The History of Adidas – The Evolution of the Three Stripes

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

The beginnings – the Dassler brothers and the sports sneaker revolution

The history of Adidas began in Germany in the early 20th century. In 1924, Adi Dassler and his brother Rudolf Dassler founded a factory called Gebrüder Dassler Schuhfabrik. The goal: to make top-quality sports sneakers for professional athletes.

In 1936, Jesse Owens won his Olympic gold medals in Berlin wearing Dasslers – which put the brand on the international map.

A brotherly feud and a fresh start – Adidas is born

After the Second World War, 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 ushered in a new era: Adi Dassler began building Adidas's identity by combining distinctive design elements with sporting performance.

The birth of the three stripes – from function to symbol

The original three stripes had a technical purpose: they reinforced the sides of the sneakers for durability. At the same time, they made Adidas pairs stand out visually on the market.

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

Since then, the three stripes have:

• become the centrepiece of the brand's identity,
• appeared on sneakers, tracksuit bottoms, tops and bags,
• and become one of the most recognisable visual symbols in the world – right up there with the Nike Swoosh.

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

The three stripes: from sport to the street

1970s–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 an entire song about their Adidas sneakers: “My Adidas”.
• With that, the brand crossed over from the world of sport into street fashion.

2000s to today:

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

Adidas today – an iconic street brand

Today, Adidas is more than a sportswear maker:

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

Today, the three stripes aren't just seen on athletes' feet – they're on street style icons, musicians, influencers and fashion fans too.

Performance vs Lifestyle – you don't have to choose any more

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

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

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

Image source: adidas-group.com