Review on Adidas multinational corporation

Adidas is a multinational corporation, founded and has headquarter in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe and the second largest in the world after Nike, which is its rival company.

The company was started by Adolf Dassler in his mother’s house and was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. For multiple athletic events Dassler assisted in the development of spiked running shoes (spikes) and to enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to utilising canvas and rubber. Dassler convinced the U.S. sprinter Jesse Owens to use his hand made spikes at the 1936 Summer Olympics. In 1949, due to the breakdown in the relationship between the brothers, Dassler created Adidas, and Rudolf established Puma, which became Adidas’ business rival.

Adidas’ logo is three stripes, which is used on the company’s clothing and shoe designs as a promotion logo – The branding of Adidas was bought in 1952 from Finnish sports company Karhu Sports, Dassler described Adidas as “The three stripes company” as the branding become very successful. The brand name is uncapitalized and is stylized with a lower case “a”.

After the split up in relations between the two brothers in 1947, Rudolf formed his new firm which he named Ruda, which is derived from Rudolf Dassler, and was later rebranded as Puma, and Dassler formed his company on 18 August 1949, which was formally registered as Adidas AG, derive from Adi Dassler. “All Day I Dream About Sports” is said to be the acronym for Adidas, though it is a myth but in real, the name is formed due to the combination of two words i.e. “Adi” (a nickname for Adolf) and “Das” (from “Dassler”).

Puma and Adidas had become bitter business rivalry after the split of Dassler Brothers Shoe Factory in 1947, and due to this even the town of Herzogenaurach was divided on the issue, leading to the nickname “the town of bent necks” and at that time people looked down to see which shoes strangers were wearing. Even two football clubs of the towns were divided, Adidas supported the ASV Herzogenaurach club, while Puma supported 1 FC Herzogenaurach. When an odd-jobber were called to Rudolf’s home, the used to wear Adidas shoe deliberately so that Rudolf Dassler would tell them to go to the basement and pick out a pair of Pumas shoe for free.

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