1919 - 1939
1919
Two brothers, Adi (Adolf) and Rudi (Rudolph) Dassler set up a small shoe manufacturing business in their mother's kitchen in Herzogenaurach, Germany. Driven by a passion to furnish athletes with superior equipment, they embark on a groundbreaking journey.
1924
The Dassler’s business grows, and they officially establish a company called 'Gebrüder Dassler Schuhfabrik', known as Geda for short. The company specialises in producing footwear for athletic and sporting use.
1936
Geda revolutionises athletic footwear by developing spiked running shoes for the track, transitioning from heavy metal spikes to lighter canvas and rubber. In a significant move, the Dasslers persuade U.S. sprinter Jesse Owens to use their handmade spikes at the 1936 Summer Olympics.
1940 - 1949
1945
With shoe manufacturing paused during WWII, the Gerda factory is used to produce weapons and is almost destroyed by US forces. However, Adi’s wife convinces the US soldiers that the factory is only used to manufacture sports shoes, enabling it to remain intact.
1947
During the war, a rift had been growing between the two Dassler brothers. Following a dramatic breakdown in the relationship, Rudi leaves and the company transitions to being solely under Adi Dassler's leadership.
1948
Having left Geda, Rudi Dassler set up his own company which he initially calls Ruda. The company will later be renamed to Puma, beginning a fierce rivalry between the two sportswear brands. Operating from the same town, the rivalry between the companies grows over the years and earns Herzogenaurach the nickname ‘the town of the bent necks’ because locals always look down to see which brand of sneakers each other are wearing.
1949
Adolf Dassler rebrands and registers the company as 'Adi Dassler Adidas Sportschuhfabrik'. He begins anew in Herzogenaurach, pulling together a dedicated team of 47 employees. The signature three stripe design is seen for the first time after Dassler decides it is the optimum number of stripes to catch the attention.
1950 - 1959
1950
Adidas unveils the Samba, initially crafted as a football training shoe to aid players on icy grounds. This innovative design swiftly transcends its original purpose, evolving into a timeless classic.
Over the coming decades as the samba evolves, its unique style and functionality resonate especially in the UK, where it becomes a staple in both sports and casual fashion, symbolising the fusion of athletic heritage and streetwear culture.
1954
Adidas introduces a groundbreaking innovation: football boots with screw-in studs. This key development plays a crucial role in the German national football team's victory against Hungary in the World Cup. The boots, offering enhanced grip and adaptability on different playing surfaces, attract global attention, marking a significant moment in both the history of Adidas and international football.
1952
While Adidas has now been using a three stripe design for several years, it becomes aware that the trademark is already owned by Karhu Sports, a Finnish sportswear company. In a remarkable deal, Adidas secures this signature logo for itself, trading it for two bottles of whiskey and what would now be the equivalent of 1600 Euros.
1960 - 1969
1965
Adidas releases the Haillet shoe, a tennis sneaker initially named after French tennis star Robert Haillet. Later, in a notable rebranding, the shoe is renamed Stan Smith, paying homage to the American tennis legend. This marks the beginning of one of the most successful and iconic partnerships in sportswear history, with the Stan Smith sneaker becoming a staple on tennis courts and in street fashion globally.
1966
Adidas introduces the Gazelle, a shoe that swiftly becomes an icon for its style and versatility. This release further solidifies Adidas's influence in the worlds of sport and fashion. The Gazelle will remain popular for decades, released in a vast range of colours and variations over the years.
1967
Adidas launches the Franz Beckenbauer tracksuit, named after the renowned German footballer. This release signifies a major expansion for the brand, marking its first foray into apparel. The tracksuit, combining style with functionality, quickly becomes a symbol of Adidas's versatility and innovation in sportswear, paving the way for a diverse range of athletic clothing in the years to come.
