History of Adidas Timeline

Adi Dassler adopted the three diagonal stripes as Adidas's signature branding element. The stripes were initially functional, providing stability to the shoe, but they quickly became one of the most recognizable logos in sportswear history.

Building on World Cup success, Adidas established licensing agreements and distribution networks across Europe, South America, and beyond, becoming a dominant supplier of footwear to national football teams worldwide.

Hip-hop group Run-DMC celebrated the Superstar in their hit song 'My Adidas' and signed a landmark endorsement deal with the brand — the first major partnership between a music act and a sportswear company, bridging sports and street culture.

Image source: My Adidas

French businessman Bernard Tapie bought Adidas for 1.6 billion francs, planning a financial turnaround. After legal troubles, he was forced to sell the company in 1993 to Robert Louis-Dreyfus at a significant loss.

Image source: Bernard Tapie

Robert Louis-Dreyfus acquired Adidas and led a dramatic turnaround, refocusing on performance products, streamlining operations, and restoring profitability before taking the company public in 1995.

Adidas AG listed its shares on the Frankfurt Stock Exchange, transitioning from private ownership to a publicly traded corporation and raising capital for further global expansion.

Adidas purchased French ski and outdoor equipment maker Salomon, briefly renaming itself Adidas-Salomon AG. The deal added TaylorMade golf and expanded the company into winter sports and outdoor markets.

Image source: Salomon Group

CEO Herbert Hainer oversaw fifteen years of expansion, including the Reebok acquisition, major World Cup sponsorships, and growth in emerging markets, doubling the company's revenue during his tenure.

Image source: Herbert Hainer

Adidas divested the underperforming Salomon business to Finland's Amer Sports, refocusing the company on its core adidas brand, Reebok, and TaylorMade golf divisions.

Image source: Amer Sports

Adidas completed its $3.8 billion acquisition of rival Reebok, dramatically increasing its presence in North America and creating the world's second-largest sportswear company behind Nike.

Image source: Reebok

Danish executive Kasper Rørsted succeeded Herbert Hainer as CEO, focusing on digital transformation, direct-to-consumer sales, and North American market recovery during his tenure.

Former Puma chief Björn Gulden took over as Adidas CEO, tasked with rebuilding the company after the costly termination of the Yeezy partnership and restoring profitability and brand momentum.

Image source: Bjørn Gulden

The Samba was designed to give footballers traction on icy, hard ground. It became one of Adidas's best-selling models ever and later evolved into an iconic casual and streetwear sneaker.

Image source: Adidas Samba

West Germany defeated Hungary in the 'Miracle of Bern' wearing Adidas boots with revolutionary screw-in studs that adapted to the wet pitch conditions. The victory cemented Adidas's reputation for innovation and transformed football footwear.

Image source: 1954 FIFA World Cup final

Adidas launched its first tracksuit, developed with German footballer Franz Beckenbauer. This marked the company's expansion beyond footwear into apparel, creating a new product category that would define the brand's identity.

Image source: Tracksuit

The Superstar was the first low-top basketball shoe with an all-leather upper and distinctive rubber shell toe. It was later embraced by hip-hop culture, most famously by Run-DMC, becoming a timeless streetwear icon.

Image source: Adidas Superstar

Designed with input from Liverpool player Craig Johnston, the Predator introduced rubberized elements on the upper for enhanced ball control and swerve. Worn by stars like Zinedine Zidane and David Beckham, it became one of football's most iconic boots.

Image source: Adidas Predator

Developed with BASF, Boost used thermoplastic polyurethane foam pellets to deliver superior energy return. The technology revolutionized running shoes and became central to Adidas's Yeezy and Ultraboost lines.

Image source: Adidas Yeezy

Adidas signed Kanye West and launched the Yeezy Boost 750, followed by the massively popular Yeezy Boost 350. The collaboration became a cultural phenomenon, generating billions in revenue and reshaping sneaker culture.

Image source: Adidas Yeezy

Adidas partnered with environmental group Parley for the Oceans to create sneakers made from recycled ocean plastic, pioneering sustainable footwear and committing the company to broader sustainability goals.

Image source: Parley for the Oceans