![]() However, Karhu Sports was hit hard by WWII, and short on capital, the owner agreed to sell Adidas the trademark to their logo for €1,600 and two bottles of whiskey. The original owner of the logo was Karhu Sports. However, they weren’t the first company to use the design. The Adidas logo has long been famous for its three stripes logo. Along the way, Adidas has leveraged clever marketing and the popularity of their designs to reach such success, and at the forefront of those designs is the recognizable Adidas logo – a logo they purchased for €1,600 and two bottles of whiskey. Today, Adidas supplies apparel for the NBA, NFL, and others, and in 2016 the company saw €19.3 billion in sales. Tapie ramped up production of Adidas shoes, but unable to pay the interest on the loan he used to buy the company, Tapie sold Adidas to Robert Louis -Dreyfus.Īdidas changed hands a few more times in the years that followed, slowly growing more and more successful. In 1947, Adolf changed the name of his company to Adidas after his nickname “Adi.” He retained control of the company until 1987, when he sold it to a French investor named Bernard Tapie. Jesse Owens became the first African-American to receive sponsorship in the Olympics, and the popularity of Dassler Shoes skyrocketed. At first, he was joined by his younger brother Rudolf, but after a falling out, Rudolf left the company and founded a company that would later be one of Adidas’s bitter rivals – Puma.Īdidas – then Dassler Shoes – got its first big break when Adolf drove to the 1936 Summer Olympics with a suitcase full of cleats and convinced sprinter Jesse Owens to wear them in the competition. After returning from fighting in WWI, Dassler began working to produce sports shoes in his mother’s kitchen. ![]() The History of Adidasįor many, the origins of Adidas may entail a bit of controversy – the company’s founder Adolf Dassler fought on the side of the Germans in WWI and joined the Nazi party in WWII. As with any apparel company, Adidas’s clever marketing and eye-for-design have played a monumental role in their success, and in this article, we’ll take a look at Adidas’s history, the history of the Adidas logo, and the role that their logo has played in their marketing strategy. Recently, they’ve even come to challenge the likes of the footwear giant Nike, finding a way to attract new customers in a time when many companies in the athletic wear industry are struggling. Today, Adidas and the Adidas Logo stand as one of the most popular footwear and apparel companies globally. Adidas is worn and recognized by people from all over the world. Open Source: Be the first sports company that invites athletes, consumers, and partners to be part of the brands.A look at the Adidas Logo and the history behind this massive sports brand.Cities: Six key cities in which to grow share of mind, share of market and share of trend are identified: New York, Los Angeles, Shanghai, Tokyo, London, and Paris.Speed: Become the first true fast sports company – fast in satisfying consumer needs, fast in internal decision-making. ![]() To achieve this, the plan is focused on three strategic choices: With Creating the New, brands are closer to consumers than ever before. These brands connect with consumers therefore, their success defines the success of the business. This allowed the company to reduce complexity and focus on the adidas and Reebok brands. ![]() As the brown shoe category was not core to this strategy, 2015 saw the divestiture of the Rockport brand. Everything the company does is rooted in sports. The strategy translates that competence in sports into streetwear and fashion because sport is an attitude and a lifestyle. The company is working every day to inspire and enable people to harness the power of sport in their lives. 'Creating the New' is the strategy and attitude that leads adidas into the future. In March 2015, the next five-year strategic business plan for the company is presented.
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