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Adidas products now include sunglasses

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To understand why so many people take Adidas sunglasses seriously one has to understand the history of Adidas and its place in the pantheon of sporting apparel, equipment and accessories and now even in fashion and cosmetics. Any product produced with the Adidas name will have a great chance of being successful as the brand is so world famous and so highly respected. Just as the Nike swoosh is instantly recognisable around the world, the three parallel lines that appear on Adidas products is very well known.

The story started in 1949, or more particularly on the 18th August 1949 when Adolf Dassler took ‘Adi’ from his first name and ‘Das’ from his surname to register Adidas as a company. The first time that Adidas really came to prominence though was at the 1954 Soccer World Cup in Switzerland where in the ‘Miracle of Bern’ Germany beat Hungary in the final even though they had lost 8-3 to the Hungarians only two weeks before that. The Germans though had a competitive advantage in that they wear wearing Adidas soccer boots featuring removable studs.

Adidas was associated again in the 1960s with a new and famous innovation. They has wanted to help all of the athletes in the world who wish to improve their performance and so were providing equipment for athletes competing in what one could consider to be ‘fringe’ sports. At the 1968 Olympics, Dick Fosbury used the ‘Fosbury’ flop to win the high jump gold medal, throwing himself over the bar backwards for the first time whilst wearing Adidas footwear.

The 1990s has really seen the growth and development of Adidas. They had always been a manufacturing and sales company, but when Robert Louis-Dreyfus became CEO in the early 1990s Adidas changed to being a marketing company, able to licence products under the Adidas name and use the strength of the brand to really make those products successful. To help fund this change, Adidas went public in 1995 – floating the company on the Paris and Frankfurt Stock Exchanges.

The 1996 Olympics in Atlanta saw the “three-stripes” company equipping more than 6,000 athletes coming from 33 countries, and these athletes won 220 medals with 70 of those gold, including the prestigious 100m title that went to Canada’s Donovan Bailey. This led to a sales increase in apparel of 50%.

Having acquired the Salomon Group in 1997 the company is now called Adidas-Saloman AG. This was the trigger for a major sales offensive, enlisting Kobe Bryant to improve market share in footwear. Included in the new products produced by adidas were sunglasses, and that is why you can buy adidas sunglasses and be part of the adidas story.

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