The History of and Story Behind the Adidas Logo

After the end of the First World War, there were a lot of veterans who had to find some means of supporting themselves upon returning to their homes. In the case of Adolf “Adi” Dassler, he started making sport shoes upon returning to the German town of Herzogenaurach. Suffice to say that conditions were rather rough, as shown by the fact that he and his brother Rudolf had to make their products in their mother’s scullery while sometimes using pedal-powered equipment because the availability of electricity in their town was not the best.

Eventually, Dassler managed to make a name for his business. In part, this was because he convinced the U.S. sprinter Jesse Owens to use his innovative sports shoes at the 1936 Summer Olympics in Berlin, which provided his business with a boost when Owens proceeded to win no fewer than four gold medals. Something that was particularly notable because Owens being a black man meant that his triumph made a complete and utter mockery of the Nazis’ racist ideals.

With that said, the Second World War had a profound impact on Dassler’s business. For example, he came very close to losing his factory towards the end because it had been turned to the production of anti-tank weapons, which is why the American soldiers had wanted to destroy it. However, Dassler was lucky in that his wife managed to convince them that they wanted to do nothing more than make sports shoes, with the result that they actually went on to sell a considerable number of shoes to American soldiers during the eventual occupation.

However, the more noticeable impact of the Second World War might have been that on the relationship between the Dassler brothers. There is no way of telling exactly what caused the two brothers to come into conflict, but there is a story that the whole thing was started by a misinterpreted insult while they and their wives were hiding in a bomb shelter in the war. With that said, there is also a story about Rudolf having been suspected of being a member of the SS when he was captured by the Americans, which was supposedly based on information provided to them by Adi. Whatever the case, the two eventually went their separate ways, which is how Adi winded up as the head of Adidas while Rudolf winded up as the head of Puma.

How Did Adidas Come Up with Its Logo?

Adidas’s famous three stripes has been in use since the start, so much so that Adi actually called his business the three stripe company. With that said, it is amusing to note that Adidas actually bought the three-stripe trademark from a Finnish brand called Karhu in the 1950s, which now uses a M-shaped logo instead. Supposedly, the transaction happened in exchange for a couple of bottles of whiskey as well as a small sum of money that would now be worth around 1,600 Euros.

Later, Adidas came up with the trefoil, which is still sometimes seen on Adidas Originals. The influence of the three stripes can still be seen in the trefoil, which outright incorporates it. However, the trefoil was intended to reflect the more widespread nature of the modern Adidas, which is why it was supposed to represent the main landmasses in the form of Asia, Africa, Europe, and the Americas. As a result, it is no exaggeration to say that the trefoil was supposed to show how diverse Adidas had managed to become while still symbolizing that it was remaining true to its roots.

Finally, the trefoil was replaced by the three bars in 1998. Once more, the influence of the three stripes can be seen in the three bars. However, the three bars see them arranged in the rough shape of a mountain, which is intended to invoke a particular sensation in those who saw it. To be exact, the three bars are supposed to challenge Adidas customers to push themselves past their limits, thus providing the brand with that much more marketing oomph in the process. Considering Adidas’s continuing success in recent times, it seems clear that three bars have served their intended purpose well. However, it will be interesting to see whether they will be replaced by something as well in the future, with a particular point of interest being how the three stripes will continue to be incorporated into future designs.


Add Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

The History of and Story Behind the Dutch Bros Logo
10 Things You Didn’t Know About Claire Smith
The History of and Story Behind the Houzz Logo
10 Things You Didn’t Know about Joe Kanfer
How Often Should You Monitor Your Checking Account?
Covered Put
What Is A Covered Put?
Retirement Plan
How Many Different Types of Retirement Accounts are There?
Stock
Should you Invest in Graf Industrial Corp Stock?
Riverhouse on Main
The 10 Best Places to Eat in Park City, UT
Hiking Park City Utah
A Traveler’s Guide to Hiking in Park City, UT
Explore Main Street in Historic Park City
The 20 Best Things to Do in Park City, UT for First Timers
Boarding House
The 20 Best Restaurants in Cape Cod
Acura
Acura vs Lexus: Who Wins this Car Showdown?
Best Lexus Coupe Models
The 10 Best Lexus Coupe Models of All-Time
2021 BMW Alpina XB7 Review: A Gracefully, Grand Driving Machine
2019 Porsche Vision 920
The Five Best Porsche Concept Cars of All Time
How Do You Spot a Chopard Replica Watch?
Chopard Happy Sport Chrono
The Five Best Chopard Happy Sport Watches
Chopard Imperiale Automatic 36 mm Diamond Women's Watch
The Five Best Chopard Imperiale Watches Money Can Buy
Chopard Classique Homme Women's Watch
The Five Best Chopard Watches for Women
How Paul Wall Achieved a Net Worth of $5 Million
How Elizabeth Olsen Achieved a Net Worth of $11 Million
How Cooke Maroney Achieved a Net Worth of $25 Million
Keke Palmer
How Keke Palmer Achieved a Net Worth of $7.5 Million