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Explore Adidas
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Company History
Founded 1949 in Herzogenaurach, Germany
Adidas was founded in 1949 by Adi Dassler after the Dassler Brothers Shoe Factory split. The split also produced Puma, founded by Rudolf Dassler, creating one of the most famous rivalries in sport and consumer brands.
The founding of Adidas is one of the most famous and bitter family feuds in corporate history. The company was founded by Adolf 'Adi' Dassler, a German cobbler who began making sports shoes in his mother's washroom in Herzogenaurach, Bavaria, after returning from World War I. Adi was obsessively focused on improving athletic performance through equipment. He was joined by his older brother, Rudolf 'Rudi' Dassler, an extroverted salesman who handled the business operations. Together, they formed the Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in 1924. The brothers achieved international fame during the 1936 Berlin Olympics when they convinced American sprinter Jesse Owens to run in their spiked shoes. Owens won four gold medals, instantly cementing the global reputation of Dassler footwear. However, during World War II, the relationship between the brothers violently deteriorated. The exact cause remains heavily debated—ranging from misunderstandings during Allied bombing raids to accusations of betrayal to the Gestapo—but the rift became permanent. In 1948, the brothers split the company and the town's workforce. Adi Dassler took his half of the operation across the Aurach river and formally registered his new company, 'Adidas' (a portmanteau of Adi Dassler), in 1949. He also registered a shoe that featured three side stripes, a functional design meant to add stability that became the brand's iconic logo. Meanwhile, his brother Rudi founded a competing company on the other side of town, which he named Puma. This bitter sibling rivalry consumed the town of Herzogenaurach and birthed the modern, competitive sports marketing industry, as both companies battled to sponsor the world's top athletes for decades to come.
Rudolf Dassler did not found Adidas as a separate legal entity, but his role in the earlier Dassler Brothers business makes him part of the Adidas origin story. His sales instincts and operational involvement helped the brothers' shoes gain early visibility before the 1949 split. After the break, Rudolf founded Puma, creating a direct competitor across town from Adidas and turning Herzogenaurach into a divided sportswear capital. His departure forced Adolf Dassler to sharpen Adidas's identity around product engineering and athlete relationships rather than family partnership. Rudolf's lasting influence is therefore indirect but powerful: Puma's presence kept Adidas under competitive pressure, and the rivalry pushed both companies to invest in sponsorships, football credibility, and faster product innovation.
Adidas acquired Reebok to add scale in North America, fitness credibility, and a second global sportswear brand to challenge Nike.
Adidas acquired TaylorMade to expand into golf equipment and premium sport categories.
Adidas acquired Five Ten to strengthen technical outdoor, climbing, mountain biking, and approach-shoe credibility.
Adidas acquired Runtastic to deepen digital running, training, and consumer engagement outside the purchase moment.
Since its establishment in 1949, Adidas AG expanded from an early-stage venture into a recognized leader in Sportswear and athletic apparel, overcoming key market challenges.
Over its history, Adidas AG executed decisive strategic pivots toward scalable monetization and digital distribution, securing its current market leadership.
By continually modernizing operations and embracing workflow automation, Adidas AG maintains resilience through changing technological and economic cycles.