Adidas. History of Adidas

1.

ADIDAS
the presentation was made by a student of group 1
EK-318 Polina Partionova

2.

History of adidas
adidas is a manufacturer of sportswear and
footwear, founded in 1949 in Germany. The "Three
Stripes Brand" is one of the largest sports
companies in history. A genius of innovation, a
legend of tennis courts and all kinds of sneakers,
adidas has had a huge impact on the sporting
goods industry, fashion, culture and music. The
Snickers Encyclopedia of the Street Beat chain of
stores tells about the fascinating history of the cult
brand.

3.

Adolf and Rudolf
It was 1898. In the family of a
shoemaker and a laundress named
Dassler, a third child is born — a
boy named Rudolf. Two years later,
the family is preparing to replenish
again. On November 3, 1900, Adolf
Dassler was born. It is the Dassler
brothers who will later become the
founders of the great sports
companies adidas and PUMA, and
before their roads diverge, they will
open a shoe production, which in the
future will become the basis for their
entrepreneurial success.

4.

The Dasslers lived in Herzogenaurach—
a small Bavarian town popularly called
the "city of shoemakers." Such a nickname
appeared for a reason, at the beginning
of the XX century, at least one shoe
workshop worked for 30 people of the
population of Herzogenaurakh. It's hard
to imagine what the competition was like
in this market. The Dassler family was not
rich. They constantly had to save money,
because there were frankly not enough
funds for the maintenance of four
children. At a young age, the Dassler
brothers managed to master some of the
subtleties of shoemaking, and at the same
time learn the "price" of money. To stay
"afloat", the brothers helped their mother
deliver clean laundry and carried out
their father's work assignments.
With the outbreak of the First World
War, Rudolf Dassler and his older brother
Fritz are drafted into the army. Adolf
was too young, so he managed to avoid
being sent to the front. However, it is not
known for certain. Rudolf served in
Belgium, where he spent the entire war
and after graduation returned to Munich,
where he took police courses. As a result
of the war, the German Empire ceased to
exist, the country was devastated, and it
was almost impossible to find a job. So,
during the family council, the Dassler
family decides to open their own business
- a shoe factory.

5.

Gebrüder Dassler Sportschuhfabrik
In the first months of 1920, the
Dasslers opened a small
manufactory in the laundry room
where Pauline Dassler worked.
Initially, the family factory
specialized in sewing sleeping
slippers. Adolf and his father were
engaged in sewing on a typewriter,
which they made from an old
bicycle. Sisters and mother made
patterns. The first products of the
Dassler family were sleeping
slippers and orthopedic shoes for
training athletes with disabilities.
These things were in demand among
veterans of the First World War and
were made from old military
uniforms and tires.

6.

Olympic Games
In 1926 Gebrüder Dassler
Sportschuhfabrik produced more
than a hundred pairs of shoes a
day. A year later, the Dassler
brothers decided to expand the
factory and increase the staff to
25 people. At the same time, a
new building was rented for the
company. This made it possible to
produce 100 pairs of shoes a
day and concentrate on
preparing for the Olympics,
which was to be held in
Amsterdam in 1928.
The advantages of sports shoes
with spikes were obvious. They
stayed well on the surface,
reduced the risk of injury and
allowed athletes to cover the
distance faster. Enlisting the
support of professional German
track and field athlete Josef
Weitzer, in 1928 the Dassler
brothers presented a new model
of spikes designed for running
short and long distances.

7.

In these shoes, athlete Karolina Radke wins the
first gold medal in athletics in the 800-meter
race in the history of Germany. A landmark
event took place at the 1928 Olympics and
forever changed the athletes' idea of the
importance of proper equipment. In addition,
the result became a world record that lasted
until 1944 — it was a furore.
In 1929, the Dassler factory began mass
production of football boots, and in 1931 the
company created its first tennis shoes. At the
same time, a crisis comes to Germany again,
but the company is so confident on its feet that
it begins construction of its own three-storey
building. A second Dassler manufactory is
destined to open there in a few years.In the
early 30s, Adolf Dassler went to study shoe
manufacturing technologies in the city of
Pirmasense. There he meets the daughter of his
mentor Kete Martz. Meanwhile, several
German athletes in Dassler shoes are going to
the 1932 Olympics in Los Angeles at once.
Good luck smiles on sprinter Artur Yonat, who,
thanks to the "Dassler" spikes, becomes the third
in the 100-meter race. In 1934, Kete and Adolf
got married, and in 1936, the Dassler brothers'
shoes became the standard for the German
Olympic team.

8.

9.

