It still seems an unlikely story: a modest shoemaker from a small rural town in Germany develops a range of sports products so original and so perfect that they are sought by athletes from all over the world.

As he indulges his passion for sport and for innovation, he creates a brand as great as any in the world. An unlikely story, but not impossible. Impossible is Nothing.

For adidas, it all started with shoes. Shoes to play in. Shoes to play better in. Shoes to win in. Shoes that, one day, would tread Wembley and Wimbledon, win medals at the Olympic Games and the FIFA World Cup™. Athletes would wear them, record-breakers, and champions.

Today, adidas is one of the world’s leading brands, recognised and respected. Passion, authenticity, innovation, inspiration, honesty and commitment – that is what adidas means to us.

But above all, it is the stories that made Adi Dassler’s idea and principle “no athlete left behind” come to life on the biggest sports stages around the world.

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