1968
Adidas starts to engage directly with athletes, seeking their input on what they desire from sportswear. This proactive approach cements Adidas as a trusted provider in the athletic community. By prioritising the needs and preferences of athletes, the brand not only enhances its product range but also strengthens its reputation for quality and innovation in sports apparel and equipment.
Dick Fosbury revolutionises the high jump at the Olympic Games, wearing uniquely coloured Adidas shoes. His gold medal win, achieved with the groundbreaking 'Fosbury Flop', showcases Adidas footwear at the forefront of athletic innovation.
1969
The release of the Adidas Superstar marks a pivotal moment in sneaker culture. Initially endorsed free of charge by Run-DMC, who wear them in imitation of a 'prison style' adopted by inmates, this move initially isn't taken seriously by Adidas. In response, Run DMC releases the song 'My Adidas's, showcasing the shoe's popularity and influence. This leads to a formal endorsement deal, marking the beginning of the intertwining of hip-hop culture and sneaker fashion, a trend that continues to shape the industry today.
1970 - 1979
1970
Adidas releases the Telstar, its first official football, a significant milestone in the brand's history. This ball is chosen for the 1970 World Cup, setting a precedent for quality and design in the sport. Following this, Adidas becomes the official ball supplier in every subsequent FIFA World Cup, cementing its status as a key player in the global football community and showcasing its commitment to advancing the sport through innovation and quality.
1971
Adidas expands its footwear range with the release of the Tournament suede shoes. This launch signifies the brand's versatility and commitment to catering to a wide array of athletic needs. The Tournament suede shoes, known for their durability and style, quickly gain popularity, further establishing Adidas as a leader in both performance and fashion in the sportswear industry.
1972
In a strategic move to coincide with the Olympic Games, Adidas unveils a new Trefoil logo, symbolising performance and dynamism. This logo refresh aligns with the brand's commitment to excellence in athletics. Initially used as a symbol of athletic performance, in decades to come the iconic Trefoil logo would be used to distinguish the Adidas Originals range of footwear and apparel, drawing inspiration from the brand’s history. The brand also launches the SL 72 running shoe in time for the Olympics, designed to offer athletes with enhanced traction and agility.
1975
Adidas introduces the Nizza, conceived as a competitively priced shoe for both sport and leisure, positioning itself as Adidas's response to the Converse All Star.
Initially designed for a range of activities, the Nizza soon becomes closely associated with basketball.
Over the years, its appeal broadens significantly, making it a popular choice among various sub-cultures. The Nizza's versatility and style ensure its enduring popularity and position it as a staple in the casual footwear market.
1976
Romanian gymnastics superstar Nadia Comaneci becomes the first gymnast to achieve a perfect 10 at the Olympics, hitting the mark across seven different events in Montreal. Wearing a distinctive Adidas leotard, the gymnast will later feature in the Adidas ‘Impossible Is Nothing’ ad campaign.
1978
Adidas marks the year with the release of the Tobacco shoe, adding another classic to its diverse footwear range. This shoe stands out for its unique design and quickly becomes a favourite among Adidas enthusiasts.
Tragically, 1978 also sees the passing of Adidas's founder, Adi Dassler, on 6th September. His visionary leadership and passion for sports leave an indelible mark on the brand.
Following his death, the stewardship of Adidas is passed on to his wife and son, ensuring the continuation of Adi Dassler's legacy in the world of sportswear.
1979
Adidas introduces the Forest Hills, initially launched as a tennis shoe. This model quickly transcends its original purpose, gaining legendary status, particularly among UK football fans. Its distinctive design and comfort make it a favourite not just on the tennis courts but also in the stands and streets, reflecting Adidas's knack for creating versatile footwear that resonates across different cultures and sports.
1980 - 1989
1980
Adidas releases the Campus, a sleek and durable sneaker originally aimed at the basketball market. This shoe later gains iconic status, notably being championed by the Beastie Boys. Their endorsement propels the Campus into the spotlight of hip-hop and street culture, solidifying its place as a timeless classic in Adidas's sneaker lineup.