Eternal rivalry
At the beginning of 1948, after the death of his father, a fateful quarrel
occurs between the brothers Adolf and Rudolf Dassler, during which they
decide to completely cease cooperation. Each took one of the factories and
swore not to use the symbols of the family enterprise. According to one
version, the cause of the conflict was Adolf Dassler's wife, Kete. It all started
with a friend before the war, and then continued during the occupation by
the authorities.Anyway, in 1948 Rudolf founded the company
"Sportschuhfabrik Rudolf Dassler (RUDA)", which he then renamed "PUMA—
- it was the same year. Nine months later, on August 18, 1949, Adolf Dassler
officially established Addas. According to the most common version, Adolf
was forced to add the letter "i" to the name due to the fact that a company
with the name "Addas" already existed. Adolf had to add the necessary
letter to the registration card at the very last moment. They say this very
card is even kept in the adidas museum.

10.

This event started a lifelong
rivalry. A family conflict that
the Dasslers will inherit. Enmity
will become a part of
Herzogenaurach's life,
dividing people who worked
in factories on different sides
of the barricades. In part, it is
eternal rivalry that will
become the catalyst for the
rapid growth of companies at
the stage of their inception.

11.

The Birth of three stripes
The adidas logo in the form of three stripes is
what makes the brand's products recognizable.
Today it is a real symbol of sporting
achievements. A sign of high quality and
progressive technologies. It is known that the
company has been using such a logo since 1952,
and the German sports giant owes its appearance
to a well-known manufacturer from Finland.

12.

Long before the appearance of the
three stripes, the Dassler factory had
already used a similar identity.
Adidas spikes were made with two
stripes on the sides, which made it
possible to better fix the foot inside.
The stripes were painted in the main
color of the pair. Because of this, it
was difficult to distinguish the shoes
in the photos, even experts could not
determine which spikes the athlete
was wearing. After the quarrel and
the division of factories, the brothers
swore not to turn to the design
elements of the family enterprise,
but Adolf violated the contract a few
years after its announcement.

13.

World domination
Since the early 50s, adidas has been
constantly expanding. There are new
models of football boots, bags and
other equipment. In 1954, the
German national football team wins
the World Cup and does it in adidas
shoes. Then adidas comes to an
agreement with the International
Olympic Committee and begins an
advertising campaign at the 1956
Olympics. At the same time, the
brand opens factories in Norway
and France. And a year later, it
produces the first-ever spikes made
half of nylon. No major sporting
event is complete without the
appearance of three stripes.

14.

At the 1960 Olympic Games, three-quarters of
all athletes perform in adidas sports shoes. By
this time, the brand is producing a wide range
of shoes and accessories, and is soon preparing
to launch the production of balls. In 1962, at
the FIFA World Cup in Chile, adidas shoes
appear during all 32 matches. Right in time for
the 1964 Olympics, which takes place in Tokyo,
the company presents Tokio 64 ultralight spikes,
the total weight of a pair of which is 270
grams. This indicator can be called competitive
even in comparison with modern equipment.In
1967, the company produced sportswear for
the first time. Of course, the already famous
three stripes play a central role in the design.
Adidas athletes once again dominate the 1968
Olympic Games, the company presents the
first-ever sneakers with a sole made of several
layers of different materials. Victory after
victory, triumph after triumph by the early 70s,
adidas was becoming the largest sports
manufacturer.

15.

The Birth of adidas Originals
By the end of the 90s, Robert Louis-Dreyfus was able to return adidas to its former greatness.
The brand experienced victory after victory, participated in major sporting events and was
preparing to become the title sponsor of Euro 2000. By the beginning of the championship, the
company is releasing a new generation of Predator boots, Zinedine Zidane and Patrick Kluivert
join the team of ambassadors. The brand is conducting a powerful advertising campaign for the
Sydney Olympics, and Louis-Dreyfus, who is responsible for the success, is preparing to retire.
One of the main events of 2000 was the division of the adidas business into so-called divisions.
Sports goods are produced within the framework of adidas Forever Sport, classics - under the
auspices of the Original division, sports-style clothing - within the EQUIPMENT line.In 2001,
Herbert Heiner took the place of the company's CEO. It is this person who is responsible for the
creation of the Original division. Heiner believes in the success of his own idea, adidas opens
the first single-brand adidas Originals stores in Berlin, Tokyo, Paris and Amsterdam. A year
later, barely created divisions receive new names - adidas Sport Performance, adidas Sport
Heritage and adidas Sport Style.In 2003, adidas launched a joint clothing and footwear line
with Japanese designer Yoji Yamamoto. This is how the Y-3 sub-brand appears, which continues
to develop now. Then, in 2004, adidas creates the first collection with designer Stella
McCartney. This line of products also still exists. Next, the brand releases the Respect M.E.
collection, created in collaboration with singer Missy Elliott. The era of collaborations is coming.