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In the early 1900s, a man by the name of Adi Dassler created what would become one of the most popular brands of shows in today’s world: the Adidas. The first world war had come to an end and Dassler, a baker in Germany, was looking for a better means to make money. His decision to make shoes came about at a time when raw materials for shoes were all but nonexistent. Thus, he began using materials from such things as “old tires, helmets, army tents” and more so that his business would stay afloat.

Though Dassler’s first shoes were bedroom slippers, he later began making sports shoes for gymnastics and soccer. This was due to his love of sports. His business soon took off in Germany, eventually allowing him to have a factory to make his shoes. Still, this was not enough. Dassler wanted his shoes sold in countries around the world. In order to make this dream a reality, he came up with a smart yet simple marketing plan involving one very important sports event: the Olympics.

Dassler decided to boost his sales by convincing athletes that’d be in the Olympics to wear his shoes while competing. After the German team wore the shoes in the 1928 Olympics, demands for his shoes went up immediately. When the following Olympics came around, all of the athletes wearing his shoes won medals. With that, his brand name became “synonymous with victory.” With Dassler’s consistent marketing in the Olympics and other sporting events, his shoes gained a strong foothold in the shoe industry, one that has remained to this day. This is due to the fact that Dassler always created high quality shoes that gave him a competitive edge over other shoe companies, as well as his creative marketing skills. Though adidas suffered a few setbacks after Adi Dassler’s death, it eventually regained its success and popularity amongst consumers. Whatever the future may hold for this company, Adidas is here to stay.

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