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Adidas History
Adidas History
Adidas History
Adi Dassler had a dream to make the best sport shoes possible.
Explore through the decades - from the birth of a brand to how it came to lead the
world of modern sports.
1920s
1920s adidas shoe
1927
Short-distances-spikes, D.R.P. (Deutsches Reichs-Patent), designed 1927 in
cooperation with Jo Waitzer (German Reichstrainer) for Olympic Games 1928
in Amsterdam.
1930s
1930s adidas shoe
1932
German athlete Arthur Jonath wins the 100m bronze medal at the 1932 Olympic
Games in Los Angeles, wearing Dassler shoes. This marks the first major Olympic
success for the Dassler brothers and fuels the further development of their already
thriving company.
The Villa
1931
Seemingly unaffected by the economic depression, the Dassler brothers continue
their upward trajectory of success. The development is rapid. Having moved out
of their mother’s washroom for lack of space, the brothers now buy the factory
they had so far only been able to rent. In 1931, they commission the construction
of a three-storey house - later named “The Villa” - behind the factory.
International Sports
1932
German athlete Arthur Jonath wins the 100m bronze medal at the 1932 Olympic
Games in Los Angeles, wearing Dassler shoes. This marks the first major Olympic
success for the Dassler brothers and fuels the further development of their already
thriving company.
Step back in time 3
An Expanding Range
1937
Adi Dassler develops sports shoes in co-operation with the Olympic Committee,
striving to fulfil the specific requirements of different sports disciplines. By 1937,
Dassler’s range comprises 30 different shoes for a total of eleven sports. Including
the 4 wheel roller skates.
A Second Factory
1938
Adi Dassler buys his second factory in the centre of Herzogenaurach. By that time,
the company produces 1,000 pairs of shoes a day.
1940s
1940s adidas shoe
1946
Step back in time 4
A multi purpose shoe produced 1946 after World War II, using materials from the
American Army - tent fabric and leather from baseball gloves for the upper,
warplane fuel tanks for the sole.
New Beginnings
1947
After the turmoil of the Second World War, Adi made a fresh start. In 1947, with
47 workers, he began putting into practice knowledge gained in the pre-war
period, as well as new ideas.
Three Stripes
1948
Adi and Rudolf Dassler decide to go their separate ways and Rudolf founds Puma.
Adi introduces adidas as the official company name, made from a combination of
his own nickname and last names. At this point, Adi also gives his shoes the
unmistakable trademark of the Three Stripes.
1950s
1950s adidas shoe
1954
The first low-cut, soft, lightweight football boot of history with nylon screw-in-
studs - exclusively designed for the German World Champion team for the World
Cup 1954 in Switzerland, worn by Max Morlock.
Samba on Ice
1950
Adi Dassler focuses his efforts on the development of new football boots. The first
of the “Samba” all-round football boots are launched on the market. This boot is
made for better traction on ice, snow and frozen ground.
Step back in time 5
Changeable Spikes
1952
For the first time, adidas produces track shoes with changeable spikes and the first
adidas sports bags are introduced.
Kangaroo Leather
1957
Adi Dassler develops the revolutionary idea of polyamide soles for football boots
and uses kangaroo leather for uppers. He develops the first “air sole” in history
and the first polyamide half-sole for track shoes.
Nylon Half-Soles
1957
The first nylon half-soles for sprint shoes are developed in 1957.
1960s
1960s adidas shoe
1960
Short-distances-spikes, worn by Wilma Rudolph (“Black Gazelle”), winner of three
Gold Medals during the Olympic Games 1960 in Rom - 100m/ 200m/ 4 x 100m.
Wilma suffered from Polio as a child, and it was thought she would never walk.
Football in Chile
1962
adidas boots dominate the Football World Cup in Chile. They are worn in all
32 games.
Multi-Studded Soles
1968
adidas is the first company in the world to produce injection-moulded multi-stud
soles of polyurethane, giving a one-year guarantee on the sole. The first jogging
shoe, “Achille”, are introduced to the market.