Mountaineering legend Reinhold Messner wears a pair of lightweight approach shoes as he becomes the first person to climb Mount Everest solo and without supplemental oxygen. Messner had been working with Adidas to design the shoes over the preceding years; the project helped the brand enter the outdoor market and marked the beginning of what would later become the Adidas Terrex range.
1982
The Copa Mundial football boot launched three years previously, one of Adidas's most iconic creations, receives substantial endorsement during the 1982 World Cup.
Its design, offering superior comfort and performance, makes it an instant favourite among footballers. The enduring appeal of the Copa Mundial is evidenced by its impressive sales, with over 10 million pairs sold to date.
1983
Adidas launches the New York running shoe. First produced using GoreTex technology, the shoe offers a waterproof option to runners and marks the beginning of a long-lasting relationship between the two companies. The New York will subsequently be released in a range of colourways, including non-GoreTex variants, over the coming decades.
1984
A year of innovation and creativity for Adidas. The brand releases the Adicolor Hi, a unique concept that comes with a pack of felt tip pens, allowing wearers to customise their own shoes. This initiative highlights Adidas's commitment to individual expression and creativity in footwear.
The Forum basketball shoe is launched, and is the first Adidas design to be made available in both high and low top variations.
In the same year, Adidas introduces the Micropacer, a groundbreaking development in athletic footwear.
The Micropacer features an integrated computer system, offering athletes valuable performance statistics, a testament to Adidas's pioneering spirit in technology and sports.
1984 also sees the launch of the LA Trainer, released to coincide with the Olympic Games in Los Angeles. This shoe, celebrated for its design and functionality, aligns with the global sporting event, further establishing Adidas as a key player in athletic footwear during major sports events.
1986
This year marks a pivotal moment in Adidas's history, driven by the intersection of music and sports. The US-based hip hop group Run-D.M.C. releases 'My Adidas's, a song expressing their genuine passion for the sneakers and addressing the realities of life in troubled neighbourhoods. The impact of this song on Adidas's brand identity is profound. The connection between Adidas and Run-D.M.C. becomes unmistakably clear when the group holds up their 3-Stripes shoes during a concert attended by 40,000 fans, among them an Adidas employee. This moment of serendipity leads to a hit song and a unique partnership between Run-D.M.C. and Adidas.
1987
Horst Dassler, son of Adidas founder Adi, dies. His death marks the beginning of a period of turmoil for the brand, which sees it pass out of family ownership. During this crucial period, competition from brands such as Nike intensifies, which sees Adidas lose some of its global market share.
1989
Adidas introduces Torsion, a groundbreaking technology enhancing foot stability in sports shoes.However, this year represents a challenging phase in Adidas's history. Following the deaths of key family members and ensuing complications, the daughters of Adidas's founder decide to sell their shares in the company. This period is marked by financial difficulties, bringing the brand to the brink of bankruptcy.
1990 - 1999
1990
Following the death of Horst Dassler, son of Adi, in 1987 and a subsequent challenging period for the company, Adidas is acquired by French businessman and Minister for Urban Affairs Bernard Tapie who moves production to the far east in an effort to cut operating costs.
1991
Adidas launches the Equipment concept, a line focusing on essential performance over fashion, embodying functionality and efficiency in sportswear. Adidas Equipment will grow to become the brand’s performance focused subdivision over the coming years. The launch of Adidas Equipment also introduces the three bars logo for the first time, which will become Adidas's primary corporate logo in 1997 when the Trefoil starts to be used solely for the Originals range.
1992
The Adidas Predator football boot is released. The boot features a game-changing design that uses rubber strips on the upper to help players achieve greater control and accuracy. The Predator significantly influences football footwear, becoming a favourite among players globally.
The Streetball campaign marks Adidas's engagement with street basketball culture, showcasing the brand's adaptability and relevance in urban sports.
