ADIDAS

History

Germany

In 1920, a time when advertising, associations, conferences, book publishing, and other fields were beginning to embrace modern technology, the brothers Adolf Dassler (Adi) and Rudolf Dassler (Rudi) manufactured spiked shoes for athletes at their family-owned factory, “Gebrüder Dassler Schuhfabrik,” in Germany. Their immediate success came when they supplied a pair of spiked shoes to Jesse Owens, the great Black athlete of the time, who in turn became the first Black athlete to be sponsored. After winning four gold medals, the reputation of Dassler shoes soared, and every coach and athlete wanted them. Translated with DeepL.com (free version)

The business boomed, but only until just before World War II. During the war, they switched to manufacturing footwear for the German army. Thanks to Americans' love of sports, the factory was later able to thrive.

40´s

Back in 1948, Rudi embarked on his own journey by founding PUMA AG, and as a result, his brother Adi followed suit in 1949 by founding what is now known as ADIDAS, a name derived from its Diminutive ADI + the surname DAS (ser).

60´s

This marked a turning point in the history of the brand, as the book *Reality in Advertising* was published in 1961, outlining the theory that would shape the course of advertising for decades to come, thereby influencing the business and marketing models of Adidas and its competitors. In 1963, Adidas expanded its product line to include soccer balls in addition to its sneakers. Later, in 1970, the company made headlines by becoming the official supplier and sponsor of the World Cup.

80´s

It wasn’t until 1987 that Adi’s son, Horst Dassler—who had taken the reins of the company after his father’s death—passed away at the age of 51. This, combined with the growing and fierce competition emerging in the same sector—such as Nike and Reebok—plunged the company into crisis.

90´s

Bernard Tapie, a specialist in rescuing bankrupt companies, bought the firm. But just two years later, it went bankrupt again, and Robert Luis-Dreyfus stepped in to purchase it and take over as CEO. Thanks to the French businessman, the company was able to restructure and lay a solid foundation. In 1997, it acquired the Salomon Group, thereby becoming Adidas-Salomon AG.

Year 2000 – present

In 2001, Herbert Hainer was appointed CEO of the company. With the dawn of the new millennium, the company entered new markets such as golf and even acquired Reebok (2005), a brand that had enjoyed a golden age in the past and already boasted a strong reputation and image. At that time, advertising and marketing were undergoing significant changes.

Product vs. Consumer

The focus on the consumer rather than the product was gaining significant traction. The huge success of BMW’s automotive ad had marked a turning point in how to reach consumers—in “appealing to their emotions.” So in 2004, Adidas recruited designer Stella McCartney, a name synonymous with haute couture. With this move, they once again aimed to reach a wider audience through celebrities. That same year, Adidas launched the Adidas 1, sneakers that utilized processor-based technology the company had been developing for 20 years. At the same time, that same year saw the launch of what is arguably one of the best campaigns in the company’s history: “Impossible is nothing,” where the message conveyed that despite all difficulties and adversity, one must keep fighting, rise above, and achieve the goals we set for ourselves.

More than just a product—it’s a lifestyle

This marked a major shift in marketing strategy at the time, as the industry increasingly focused on consumers and their emotions. However, this campaign alone spoke volumes about the changing trends in advertising. The company wasn’t just trying to sell one of its products; rather, it aimed to serve as an inspiring and motivating role model and lifestyle for athletes.

Without a doubt, this was another major boost to its growth. In 2006, they signed another deal with the NBA, which boosted profits through advertising and marketing sales featuring their star players. Adidas was aware of the growing role of new technologies and social media in the world of sports. Thus, it acquired the Runtastic app in 2015, creating a community where every user could connect and interact with others—and even with the brand itself.

It is clear that, from the very beginning, the Dassler brothers placed a strong emphasis on top athletes and sports figures, which contributed to the brand’s development and success today.