The history of adidas – the evolution of the three stripes

Today adidas isn't just one of the biggest names in sport – it's a defining force in streetwear culture and street fashion too. No wonder, since almost anyone can instantly recognize the legendary three stripes. But where does this iconic design element come from, and how did it become the adidas trademark?

The beginnings – the Dassler brothers and the sports shoe revolution

The adidas story began in Germany in the early 20th century. In 1924, Adi Dassler and his brother Rudolf Dassler founded a shoe factory called Gebrüder Dassler Schuhfabrik. The goal: to make top-quality sports shoes for pro athletes.

In 1936, Jesse Owens won his Olympic gold medals in Berlin wearing Dassler shoes – and that brought the brand international fame.

A family feud and a new start – adidas is born

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

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

The split kicked off a new era: Adi Dassler started building the adidas identity by combining unique design elements with athletic performance.

The birth of the three stripes – from function to symbol

The original purpose of the three stripes was technical: they reinforced the sides of the shoes for durability. At the same time, they visually set adidas shoes apart on the market.

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

Since then, the three stripes have:

• become the central element of the brand's identity,
• appeared on shoes, track pants, tops and bags,
• and become one of the most recognizable visual symbols in the world – on par with the Nike Swoosh.

The three stripes aren't just a visual element – they also symbolize the brand's philosophy: movement, performance, progress.

The three stripes, from sport to street

The 1970s and '80s:

• adidas dominated the European and American sports market.
• Classic models like the Superstar, Stan Smith and Samba were introduced – all with the three-stripe design.

1986 – RUN-D.M.C. and the streetwear breakthrough:

• The iconic hip-hop trio wrote a whole song about adidas shoes: “My Adidas”.
• With that, the brand crossed over from the world of sport into street fashion.

From the 2000s to today:

• Collabs: Yeezy (Kanye West), Pharrell Williams, Bad Bunny, Gucci, Balenciaga
• Modern takes on the three stripes show up on track pants, oversized tops, chunky sneakers and in high-fashion collections too.

adidas today – an iconic street brand

Today adidas is more than a sportswear maker:

• A streetwear fashion brand (also available at onsize.eu)
• Eco-conscious initiatives (Parley shoes, recycled materials)
• Digital collections and NFT collabs

Today you'll see the three stripes not just on athletes' feet but on street style icons, musicians, influencers and fashion fans too.

Performance vs. Lifestyle – no need to choose anymore

Today adidas is both a sports brand and a lifestyle brand:

• The Performance segment brings tech innovations like Boost, Adizero and Predator.
• The Lifestyle line (adidas Originals) brings retro design, self-expression and contemporary trends – for the street or the runway.

Both worlds come together in the onsize.eu lineup too: the three-stripe heritage is modern, on-trend and goes with every style.

Image source: adidas-group.com