adidas

Adidas is a name synonymous with youth culture, sporting excellence and urban cool. It has been the chosen apparel of some of the greatest athletes in the world and has also been the subject matter of many a hip hop legends lyrical content. But the unassuming beginning’s of the sporting giant is a story that has not been explored by the brand during its lifespan, and is now the focus of its latest TVC and impending anniversary.

The legacy that the diffident Dassler brothers have left is a mighty one. There humble beginnings in a kitchen produced a sports giant that still is the only real rival to Americas sporting hulk that is NIKE. Aolf (Adi) Dassler was originally trained as a baker and began to produce his own sports shoes in his mothers wash kitchen after his return from world war I. Enlisting the help of his brother Rudolf (who later went on to found another sports behemoth – PUMA) they worked to equip several athletes with their newly designed spiked running shoes at the 1928 Olympics. After several victorious runs from athletes (notably the American Sprinter Jesse Owens) wearing the adidas footwear, the foundation for the international expansion of the company had been set.

Early adidas TVC’s lacked the street smarts of the modern brand image that we have grown accustomed too, and as you can see here – are fairly hilarious.



But fortunately for the awkward CEO Horst Dassler, this was all about to change. Cue the eighties and the birth of Hip Hop, adidas was about to be given an injection of street cred that it never had before. The four pillars of the discipline: Breakdancing, Graffiti Art, MCing and DJing all demanded that you be rocking a fresh pair of sneakers. Most sportswear brands were adopted by Hip Hop devotees, but only one would have a fetishistic ode lyrically illustrated at length by the legendary trio Run DMC.



So adidas had captured the attention of a cultural movement that would define a generation, whilst maintaining its sporting roots at the same time. This was a solid base to build upon and the next twenty years saw adidas solidify its hardcore sports image whilst maintaining its musical and cultural capital at the all important street level.





Even the last couple of years has seen adidas snatch another attempt at being immortalized in another musical movement with UK grime artist J2K and loudmouth chav Lady Soverigns impetuous endorsement / single ‘hoody’.





This week saw the launch of 180 Amsterdam and Stink’s new execution ‘Adi Dassler’ which takes the brand away from brash artist / athlete endorsements and instead focuses on the man who made it all happen in the first place. As a tribute to Dasslers innovative nature and history, this sparkling little animated piece adds a touch of fairytale to the ongoing adidas story.
For a look at adidas commercials throughout the years, click here.