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WWII proved a challenging and pivotal time for the Dassler brothers and the Adidas name. Based in Germany, the rise of Nazism had substantial implications for every business operating in the country. The military conscripted both Adi and Rudolph, but the Dassler company managed to survive the turmoil of the war. However, it didn’t survive the countless disagreements between Adi and Rudolph. The Adidas name we know today was created in 1949. When Rudolph and Adi went their separate ways, Adi named the company Adi Dassler Adidas Sportschuhfabrik. He also registered the unmistakable three-line logo later that year. His estranged brother would go on to form his own shoe company — Puma.
1954 marked a pivotal moment for the company. The West German soccer team — which Adi was the official shoemaker for — competed against the Hungarians for the World Cup. Both teams competed on a rainy day on a muddy field. After a fierce first half, Adi introduced revolutionary studded cleats. Due to the added traction, the West Germans won the match. In 1952, Adi introduced Adidas’ first non-shoe product: a sports bag. The company subsequently released a multitude of Adidas-stamped sportswear, all bearing the familiar three-line logo. These offerings were an instant success, and the company opened several factories to produce enough supply to meet demand. By the 1960s, Adidas was a successful international company. It was the largest producer of sports shoes and continued to innovate. Adi invented nylon soles, replaceable cleats, rubberized sandals, warmup suits, and more. Adi Dassler remained a passionate shoemaker until he died in 1978. From his start as a cobbler in a war-stricken land, he left an incredible legacy of design, ambition, and resolve. Adidas, one of the most recognizable brands in the world, continues to produce an almost unmatched quantity and variety of clothing and shoes.
From then on, Adidas rocketed into stardom. Innovation and passion drew customers from all over the world. The ever-driven Adi continued to design and release new shoes. He worked with athletes of all kinds
to create a wide variety of shoes.
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