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The story begins somewhere near Nuremberg, Germany in the year 1924, when

two brothers, Adolf and Rudolf Dassler set the foundation for the sport footwear factory

called Dassler Shoes. Even though the factory had some success the brothers could not

get along and in 1948 the company dissolved.

The Adidas company is founded on the 18th of August 1949, when its creator

Adi (Adolf) Dasler names it after his own name, after which 500m further his brother,

Rudolfs company is founded under the name of Puma. The rivalry between the two

brands was so big that the owners, the two brothers never spoke to each other again, and

when brother Adidas died, brother Puma didnt even show to the funeral.

It seemed as Adolf Dassler decides the brand will be written with a a to be

different from the competition. In the same period the logo shape is created as the 3

stripes which initially is a technology to keep the foot more secure and offer a degree of

comfort.

The adidas brand contained then only professional soccer shoes and most of the

advertising stood in sports stars contracts of that time which guaranteed the quality of the

brand through their credibility, thus transferring the image to themselves. The biggest

event in the companies advertising was Germany winning the soccer world cup in 1954,

wearing only adidas footwear.The brandremained on the market and after a while the company started

diversifying its product range with sportswear that was not for pros. Still, the brand

remains a world leader in sports footwear, proof of that being the fact that they make

sportswear for every sport now.

Adidas has three product divisions: Adidas Performance, Adidas Originals and

Adidas Kids. Adidas Performance is the most evolved division of the adidas group and it

is addressed to the performance sports stars and to the people with an active life style.

Functions: timing a portion of a course or the whole circuit; storing the data,

showing the best time; the timing can be started by pressing the watchs display, seeing

the times for the current race in parallel with previous races, etc.

Te majority of the stles have a PU belt , made so they allow a good airing of the wrist.

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Some models have a PU belt with stainless steel structure to reduce the contact points

with the skin. Water resistance: up to 10 atm/bar.

Adidas Originals presents products that extend the unique features and the

authenticity of the brand in the lifestyle area. Adidas Originals combines the design

technology creating an authentic style with urban accents. Adidas Originals reflects an

enthusiasm, a trendy spirit that is also daring and young.

Adidas Kids is for the children. The watches are made in specific colors to he

adidas brand but also in lively ad attractive colors. Theyr belts are made out of textile

fabric or PU, that is very easy to wear and maintain. The adidas Kids watches belong to

the performance division products.

Starting with 2006, Adidas is the sponsor of the NBA for an 11 year period,

obtaining this way a very important endorsement deal. Another advertising campaign for

Adidas was in 2005-2006 +10.

The tv commercials rolled on all the televisions and have used football celebrities

like Zinedine Zidane, David Beckham, Oliver Kahn,and even old celebrities which made

soccer history, like Franz Beckenbauer and Michel Platini. Adidas promoted their

products through swimming through Ian Thore and rugby by sponsoring the USA Rugby

League. With their last Campaign, the brand topped looking at sports through thisperspective. Adidas wanted to show the sports stars fears which raise millions of euros a

year like David Beckham. His story had a huge impact: 90 million people looked up the

spot on the internet. Adidas distributes over 100 million pairs of sports shoes a year and

over 140 million models of clothing. The brand owns 40% of the whole sportswear

market worldwide.