1993
In a significant shift for the company, Robert Louis-Dreyfus assumes the role of CEO at Adidas. His arrival marks the beginning of a new era for the brand, bringing fresh perspectives and strategies to the table. Louis-Dreyfus' leadership is set to play a crucial role in steering Adidas through a challenging period and guiding it towards a path of recovery and renewed success in the global sportswear market.
1996
Adidas further diversifies its product range by introducing shoes inspired by BMX legend Dave Mirra. This launch reflects Adidas's ongoing commitment to expanding its influence beyond traditional sports categories. The Mirra-inspired BMX shoes, tailored to meet the specific needs of BMX riders while also appealing to a broader audience, demonstrate Adidas's ability to blend athletic functionality with cultural relevance, continuing its tradition of innovation and style in the world of sports footwear.
Adidas also signs a £50,000 deal to sponsor Manchester United footballer David Beckham. Over the coming years Beckham will become one of the most famous footballers in the world, and extend his partnership with the brand.
The Adidas Ozweego is launched. Using AdiPrene cushioning, the running shoe offers enhanced comfort over long distances, and is released in a wide range of colours and variations over the years as it gradually transitions into a popular fashion sneaker.
1997
In a strategic expansion move, Adidas acquires the Salomon Group, along with its various brands including Salomon, TaylorMade, Mavic, and Bonfire. This acquisition significantly broadens Adidas's portfolio, extending its reach beyond traditional sportswear into outdoor, golf, cycling, and winter sports.
In line with this expansion, the company undergoes a rebranding, changing its name to adidas-Salomon AG. This marks a new chapter in Adidas's history, reflecting its growth and diversification in the global sports and leisure market.
The Adidas Originals range launches. This collection distinguishes itself by embracing the heritage of classic designs while evolving to meet contemporary fashion trends, bridging the gap between sportswear and terrace style.
2000 - 2004
2000
Adidas releases 'The Kobe', the third signature model for basketball star Kobe Bryant. This shoe, often remembered for its unique and futuristic 'space boot' design, stands out in the basketball world for its bold style and performance features.
In later years, as the shoe takes on a retro appeal, it is renamed 'The Crazy 1'. This renaming and continued popularity underscore the lasting impact of Adidas's innovative designs in the basketball sneaker market, and their ability to remain relevant and influential over time.
2001
Herbert Hainer assumes the role of CEO at adidas-Salomon AG, marking the start of a new era focused heavily on innovation. Under Hainer's leadership, Adidas introduces several groundbreaking products. In 2002, the company launches ClimaCool, a technology enhancing breathability and comfort in sportswear. This is followed by the release of adizero in 2004, a line of lightweight footwear designed for speed and efficiency.
The F50 football boot, unveiled just in time for the 2006 FIFA World Cup in Germany, quickly becomes a market sensation. These innovations, along with Hainer's effective leadership, propel Adidas into a period of significant growth, setting and breaking company records.
2002
Adidas launches Climacool, the ultimate breathable running shoe, emphasising advanced ventilation technology for enhanced athlete comfort.
The popularity of Climacool technology sees the range expand, and become a permanent part of the Adidas range over the years to come.
2003
Adidas introduces the Y-3 label, a groundbreaking collaboration with Japanese designer Yohji Yamamoto. Blending high fashion with sportswear, the move further establishes Adidas as a versatile and innovative brand that transcends traditional boundaries of athletic apparel. David Beckham signs a lifetime deal with the brand for £115 million, in what is one of the biggest sponsorship deals in football at the time.
2004
Adidas forms a pivotal partnership with fashion icon Stella McCartney, blending stylish design with athletic functionality, a move that redefines the landscape of sports fashion.
Additionally, Adidas rolls out an impactful marketing campaign, showcasing sports legends such as David Beckham and Haile Gebrselassie confronting and overcoming their challenges. This campaign introduces the inspiring slogan 'Impossible is Nothing', encapsulating the brand's dedication to ambition and resilience. The phrase soon becomes emblematic of Adidas's commitment to inspiring achievement in every endeavour.
