Adidas history
Adidas is a member of the German sportswear manufacturer Adidas AG. Adolf Adi Dassler, the founder of Adidas, started producing footwear in Nuremberg in 1920 and officially created Adidas GmbH on 18 August 1949 (History (no date) adidas). The Adidas brand is divided into three main collections: the Adidas Sports Performance Collection, with the three stripes as its logo. Each collection has its own positioning. The Adidas Sports Performance collection, which was first formed, is positioned as a professional, highly competitive, and high-end line. Formed after the Sports Performance collection, the Sports Classic collection was considered a model for the best products in Adidas’ history and was re-released with slight modifications to its fabrics and styles. Its deep connotation and limited-edition features have gained a large and loyal following among Adidas fans. The Sports Fashion collection is positioned as simple, stylish, and perfect, taking a mid-to-high-end route. The core values of the Adidas brand are in line with its advertising slogan ‘Impossible is nothing’, launched in 2000. ‘Impossible is nothing’ has succeeded in creating a new trending topic for the brand with its simplicity, sharpness and vividness. With ‘impossible is nothing’ Adidas ultimately tells the audience that if you work hard you can succeed. Cleverly, ‘impossible is nothing’ is not only about ‘work hard and you will succeed’, but also about the implication that you can achieve your dreams with Adidas products. In other words, it conveyed an attitude to consumers that wearing Adidas products can help them work hard, go beyond limits and create new situations. therefore ‘Impossible is nothing’ as a brand value embodies the brand’s attitude and the way the brand evaluates things