The beginnings of Adidas date back to 1924, when brothers Adolf and Rudolf Dassler founded shoe company Gebrüder Schuhfabrik. Within a few years the company has become extremely popular. Dassler Shoes were designed in Amsterdam for the Olympic Games in 1928. Adi Dassler produced his first tennis shoes in 1931. At the Berlin Olympic Games in 1936, athlete Jesse Owens won four gold medals and set five new world records, wearing Dassler shoes for all events. But in 1947, the brothers parted ways because of different views at the time of World War II. They disagreed on everything from politics, the future of the company and one another's choice in wives. Each one of them started on his own.
Rudolf founded Ruda from RUdolf DASsler, later renamed to PUMA.
After Rudolf left Gebrüder Schuhfabrik , Adolf Adi Dassler came up with his famous three stripes logo and renamed company to "Adidas AG" from ADI DASsler. It is also claimed that the name is acronym for "All day I dream About Sports". "Adidas AG" was registered on 18 August 1949. Both brothers have achieved exceptional success in the industry of clothing and footwear combining passion for sport with the spirit of innovation. Adidas is currently based in Herzogenaurach, Germany, along with Puma.
Adi was the first entrepreneur to use sports to draw public's attention to his innovations. He began to hire well-known athletes to advertise his products. Adi Dassler passed 1978 and his wife Kathe ran the company. After 6 years later Kathe passed and the company was left for their son Horst Dassler. He passed 3 years later at age 51. After his death in 1987, Adidas ran into some major financial problems, and was bought in 1989 by French industrialist Bernard Tapie. Tapie’s time at adidas was short lived. His most notable contribution was hiring Madonna as a celebrity spokesperson.
Throughout the years Adidas was the leading brand in the Olympics. The 1950s and 1960s Adidas grew to an international company in part due to its continuing support of Olympic athletes and World Cup soccer. Since 1972 the trademark has three leaves symbolizing the Olympic spirit and the combination of three continents.
Today, Adidas is the largest sportswear company in Europe and the second largest internationally.
"We believe in the heritage of our founder, Adi Dassler, who always wanted his team to take responsibility and to support all athletes to achieve their own impossible. Today, we still rely on this strategy. One of the key questions we ask ourselves at adidas in every decision process is, “what would Adi Dassler do?” Some rules just never change, and here at adidas, we commit ourselves to preserving our legacy."- Erich Stamminger, president of Adidas.
Today, Adidas has reached far beyond footwear. Adidas products are not only about sports but they also combine fashion,style, quality and functionality. Adidas watches are ideal for those who prefer an active lifestyle just as they are ideal for those who are less active. They are characterized by an interesting colors, simple execution, rich functionality and high quality materials. They are budget friendly, too.