The history of Adidas – the evolution of the three stripes

Adidas is now not only one of the biggest names in the world of sports, but also a defining figure in streetwear culture and street fashion. And it's no wonder, as almost everyone now instantly recognizes the legendary three stripes. But where did this iconic design element come from, and how did it become Adidas' trademark?

Beginnings – The Dassler brothers and the sports shoe revolution

The history of Adidas began in Germany at the beginning of the 20th century. Adi Dassler founded the Gebrüder Dassler Schuhfabrik shoe factory with his brother Rudolf Dassler in 1924. The goal: to produce high-quality sports shoes for professional athletes.

In 1936, Jesse Owens won the Olympic gold medals in Berlin wearing Dassler shoes - bringing the brand international recognition.

Sibling feud and a new beginning – Adidas is born

After World War II, the Dassler brothers went their separate ways:

• Adi Dassler founded Adidas in 1949 (the name comes from the name Adi Dassler),
• And Rudolf the rival brand: Puma.

This break brought about a new era: Adi Dassler began to build Adidas' identity by combining unique design elements with sporting performance.

The Birth of the Three Stripes – From Function to Symbol

The original three stripes were intended for technical purposes: they reinforced the sides of the shoes for durability. They also visually differentiated Adidas shoes in the market.

In 1952, Adi Dassler purchased the rights to use the three stripes from the Finnish company Karhu, reportedly for $2,000 and two bottles of whiskey.

Since then, the three stripes:

• became a central element of the brand's image,
• appeared on shoes, sweatpants, tops, bags,
• and has now become one of the most recognizable visual symbols in the world – on par with the Nike logo.

The three stripes are not only a visual element, but also symbolize the brand's philosophy: movement, performance, progress.

The three stripes from sports to the street

1970s – 80s:

• Adidas dominated the European and American sports market.
• They introduced classic models like the Superstar, Stan Smith, Samba – all with a three-stripe design.

1986 – RUN DMC and the breakthrough of streetwear:

• The iconic trio of hip hop wrote an entire song about Adidas shoes: “My Adidas.”
• With this, the brand moved from the world of sports to the world of street fashion.

From the 2000s to the present day:

• Collaborations: Yeezy (Kanye West), Pharrell Williams, Bad Bunny, Gucci, Balenciaga
• The modern interpretation of the three stripes is reflected in track pants, oversized tops, chunky sneakers and high fashion collections.

Adidas today – iconic street brand

Adidas is now more than just a sportswear manufacturer:

• Streetwear fashion brand (also available on onsize.eu)
• Environmentally conscious initiatives (Parley shoes, recycled materials)
• Digital collections and NFT collaborations

The three stripes can now be seen not only on athletes' shoes, but also on street style icons, musicians, influencers and fashion enthusiasts.

Performance vs Lifestyle – today you don't have to choose

Adidas today is both a sports brand and a lifestyle brand:

• The Performance segment brings technological innovations such as Boost, Adizero, or Predator.
• The Lifestyle line (Adidas Originals) brings retro design, self-expression and contemporary trends – whether on the street or the runway.

Both worlds meet in the onsize.eu range: the three-striped heritage is modern, trendy, and fits every style.

Image source: adidas-group.com