History of Adidas 1954 - 1992

In 1956 Horst Dassler, son of Adi Dassler, stepped forward into a more prominent role in promoting his family's brand of athletic shoes. Horst traveled to Australia to promote Adidas at the Melbourne Olympic Games, marking the beginning of modern sports promotion while Adi signed his first licensee agreement with the Norwegian shoes factory Onsrud in Gjovik.

1959 Establishing and building up products facilities in France was the first major task entrusted to Horst, the then 22 yr old son of Adi and Kathe Dassler. In Scheinfeld, he then opened a second German Adidas factory.

1960 Adidas is once again the dominating brand at the Olympic Games, this time in Rome. 75 percent of all track & field athletes have chose to compete in Adidas shoes. Wilma Rudolph, who suffered from polio as a child, won three gold medals.

1961 Adidas began production of apparel and balls.

1962 The first Adidas track suits with the Three Stripes were produced.

1964 Adidas brand dominated the Tokyo Olympic Games with 80% of all athletes wearing the famous Three Stripes.

1968 At the Olympic Games in Mexico, athletes wearing Adidas products continued to be medal winners and leaders. In total, they won 37 gold medals, 35 silver medals, and 35 bronze medals. Also in 1968, "Achille" was introduced to the market as the first real jogging shoe.

1971 Muhammad Ali and Joe Frazier faced each other in the "Fight of the Century", both wearing special boxing shoes designed by Adi Dassler and Adidas.

1972 The "Trefoil Logo" is introduced. The 3 leaves symbolize the Olympic spirit, linked to the three continental plates. Adidas became the official supplier of the Munich Olympics, and the German National Team won the European Football Championship while wearing Adidas shoes.

1974 German once again became the World Cup Champion while wearing Adidas while 80% of all players at the competition held in Germany wore Adidas shoes and apparel.

1975 Adi Dassler was the first non-American inducted into the Hall of Fame of the National Sporting Goods Association.

1976 Adidas was worn by 83% of athletes at the Montreal Olympic Games. They won 75 gold medals, 86 silver, and 88 bronze. Alberto Juantorena, nicknamed "The Horse" won two gold medals using Adidas newly introduces "adjustable spike system".

1978 Adi Dassler died at the age of 78 due to heart failure. His wife, Kathe continued to run the company. Adidas was now producing 45 million pairs of shoes per year.

1983 Horst Dassler founded the "International Sports Culture and Leisure (ISL)," the first worldwide marketing company dedicated to sports events.

1984 Kathe Dassler died just six years after her husband, leaving the company to their son Horst. Horst also received the highest Olympic decoration. At the Los Angeles Summer Olympics, 124 out of 140 nations competed in Adidas products.

1987 Horst Dassler died suddenly at the age of 51. He was unable to finish the global restructuring of the company that he started and the company was left without a leader.

Unfortunately, the death of Horst Dassler in 1987 marked the beginning of a period of serious instability and financial trouble for Adidas. The company incorporated in 1990 ("Aktiengesellschaft") but retained its family ownership. Later the same year Bernard Tapie borrowed money from Credit Lyonnais bank and purchased 80% of Adidas stock for 1.6 billion francs (approximately $360 million) in an attempt to rescue the troubled company, marking the end of Adidas as a family owned company. Tapie was a then famous specialist in rescuing and revitalizing bankrupt companies and had made his fortune this way. He moved production to Asia, perhaps in an effort to save money, and popular artist Madonna was hired for promotion by wearing classic shoes and apparel of the 1970's.

 

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