Adidas ebook

Adidas Origins and Historical Context
The story of Adidas begins in a small town in Germany called
Herzogenaurach , a place that, despite its modest size, played a
monumental role in the creation of two of the world's biggest sports brands:
Adidas and Puma. To understand how this rivalry shaped Adidas' identity,
it is essential to explore its origins and the historical context that
surrounded it.
At the beginning of the 20th century, Adolf Dassler, better known as Adi
Dassler, began making handmade shoes in his home. He was passionate
about sports and had a clear vision: to create shoes that would improve the
performance of athletes. In 1924, he founded Gebrüder Dassler
Schuhfabrik (Dassler Brothers Shoe Factory) together with his brother
Rudolf Dassler. Together, they began producing high-quality sports shoes
that quickly gained popularity among local athletes.
The company’s early success was driven by innovation. Adi Dassler was a
natural inventor, always looking for ways to improve his products. One of
the brand’s early milestones was the development of shoes with removable
studs, which allowed athletes to adjust traction based on terrain conditions.
This innovation was widely adopted by elite runners of the time and helped
cement Dassler’s reputation as a brand of excellence in the sport.
However, success did not come without challenges. The 1930s were
marked by political and economic turmoil in Germany, with the rise of the
Nazi regime. During this period, the Dassler brothers faced external
pressures that would ultimately have a profound impact on the company's
future. Despite these difficulties, Dassler continued to grow, sponsoring
athletes and participating in international sporting events.
The relationship between Adi and Rudolf, however, began to deteriorate.
Differences in personality and business acumen became increasingly
evident. While Adi was meticulous and focused on product quality, Rudolf
was more ambitious and interested in rapidly expanding the brand. These
differences culminated in an irreparable rift during World War II, when both
served in the German army and had experiences that further widened the
rift between them.
After the war, the feud between the brothers reached breaking point. In
1948, Adi founded Adidas, while Rudolf founded Puma. The split not only
divided the family, but also the town of Herzogenaurach , which became
known as "the divided town". Residents chose sides, and the rivalry
between the two companies became an inseparable part of local culture.
This split had a lasting impact on Adidas' identity. From the beginning, the
brand was associated with technical innovation and a commitment to
sporting performance, values that reflected Adi Dassler's vision. At the
same time, rivalry with Puma forced Adidas to differentiate itself, constantly
looking for new ways to stand out in the competitive market.
Practical Example: Adidas' First Sports Sponsorship
A practical example of Adi Dassler’s vision can be seen in his sponsorship
of athlete Jesse Owens at the 1936 Berlin Olympics. At the time, Owens,
an African-American athlete, faced racial prejudice in both the United
States and Nazi Germany. Despite this, Adi saw Owens’ potential and
provided him with custom-made footwear to compete in. Wearing Dassler
shoes, Owens won four gold medals, becoming a symbol of endurance
and athletic excellence. This sponsorship not only raised the brand’s
profile, but also reinforced Adidas’ commitment to equality and athletic
performance, principles that continue to shape its identity to this day.