06 June 2016 19:00:00
ADIDAS ORIGINALS: HERITAGE OF SPORT FOR URBAN LIFE
The history of the company which managed to introduce legendary style and technologies not only into sport but everyday life
Facing the fact that adidas is known as well as Coca-Cola, people, reading this article, are certain to know what this company is and what it is doing. However, not many are aware of the hard story of rivalries and victories stretching after Adolf Dassler until his very death. Though, its beginning was quite calm.
Wash kitchen business
“Dassler Brothers Shoe Factory” (Gebrüder Dassler Schuhfabrik) was the ancestor’s name of nowadays adidas. The younger brother Adolf founded it in 1920 as soon as his family recovered from the effects of World War I. It was located in mother’s wash kitchen where slippers and surgical boots were made of the war outfit.
Soon all family members worked at the factory including the elder Adolf’s brother – Rudolf who was mostly interested in marketing and selling. Considering Adolf’s creativity which helped him to become the person invented the first pair of astro shoes in 1925 there was no problem in their business. Later this very product made Dassler a clear choice for sportsmen – the German runner Arthur Jonath managed to beat his record and win third place due to the comfortable astro trainers. In the late 1930’s Dasslers had been producing more than 1000 pairs per day at their own factory but the beginning of World War II changed everything.
Split but not defeat
It is hard to find out how brothers were getting on during the war but the result is clear – disputes appearing earlier strengthened and led to the final split of the joint company. In 1949 49 year-old Adolf made another attempt which is known as adidas. When the company was registered he patented three famous parallel stripes.
Surprisingly, it was almost the same story: starting with processing of munitions the company expanded and became world-famous after the match Germany – Hungary in 1954. The thing is that the Hungarian team was considered to be unbeatable that’s why when Germans met them in final game and then won these news spread around the world being rumored for decade. Of course, German team wore adidas with three stripes. It was impossible to prevent the brand from becoming popular even suspending advertising campaign.
Puma being founded by Rudolf Dassler despite fierce rivalry managed to maintain its position and even made headway in development. Its innovations which were an apple of discord between brothers for the rest of their lives were significant but the company failed to enter mass market. Nevertheless, when Rudolf was dying in 1974 Adolf did not come to pay last respect but asked to leave him a message that he forgot all the offences.
Sports before all the rest
Adolf Dassler was different among other rivals in being sport fan and made it his priority. He visited many competitions and personally talked to the most famous athletes learning what he should change. It was his inherent feature letting him earn confidence of the major audience. Unfortunately, nothing lasts forever, a legendary man alone changing sport industry passed away in 1978.
After the death of founder, his wife run the company and then his son Horst Dassler. Probably he could take further but he couldn’t because of death in early age. Horst’s sisters didn’t have enough experience that’s why they immediately got rid of active assets. The company crisis began. In 1993 French investors became owners of the company headed by Robert Louis-Dreyfus who was sure that the right approach to managing would solve all the problems and bring the company to life. That was exactly what happened – hired managers and designers from Reebok and Nike reintroduced the brand and in 1996 adidas sponsored the Olympic Games.
Since then business is taking off and the impetus is given by opening the stores around the world aiming not only at professional athletes but also at ordinary people who just want to get all the advantages of sportswear. adidas Originals specially designed for casual lifestyle offers a wide choice of clothes from proving them as traditional trainers and accessories to high-tech ideas of the last years.
After formation of adidas Originals in 2001, the company has put a lot of effort to make the audience interested in the product. Numerous collaborations with famous musicians and pop culture characters, including Pharrell Williams and Kanye West finally strengthened the brand’s positions outside the sports stadium. The last advertising campaign under the slogan «Your future is not mine» focuses on the growing influence of trends and technologies and encourages to create your own future with no looking back at the others.
You can find all adidas Originals products in our store.
ADIDAS ORIGINALSSneakers Topanga Hemp/Gum
ADIDAS ORIGINALSSneakers Hamburg Core Black
ADIDAS ORIGINALSSneakers Spezial Off White/Gum
ADIDAS ORIGINALSSneakers LA Trainer OG
ADIDAS ORIGINALSSneakers Superstar 80s
ADIDAS ORIGINALSSneakers Stan Smith CF
ADIDAS ORIGINALSSneakers EQT Running Guidance 93
ADIDAS ORIGINALSSneakers EQT Support 93/16
ADIDAS ORIGINALSSneakers EQT Racing 93/16
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