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Adidas was founded in 1949 in Germany by two brothers Adi and Rudolf Dassler. The company was first named "Dassler" before later becoming Adidas. Anecdotally, Rudolf Dassler went on to found his own company known as Puma. The understanding of the need for performance in sports footwear is the main motivation of both founders. Adidas began by producing soccer shoes and Adidas bags, which remain the company's flagship products. One of the first stars to wear the brand's products was Jesse Owens. He won 4 gold medals at the 1936 Berlin Olympics. Over the years, Adidas became more and more present during the Olympic Games, and managed to become the brand that sponsored the games in 2012. Known worldwide as the"brand with three stripes", Adidas later goes through a bad patch from which it will emerge by renewing its image and expanding its product range sneakers.
Wishing to innovate and compete with the Air technology developed at Niketechnology, Adidas is developing what will become one of the most popular insoles. In partnership with a laboratory specialised in the field, the German brand is developing the Boost technology. Much more advanced than the old EVA sole, this innovation is seen as a breakthrough in the brand's history. This new technology is still used today with, for example, the Yeezy Boost created by Kanye West. Adidas ended up associating its name with younger and more popular movements such as hip-hop and began to establish itself in the street culture. This was confirmed by the extensive "Adidas All In" advertising campaign of its fashion branch Adidas Originals called "All Originals Represent". In 2011, the first episode of this campaign featured stars such as Lionel Messi and rapper B.O.B.
Today, with his numerous collaborations, such as with Kanye West for the brand Yeezy or Pharrell Williams for the NMD Human Race, the German brand is one of the biggest names in streetwear and remains a brand choice for all sneakers fans! Indeed, the brand with the 3 stripes and Kanye West represent one of the most prolific collaborations of recent years. There are more than ten models revisited by the famous American rapper, stylist and designer. This collaboration arrived like a UFO and has become a reference in streetwear style. But Adidas does not hesitate to venture into the world of high fashion with world-famous ambassadors and pioneers in this sector. We can note the collaboration with Yohji Yamamoto and his label Y3 which revisits the technologies of the German brand and all in the sobriety of the Japanese artist. Similarly, the famous Belgian designer Raf Simons has also left his mark by signing a magnificent "dad shoes" with the Raf Simons Ozweego 2. Whether it's the world of high fashion, streetwear or rap, Adidas always manages to capture the cultural codes of sneakers and streetwear by offering us comfortable models with a lifestyle style.
Created in 1969, the Superstar is the first basketball shoe to have a full grain leather upper for comfort and durability. This low-profile version of the Adidas Pro Model fascinates with its solid rubber toebox known as the shell-toe! It was popularised by Run-DMC's hit "My Adidas" in 1986. The white sneaker then became the standard of street culture and basketball in the 1980s, notably with legendary players like Kareem Abdul-Jabbar. To wear an Adidas Superstar, there's nothing better than a retro Originals tracksuit for an 80s hip-hop look.
In 2015, the brand with the three stripes draws from its archives to offer us a brand new hybrid model for the Lifestyle range. The NMD features a mesh upper that is complemented by a BOOST sole with TPU inserts.
The same year, the German equipment manufacturer unveils the one that will be nicknamed "The Greatest Running Shoe Ever". The Adidas Ultra Boost features a Primeknit upper: an advanced engineering technology that is knitted, rather than sewn, making the upper lightweight, foot-friendly and produced with minimal waste. But what really sets the silhouette apart is its cushioning BOOST. Created by BASF (the world's largest industrial producer), it was in 2013 that Adidas acquired the patents for the energy feedback technology. During an NBA game, Kanye West will proudly wear the very first Ultra Boost OG , just after the announcement of his new contract with the German equipment manufacturer. This is how sneakerheads will fall for the charm and comfort of the running shoe. It will act as the gateway to the range Yeezy and its designs such as the Yeezy Boost 350.
Archive model of the 90's, the Ozweego is back in fashion, almost thirty years after its creation in 1998. It was in 2017 that Belgian designer Raf Simmons set his sights on the running model. In the midst of the "dad-shoe" trend, the trendy silhouette is adorned with Adiprene cushioning, like a Yeezy 500, for more comfort and stability.
Created in 1964, the Stan Smith is arguably the most iconic model of the three-strips brand. Its white perforated leather upper combines comfort and durability. What is now a lifestyle wardrobe essential was originally a performance model created around the collaboration between tennis player Stan Smith and Adidas.
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