Addias inks a $150 million 10 year deal to become official shirt supplier to MLS (Major League Soccer) that will see it supply all kits in the league by 2006, believing that the sport is set to see rapid growth in North America
2005 - 2009
2005
Adidas takes a giant leap in footwear technology with the launch of the Adidas 1, touted as the world's first intelligent shoe. This pioneering design is equipped with a microprocessor that astonishingly performs 5 million calculations per second, dynamically adjusting cushioning for optimal comfort during running. The innovation is powered by a small, replaceable battery with a lifespan of about 100 hours, showcasing Adidas's commitment to technological advancement in enhancing athletic performance.
Adidas sells Salomon Group, which it had bought in 1997, to Finnish company Amer Sports which also operates outdoor brands such as Arc’teryx, for a reported 485 million euros.
2006
Adidas acquires Reebok, a major move that brings together two of the world's leading companies in the sporting goods industry, following the departure of Salomon. This acquisition expands Adidas's global presence and product range, reinforcing its status in the sportswear market. Argentinian footballer Lionel Messi signs to Adidas, moving away from Nike. While Nike contested the move, a judge ruled in favour of Adidas. The deal is believed to have added around $10 billion to the value of the company, and saw its share price increase 30%.
2010 - 2014
2011
The brand launches the 'all in' campaign, a unique initiative that unites sport, street, and style. Featuring stars like Lionel Messi, David Beckham, and Derrick Rose, the campaign emphasises commitment and passion, conveying the message that success requires going all in with heart and determination.
Adidas expands its reach in the outdoor sector by acquiring Five Ten, a specialist in outdoor gear, enhancing its portfolio in adventure sports. Alongside this, the Adidas Terrex range launches; a purpose developed range of footwear, clothing and equipment for the outdoor market.
Additionally, Adidas introduces the Busenitz, a move to revamp its skate line. Named after professional skateboarder Dennis Busenitz, this shoe combines functionality with style, rejuvenating Adidas's presence in the skateboarding community.
2012
Adidas launches the AdiZero Primeknit, a breakthrough in running footwear with its seamless knit upper. This design offers a lightweight, form-fitting experience, showcasing Adidas's fusion of innovative technology with athletic functionality. The AdiZero Primeknit represents a stride forward in sportswear design and performance.
2013
Adidas unveils the Energy Boost running shoe, featuring a revolutionary new cushioning material developed in collaboration with German chemical company BASF. This material uniquely blends the previously contradictory qualities of softness and responsiveness, offering a running experience unlike any other. The Energy Boost incorporates TORSION technology, providing essential mid-foot arch support, further enhancing the shoe's performance and comfort for runners. This release marks a significant advancement in Adidas's commitment to innovative, high-performance footwear.
2014
Building on the success of the Energy Boost, Adidas launches its Boost range of running shoes. Popular for their comfort and ability to help return energy, the Boost range has since continued to expand. Another popular running silhouette launches; the ZX Flux. Combining retro and modern styling, the shoe offers high levels of comfort and is available in a range of unique colourways.
2015 - 2019
2015
Adidas announces a high-profile collaboration with Kanye West, and launches the Yeezy Boost 750 which sells out within 10 minutes on release. The same year, Adidas unveils its strategic business plan, 'Creating the New', focusing on integrating sports with streetwear and fashion, and streamlining its brand focus primarily to Adidas and Reebok.
The plan emphasises rapid response to consumer needs, growth in key global cities, and greater engagement with athletes and consumers in product development.
2016
October marks a leadership transition at Adidas, with Herbert Hainer, after 15 years at the helm, passing the CEO baton to Kasper Rorsted. Rorsted, previously leading German consumer goods company Henkel, is warmly received by employees, media, and investors. As the fashion and sportswear industries evolve with health and fitness becoming integral to lifestyle, Rorsted begins guiding Adidas towards new successes in the digital era, building upon the 'Creating the New' strategy.
