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The history of the company.
Adidas main analytical materialsinterviewhistory of the company.
Adidas
Shortly after the First World War, in the early 20s, in the small Bavarian town of Herzogenaurach, the Dassler family decided to organize their own business sewing shoes.
My mother's laundry was given over to a shoe workshop.
Adolf Dassler (Adi) converted a bicycle into a skinning machine.
My sisters and mother made patterns out of canvas, and Adi, my older brother Rudolf and my father cut shoes.
The first product of the family enterprise was canvas shoes for training athletes runners.
Rudy was engaged in its sale, and Adi organized production and developed new models.
After four years, twelve employees, including family members, were producing 50 pairs of shoes a day.
And on July 1, 1924, the Dassler Brothers Shoe Factory was officially established.
In 1925, Adi, being an avid football player, created football boots with spikes, which were forged for him by the blacksmiths of Tselein.
So the studded sports shoes were born.
And together with the already familiar canvas, it became the main product of the Dasslers, whose business was going so well that, a couple of years later, the brothers rented an entire building for their factory, expanded the staff and doubled the output.
The success of the studded football boots "Dassler" was the first step in the development of shoes specifically for athletes.
The spikes created with Joseph Weitzer received a patent from the German bureau.
In 1928, the Summer Olympic Games were held in Amsterdam.
At this Olympics, athletes performed for the first time in sports shoes "Dassler", and from that moment "Dassler" became the standard of sports shoes.
Already in 1932, at the Olympics in Los Angeles, the German Arthur Jonat became the third in the 100 meter race in this shoe, and at the Berlin Olympics in 1936, the American runner Jesse Owen won four gold medals and set five world records in dasslers.
Such an advertising campaign brought good results, and sales of the" Dassler Brothers Factory " exceeded 400,000 German marks.
They opened a second factory, and increased production volumes to 1,000 pairs per day
With the beginning of the Second World War, hard times came for the brand.
The factories of the Dassler brothers were confiscated, and the brothers themselves went to the front.
At one of the Dassler factories, they tried to establish the production of hand held anti tank grenade launchers.
However, the factory equipment was not adapted for such production, and a year later Adi Dassler was returned from the army to produce training shoes for German soldiers.
In 1945, Herzogenaurach fell into the American occupation zone.
Rudolf ended up in a prisoner of war camp, and the Dassler factory began working for the United States on an indemnity.
She produced hockey skates, and in return received decommissioned US Army ammunition and old baseball gloves.
When Rudolf returned from the camp, the family business had to be raised almost from scratch.
Dassler shoes were again made from the remnants of military ammunition, and 47 employees were paid with firewood and yarn.
The brothers began to work together again, but the former understanding between them was no longer there.
In the spring of 1948, shortly after the death of their father, the Dassler brothers decided to split the company.
Rudolf took one factory for himself, and Adi took another.
In addition, the brothers agreed not to use the name and symbols of the family enterprise.
So the Dassler brand, already well known at that time, died.
Adi named his company Addas, and Rudy Ruda.
But after a few months, Addas turns into Adidas (an abbreviation of Adi Dassler), and Ruda turns into Puma.
The brothers remained silent about the reasons for the quarrel until the end of their days, they did not talk to each other, and Puma and Adidas became the fiercest competitors.
A year later, Adi violated the agreement on the inviolability of the former common symbols.
He took two stripes from the Dassler logo, added a third to them and patented the resulting ones as a symbol of the new brand — adidas.
This happened on August 18, 1949.
In the same year, the first adidas boots with removable rubber spikes appeared, a year later football boots adapted for playing football in adverse weather conditions — on snow and frozen ground, and Adidas updated its ties with the National Olympic Committees.
At the Helsinki Olympics in 1952, most athletes no longer wear Dassler, but adidas.
Emil Zatopek in adidas sports shoes wins three gold medals during the week.
He wins at distances of 5,000 meters, 10,000 meters and in the marathon an achievement that has not been surpassed so far.
And in 1954, adidas shoes were distinguished at the World Cup the German national team equipped in adidas became the World Champion for the first time.
Adolf Dassler was present at the decisive matches in Bern.
Under his leadership, before each game, the football players ' boots were adapted to the ground and weather conditions with the help of a new technology of removable spikes.
And the spectacle itself led him to the idea of the possibility of advertising at stadiums during sports competitions.
In the same year, in addition to the usual sports shoes, the company began to produce other products under the adidas brand.
At first, sports bags appeared, and then adidas tracksuits with three stripes on the sleeve.
The first batch of adidas suits was produced in the amount of thousands of pieces at the textile factory of Willy Seltenreich, whose cooperation lasted for many years.
Adidas signs an agreement with the International Olympic Committee to advertise the adidas brand at the 56 Olympic Games in Melbourne.
This year, the company began the development of international production of goods under the adidas brand — first, a license agreement was signed with the Norwegian factory in Gjorvik, and later adidas production began in France.
No one had any doubts about the" Olympic purpose " of adidas sports shoes.
At the Olympic Games in Rome in 1960, most athletes use this brand, the same thing happens four years later in Tokyo (a special running model weighing 96 grams was developed for the competition), and in 1968 , 37 gold, 35 silver and 35 bronze medals were found in the "adidas piggy bank".
The first first adidas shoes for jogging have been released.
And in the fight of the century between Muhammad Ali and Joe Frazier, both perform in adidas shoes.
On October 19, 2007, Adidas presented the wawa ABA the official ball of the African Cup of Nations 2008( Africa Cup of Nations), the continent's main football competition, which has been held every two years since 1957.
For the 2008 model (fig.), Adidas specialists used African motifs and beliefs.
That is why it is painted in the official colors of Ghana red, yellow and green, each of which has its own meaning, and the name wawa aba ball was named after the ritual wawa tree.
It is the hardest type of wood in Africa, and wawa is considered a symbol of perseverance in achieving this goal.
"In recent years, the African Cup of Nations has become a very important sports competition, so we are especially pleased that in 2008 the championship players will play with the Adidas ball," said Erich Stamminger, President of Adidas.
"This fact underlines our leadership as a football brand of all continents."
In addition to the fact that the Adidas brand became the official partner of the Cup, athletes from 9 national teams (out of 15-16 usually represented in the competition) were equipped in a uniform created by Adidas.
Source: http://liveretail.ru/
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