Adidas spells "All Day I Dream About Sport". As a brand, it has been one of the most enduring in world sport, linked closely to great moments like the Fosbury Flop and France winning the World Cup in Paris (and thus defeating the enemy, Nike), and to superstars such as David Beckham and Zinedine Zidane. Today, the famous three stripes has even penetrated pop culture and become ghetto chic.
Conrad Brunner tells the extraordinary story of a brand, founded in 1949 by an old-style German inventor and businessman. Adi Dassler died in 1978, but even he would have been surprised at the size of the 21st century company now valued at $10 billion, not to mention why a shoe he designed for a Russian shot-putter in 1971 is now quite the thing in downtown Detroit. The story of adidas is the story of world sport since the Second World War. Whenever there has been a major sporting event, the adidas brand has been there. In a multi-million dollar industry, no other sports brand has such tradition and prominence.