1970s
1970s adidas shoe
1972
Extremely lightweight and soft football boot, designed for Franz Beckenbauer for
the European Championship 1972. Very stylish patent-leather-boot, “worn until it
fell apart”.
European Football
The German team wins the European Football Championship in adidas boots.
Olympic gold in the high jump aged only 16 . She went on to repeat this Olympic
victory in 1984.
The “Adilette”
1972
The “Adilette” is introduced, still one of the classics in the adidas range today.
Tennis Rackets
1974
The first adidas tennis rackets are launched.
Olympics in Montreal
1976
83 percent of participants at the Montreal Olympic Games rely on adidas shoes and
clothing. They win 75 gold medals, 86 silver medals and 88 bronze medals. Edwin
Moses wins gold in the 400 m and 800 m. Alberto Juantorena, known as “The
Horse”, becomes the first athlete to win gold in both the 400m and the 800m runs,
using a newly introduced adidas “adjustable spike system”, called the “Vario
system”, a combination of exchangeable plastic and metal elements.
1980s
1980s adidas shoe
1984
A high jump shoe, designed for Ulrike (Nasse)-Meyfarth for the Olympic Games
1984 in Los Angeles. 1972 at the age of only sixteen Ulrike won her first gold
medal in Munich, 1984 the second gold medal in L.A.
Step back in time 10
Basketball Championships
1985
Eleven out of twelve teams at the European Basketball Championships put their
trust in the Three Stripes.
adidas in Seoul
1988
At the Seoul Olympic Games, 120 nations wear adidas products. 76 percent of all
athletes put their trust in products with the Three Stripes. They win 365 medals -
124 gold, 114 silver and 127 bronze.
Corporation Status
1989
adidas becomes a corporation “Aktiengesellschaft”), though it retains its
family ownership.
1990s
1990s adidas shoe
1996
Long-distances-spikes 1996 designed for Haile Gebrselassie, the 10,000m gold
medal winner in Atlanta.
Streetball Tournament
1992
The first adidas Streetball tournament takes place in Marx Engels Square in Berlin.
Considered merely a trend in 1992, Streetball has since become firmly established
as a sport. Thousands of players compete to win in 3-on-3 fair-play games. With
Streetball, adidas starts to specifically target a younger age group.
Step back in time 13
Olympics in Barcelona
1992
The Olympic Games take place in Barcelona: track and field athletes wearing
adidas win 117 medals. These include Javier Sotomayor and Heike Henkel, who
take gold in the high jumping event for men and women, respectively.
A New President
1993
Robert Louis-Dreyfus becomes President of adidas AG. New sales and marketing
strategies pave the way for the successful turnaround. The Frenchman initiates
the comeback of the Three Stripes and his leadership accelerates deep changes
throughout the company.
The “Predator®”
1995
The “Predator®” shoe is introduced and sets new standards in the football world.
adidas reports a clear upward trend in sales and profits. The “adidas Predator
Cup”, a football tournament for young talent, takes place for the first time in co-
operation with the adidas Bundesliga clubs in Germany.
European Championship
1996
Five of the 16 teams at the European Championship wear adidas. adidas also
supplies the Official Matchball and equips the referees and linesmen.
Admitted to DAX
1998
In June the adidas-Salomon share is admitted to the DAX, comprising Germany’s 30
largest quoted companies.
Sponsor of FIFA
1998
The highlight of 1998 is the FIFA World Cup in France. adidas is the first sporting
goods company to be named Official Sponsor of a Football World Cup and equips
the host team, France, who go on to become the new World Champions. adidas
has worldwide license rights to the world’s biggest single sporting event. adidas
supplies the official World Cup matchball, equips 12,000 World Cup officials and
volunteers, outfits the referees and linesmen and delivers numerous revolutionary
soccer technologies. Alongside France, adidas is official supplier to Argentina,
Germany, Yugoslavia, Romania and Spain.
German Headquarters
1999
In the spring, adidas-Salomon employees move into refurbished headquarters.
