adidas, one of the leading sports brands in the world, turned 60 on August 18, 2009.
It still seems an unlikely story: a modest shoemaker from a small rural town in Germany develops
a range of sports products so original and so perfect that they are sought by athletes from all over
the world. As he indulges his passion for sport and for innovation, he creates a brand as great as
any in the world. An unlikely story, but not impossible. Impossible is Nothing.
For adidas, it all started with shoes. Shoes to play in. Shoes to play better in. Shoes to win in. Shoes
that, one day, would tread Wembley and Wimbledon, win medals at the Olympic Games and the
FIFA World Cup™. Athletes would wear them, record-breakers, and champions. Today, adidas is
one of the world’s leading brands, recognised and respected.
Passion, authenticity, innovation, inspiration, honesty and commitment – that is what adidas means
to us. But above all, it is the stories that made Adi Dassler’s idea and principle “no athlete left
behind” come to life on the biggest sports stages around the world.