2017
Adidas continues to streamline its focus as part of the 'Creating the New' strategy by divesting from its hockey brand CCM and its golf brands, including TaylorMade, Adams Golf, and Ashworth. This move is a strategic effort to concentrate on its core competencies in footwear and apparel, specifically strengthening its major brands, Adidas and Reebok.
As part of the Adidas Futurecraft programme, the Adidas Futurecraft 4D is launched; an innovative running shoe that absorbs energy and returns it into forward motion with each stride. Renewing its contract with MLS, Adidas spends $700 million to supply all kits and balls in the league as the official sportswear supplier for the next 7 years. The Yeezy 500 launches, building on the popular ‘dad shoe’ trend with its chunky design and combination of futuristic and retro styling.
2018
Adidas expands its Parley for the Oceans collection, using recycled plastic waste to create new shoes and apparel. The popular Boost line expands, and Adidas releases a number of collaborations including the UNDFTD x Adidas Ultra Boost.
2019
Adidas celebrates a major milestone with the opening of its new office building 'Arena', completing the expansion of its headquarters, the 'World of Sports', in Herzogenaurach, Germany. This development unites all 5,400 Herzogenaurach-based employees on a single campus for the first time, in a setting that embodies the company's distinct culture.
The 'MyArena' workplace concept, applied globally, is integrated into this space, emphasising activity-based working environments. The focus is on flexibility and communication, moving away from assigned desks to a variety of workspaces. These range from informal areas for casual interactions to formal meeting rooms and spaces for individual focus, adapting to the diverse needs of employees.
2020 - 2024
2020
Adidas announces it will collaborate with streetwear brand Fear Of God, in a deal that will see a range of co-branded products launched under the Fear Of God Athletics collection. Following the announcement, the range undergoes two years of development before launching at the end of 2023.
2021
Adidas launches its next five-year strategic cycle, titled 'Own the Game'. This strategy places a strong emphasis on the consumer, recognising their influence in shaping industry trends. It acknowledges that consumers are increasingly seeking to integrate active, healthy lifestyles with sport and fashion, are digitally savvy, and are committed to sustainability.'
Own the Game' aims to seize these consumer-driven opportunities and create new ones for their benefit. The successful implementation of this strategy is expected to bolster brand credibility, enrich consumer experiences, and advance the boundaries of sustainability in the industry.
2022
Adidas partners with luxury fashion house Gucci, debuting their first collaborative collection on the runway. This partnership marks a significant fusion of high fashion and sportswear, showcasing Adidas's versatility and its ability to blend athletic wear with luxury style. The Adidas X Gucci collection represents a bold step into new fashion territories, further enhancing the brand's appeal across diverse consumer segments.
Following controversial comments by the rapper, Adidas breaks its deal with Kanye West and the Yeezy brand. The split is estimated to have cost Adidas over $500 million throughout the coming financial year.
2023
In a notable achievement for the brand, the Adidas Samba wins the Shoe of the Year Award in 2023. This accolade is a testament to the enduring popularity and iconic status of the Samba, which has seen a huge resurgence in sales reflecting its continued relevance and appeal in the footwear market.
Adidas appoints Bjørn Gulden as its new CEO. A former professional football and handball player, Gulden comes with nearly 30 years of experience in the sporting goods and footwear industry. His deep understanding of sports and retail is expected to bring valuable insights and leadership to Adidas.
2024
Adidas kicks off the year with two notable releases. First, the brand unveils the Inter Miami '2getherness' home kit, a new addition to its range of football apparel. This kit symbolises unity and team spirit, capturing the essence of the Inter Miami team ethos.
Adidas introduces the Predator 24, a 'samba-fication' of the iconic Adidas Predator. This release represents a fusion of classic Predator performance with the vibrant, energetic spirit of the Samba. The Predator 24 is set to be a standout in the football boot market, combining Adidas's legacy of innovation with a fresh, dynamic aesthetic.
