AN EQUIPMENT MANUFACTURER FOCUSED ON SPORTING PERFORMANCE

Adidas was founded in 1949 in Germany by two brothers Adi and Rudolf Dassler. The company was first called "Dassler" and later became Adidas. Rudolf Dassler then went on to create his own company known as Puma. Understanding the need for performance in sports footwear is the main motivation of the two founders. Adidas began by producing football sneakers and bags, which remain the company's flagship products. One of the first stars to wear the brand's products was Jesse Owens. He won 4 gold medals at the 1936 Berlin Olympics. Over the years, Adidas became more and more present during the Olympic Games, and managed to become the brand that sponsored the games in 2012. Known worldwide as the "brand with three stripes", Adidas later went through a difficult period from which it will recover by renewing its image and expanding its product range.

AT THE ORIGIN OF ONE OF THE GREATEST INNOVATIONS IN SNEAKER: THE BOOST

Wishing to innovate and compete with the Air technology developed at Nike, Adidas is developing what will become one of the most popular soles. In partnership with a laboratory specialising in the field, the German brand is developing the Boost technology. Much more advanced than the old EVA insole, this innovation is seen as a breakthrough in the history of the brand. This new technology is still used today with, for example, the Yeezy Boost created by Kanye West. Adidas ended up associating its name with younger and popular movements such as hip-hop and began to establish itself in street culture. This is confirmed by the extensive advertising campaign "Adidas All In" of its fashion segment Adidas Originals named "All Originals Represent". In 2011, the first episode of this campaign highlights stars like Lionel Messi or rapper B.O.B.

THE ROLE OF INFLUENTIAL AMBASSADORS

Today, with its many collaborations, like Kanye West for the brand Yeezy or Pharrel Williams for the NMD human race, Adidas is one of the biggest names in streetwear and remains a brand choice for all sneaker lovers! Indeed the three-strips brand and Kanye West represent one of the most prolific collaborations in recent years. There are more than a dozen models revisited by the famous American rapper, stylist and designer. Landing like a UFO, this collaboration has established itself as the reference of streetwear style, but Adidas does not hesitate to venture into the world of haute couture with world-famous ambassadors and pioneers of this industry. We can note the collaboration with Yohji Yamamamoto and his label Y3 which revisits the technologies of the German brand and all this in the sobriety of the Japanese artist. Similarly, the very famous Belgian designer Raf Simons also left his mark by signing a magnificent "dad shoe" with the Raf Simons Ozweego 2. Whether it is the world of haute couture, streetwear or rap, Adidas always manages to define the cultural codes of sneaker and streetwear by offering us comfortable models with a fresh look.