ADIDAS: AN EQUIPMENT MANUFACTURER FOCUSED ON SPORTS PERFORMANCE
Adidas was founded in 1949 in Germany by two brothers Adi And Rudolf Dassler . The company was first named "Dassler" before later becoming Adidas . Anecdotally Rudolf Dassler then flew on his own to create his company known as Cougar . The understanding of the need for the performance of sports shoes is the main motivation of the two founders. Adidas began by producing sports shoes for football and Adidas bags, which remained the company's flagship products. One of the first stars to wear the brand's products is Jesse Owens. He won 4 gold medals at the Olympic Games in Berlin in 1936. Over the years, Adidas became more and more present during the Olympic Games, and succeeded in becoming the brand that sponsored the games in 2012. Known worldwide under the name from " brand with three stripes ", Adidas later goes through a bad patch from which it will get out by renewing its image and expanding its product range sneakers .
AT THE ORIGIN OF ONE OF THE GREATEST INNOVATIONS IN SNEAKERS: THE BOOST
Wishing to innovate and compete with the Air technology developed at Nike , Adidas develops what will become one of the most popular insoles. In partnership with a laboratory specializing in the field, the German brand is developing Boost technology. Much more advanced than the old EVA sole, 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 ends up associating its name with younger and popular movements such as hip-hop and begins to establish itself in street culture. This is confirmed by the vast "Adidas All In" advertising campaign of its fashion branch. Adidas Originals called “All Originals Represent”. In 2011, the first episode of this campaign highlights stars like Lionel Messi or rapper BOB
INFLUENTIAL ADIDAS AMBASSADORS: KANYE WEST, PHARRELL WILLIAMS
Today, with his many collaborations, like with Kanye West for the brand Yeezy Or Pharrell Williams for the NMD Human Race , the German brand is among the biggest names in streetwear and remains a brand choice for all sneaker lovers. ! Indeed the brand with the 3 stripes and Kanye West represent one of the most prolific collaborations of recent years. There are more than ten models revisited by the famous rapper, stylist and American designer. Arriving like a UFO, this collaboration has established itself as the reference of style street wear . But Adidas does not hesitate to venture into the world of haute couture with world-famous ambassadors and pioneers in this sector. Note the collaboration with Yohji Yamamoto and its label Y3 which revisits the technologies of the German brand and all in the sobriety of the Japanese artist. Similarly, the very famous Belgian designer Raf Simons also left his mark by signing a magnificent "dad shoes" with the Raf Simons Ozweego 2. Whether it's the world of haute couture, streetwear or rap, Adidas always manages to identify the cultural codes of sneakers and streetwear by offering us comfortable models with a lifestyle style.
ADIDAS SAMBA, ADIDAS GAZELLE AND ADIDAS FORUM SNEAKER: THE RETURN OF RETRO DESIGNS
Thanks to the Blokecore trend, Adidas timeless shoes designed for football like the Samba and the Gazelle , are making a comeback. The origins of the movement: the British football culture of the 70s, 80s and 90s which will experience a resurgence in popularity during the 2022 World Cup but also through multiple collaborations with entities such as Gucci, Human Made by Pharrell Williams , Sporty and Rich by Emily Oberg and Kith by Ronnie Fieg.
Adidas Superstar Basketball
Created in 1969, the Superstar is the first basketball shoe to have a full-grain leather upper for optimal comfort and resistance. This low version of the Adidas Pro Model fascinates with its solid rubber toebox nicknamed the shell-toe! It was popularized by Run-DMC's hit "My Adidas" in 1986. The white sneaker then became the standard of street culture and basketball in the 80s, especially with legendary players like Kareem Abdul-Jabbar. To wear an Adidas Superstar, nothing better than a retro Originals tracksuit for an 80s Hip-Hop look.
Adidas NMD
In 2015, the brand with the three stripes draws on its archives to offer us a brand new hybrid model for the Lifestyle range. The NMD is characterized by its mesh upper which is completed by a BOOST sole with TPU inserts.
Adidas UltraBoost
The same year, the German equipment manufacturer reveals the one that will be nicknamed " The Greatest Running Shoe Ever". The Adidas Ultra Boost features a Primeknit upper: an advanced engineering technology that is knitted, rather than sewn, making the upper lightweight, foot-friendly and produced with minimal waste. But what characterizes the silhouette is its BOOST cushioning. Created by BASF (the largest industrial producer in the world), it was in 2013 that Adidas acquired the patents for the energy feedback technology. During an NBA game, Kanye West will proudly wear the very first Ultra Boost OG, just after the announcement of his new contract with the German equipment supplier. This is how sneakerheads will fall under the charm and comfort of running. It will act as the gateway to the Yeezy range and its designs such as the Yeezy Boost 350.
Adidas Ozweego
An archive model from the 90s, the Ozweego is back in fashion, almost thirty years after its creation in 1998. It was in 2017 that Belgian designer Raf Simmons set his sights on the running model. In full trend of the "dad-shoe", the trendy silhouette is adorned with Adiprene cushioning, like a Yeezy 500, for more comfort and stability.
Adidas Stan Smith
Created in 1964, the Stan Smith is undoubtedly the most iconic model of the brand with the three stripes. Its perforated white leather upper combines comfort and durability. The one that today is an essential part of the lifestyle wardrobe was originally only a performance model created around a collaboration between tennis player Stan Smith and Adidas.