With the creation of the “World of Sports” on a former US Army base, adidas-
Salomon decides in favour of Herzogenaurach as the company’s long-term
corporate headquarters, and thus in favour of the birthplace of the adidas brand.
In the first phase, the campus-style World of Sports provides space for 600 people
working in the Global Marketing Departments.
50 Years of adidas
1999
adidas celebrates its 50th anniversary. Following a successful turnaround, the
company is now on top form. For the first time, adidas-Salomon AG exceeds DM 10
billion, with sales of DM 10471 billion. The number of employees now totals
12,829 worldwide.
Step back in time 16
Herbert Hainer
1999
In November, Herbert Hainer is appointed Deputy Chairman and Chief Operating
Officer of adidas-Salomon AG. He is to become Robert Louis-Dreyfus’ successor as
CEO in the spring of 2001.
2000s
The Intelligent Shoe
2004
In December, after three years of highly confidential in-house development, the
most advanced shoe ever will hit selected markets: the “adidas_1” provides
intelligent cushioning by automatically and continuously adjusting itself. It does so
by sensing the cushioning level, using a sensor and a magnet. It then understands
whether the cushioning level is too soft or too firm via a small computer.
Revolutionary Products
2000
adidas develops revolutionary products based on the concept of ‘Energy
Maintenance’ for six sports: swimming, track and field, cycling, fencing,
weightlifting and wrestling. The most lasting impression of all is left by the adidas
EQUIPMENT ‘Full Body Swimsuit’, in which Ian Thorpe, Australia’s 17-year-old
national hero, wins three gold medals and sets four world records, becoming the
star of Sydney Olympics.
adidas Dominates
2000
The adidas brand dominates the two outstanding sports events of the year: the
European Football Championship in Holland and Belgium, and the Olympic Summer
Games in Sydney.
Step back in time 17
adidas in Sydney
2000
In Sydney, adidas once again demonstrates its competence as an Olympic brand:
the Three Stripes are represented in 26 of 28 sports. More than 3,000 athletes
wear adidas.
The adidas “EQUIPMENT Silverstream” is the official matchball in Sydney.
Agreement is Signed
2000
adidas underlines its position as the undisputed market leader in football, signing a
long-term agreement as Official Sponsor and Licensee of the FIFA World Cup™ 2002
and 2006 and the Women’s World Cup 2003.
Step back in time 18
adidas CEO
2001
Herbert Hainer is officially appointed CEO and Chairman of the Executive Board of
adidas-Salomon AG effective March 8, 2001.
Customization Experience
2001
adidas, as the first brand in the sporting goods industry, launches the
“Customization Experience” project introducing a new business model in the
industry giving consumers the opportunity to create their own unique footwear to
their exact personal specifications in terms of function, fit and looks.
FC Bayern Munich
2001
adidas and Germany’s most successful football club, FC Bayern Munich, agree on a
unique strategic partnership. While acquiring a 10% stake in FC Bayern Munich AG,
adidas renews its contract as official sponsor, supplier and licensee until 2010.
Step back in time 19
Maximizing Profit
2001
adidas-Salomon achieves record-breaking sales of € 6.1 billion. The management
put together a team that is committed to maximizing profit from the Group’s
passion for performance, innovation and heritage. This allows them to honour
their promise of a 15% increase in earnings per share.
The company ends the year as the top performer in the DAX-30, Germany’s leading
stock index, with a gain of 28%, and the share price outperforming the index by
48%.
Debut of ClimaCool™
2002
In March, adidas’s footwear innovation featuring a 360º ventilation system, makes
its global debut. Through the introduction of new, breathable materials in all
areas of the shoe, ClimaCool™ allows consumers’ feet to “feel the breeze”. One
month later, adidas introduces its second innovation of the year. a³ (pronounced
“a-cubed”) is more than a cushioning system. It is an Energy Management system
that cushions, guides and drives the foot for the perfect foot-strike.
