Adidas

Adidas, established in 1949 in Herzogenaurach, Germany by Adolf Dassler, developed within its own design language. Operating from Herzogenaurach since its 1949 founding by Adolf Dassler, Adidas has developed into a central pillar of global athletic culture. The brand’s trajectory is inextricably linked to the evolution of sports performance, beginning with early footwear designed to provide competitive advantages for athletes. Its significance extends beyond product development to its role in shaping the aesthetic of modern sportswear through historic collaborations and a vast archive of performance-led design.

The label works across sportswear and footwear. Creative direction is currently led by Alasdhair Willis (Performance & Originals & Sportswear). The house is part of Adidas AG (public). Its visual identity, anchored by the three-stripes motif, has transitioned from the track to the broader cultural sphere, positioning the house at the intersection of professional sport and urban lifestyle. As a major European manufacturer, the company has influenced the technical standards of equipment across football, running, and training.

Adidas’s guiding philosophy combines performance and purpose. The company’s purpose statement - “Through sport, we have the power to change lives” - frames sport as a social and cultural force, and informs everything from product design to marketing. Its mission to be the best sports brand drives a relentless focus on innovation; Adidas invests in research to improve materials and athlete performance and aims to cultivate credibility by excelling in its core categories of football, running, training, outdoor and lifestyle.

The “Own the Game” strategy, launched for 2025, reflects this philosophy by centring the consumer and building emotional connections through brand experiences and digital platforms. Adidas links its philosophy to social responsibility. These goals complement initiatives to improve labour conditions and promote diversity and inclusion. By aligning commercial growth with environmental and social goals, Adidas aims to remain credible and relevant in a competitive market. Its philosophy emphasises inclusivity, innovation and responsibility, positioning the brand as both an athletic leader and a force for positive change.