Adolf Dassler was inspired by a single idea when he made his first shoes in , at the age of just His vision was to provide every athlete with the best footwear for his respective discipline.
It was this principle that guided him right up until his death in His first shoe, made from the few materials available in the difficult post-war period, was produced from canvas. A passionate athlete himself, from the very beginning Adi Dassler was in close contact with sports participants and was always present in person at important sports events.
Adi Dassler focused his work on the classic disciplines of track and field. Athletes wore special shoes from his workshop for the first time at the Olympic Games in Amsterdam. In the mid s he was already experimenting with spikes. In the mid s Adi Dassler was already making 30 different shoes for eleven sports, and he had a workforce of almost employees.
In , with 47 workers, he began putting into practice the knowledge gained from the pre-war period and also new ideas. Adi Dassler made the first post-war sports shoes using canvas and rubber from American fuel tanks.
In he introduced adidas as the company name, a combination of his own first and last name. One year later he registered the - to this day - unmistakable Three Stripes. In the legendary Final against Hungary, the German team wore boots with screw-in studs — by adidas. Parallel to the rapid developments in sport, Adi Dassler strove to specialize and optimize his products. Adi Dassler was the first entrepreneur to use sports promotion in order to make the public aware of his innovations.
He started using well-known athletes as advertising for his products. Aggressive publicity became one of the cornerstones of his corporate policy. Between and , the remaining Dassler family members sold their majority shareholding and for the first time the company was no longer owned by the Dassler family. The following years were a difficult period for the company. Poor decisions made by the new management led to a record loss in and almost led the company to bankruptcy.
Help arrived in the form of Robert Louis-Dreyfus who took over the company reins in With his partner Christian Tourres, he realized that adidas did not need to be reinvented. It simply needed to focus on what it was already doing well. The innovation already going into adidas shoes and apparel became the focus, and this helped steer the business back to growth.
In , six years after becoming a corporation, adidas went public. This was also the year of the first adidas website, and a year later in , the Badge of Sport was adopted as the company logo. Whilst adidas may not have communicated their amazing products well in the early 90s, some of the most successful adidas concepts were actually born in this era. In , adidas acquired Salomon Group in a deal worth m Deutschmarks.
The acquisition brought with it the brands Salomon, TaylorMade, Mavic and Bonfire, opening up new opportunities in snow sports and golf. The group of companies then became known as adidas-Salomon AG.
The value of the adidas-Salomon AG stock had climbed a long way since the difficult years of the early 90s. Adidas has remained there ever since. In partnership with the town of Herzogenaurach, adidas-Salomon AG purchased a former US military base on the outskirts of the town and started to build their new headquarters.
The staff moved in in and the campus has been extended multiple times since then. Key adidas shoes from that period include the launch of the adizero and the F50 football boot, which was released in time for the European Championship.
It is a mantra that is still guiding the company and its employees today. In , adidas made the decision to divest the Salomon part of its portfolio, and excluding the golf label Taylor Made sold those brands to Amer Sports.
A year later, adidas acquired Reebok, bringing together two of the most historic sports brands in the industry. In June the company was renamed adidas Group. Some innovations in the sporting goods industry are so unique and successful that they become part of a brands identity. For adidas shoes, that innovation is the energy return cushioning midsole called Boost. This began a period of enhanced collaboration that still continues to this day. Kasper came to the adidas Group from the leading consumer goods company Henkel and began a period of transformation in the company to drive success in the digital era.
The company celebrated its 70th year with a huge party on its campus in Bavaria. It was also the year that its collaboration with Beyonce Knowles and Ivy Park began. The global coronavirus pandemic of was a challenging time for companies all over the globe.
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The poor quality of this double-exposed negative only adds to the mystery around this event. Adolf Adi Dassler. He founded adidas based on an obsession with sport and a passion to provide athletes with the best equipment. She ran the company with Adi after adidas had been established, and continued to do so after his death. Adi Dassler and his football boots cleats with removable studs that helped the West German team to victory in the World Cup. The adidas Argentinian football boot from , worn by the West German national team player Max Morlock.
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