Successful Shares
2002
As in 2001, the adidas-Salomon share is once again the top performer in the DAX-
30, Germany’s leading stock index. Group sales rise 7% to reach a record level of
€ 6.5 billion.
The “Jetconcept”
2003
Over the summer of 2003, adidas successfully launches “JetConcept”, a new body
suit, at the FINA World Swimming Championships, an event also sponsored by the
company. Thanks to small integrated riblets, the JetConcept reduces the drag a
swimmer faces in the water. Ian Thorpe, the first swimmer ever to wear the
revolutionary suit, wins three gold medals, one silver and one bronze.
Optimizing Debt-Structure
2003
In order to optimize its debt structure and financing terms, adidas-Salomon
launches a € 400 million convertible bond offering in August. The bond’s maturity
is set at 15 years and is convertible into approximately 4 million shares of adidas-
Salomon AG.
Step back in time 21
“Impossible is nothing”
2003
Step back in time 22
PredatorPulse™ Launched
2003
The new PredatorPulse™, the best football boot ever made, is launched as the
number one brand in football. The boot features the revolutionary PowerPulse™
technology, based on a simple principle already used in the construction of tennis
rackets and golf clubs: optimal distribution of mass. The Predator®, which
celebrates its 10th birthday this year, is the world’s best selling football boot and
is endorsed by some of the world’s best players, such as FIFA World Player of the
Year Zinedine Zidane, David Beckham, Raúl, Michael Ballack, Kaka and Rui Costa.
David Beckham
2003
In March adidas and David Beckham take their long-lasting relationship to an even
higher level. They extend their contract until 2008 and at the same time unveil
David Beckham’s personal logo. This logo represents the merging of two of the
most powerful brands in world sport.
Nothing is Impossible
2004
The UEFA EURO 2004™ ends with the tremendous success of the Greek national
football team. The Greek team clearly proves that sport is about achieving the
impossible. When they entered EURO, Greece had never won a match in a major
tournament. When they left, they were European Champions. With this victory,
five out of the six most recent European champions were wearing the adidas
three stripes.
Step back in time 23
adidas in Athens
2004
adidas uses the Olympic Games in Athens as a platform for showcasing its brand
once again. adidas is official outfitter of 21 National Olympic Committees,
including host nation Greece, the USA, Germany, Great Britain, France and Cuba.
In total, more than 4,000 athletes from 45 different countries compete in three
stripes and adidas provides products for 26 out of the 28 Olympic sports. Athletes
wearing adidas shoes or apparel win 101 gold, 73 silver and 93 bronze medals.
Among the successful adidas athletes are record-setting swimmer star Ian Thorpe
(Australia), high jumper Hestrie Cloete (South Africa), running legend Haile
Gebrselassie (Ethiopia), weightlifter Pyrros Dimas (Greece), 100m World Champion
Kim Collins (St. Kitts and Nevis), Olympic Sprint Champion Maurice Greene (USA)
and the record-breaking decathlete Roman Sebrle (Czech Republic). These
athletes introduce adidas’ latest innovations in footwear and clothing at the
Games.
Stella McCartney
2004
adidas and Stella McCartney announce a long-term partnership, presenting the
adidas by Stella McCartney sports performance collection. For the first time ever,
a high-end fashion designer has created a functional sports performance range for
women. The first collection will be available in stores across the U.S., Japan and
Europe from spring/summer 2005.
Step back in time 24
adidas Anecdotes
The First Tracksuit
During a social event, Adi happened to meet Willia Seltenreich, the owner of a
well-known German textile factory. More or less in passing, Adi asked him: “Do
you think you could possibly sew me 10 track suits with three stripes? Or better
still, 100? Or tell you what, let’s make that 1,000”. Before long, Willi Seltenreich
stopped working for his other customers and began producing exclusively for
adidas.
A Remarkable Personality
Adi’s employees would have gone through fire and water for their boss. The way
he looked after his employees, his ingenuity, and his remarkable personality
were unique.
The Chief
Adi’s personal authority earned him the name “The Chief”, an honorary title that
has not been used again at adidas since his death.