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Adidas background: 1949 To Now. Adidas was founded in 1949 and is a member of Adidas AG, a German sportswear manufacturer. Adolf Adi Dassler is the founder of Adidas, he started to produce footwear in Herzogenaurach in 1920. (Baidu,2019) Soccer player Adolf (Adi) Dassler was a German cobbler invented spiked shoes for track and field at the age of 20 in 1920. Four years later, the German sports shoe company Gebrüder Dassler OHG was founded by Adi and his brother Rudi, later known as Adidas. In 1925, the Dasslers made leather shoes with hammered studs and hand-forged spikes for running shoes.

The mission in Adidas company is Guiding Principles means always remind us what is significant while success requires concentration and commitment. Set ourselves Guiding Principles is to ensure we are staying on the right path. Adidas centered on the customer and constantly improving the quality, look, feel and identity the goods in order to meet consumer expectations. Then, the vision of Adidas is leaders in technology and development who seek to help athletes of all abilities achieve top quality with every products that bring to the market. (Comparably,2019)

The sporting brand puma was launched after parting ways by Adolf's son Rudolf Dassler. Its classic slogan: "Impossible is nothing." Adidas changed their slogan to “Adidas is All In” in 2013. (SAROSH WAIZ,2019) In history of Adidas logo, Adidas has been known for its three stripes logo for a long time, but they were not the first company to use the logo. Karhu Sports was the original creator of the logo. Nevertheless, World War II struck Karhu Sports hard, and he agreed to sell Adidas ' rights to their logo for 1,600 Euros and two bottles of whiskey because of short on capital. In 1971, the company launched a three-striped logo in the form of a leaf, which they called "trefoil”. This version was later replaced by the current logo shaped like a triangle, although some Adidas products still have the trefoil logo. (LogoMyWay,2017)

References: Baidu,2019, Adidas, viewed 3 November 2019, . SAROSH WAIZ,2019, The Adidas Slogan: “Impossible is Nothing” to “Adidas is All In”, viewed 3 November 2019, . LogoMyWay,2017, The Adidas Logo Design and the History Behind the Company, viewed November 2019, . Comparably,2019, adidas Mission, Vision & Values, viewed 3 November 2019, ....