Tuesday 18th August 2009 marks the 60th anniversary of Adidas and the first registration of the famous three stripes. Founded by Adi Dassler in 1949 the brand has evolved from a small sports footwear company in Dassler’s mother’s kitchen to a global lifestyle sensation. Adidas’ heritage has always lied in inspiring athletes to perform at the highest level and with a proven track record, has been present at some of the greatest sporting moments of the last 60 years, including the 1966 World Cup Final.
Loved and admired by many, the iconic three stripes soon found its way out of the sports stadiums and into the fashion and music lifestyle scene. The timeless Originals tracksuit, along with the introductions of favourites the Gazelles, Superstars and Stan Smiths, all originally designed for sports, were adopted by trend pioneers of the sixties and placed firmly into the heart of street culture.
Early adopters included musical superstars Bob Marley and Run DMC, helping the transition of the three stripes from sporting brilliance to fashion uniform. With the birth of Adidas Originals and the trefoil banner sitting alongside the Sports Performance three stripes, Adidas continued to thrive in the music scene, often shown on stage by the likes of Daman Albarn, Oasis and more recently the Ting Tings and Estelle. With the line between music and fashion drawing ever closer, Adidas made its leap into the bright lights and artistry of London Fashion Week with the critically acclaimed Adidas by Stella McCartney collection. However, with the all the success in the lifestyle scene, the brand has still always stayed true to its legacy, demonstrated with the signing of David Beckham and the support of Team GB in Beijing 2008, the teams most successful Olympic Games to date.
A strong ethos under the two Adidas banners of Originals, ‘Celebrate Originality’, and Sports Performance, ‘Impossible is Nothing’, Adidas will continue to challenge and drive creativity, innovation and style for the next 60 years and beyond.
[…] Adidas Marketing Director, Nick Craggs, has said: ‘our new take the stage campaign is designed to showcase London but also the talent that exists within Great Britain. adidas is providing young people across Britain once in a lifetime opportunities that could change their lives. We feel the campaign is a great way to celebrate London and inspire the rest of Britain’. […]