Three Stripes Forever
Adolf ‘Adi’ Dassler founded Adidas in 1949 in Herzogenaurach, Germany, after splitting from his brother Rudolf (who founded Puma). The three stripes logo, originally designed for structural support on shoes, became one of the most recognizable symbols in sport and fashion. Adidas equipped athletes at every level, from local leagues to Olympic Games.
Fashion Crossover
Adidas has been uniquely successful in bridging sport and fashion, from its early adoption by hip-hop culture in the 1980s (notably Run-DMC) to its landmark collaboration with Yohji Yamamoto (Y-3) and the transformative Yeezy partnership with Kanye West, which ended controversially in 2022.
Strategic Recovery
Under CEO Bjorn Gulden, Adidas has focused on rebuilding brand heat through collaborations, retro revivals like the Samba and Gazelle, and a return to sport-centric marketing. The Samba in particular became fashion’s most ubiquitous shoe in 2023-2024.
