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Lastly, since no particular color scheme is attached to the Adidas logo, Adidas is free to alter the color of the logo in any way they see fit to complement the design of the apparel they are putting it on. This choice represents the casual, informal nature of the Adidas brand. This mountain symbolizes overcoming challenges – a popular theme for the athletes that Adidas sells their apparel.Īdidas has also chosen to feature the name of their company in all lower-case font on their logo. Design Elements of the Adidas LogoĮven before Adidas purchased the trefoil logo from Karhu Sports, they added three bars to all of their products, and they referred to themselves as the “three stripe company.” These three stripes were meant to convey the diversity and international appeal of the company by symbolizing the three major landmasses where Adidas shoes were sold – North America, Europe, and Asia.Īdidas added even more meaning and symbolism to their latest logo by making the Adidas logo into a triangle shape that looks like a mountain sloping upwards. In 1971, the company unveiled the three-stripe Adidas logo in a form that resembled a leaf called the “trefoil.” This version was later replaced by the current logo, shaped like a triangle, though the trefoil logo can still be found on some Adidas products. However, Karhu Sports was hit hard by WWII, and short on capital, the owner agreed to sell Adidas the trademark to their logo for €1,600 and two bottles of whiskey. The original owner of the logo was Karhu Sports. However, they weren’t the first company to use the design. The Adidas logo has long been famous for its three stripes logo. Along the way, Adidas has leveraged clever marketing and the popularity of their designs to reach such success, and at the forefront of those designs is the recognizable Adidas logo – a logo they purchased for €1,600 and two bottles of whiskey. Today, Adidas supplies apparel for the NBA, NFL, and others, and in 2016 the company saw €19.3 billion in sales. Tapie ramped up production of Adidas shoes, but unable to pay the interest on the loan he used to buy the company, Tapie sold Adidas to Robert Louis -Dreyfus.Īdidas changed hands a few more times in the years that followed, slowly growing more and more successful.

In 1947, Adolf changed the name of his company to Adidas after his nickname “Adi.” He retained control of the company until 1987, when he sold it to a French investor named Bernard Tapie.

Jesse Owens became the first African-American to receive sponsorship in the Olympics, and the popularity of Dassler Shoes skyrocketed.

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At first, he was joined by his younger brother Rudolf, but after a falling out, Rudolf left the company and founded a company that would later be one of Adidas’s bitter rivals – Puma.Īdidas – then Dassler Shoes – got its first big break when Adolf drove to the 1936 Summer Olympics with a suitcase full of cleats and convinced sprinter Jesse Owens to wear them in the competition. After returning from fighting in WWI, Dassler began working to produce sports shoes in his mother’s kitchen. The History of Adidasįor many, the origins of Adidas may entail a bit of controversy – the company’s founder Adolf Dassler fought on the side of the Germans in WWI and joined the Nazi party in WWII. As with any apparel company, Adidas’s clever marketing and eye-for-design have played a monumental role in their success, and in this article, we’ll take a look at Adidas’s history, the history of the Adidas logo, and the role that their logo has played in their marketing strategy. Recently, they’ve even come to challenge the likes of the footwear giant Nike, finding a way to attract new customers in a time when many companies in the athletic wear industry are struggling. Today, Adidas and the Adidas Logo stand as one of the most popular footwear and apparel companies globally. Adidas is worn and recognized by people from all over the world. A look at the Adidas Logo and the history behind this massive sports brand.

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