unattractive and cumbersome, leading him to opt for "Puma" instead.
3. JESSE OWENS WAS AMONG THE FIRST TO WEAR THE BRAND.
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Before adidas (typically written in lowercase, unlike PUMA’s uppercase style) came into existence, Adi focused on crafting spiked athletic shoes, essentially early versions of cleats with nails embedded in the soles. During the 1936 Olympics, while German athletes were set to wear his spikes, Adi was determined to have Jesse Owens, a standout athlete, test his shoes despite Owens competing against German participants.
After testing a third pair, Owens was convinced; he declared that he would only wear those shoes. The athlete went on to secure four gold medals.
4. THE FAMOUS THREE STRIPES WERE ACQUIRED FROM ANOTHER COMPANY.
While the three stripes are now synonymous with adidas, they weren’t originally Dassler’s design. In 1951, he bought the trademark from the Finnish brand Karhu. According to Smit, two stripes were already used at Gebrüder Dassler, and four stripes appeared overly cluttered. Legend has it that Karhu sold the trademark to adidas for €1600 and two bottles of whiskey.
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As adidas ventured into apparel, it introduced the trefoil as its emblem. The trefoil, resembling a three-lobed clover, complemented the brand’s stripe theme. The stripes were integrated into the leaf logo by Nuremberg-based designer Hans Fick.
5. ADIDAS PIONEERED SHOWER SHOES.
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As per the adidas blog, the German football team approached the company in the 1960s seeking footwear for players to wear in showers and locker rooms, ensuring protection from unsanitary conditions. After several design iterations, the Adilette was launched in 1972. It remains a favorite among athletes and students alike.
6. THEIR FIRST TRACKSUIT DEBUTED IN 1967.
The brand ventured into apparel with the Franz Beckenbauer tracksuit, named after the iconic German footballer. Recent sales data shows the company’s athletic apparel division generated nearly $2 billion in the first quarter of 2016.
7. ADIDAS LAUNCHED A SMART SHOE IN THE 1980S.
While step counting is now handled by smartphones and wearables, adidas introduced a sneaker with a built-in pedometer in 1984. Known as the Micropacer, the model was discontinued by 1987 but was re-released in 2014 to celebrate its 30th anniversary.
8. ADIDAS NEARLY SIGNED MICHAEL JORDAN.
As reported by The Wall Street Journal, Jordan initially wanted to join adidas after being drafted in 1984. Distributors were eager to make the deal, but executives preferred taller players for their basketball endorsements. Converse offered $100,000 annually but lacked innovation. Nike, however, proposed a $500,000 yearly contract, which Jordan presented to adidas for a counteroffer. Unable to match it, adidas had to decline.
Failing to secure Jordan remains one of adidas’ most significant missed opportunities. However, the brand has had its share of successes. Kareem Abdul-Jabbar became their first basketball endorser, and tennis legend Stan Smith boosted sales significantly, even having a shoe named after him. Over the years, adidas has partnered with numerous athletes across various sports. A historic moment came in 1986 when Run DMC signed a groundbreaking $1 million deal, opening doors for non-athlete collaborations with artists like Missy Elliot, Big Sean, and Kanye West.
9. DAVID BECKHAM HOLDS A LIFETIME PARTNERSHIP WITH ADIDAS.
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Although the former soccer legend hasn’t played professionally since 2013, he remains a permanent member of the adidas family. In 2003, Beckham signed an unprecedented lifetime contract worth $160.8 million, receiving half upfront. Now retired, he continues to represent the brand as a global ambassador.
10. ADIDAS OFFERS AN ONLINE ARCHIVE OF ITS PRODUCTS.
In 2013, adidas introduced an online archive, offering fans an in-depth look at the brand’s rich history. Functioning as a digital museum, the site showcases photos of classic footwear, scans of historical catalogs, curated exhibits, and extensive details about the individuals and innovations that shaped the company.
11. A UK SCHOOL HAS PROHIBITED ADIDAS STAN SMITHS.
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Beyond its athletic roots, the Stan Smith has become a fashion icon. However, students at Thornleigh Salesian College in Bolton, England, are barred from embracing this trend. A 2016 uniform policy mandated black leather lace-up sneakers, which theoretically included the all-black Stan Smiths.
Parents were frustrated as students had worn the sneakers for months before the rule was enforced in the final six weeks of the school year. The school released a statement saying, “We are working with parents to address concerns. In cases of financial difficulty, the school provides support until parents can purchase required items. We maintain high standards and are committed to upholding them.”
12. ADIDAS IS VENTURING INTO SPACE IN 2017.
Y-3, adidas' fashion design label, in collaboration with designer Yohji Yamamoto, revealed in January that passengers on Virgin Galactic's inaugural commercial spaceflight, including Leonardo DiCaprio and Richard Branson, will don jumpsuits and boots from the brand. The prototypes, crafted from leather and fire-resistant materials, are undergoing rigorous testing and refinement by the Y-3 team ahead of the yet-to-be-scheduled launch.
