People have always adored this brand. Their apparel might be based on sportswear, traditionally, but they have risen to become a trendy brand.
Adidas clothing, shoes and accessories are proudly worn by fashion-conscious individuals from every walk of life, particularly the youthful and active members of society.
Adidas is a sports apparel brand with a special focus on sports shoes. The brand is based in Germany but quickly became the second largest manufacturer of prestige sportswear in the world, after Nike which was rated number one. They claimed the title as the most popular sportswear brand across Europe.
Adidas: A brief history
What started as a single company between two brothers, became two separate entities, each claiming its own crowning glory in the world of sports apparel. Puma and Adidas were the result of a feud between two brothers from the family Dassler. The family originally began manufacturing shoes when the first world war ended, as their family business.
The first step to success for the Adidas brand occurred in 1936 when track-and-field star Jesse Owen wore a pair of shoes that were gifted to him by one of the brothers. Owens enjoyed a winning streak and the shoes he wore got significant attention.
This cemented the brand into the minds of many sports fans and the brand enjoyed significant positive attention as a result.
However, the brothers, Adi (Adolf) and Rudi (Rudolph) had a feud which saw them ending their business relationship when they were unable to reach a compromise. They each started their own endeavour, giving birth to the two brands Adidas and Puma.
Both brands have gained significant popularity among consumers and both brands are considered an authority in the sportswear industry.
The brand’s image
The simplicity of their branding has certainly played a significant role in their success. The iconic three stripes in a mountain-like slant in monochrome black and white are synonymous with an image of sportiness, trendiness, and practicality.
Their decision to write the brand’s name all in lowercase was a bold move for its time. Ignoring the rules of grammar in favour of a trendy image with a rebellious streak further built their brand in the minds of their consumers as an authority with a mind of its own.
Adidas is actually the combination of the founder’s name and surname. His name was Adof Dassler, although he was nicknamed Adi. He took his nickname and added the first three letters of his surname, forming the word Adidas.
There have been rumours among fans over the years that the name is actually an acronym for the phrase “all day I dream about sport”,and while it fits the brand, its image, and the phrase perfectly, it’s unintentional.
The power of a name
Adidas is a simple and straightforward name that’s easy to remember. The name is iconic and aligns with the brand’s simple and black and white text and logo design.
The brand’s target market is predominantly people (especially males) with an interest in sport and practicality. The simplicity in the branding sells the name, and as powerful due, they sell the image which sells the products.
For some brands, finding a simple and effective name like this comes naturally. For others, the perfect name is elusive.
Fortunately, with today’s technological advancements and innovative inventions, there are many resources that simplify tasks like choosing a brand name. This is an important step in cementing the success of your brand at a foundation level. Using a tool, like naming experts, can yield the perfect name to enchant your audience and gain you lucrative attention.
Grant Polachek is the Director of Marketing at Squadhelp–transforming the way names are developed by combining an affordable agency-level brainstorming process with the unmatched creativity of “the crowd.”